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3.3 Formation and an estimation of efficiency of supplying advertising strategy of industrial and commercial activity of a communication statement

On the basis of the objects in view, the made analysis internal and an environment and an estimation of competitiveness of services of the operator, are developed strategy of the advertising message, that is definition of following parametres: - Information volume; - Level of emotionally-psychological tone; - Method of attraction and attention deduction.
Basic data by strategy working out are: 1 Requirements of value of target audience (significance from 1 (material requirements) to 5 (requirement for self-actualisation)). 2 Characteristics of service (goods) (quantity of properties of consumer utility with which it is possible to allocate at certain service of the operator of cellular communication, a unit) 3 Level of a market competitiveness (significance from 1 (firm - the unequivocal leader of the market) to 4 (an exit on developed market)). The transferred basic data - result of room research of the market of services of cellular communication. Depending on dominating requirement the target audience of the considered operator of cellular communication can be divided conditionally on two groups: dominating requirements - material and dominating requirement - respect and self-actualisation. Thus, significances on an axis h drawing 2.9 are equal 1 and 4 (5). The considered operator of cellular communication grants some types of service: a telecommunication service, roaming, sale and repair of radio telephones, information-entertaining services. Each of the transferred services has the consumer properties. For working out of strategy of the advertising message cellular communication service is considered. In this case it is possible to allocate following properties of consumer utility: - Possibilities of transfer and reception of the speech information; - Phone conversation possibility at any time in any place (within a service zone); - Possibility to use a notebook, an organizer and other functions. Thus, it is possible to allocate 3-4 properties of consumer utility of services of cellular communication. The market of cellular communication of of Novosibirsk is presented by four operators: Joint-Stock Company "ССС-900" (trade marks "MTS" and "Gin"), Joint-Stock Company "Cellular company" (trade marks "BiLajn" and "Odds"), Joint-Stock Company "Novosibirsk cellular communication - 450" (the trade mark "SOTEL"), Open Society "Vympelcom" (the trade mark "BiLajn GSM"); the enter into a market of one more operator - Joint-Stock Company "Northwest GSM" ("Megaphone") as soon as possible is expected. More than 80 % of the market divide among themselves Joint-Stock Company "ССС-900" and Open Society "Vympelcom". Hence, the market situation is characterised as oligopolisticheskaja, that corresponds to significance 2 on an axis at. Thus, two points for Joint-Stock Company "ССС-900" are allocated: And (1; 2; 3) and In (4 (5); 2; 3). The first point there corresponds such character of the advertising message, as "functional advertising (it is possible, use of argument"price-quality") with obvious or implicit" positioning on competitors ". To the second point there corresponds such character of the advertising message, as "transforming or emotional advertising with the unique offer in the field of reception by consumers of new emotions and experience, familiarising with cultural values".
Though also functional advertising (it is possible, use of argument "price-quality") with obvious or implicit "positioning on competitors" will correspond also to a point of Century The first development cycle of strategy of distribution is definition of quantity of contacts of the advertising message with target audience. The quantity of contacts to the advertising message before achievement of level of perception and an exhaustion threshold depends on such parametres of the advertising message, as: - IS - complexity of the information, a point; - - novelty of the information, a point (from "About" (advertising of the known goods in the run in market) to "3" (formation of the new market)); - E - emotional level of the advertising message, factor. For definition of optimum quantity of contacts it is possible to take for a basis The advertising message for a New Year's advertising campaign "the Mexican new year". Complexity of the information corresponds to 4 points (the advertising message contains conditions of realisation of the advertising share, the information on prizes, methods and conditions of their reception). Novelty of the information of the advertising message can be characterised as follows: the market of services of cellular communication in Novosibirsk - generated, the advertised trade mark - is known. New Year's advertising shares - traditional for the considered market. Novelty consists only in the conditions of realisation of the given advertising share. Thus, = 0. Emotional level of the advertising message corresponds to significance "fun" (E = 3,5), at an average level of emotional tone of the population in Prenew Year's 2,9 ("average interest") - 3,0 ("conservatism: the consent to small changes at inadmissibility big). On the average, during the holiday period emotional tone of the population a little above, than usually. Thus, the difference between emotional tone of the advertising message and the population makes 0,5. As a result, it is possible to draw a conclusion, that the quantity of contacts before achievement of a threshold of perception makes 2-3 contacts, before achievement of level of an exhaustion - from 5 to 6 contacts (on the basis of drawings 2.15 - 2.16). Thus, passing to media planning indicators, for New Year's advertising campaign TRPmin = 4, TRPmax = 6. The second development cycle of strategy of distribution of the advertising message is definition of the optimum advertising budget and media plan drawing up. The following information is necessary for definition of the optimum advertising budget: 1 Optimum quantity of contacts (TRPmin, TRPmax). 2 Cost of accessible advertising carriers (Q, - the price i-ro the advertising carrier, USD). 3 Rating of accessible advertising carriers (TRP1, - quantity of contacts of target audience with the advertising message, placed on i-м the media channel). Given it should be granted by advertising agencies, or it can be received, having carried out own research. The problem of optimisation of the advertising budget can be decided on a minimum (a minimum of expenses at set TRP) and on a maximum (maximum TRP at set advertising the budget) (formulas (2.36), (2.37)). Optimisation of the advertising budget of the New Year's advertising share "Mexican new year" is made For an example. Minimisation of the advertising budget at the set quantity of contacts The advertising information on the New Year's advertising share extends through such mass-media as TV, the press, radio, the Internet, the outdoor advertising, avenue By criterion cost for 1000 contacts have been chosen 22 advertising carriers (table 3.9). (3.13) ljami at minimisation of the advertising budget 4 Results of marketing researches concerning the future actions of competitors and expenses corresponding to them for advancement of a telecommunication service (ad, USD). 5 Predicted incomes of realisation of a telecommunication service (Ry - incomes from j-ro a brand in i-й time period). 6 Norm of discount (and - percent on placing of money resources in securities with a certain class of risk, %). 7 4 Table 3.17 Account of a market value of brands of the operator of cellular communication The name of an indicator Significance, million USD Significance at advertising campaign realisation, million USD Basic data for cost account rendov the Total discounted income of use of a brand "MTS" for 5 years 181,5 181,8 the Total discounted income of use of a brand "Gin" for 5 years 109,6 109,8 Total diskonirovannye expenses of competitors for advancement of the services for 5 years 83,0 83,0 Market value of shares of the operator 95,3 95,5 Market value of material assets of Joint-Stock Company "ССС-900" of brands of the operator of 37,8 37,8 Cost Cost of a brand "MTS" of a brand of 40,6 40,8 Cost "Gin" 29,6 29,7 TOTAL 70,3 70,5 Realization of the New Year's advertising share will allow to increase user's base and will raise loyalty of subscribers. As a result, organisation incomes in 2004 will increase. Thus, share realisation will allow to increase an organisation market value by 0,2 million USD. The size of the advertising budget makes 54,7 thousand USD. Hence, efficiency of an advertising campaign is equal 366 % that allows to draw a conclusion on expediency of its realisation.
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A source: Solodova Irina Petrovna. Perfection of planning of industrial and commercial activity of communication statements by formation of effective supplying strategy. 2007

