1) the advertising message is standard, nonflexible, limited in time (advertising on radio, TV) and on the area (advertising in newspapers and magazines);
2) in the advertising message there is no possibility to emphasise individual requirements of the client;
3) the advertising message often is in an environment of advertising of competitors;
4) all kinds of advertising demand the big investments;
5) advertising lays down heavy burden on consumers, increasing the prices for the goods and services;
6) quotations from year to year increase by advertising placing in a press that leads to reduction of the advertising areas and advertising efficiency decrease;
7) advertising causes irritation that too often interrupts translation of telecasts. Nevertheless, at all its lacks, advertising helps to achieve decrease in time spent by trading workers on purchase and sale of the goods, partially releases them from personal participation in advancement of the advertised goods that also conducts to decrease in distribution costs. [19, с.91].
Advertising promotes constant perfection of let out production. It use as the competition tool. Without advertising there is no possibility actively to influence the market, to fix the position on it [25, с.12]. Advertising as the communication medium, gives the chance large attendance attraction, thus to use the various mass media most suitable to the chosen target segment of the market. Thus it is possible to supervise the maintenance of advertising messages, its registration and exit time, to correct or change the message depending on reaction of a target segment. Advertising creates additional workplaces for managers, designers, artists, experts. Besides, advertising positively influences a consumer society as a whole, forming a powerful information field about the new goods and services.
There are the aspects explaining the negative relation to advertising:
1.russia it is not generated the positive relation to commercial activity. In consciousness of many people business Fraud.
2. Advertising is directed till now on the limited circle of people? An average? The consumer is left indifferent by messages on computers, cars, trips abroad. The reason - in low level of incomes.
3. An insufficient social orientation of advertisements at which there is a problem of protection of environment, love, sports.
4. Many announcements are given a little reason, persuasive and do not represent the facts.
5. Preview trailers are inexpressive, suffer bad aesthetic taste, in them there are no elements of a corporate style of the enterprise.
Advertising is favourable to any enterprise And, many cases when the manufacturer of advertising specially gave negative advertising by means of which became known almost more than those who used only an advertising positive side are known. Nevertheless, the author considers, what finally similar advertising does not bring advantage to anybody?
To the manufacturer as on subconsciousness there is an opinion on its firm as about something pushing away; to the consumer, owing to that after similar advertising there is an unpleasant deposit. With assistance of advertising the market becomes clearer and accessible to buyers with different tastes and requirements, with different level of monetary incomes, with unequal traditions concerning consumption. Carrying out contacts to the consumer, the advertising message at first forms awareness at the person - the consumer remembers mark. The positive relation to the goods is then formed, that is the consumer remembers the goods as one of the best in the given category.
The next portion of contacts moves it to the first purchase [9, s. 20-22]. Unfortunately, not any advertising is perceived positively and consequently not any goods are got. But advertising is necessary for the consumer, as about existence of many goods we never would learn, if not advertising activity of manufacturers. That is advertising is necessary to all: and that who advertises the goods, wishing it to advance, and that who looks advertising and thus receives the information on the goods.
Advertising not only the tool, but also considerable sector of economy. 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. Thus, advertising develops economy, influences increase of a standard of living of people and promotes competition development.
Expenses on advertising? A powerful part of the budget of foreign industrial firms. They show the tendency of development of advertising activity. In the USA on advertising in mass media 5% from total expenses on manufacture and realisation of the goods leave approximately. At manufacturers of consumer goods this share still above: medicines? 20%; spirits, cosmetics? 13,8%; kitchen accessories? 12,8%; spirits? 11,9% and so on [30, с.332].
According to the Russian legislation expenses on advertising include following positions [15, s.13-23]:? On working out, manufacturing and distribution of ad publications;? On working out, manufacturing and distribution of sketches, labels, samples of original and firm packages, packings, acquisition, manufacturing and distribution of advertising souvenirs, samples;? On publicity through mass media;? On illuminated signs;? Manufacturing of stands, models, publicity boards, indexes;? Storage and экспедирование advertising materials;? Participation in exhibitions, fairs, window dressing;? On уценку the goods which in full or in part have lost the quality at exhibiting in show-windows. Expenses join in the actual cost price of production in full. The limiting sizes of expenses on advertising are estimated according to the rates from goods turnover volume, including the value-added tax. The account of expenses on advertising helps to estimate productivity of advertising activity of the enterprise.
