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02.11.2011
New zealand real estate
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 - 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 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 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 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 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 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 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 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 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 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 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 investors group real property fund customers to purchase real estate are high enough - using the media to spend about $ 1000 for the commission a sale ... size 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. If, for example, the newspaper publishes a new tab, the majority of advertisers are cautious. However, if the advertising is justified in this tab, you should use it - in the first issues will need a significant discount. If the area immediately to buy the whole campaign, in general it is cheaper than buying through some parts of the intervals. You can join with the manufacturer or other firms to buy and space together. Avoid waste of resources will allow property solutions selection of truly effective media. Advertising in several newspapers may be cheaper than one. But advertising in a newspaper may be more effective than a few. Often gives good results combining advertising with large advertising small. This approach can be used when there is constant need for large size (image advertising as we know, can not be small). Often it is much cheaper and more efficient modular. This is especially noticeable in the test ads when tested consumer response to the offer of new products (in the new environment, etc.). It is also cost-conscious will not skimp on the preparation of high-quality promotional materials. Well done an ad is a bit more expensive than bad, but bad brings a smaller effect, it will often be repeated, and costs are increasing disproportionately. Different companies make up the budgets for the different periods and at different times. Often, advertising budgets are calculated on a campaign and even more often - for the whole year. Time of adoption of the budget, as a rule, be linked to the end of the fiscal year and the beginning of planning the next one. Financial year, companies often different from the calendar. Some firms are beginning to fall, the other in the spring. Most often take the budget in December and January. But in any case, this occurs after the famous quotations as titles for next year. After all, without accurate data on prices, discounts and allowances budgeting becomes absurd. In the process of budget allocation is always kept in reserve to 10-20%. First, on the horizon, you may receive a previously unknown but highly effective advertising medium. Third, the artists have to offer non-standard options, but more effective advertising, and then have to spend at placing additional funds. Chapter 2 Media Planning Any sane person on the move say the more people know about selling the house, the more chances to sell it. And any reasonable person will think, how will alert the greatest number of potential buyers. After all, it is possible, for example, just tell all your friends about selling the house, asking them, in turn, disseminate information on. It takes a little money, do not require much time, but the information eventually reaches a very small number of people and, as a rule, in a very distorted form. Consequently, the probability of selling in this way is small enough. Number-informed people will increase significantly (unless, of course, the house is not on the outskirts or in a deadlock). Money and time spent here as a small, but the probability of sale is still very small - there is no guarantee that potential buyers walk or drive past the house. You can use the services of the media: radio, television or the press. In this case, the breadth of potential customers increases dramatically. It is through the media touted the vast majority of goods sold. In order to effectively advertise in the media need to work on such an important stage in preparing an advertising campaign, media planning. This selection process means, place, time, size and frequency of advertising. Accordingly, the effective media planning can be called, which is set for positive solutions, ie, when the advertising message will be placed in the most advantageous time in the most appropriate target audience for advertising, in an advantageous location, optimal size, the amount of time with minimal budget. The advertising campaign should reach a maximum audience. At the same time its task - not only reach the target audience, but a minimal impact on consumer nonpotential. That is not money should be spent on non-target audience. Consumers should always act a certain amount of time. For example, "to promote the recognition of Realtor" Book 7 "by 40% among the target audience, you need to cover its members five times during May this year ...." Potential customers need to get contacts with advertising no less, but no more than is required to make a purchasing decision.
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Goods are intended "for business", "for lovers the front page, attracts twice, the last - up to 65%, and the not to forget the main thing - to which it is created. Not specifically devised "on the occasion.
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