Дипломная работа: Efficiency of development of advertising

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.

1.2 Development of advertising activity and its value for manufacturers and consumers

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]:

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.