The general estimate of expenses for carrying out of marketing researches of the market and carrying out of the advertising company includes the following articles [1, с.86]:
cost of marketing researches;
cost of working out of a page in the Internet;
cost information not advertising article; - cost of placing of advertising messages in mass media.
Absolutely precisely to define efficiency of separate advertising media, in most cases it is not obviously possible to an advertising campaign. There are two approaches to an estimation of efficiency of advertising activity of the enterprise [28, с.41]: and #61607; quantitative (economic efficiency) which shows degree of increase in sales volumes under the influence of advertising; and #61607; qualitative (efficiency of psychological influence) which allows to estimate degree of popularity, trust and adherence of consumers to the goods or the company. In practice use both quantitative, and qualitative approaches which allow to obtain the objective given estimations of advertising activity of the enterprise. Experts define also some kinds of an advertising efficiency, to be exact social, psychological and economic efficiency [19, с.118].
Social efficiency is defined by degree of satisfaction of inquiries and needs of consumers, its ability to formulate certain skills, requirements, tastes to raise the general level of culture, culture of a life, a food. Psychological influence of advertising is shown in change of public opinion concerning any subject, the phenomenon, concept. To define the given influence it is possible only by means of supervision, interrogation or experiment. Economic efficiency of advertising is estimated on degree of its influence on goods turnover volume. It shows additional profit as a result of advertising influence. There is no uniform approach to advertising efficiency definition. The most simple way? This comparison of goods turnover before advertising campaign carrying out. Thus compare goods turnovers for the periods (months, quarters), equal to the period during which the goods [19, с.118] were advertised. Some experts offer methods of an estimation of economic efficiency of advertising. Following methods concern them [23, с.402]:
1) Robinsona,
2)? Hiding places?, which consists that the present advertisements from which marks, names of firms-manufacturers are withdrawn are used; the interrogated should specify goods mark, having read the announcement text.
Besides, there are also other methods of definition of efficiency of advertisements. To them carry:
1) a method of supervision, experiment (is applied on the published announcement the coupon which it is required to fill and send to the specified address, or the coupon at which presentation at goods purchase, the discount is given; by calculation of the sent or shown coupons it is defined, сколькими the given announcement has been noticed by people),
2) an interrogation or questioning method. Economic efficiency is better to judge by result which has been reached by means of advertising.
The economic result is defined by a parity between profit on the additional goods turnover received under the influence of advertising, and expenses on it. In this case from carrying out of publicity the effect is compared with expenses for its realisation.
Following variants are possible: - the effect from publicity is equal to expenses for its carrying out; - the effect from publicity is more than expenses; - the effect from publicity is less than expenses. However still it is not enough received data for comparison of economic efficiency of expenses for carrying out of various publicity. More precisely efficiency of publicity expenses characterises its profitability. Profitability? This relation of the received profit to expenses (in percentage).
In the present work we will consider that the concept of an advertising efficiency comprises two components: communicative and economic efficiency.communicative efficiency concerns quality indicators of an estimation of efficiency of advertising activity, economic efficiency? To quantity indicators. Such indicators concern quantity indicators, as an advertising rating, a share of coverage of a potential audience also.
Efficiency of psychological influence of advertising means is characterised by number of coverage of consumers, brightness and depth of the impression, which these means leave in memory of the person, degree of attraction of attention. For definition of degree of attraction of attention of consumers to advertising the number of the people who have paid attention to advertising is necessary and remembered it during the certain period to divide into total number of people which have seen advertising during this period. In mass media it is possible to estimate degree of effectiveness of the publication of advertisements with some degree of convention, having divided number of purchases during the defined period of time for total of visitors during the defined period of time.