More on topic 3.3 Formation and an estimation of efficiency of supplying advertising strategy of industrial and commercial activity of a communication statement:

  1. 2.4 Working out of a technique of an estimation of influence of supplying strategy on indicators of industrial and commercial activity of a communication statement
  2. 2.1 Working out of the general model of formation of supplying strategy as element of planning of industrial and commercial activity of a communication statement
  3. 2 working out of a technique of formation of effective supplying strategy at planning of industrial and commercial activity of communication statements (on an advertising strategy example)
  4. Solodova Irina Petrovna Dissertatsija. . Perfection of planning of industrial and commercial activity of communication statements by formation of effective supplying strategy, 2007
  5. 3 working out and an estimation of efficiency of supplying strategy for the operator of cellular communication of of Novosibirsk (on an advertising strategy example)
  6. 3.1 Definition of the purposes of a communication statement and problems of supplying strategy
  7. methods of an estimation of efficiency of advertising activity of subjects of business and possibility of their application in Internet advertising
  8. 3.3. The qualitative analysis of characteristics of advertising platforms at a complex estimation of efficiency of advertising activity in a network the Internet
  9. 1.2 Submission of industrial and commercial activity of communication statements in the form of business process
  10. 1.3 Analysis of existing approaches to planning of industrial and commercial activity of communication statements
  11. 1.1 Orderings of the conceptual device and revealing of features of industrial-economic and commercial activity of communication statements
  12. Package approach at an estimation of efficiency of advertising activity of subjects of business in a network the Internet
  13. characteristics of methods of an estimation of efficiency of enterprise activity used in practice in Internet advertising sphere
  14. 2.3. Basic elements of a complex estimation of efficiency of activity of industrial parks
  15. CHAPTER 3. The COMPLEX METHOD of the ESTIMATION of EFFICIENCY of ADVERTISING ACTIVITY of SUBJECTS of BUSINESS In the NETWORK the INTERNET
  16. 3.2 Estimation of competitiveness of services of a communication statement
  17. CHAPTER 2. SYSTEM of GATHERING of the INFORMATION And METHODS of the ESTIMATION of EFFICIENCY of ENTERPRISE ACTIVITY In INTERNET ADVERTISING SPHERE
  18. «Psihologo-pedagogical technologies of formation of readiness of the psychologist of formation to activity and an estimation of their efficiency»