Требования, предъявляемые к средств

Требования, предъявляемые к средствам распространения рек­ламы, таковы:

1) они должны быть пригодными для размещения рекламной
информации о товарах и (или) предприятии, их предоставляющем;

2) контакт с ними должен представлять интерес для целевых ау­
диторий.

* цели рекламы. Так, сообщение о внедрении на рынок нового то­вара требует создания эффекта его крайней значимости и полезно­сти. Такой эффект достигается рекламой на телевидении и в прессе. Если же цель — формирование имиджа предприятия, представляет­ся целесообразным использование также наружной рекламы;
» соответствие средства распространения рекламы характеру це­левой аудитории. Каждая аудитория имеет свои характерные черты, привычки, интересы; чтобы достичь целей рекламы, направленной на конкретные группы потенциальных потребителей, при подборе необходимого средства распространения рекламной информации эти особенности следует рассматривать как исходный пункт. На­пример, наивно предполагать, что реклама дорогостоящих товаров для состоятельных людей в молодежных изданиях и телепрограммах может иметь такой же успех, как та же самая реклама, осуществлен­ная при помощи прямой почтовой рассылки;

» рекламная деятельность конкурентов. При выборе средств рас­пространения рекламы фактор конкуренции нельзя упускать из виду. Даже хорошо сделанная реклама может тускло и непривлека­тельно выглядеть на фоне блистательно проведенной рекламной кампании конкурентов. Поэтому очень важно применять нетради­ционные средства, чтобы отличаться от конкурентов используемы­ми приемами;
стоимость рекламы. Критерием ее оценки являются не только общие расходы на рекламу, но и рекламные расходы в расчете на тысячу читателей (зрителей, слушателей). Необходимо также про­вести расчеты стоимости рекламы с учетом бесполезной аудитории. Бесполезная аудитория — это часть аудитории, на которую обраще­на реклама, но которая не является целевым рынком предприятия.
Оптимальные размеры бюджета созда­ют необходимые условия для достаточно эффективного проведения рекламных мероприятий.

Результаты (английский) 1:

Requirements for means of advertising are:1) they must be suitable for the placement of advertisinginformation about goods and (or) enterprise, providing them;2) contact with them should be of interest to the target audienceditorij.* purpose of advertising. So, communication on the introduction of a new product to the market demands create the effect his extreme relevance and usefulness. This effect is achieved by advertising on television and in the press. If the goal is the formation of the image of the enterprise, it seems appropriate to also use the outdoor advertising;"compliance means advertising nature of the target audience. Each audience has its own characteristics, habits, interests; in order to achieve the objectives of advertising aimed at specific groups of potential consumers, when choosing the necessary means for the dissemination of advertising information, these features should be considered as a starting point. For example, it is unrealistic to assume that expensive advertising goods for wealthy people in youth magazines and tv programs can have the same success as the same advertising carried out using direct mail;» advertising competitors. When you select a media vehicle competition factor cannot be overlooked. Even a well-done advertising can dimly and unattractive to look at the background of brilliantly carried out advertising campaigns of your competitors. It is therefore very important to use unconventional means to differ from the competitors used techniques;the cost of advertising. The criterion of evaluation are not only common, but spending on advertising and promotional cost per thousand readers (viewers, listeners). Cost estimates should also be an advertisement based on the useless audience. A big audience is part of the audience, which addressed advertising, but that is not the target market of the company.The optimal size of the budget is enough to create the conditions necessary for the effective conduct of promotional activities.

Результаты (английский) 2:

Requirements for the distribution of advertising media are as follows: 1) they must be suitable for the placement of advertising information about goods and (or) the company that provide them; 2) contact with them should be of interest to target ay Ditore. * Target advertising. So, the message is the introduction of a new product on the market requires the creation of the effect of its extreme importance and usefulness. This effect is achieved by advertising on television and in the press. If the goal - to create the image of the enterprise, it is appropriate to use as outdoor advertising; "line means of advertising nature of the target audience. Each audience has its own characteristics, habits, interests; to achieve the goals of advertising aimed at specific groups of potential customers in the selection of the required means of dissemination of advertising information, these features should be regarded as a starting point. For example, naive to assume that advertising is expensive goods for wealthy people in youth publications and TV programs can have the same success as the same advertisement, carried out by means of direct mail, "promotional activities of competitors. When choosing the means of advertising the competition factor should not be overlooked. Even well-made advertisement can dull and unattractive to look at the background of brilliant advertising campaigns of competitors. Therefore it is very important to use unconventional means to differentiate themselves from competitors used methods, the cost of advertising. The criterion for its evaluation are not only the total expenditure on advertising and promotional costs per thousand readers (viewers, listeners). It is also necessary to make calculations based on the value of advertising worthless audience. Useless audience - it's part of the audience to which the advertising is addressed, but that is not the target market of the company. The optimal size of the budgets create the necessary conditions for a sufficiently effective promotional activities.

Результаты (английский) 3:

requirements for vehicles of рек­ламы are:

1) they should be suitable for the placement of advertising. the information about products and (or) the enterprise, gives them

;(2) the contact with them should be of interest to the target ау­
диторий.

* end of advertising. so, the message about the introduction on the market new то­вара requires the effect of extreme importance and полезно­сти.this effect is achieved by advertising on television and in the press. if the target's image building enterprises, представляет­ся appropriate use of the outdoor advertising;."that means це­левой advertising nature of the audience. each audience has its own characteristics, habits, interests, to achieve the purpose of advertising.aimed at specific groups of potential consumers in the selection of the necessary means for the dissemination of advertising information, these features should be considered as a starting point. на­пример,naive to assume that an expensive goods for the wealthy people in the youth publications and after several years touring through europe may have the same success as the same advertisementосуществлен­ная through direct mail;

"promotional activities of competitors. in the choice of means рас­пространения advertising competition factor should not be overlooked.even a well made advertising can just look at the background and непривлека­тельно brilliant advertising campaigns by competitors. therefore, it is very important to apply the нетради­ционные means