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Conclusions under the head

There are various definitions of efficiency: the optimal way of use of available resources; ability to bring result (effect), etc.

In advertising activity of subjects of business researchers, as a rule, divide communicative and economic efficiency.

Communicative efficiency defines psychological influence advertising the message on target audience, economic efficiency means an estimation of economic feasibility of the made investments - a parity between expenses and results of advertising activity. Economic efficiency, as a rule, directly depends on the communicative.

Efficiency of advertising activity is influenced by the big number of factors, both internal, and external. On control degree these factors can be divided on supervised, partially supervised and uncontrollable. The system of gathering of such polytypic information offered by the author for an estimation of efficiency of Internet advertising, consists of five mainframes: data of departments of the company, given separate researches, data about changes in the marketing environment, initial data on advertising campaigns and the data fixed by means. Data of departments of sales concern data of departments of the company, accounts department, the finance and other departments. Results of interrogations concern data of separate researches both through the Internet, and at personal contact. Data concern data about changes in the marketing environment about changes both supervised, and uncontrollable factors of the environment of marketing: The prices, characteristics of the goods, channels of distribution, a supply and demand and other factors which could affect results of advertising activity in one way or another. As a rule, the majority of existing methods of an estimation of efficiency of advertising activity in a network the Internet are based on the analysis of the data fixed by means. More often indications of external counters, a broad gull - of files and systems of placing of advertising are used. For fixing of actions the Internet - of users on a web site of the advertiser special program tools are usually used. Data concern initial data on advertising campaigns about the purposes and problems of spent advertising campaigns, terms of the carrying out, used concepts and formats of the advertising messages, the involved advertising platforms, places of placing of advertising, volumes of the bought advertising, the advertising budget.

The author had been allocated following groups of methods of an estimation of efficiency of the Internet advertising, applied now in Russia and abroad: methods on the basis of the analysis of attendance of a web site of the advertiser; methods on the basis of the analysis of the given systems of placing

Advertising; traditional methods of an estimation of the advertising efficiency, adapted under Internet advertising; combined and complex

*

Methods.

Some researchers at an estimation of efficiency of Internet advertising focus the big attention to data about attendance of a web site of the advertiser to, during time and after advertising campaign carrying out. The general attendance, attendance of key pages, ways of moving of Internet users on a web site, a geographic distribution of visitors and other indicators is analyzed. Other group of methods is based on the analysis of the data collected by systems of placing of advertising.

Frequency of display, scope are analyzed number of displays, klikov, the response (CTR),

* Audiences and other indicators. Methods of an estimation of efficiency

Traditional advertising, such as the direct response, awareness, zapominaemost marks, etc., are quite applicable and to an Internet environment and are used in some large Internet agencies. Advertisers, and advertising agencies often use various combinations of the methods set forth above. It is a combination of methods of the analysis of attendance and the analysis of the given systems of placing of advertising more often. If it is a question not simply of a combination of methods, and about system of the interconnected indicators capable completely to reflect results of an advertising campaign on each of a stage of interaction the Internet - of users with advertising it is possible to speak about package approach to an estimation of efficiency of advertising activity in a network the Internet.

That it is better to understand the mechanism of influence of advertising on consumers, often resort to modelling. Models are most known: AIDA, ASSA, DAGMAR, etc. These models are based on the analysis of consecutive stages of a psychological condition of consumers under the influence of the advertising message. The author had been made adaptation of model AIDA with reference to Internet advertising:

• Attention: the advertising message placed in the Internet-smi has drawn attention of the Internet user.

• Interest: the advertising message has caused interest and the Internet - the user has passed to a web site of the advertiser behind the additional information.

• Desire: the Internet user has familiarised with the information on a web site of the advertiser and it had a desire to make any actions.

• Action: the Internet user has ordered the goods (through the Internet, by phone, or has got in sale point).

Adapted model AIDA was used by the author for a substantiation of necessity of application of package approach for an estimation of efficiency of the advertising campaigns spent by advertising agency "Двасолнца" for the clients. In particular, it formed a basis at the analysis of efficiency of the advertising campaigns spent for clients Samsung and Genius.

Among applied methods of a tentative estimation of an advertising efficiency allocate: a method of a direct estimation, portfelnye tests, laboratory tests, focus groups and time-lapse tests. After consultations of technical experts and studying of practice of an estimation of efficiency of Internet advertising in advertising agencies the author have been made following conclusions.

Method of a direct estimation and portfelnyj the test are quite applicable for a tentative estimation of efficiency of Internet advertising as there is big enough number of program tools for carrying out of interrogations on the Internet whereas carrying out of laboratory tests in most cases is represented economically inexpedient.

Focus groups on the Internet already are for a long time used by some western agencies, in Russia this method of research is used much less often. Focus groups on the Internet it is possible

To spend by means of special programs for simultaneous dialogue of several participants. However there is an additional complexity - results to interpret more difficultly, as dialogue through the Internet imposes the specificity: participants of group do not see each other, the text it is necessary to print because of what thoughts are expressed is more compressed, it is more difficult to supervise participants of group.

Application of time-lapse tests to Internet advertising is represented now inexpedient as these tests are calculated on long video-rollers on the full screen whereas as separate formats of advertising on the Internet small video-or animation fragments too can act, but they too short and small on the size to resort to such difficult and expensive methods of an estimation.

The research spent by the author, has shown, that a considerable part of traditional methods of an estimation of efficiency of advertising activity are applicable and are already used in some large western advertising agencies for an estimation of efficiency of Internet advertising. The author had been developed techniques of application of separate traditional methods of an estimation of efficiency of advertising activity of subjects the businesses considering interactive and technical possibilities of an Internet environment.

The author for Internet agency "Lionlabs" had been developed a technique of carrying out of interrogations of Internet users on web sites of the advertisers, allowing by means of program tools to correlate results of interrogations in due course, the past from the moment of display of advertising to the user, its geographical position. Including it is considered, which advertising messages were seen by the user, from what advertising platform has passed to a web site of the advertiser.

According to recommendations of the author in Open Company "Двасолнца" the special program has been created, allowing to fix

The direct response of Internet users. In the program the technique of calculation of the direct response, developed by the author, considering specificity of the most widespread purposes and problems of advertising activity in a network the Internet of computer firms for the first time has been applied. The program was applied at an estimation of efficiency of advertising campaigns to such clients "Dvasolntsa" as: Genius, R-Style, Citizen, HP, etc.

The author had been developed a technique of application of intramarket tests for an estimation of efficiency of advertising activity of journal publishing houses in a network the Internet. Under the guidance of the author the corresponding program tool in Joint-Stock Company "Publishing house" Business and Service »has been created, allowing to fix orders through the Internet on subscriptions and to compare them with advertising messages and the advertising platforms involved in advertising campaigns. Besides it data of program tools are supplemented and compared with results of the interrogation spent during the moment of the order. Technique application in practice has allowed to reveal the most effective advertising platforms, concepts and formats of advertising messages. Use of these data at planning of the subsequent publicity on the Internet has allowed to increase by 42 % a sales volume through the Internet of magazine subscriptions at decrease in advertising expenses on 31 %.

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A source: DEJNEKIN TIHON VIKTOROVICH. ESTIMATION of EFFICIENCY of ENTERPRISE ACTIVITY In INTERNET ADVERTISING SPHERE. The DISSERTATION on competition of a scientific degree of a Cand.Econ.Sci. Moscow -. 2003

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