That it is correct to estimate efficiency of the created advertising, it is necessary to spend accurately border between the communication and commercial (trading) purposes of firm (fig.1.6). Advertising as it was marked earlier, is aimed not only at achievement of competitive advantages (a share of the market, profit, a sales volume), but on achievement of certain results of communications with a target segment of the market.
In advertising practice distinguish four cores of an indicator of a communicative advertising efficiency: recognizability; запоминаемость; attractiveness; propaganda force. Recognizability of advertising? It is criterion on which recognition symbols or external attributes of the trade mark are estimated first of all? A trade mark, a logo, the firm name. More highly on this parametre those recognition symbols, which are estimated: demand less time for recognition; are perceived in wider spatial range.
By this criterion are estimated not only recognition symbols, but also the advertisement as a whole memory. One of the basic criteria both communicative, and a trading advertising efficiency. At the heart of use of this criterion the hypothesis formulated by classics of an advertising of R. Rivsom and A. Polittsem and divided by a number of modern writers lies: the person will choose that mark, which name and data about which it has better remembered. This feature of human behaviour of A. Politts (1990) has formulated in the form of a principle? Familiar mark?. He has established that expansion of knowledge of mark increases trust to it and raises its rank of quality in perception of consumers. Even the simple knowledge of the name of mark raises trust to it in comparison with absolutely unfamiliar mark [22, с.72].
Attractiveness of advertising in many respects depends on togas, how much successfully and in an original way creative decision embodied in a real advertising product. But the creative decision, more truly, its efficiency, it is the most difficult to estimate. The preference of mark seldom is based only on a rationale. That mark which advertising causes emotional participation will be seductive. Propaganda force? It is ability of advertising to force consumer to wish to get the goods. As indicators of propaganda force (on A. Polittsu) the following complex of properties can serve: The subjective importance of a theme, plausibility of the basic statement about the goods, uniqueness of the statement. Not in any advertising possessing propaganda force, all three properties, but presence at least two are presented it is necessary. Thus, it is possible to allocate four basic properties, defining propaganda force of an advertising appeal (properties are presented in decreasing order of the importance): the subjective importance; plausibility; uniqueness; integrity.
The primary goal of an estimation of a communicative advertising efficiency consists in indirectly to predict its influence on sale. And though outright to judge a trading advertising efficiency by its communicative efficiency it is difficult, nevertheless correlation between these concepts exists. The modern advertising and marketing companies aspire to find special formulas (using different combinations of indicators of communicative influence) on which it would be possible to predict a trading advertising efficiency.
The advertising efficiency is expressed in studying of degree of acquaintance of target audience with the information on investigated firm and its goods, and also what about them is known, what image of firm and the goods was generated also what relation to them. To create representation about the goods and firm, and furthermore to generate the good relation to them not always easily. It demands time and certain strategy. Relations in the market? It, first of all, human relations. Advertising allows to form the necessary representations about investigated firm at a wide audience on which basis it is easier to build relations. So, in conclusion of the head we will tell the following.
Now the economy of Russia is in a transition state from planned system to the market. And if earlier the industrial enterprises had not to reflect 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 use of various advertising receptions: appeal of packing, послепродажное service, the offer of the accompanying goods and services.
It is necessary to approach to research and an estimation of efficiency of advertising activity in a complex, thus to use both quantitative, and quality indicators to estimate both trading, and a communicative advertising efficiency. In conclusion of chapter 1 we will draw following conclusions.1. Advertising? It is any paid form of impersonal representation and stimulation of sale of ideas, the goods and services by the certain sponsor.
2. 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.
3. The essence of advertising consists in an ohm 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.
4. The advertising purpose consists in systematic influence on mentality of the person to cause in it desire to get the known blessings.
5. 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.
