in the modern market economy, especially the role of advertising.The highest value it acquires as a result of increased competition.In the background is enhanced desire of businessmen to increase the effectiveness of advertising campaigns, using methods of assessing the effectiveness of advertising, to get information on the feasibility and effectiveness of the use of those or other means.At the same time determined the optimal conditions for influencing the selection of potential consumers.
Evaluating the effectiveness of such activities both qualitatively and quantitatively includes the study of a complex set of issues related to the analysis of the indicators of awareness and attitude of consumers to the product before and after the campaign.Furthermore, issues associated with the direct operation of advertising.
most used methods of analysis is applied in nature, and therefore the evaluation of the effectiveness of these methods are used only in relation to certain types of shares.It should be noted that agencies spend most of the funds allocated to the approbation of appeals.However, only a small amount of money is allocated to the analysis of the effectiveness of advertising.
performance analysis begins at the design stage of the campaign.Before planning the advertising campaign carried out market segmentation.On the basis of its release target audience, which should be oriented campaign.
Evaluation involves primarily a comparison of the aims and objectives that were set prior to the events, with the achieved results after the conference.
effectiveness analysis provides two meanings.The first is economic efficiency, and the second - the degree of psychological impact on consumers.
In the first case refers to the economic benefits derived from the use of any advertising or organization receiving a promotion.As a rule, it is determined by the ratio between the total income of the additional turnover as a result of a campaign with the cost of it.General conditions of economic efficiency is the fact that gross profit should equal the sum of the costs of the action (campaign) or be above it.
psychological effectiveness of advertising is called the level of impact on consumers, suggesting memorability, the degree of attracting the attention of the buyer, the impact on the motive to make a purchase.
Both concepts have a close relationship.However, the criteria by which performance evaluation is carried out, different.In the first case it reflects the impact of sales.In the second case - especially consumer perception of advertising.
Evaluating the effectiveness depends on the specific method of determining the size of costs.In accordance with its aims and objectives allocate communications and economic impact of advertising.
communication efficiency is the psychological impact of a number of tricks on human consciousness.It is considered the most effective due to the fact that lead directly to the consumer awareness of the need to make a purchase.
should be noted that the effect of beliefs, manifested immediately after the perception, have no more than ten per cent of calls to customers.Despite the fact that there is an impact on the subconscious mind can not be measured due to an overabundance of information, most of the calls could not go beyond the limited capacity of human perception.In this regard, when planning advertising campaigns there is a need to use such elements, which could penetrate the consciousness and draw the attention of (music, humor, original ideas, etc.).
