Hometown realty

To carry out direct sales of the advertiser, it is important to his proposal fell to the consumer as close as possible to the time of purchase, by the time a final decision. Some people make the decision today, others - tomorrow, the third - the day after tomorrow, etc. Therefore, in order to constantly hit on people who make a purchase decision, the advertiser must again and again to repeat the advertising. It should be borne in mind that in general, although repetition is very powerful, but it is a very expensive way of human exposure. In this connection it is necessary to speak about the optimal frequency, when a minimum budget of the advertiser receives maximum exposure to the target group of customers. It is important not only to save the budget, but also to convey to the consumer advertising is not larger than necessary. Frequent repetition does not always mean high advertising effectiveness. At some point, additional repeats are beginning to show a minimal increase audience both quantitatively and qualitatively. That is, there comes hometown realty a time when much of the consumer was already covered by advertising, and most of them - those who could respond - have already responded. To overcome the inefficiency of the further impact of advertising to increase again to her degree of attention of the audience. This can best be done by applying hometown realty a new creative approach. In this case, the advertising completely or partially changed: the principles of attracting attention and interest, the arguments and evidence, a list of facts, illustrations, etc. Thus, in the advertisement shall be hometown realty made new elements that may interest the customer. However, there remain recognizable signature details: a slogan, format, layout, font, etc. Effect of repetition is manifested not only in terms of their quantity, but also by the intensity. Advertising should be placed sufficiently hard to remember a new wider audience, but not forgotten audience of the "old". Audience advertising is collapsing even after a rather severe exposure. For example, during one of hometown realty the experiments took place advertising in the newspaper once a week for thirteen weeks. Two weeks later, only 21% were able to reproduce it. That is 4 / 5 of the audience almost forgot advertising. On average, depending on the situation memorability is reduced by 10-50% in the week after the last exposure to advertising. It should be borne in mind that repetition going with smaller intervals more efficiently. There are two ads that caught the eye of the buyer to each other, will act more two, separated by several days or several weeks. For example, an advertisement, served three, four or more times in a row (every day) is more effective than that which is available once a week for several weeks. The more hometown realty frequent ads, the higher the level of recall. At the same time and it is forgotten more rapidly hometown realty than la real estate at lower frequencies. It is believed to advertising truly penetrated the consciousness of consumers, it must be repeated from 3 to 6 times in 4 weeks. However, in practice, this scheme may not work as well as the intensity of placement depends on many market factors. Depending on the purpose of advertising, its intensity is different. So, advertising is usually placed percussion, consistently or seasonally pulsed. Its output is concentrated in a short period of time. Usually used with on-market of the new company or new property. Consistent - provides advertising constantly at regular intervals. Typically, such advertising is used to support the level of familiarity with the name of a realtor. Consistent campaign usually by means of a sufficiently large advertisers. Holiday - one that enhances its intensity during high seasonal demand. Pulse is called advertising, going at regular intervals, regardless of the season. For example, two weeks of intensive advertising, then a break in a month, once a fortnight and advertising break. The lower the budget, the better to feed ipulsnaya. After all, this way even small advertiser can reach the same audience that large. That is, if the competition is dominated by money, is first and foremost is to resort to the pulse feed. In general, the intensity of the different types of advertising used by advertisers, depending on the goals and challenges facing them in a certain period of time in certain markets. Budget Each campaign is distinguished by its budget. Necessary to accurately calculate the company's advertising budget in a given situation is difficult, if not olympus properties - impossible. The fact is that advertising - it is just one of many factors that affect sales. It is therefore very difficult to identify precisely the effect of advertising on sales of real estate. For example, changes in prices hometown realty significantly affects sales than changes in the amount of advertising. Assessing the impact of advertising, among other things, hampered by the fact that the results of its effects are manifested over a long period. The advertiser, however, usually keeps his head in a certain period of time. Nevertheless, be at least a tentative advertising hometown realty budget is necessary. On the one hand, to know the total amount allocated to the advertising of the total turnover of the company, on the other - apparently to avoid unreasonable expenditure. Budget to be complete hometown realty and does not require significant alterations to the course, it should be laid initially as accurately as possible all the expenses provided for