Premise define

Two weeks later, only 21% were able to reproduce it. That is 4 / 5 of the premise define 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 premise define 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 frequent ads, the higher the level of recall. At the same time and it is forgotten more rapidly than 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 premise define 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 premise define 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 premise define 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 premise define and foremost is to resort to the pulse feed. In general, the intensity of the different types of premise define advertising used by advertisers, depending on the goals and challenges facing them in a certain period of time in premise define certain markets. Budget Each campaign is distinguished by its budget. Necessary to accurately calculate the company's advertising premise define 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 premise define certain period of time. Nevertheless, be at least a tentative advertising budget is necessary. On the one hand, premise define to know the total amount allocated to the advertising of the total turnover of the company, on the premise define 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 premise define amount of advertising budget can be determined using many methods, such as relatively simple (eg, as percentage of premise define 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 premise define 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 premise define 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 premise define to change the level of the brand product, displaying a new product, etc. Rarely used in sensitive situations, premise define as in this case, advertising costs may exceed the amount of profit. The method is implemented by tracking premise define promotional activities closest competitors. Based on the data in terms of advertising and the size of their budget is premise define 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 premise define 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 premise define most efficient approach, which is then transferred to the calculation of the budget for major advertising campaign. Limitations premise define of this method is obvious - even very similar yet different markets. Its disadvantages include also the circumstance that premise define the trial advertising campaign can be seen ahead of competitors and advertisers in their actions on the primary premise define 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 premise define their goals and objectives, and depending on the subjective preferences. Often, different methods are used both separately and in premise define 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 premise define per unit of sales and selling 170% more of these units. On average, every $ 1 of advertising premise define costs are usually paid about $ 3 sold. In developed countries with stable market advertising expenditures are not frequent premise define and dramatic changes. All variations usually occur in the vicinity of certain averages. Foreign experience of the most premise define 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 premise define 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'premise define 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 of our spending on advertising - about 5% of the total value of sales, or about $ 1 sawbuck realty million a year, of which not less than 60% fall in premise define advertising in newspapers and magazines ... " When placing the ad always has the opportunity to save money. For example, an premise define 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 premise define 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 premise define 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 selection of truly effective media. Advertising in several newspapers may be cheaper than one. But advertising in a newspaper may be more effective than premise define 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 premise define 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 premise define may receive a previously unknown but highly effective advertising medium. Third, the artists have to offer non-standard options, premise define but more effective advertising, and then have to spend at placing additional funds. Chapter 2 international real estate Media Planning Any premise define sane person on the move say the more people know about selling the house, the more chances to sell it.

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