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

The bibliographic list

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. ............