Let's consider development of advertising activity in Open Company "Nataly". Assortment of production which is let out by Open Company Nataly, constantly extends. After the formation the enterprise made only an aluminium profile. This profile was a different configuration, that is the assortment of made production was rather wide, nevertheless anything except a profile in manufacture was not. Now only a building profile it is made over two tens names. Later, having risen on feet, the enterprise has decided to expand assortment of production, and, hence, and commodity markets. By this time it let out an aluminium profile not only a different configuration, but also with a different covering. The enterprise at will of the customer makes a profile with the anodized covering, with a polymeric covering or without a covering. Then heads have paid attention that the profile with a polymeric covering can be used as eaves for curtains. Then the enterprise began to let out eaves for curtains. The novelty has involved not only manufacturers of building branch, but also wholesale buyers who got eaves for sale to retail shops. Sometimes in firm the private persons addressed, wishing to get eaves for a private use. Such expansion of assortment of production has helped firm to enter the market of the private consumer. Though still the basic share in gain volume occupied and wholesale consumers, owners of various manufactures occupy. Then from this an aluminium profile began to collect the trading-exhibition equipment. It did different colour at will of the customer and a different configuration. Now Open Company Nataly. Makes for shops counters, racks, show-windows. Considering that recently there is a set of small little shops and shops where a variety of the goods demands use of the trading equipment of a various configuration, the sizes and colours, Open Company "Nataly" firm has been compelled to develop set of kinds of an aluminium profile for manufacturing from it the necessary equipment. Further the enterprise assortment has extended at the expense of manufacture of office partitions and aluminium doors. It has allowed to win one more segment of the market? Small private businessmen whom, beginning the enterprise activity, the offices aspire to equip. For today firm Nataly. Makes the certificated aluminium profile for trading, trading-exhibition and a refrigerating machinery; a building profile for stained-glass windows, doors, office partitions, facing; profiles for manufacturing protective, eaves for curtains and vertical jalousie; For manufacturing of cases-compartments, a special purpose profile. Recently the company has developed special designs of a profile for manufacturing of balcony and sliding). Besides the company makes installation of the finished articles executed at the enterprise. Aluminium windows became the next novelty. To prove an advertising campaign on advancement of these goods, at first it is necessary to describe the goods. It is necessary to distinguish the goods of industrial appointment and consumer goods. The first are intended for industrial needs or resale, and the second? For individual consumption. Between these kinds of the goods there is a big difference. It is impossible to advertise the goods of industrial appointment, as the goods of individual consumption. Business not only in the name, but also in an essence, in that audience to which the advertising action will be turned. If advertising for the goods of individual consumption can be based on feelings, emotional perception in advertising of the goods of industrial appointment of emotional factors can and not to be. Certainly, there are goods which can be used both private consumers, and manufacturers. Aluminium windows can be carried as to the goods of industrial appointment, and the goods of individual consumption. But while for apartment they the expensive. Therefore aluminium windows are used by a management of the enterprises. Hence, it is necessary to emphasise in advertising one segment of the market, on a commodity market of industrial appointment. The competition to aluminium windows is made by plastic windows. Any production has certain merits and demerits. The basic advantage of aluminium windows which draws attention of buyers, their ecological compatibility is. On the contrary, the relation of many production workers to plastic windows the negative. This results from the fact that under the influence of the big differences of ambient temperatures of plastic arts starts to evaporate harmful substances. At the same time, the basic lack of aluminium windows in comparison with plastic is their price. It a little above, as limits a circle of consumers. But this temporary phenomenon. In the near future the price for aluminium windows becomes same, as well as on plastic. For an advertising campaign of aluminium windows money resources be required on following actions: on placing of advertising messages in printing editions, for creation and outdoor advertising placing, for fee of the photographer. The volume of necessary investments is defined in our case by calculation of the estimate on the basis of quotations on marketing researches, services of the photographer, advertising agencies and duration of advertising of the goods. Before to start working out and release of the new goods, it is desirable to find out, whether has sense it to do. For any industrial enterprise manufacturing something is understood as reception of profit on realisation of the given product. And the profit at realisation will be received in the event that the obtained sum of means will exceed expenses for manufacture and realisation of this production. To get prospective profit and in general to sell a product to the enterprise it will be possible only if consumers in the market are ready to buy the goods that is if these goods are necessary for them. Therefore, in the beginning it is necessary to find out, whether exists in the market so-called? A niche?, which could? To fill? These goods. Marketing researches are for this purpose carried out. In rare instances the enterprise is engaged in it? The manufacturer. Usually for it address in specialised agencies.