an advertising campaign: to conduct market research, production of advertising materials, the hometown realty purchase of advertising space, pre-and posttestirovanie etc. The very amount of advertising budget can be determined using many methods, such as relatively simple (eg, as percentage of sales), as well as highly sophisticated (polynomial mathematical model). Each of them, of course, has its advantages and disadvantages, given that advertisers are making their final choice. As a percentage of sales volume (or a fixed percentage method). The method is based on the fact that when planning an advertising budget of the advertiser based on the alleged or actual turnover of the company. It can be both income and profits, data as of this year and last. Interest rates may be constant from year to year, and floating: declining for achieving certain performance or, conversely, rising at lower, such as profit. This method in one form or another is used quite often by advertisers. He hometown realty is best suited to a fairly stable market situation, there is no need to change the level of the brand product, displaying a new product, etc. Rarely used in sensitive situations, as in this case, advertising costs may exceed the amount of profit. The method is implemented by tracking promotional activities closest competitors. Based on the data in terms of advertising and the size of their budget is their own, the same or even greater. Such an approach is always fraught with involvement in the advertising race for survival, and not all companies are able to participate. For small advertisers, this approach is most often destroyer. This method involves the allocation of an advertiser to advertise the maximum possible in the particular situation of money - all he can afford at the moment afford. But sometimes a situation arises where an advertiser thinks hometown realty about advertising in the last turn and the "wow can not afford." And no ads, no high sales ... Its essence is in the preliminary formulation of advertising goals, the calculation of all costs required to implement them. However, already mentioned in previous sections of reasons, the calculation accuracy is very, very relative. However, this approach is considered one of the most literate. The method that is based on a comparison of advertising expenditures to income derived from such campaigns. Calculate the ratio at which the earnings are maximized. As in the previous case, the accuracy of the influence of other factors relative. First conducted a small test campaign on a small market that has similarities with all our advertisers market. Based on these results calculated the most efficient approach, which is then transferred to the calculation of the budget for major advertising campaign. Limitations of this method is obvious - even very similar yet different markets. Its disadvantages include also the circumstance that the trial advertising campaign can be seen ahead of competitors and advertisers in their actions on the primary market. Nevertheless, in a stable situation on the market, this approach is often used. The total number of methods of calculating the advertising budget is large enough. One or another of these advertisers use depending on their goals and objectives, and depending on the subjective preferences. Often, different methods are used both separately and in mixed form. Although it is impossible to tell the exact impact of advertising expenditure hometown realty to sales, the relationship between these quantities is obvious. And big companies are spending large sums on advertising is not simply because they are big, but because, as evidenced by American experts, the biggest advertisers hometown realty in comparison with the rest are 50% more readers of their advertising spend on each advertising dollar. They spend on advertising to 70% more per unit of sales and selling 170% more of these units. On average, every $ 1 of advertising costs are usually paid about $ 3 sold. In developed countries with hometown realty stable market advertising expenditures are not frequent and dramatic changes. All variations usually occur in the vicinity of certain averages. Foreign experience of the most successful companies in real estate for sale indicates that their advertising budget - number between 6 and 12% of the commission received. These companies buy enough newspaper space hometown realty to tell the quality of their proposed property and to place your ad highlighted among others. Guided by the same domestic experience is still very difficult due to the more nascent market. Information on many issues is simply not available. For example, in the 90's one of the largest national advertisers, real estate agents 90 - the company "New World" shows: "The cost of attracting customers to purchase real estate are high enough - using the media to spend about $ 1000 for the commission a sale ... size hometown realty of our spending on advertising - about 5% of the total value of sales, or about $ 1 million a year, of which not less than 60% fall in advertising in newspapers and magazines ... " When placing the ad always has the opportunity to save money. For example, an advertiser can agree with the publication or its agency that he would buy at a substantial discount place that before the signing of a number of print for some reason, remained free. Of course, they are difficult to anticipate and plan for their advertising, but maybe the game is still worth it. You can also save money on new projects, publications.

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