THE EFFECTIVE USE OF ADVERTISING MEDIA IN MARKETING.

Bachelor Khakimova Shakhnoza Nuraliyevna, teacher:Avazhodjayeva D.M,

Tashkent Chemical technological institute.

In our high-tech times species and types of advertising, there are more than two dozen. Advertiser has the right to choose what to taste him and his company. With a choice of advertising media every business, organization, associations and foundations consider duty to tell about their activities. Moreover, any individual entrepreneur can perform a successful advertising campaign for their business due to the large spread of prices in different media vehicles.

Of course, brands spend millions of dollars to maintain their reputation in the media, but it should be noted that the scope of their activities at times more than small businesses. There is a simple rule: the more profit the enterprise, the more should we spend money to advertise their business. Usually, the more expensive accommodation costs and production of advertising, the higher its quality. However, its high cost does not necessarily denote efficiency. If the target audience is not a third country, you can do small victims. But to the advertising message has reached its goal, you need to necessarily take into account some of the features and tricks in the advertising business. To fully determine the economic impact of advertising in most cases is not possible. However, rough estimates of cost-effectiveness is quite justified , as suggest the feasibility of those or other promotional activities or use of advertising media. Cost-effectiveness of advertising can be determined by comparing the average daily sales of goods before and after advertising. Along with determining the effect of advertising on the growth of the average daily turnover in absolute amount and as a percentage, is also useful to compare the amount of expenditures on advertising with dimensions profits earned as a result of turnover under the influence of advertising. If this income is greater than or equal to the total amount of advertising costs then this means of advertising or promotional event to be considered effective. On the effectiveness of advertising can also be seen from a comparison of data on the sales of goods for a certain period of time when this item was advertised with the data for the same period the previous year, when advertising was not used. You can also compare the data on the simultaneous sale of goods with or without the use of advertising. However, you must observe the following basic conditions: areas selected to test the effectiveness of advertising, should be the same as the number on the composition of the population (ethnic, social, etc.), and the level of economic development, the volume of demand, the degree of solvency of the population; observations should be carried out in similar trade organizations (but specialization, size and structure of trade and other indicators).

Comprehensive assessment of the effectiveness of advertising. The notion of the effectiveness of advertising contains two components: a communicative and economic efficiency. Costeffectiveness of advertising can be calculated by the formula: Advertising Effectiveness = P - C where P - profit, C - the money spent on advertising, e - positive ( in this embodiment, the maximum value is equal to 80-90 % of profits) . Trading success is determined by a complex of factors (product quality, price, distribution system, packaging, advertising, etc.), only one of which is advertising, so a direct link between the quality and the level of advertising sales is difficult to establish. To assess the effectiveness of advertising communication is usually used by a set of criteria: the impact of advertising on the change in knowledge of the product, the formation of a positive attitude to it, as well as on the formation of intentions to buy or try a product. Distinguish the main indicators of communicative effectiveness of advertising: recognizability, memorability, appeal and power of advertising propaganda. Large companies sell their products worldwide. Advertising - the motor of trade. That he worked in a foreign cultural environment, it must be upgraded. The main problems of assessing the effectiveness of advertising costs associated with the quantification of the effect of advertising - is quite difficult to determine how the company's revenue increased because of a certain amount of funds invested in advertising . As a result, assessment of the effectiveness of advertising is reduced to the study of complex interdependent factors, problems and issues, which are often measured almost impossible. However, the inability to accurately measure the overall effectiveness of the advertising does not mean that efficiency is not worth exploring. It can be measured using a probabilistic assessment interval, and usually such estimates are sufficient for determining the effectiveness of an advertising campaign.

The problems of evaluating the effectiveness of advertising costs are: -assessment of communicative effectiveness of an advertising campaign, that is regarded as the numerator the number of advertising contacts , achieved as a result of any activities

-аnalysis of commercial or financial efficiency - the ratio of growth in sales (profit , turnover ) to expenditures that were made for this advertising , the quality of analysis of the material contained in the advertisement , i.e. to assess how effectively the content and form of advertising appeal allow this treatment to perform a function that was originally assigned to it.

Advertising effectiveness analysis to evaluate the impact of an advertising campaign for a potential customer for a number of indicators:

- target audience

- active and passive knowledge of the advertised brand (product)

- understanding and recognizable advertising messages (advertising)

- memorability elements advertising copywriter

- attractive and agitational force copywriter

- intention to buy, use the advertised item

- the general attitude towards advertising

-сompanies established image

Scandalous than advertising, more aggressive, the better! Also good hidden manipulation techniques. All of these beliefs are based on the idea that the collective and individual consciousness can act violently. Yes, as usual violence, force or covert methods impact on the mind sometimes effective. But if we are talking about the application of these techniques in advertising, there are complicating factors about which we should not forget. Methods aggressive and controversial advertising, as well as hidden subliminal techniques consumers ignore a personal system of human values and accumulating a negative voltage in the consumer's mind, naturally cause rejection and subsequent mistrust. Thus,destructive, destabilizing property advertising in this case is magnified, making these methods completely unacceptable for the formation of long-term and stable dynamics of the enterprise. At the moment in the Arab countries, any advertising (including even logos) adapted to the local culture and language. Specifically, in Arabic advertisements dogs almost never occur, since the animals are classified as “dirty”. Also in the Arab countries fish, which symbolizes Christianity, is rarely seen on posters the crow - a messenger of death or a chameleon that associate Muslims with hypocrisy. Any action resulting from advertising product can lead to a complete ban on commercials, if it is associated with the manifestation of the idea of supernatural forces but Western companies are also seeking to circumvent the sharp corners when dealing with the Muslim world. Thus, the cosmetics company Olay, which promoting their products, announced a competition for the most beautiful eyes and the flow of participants sent her his photo rating and raising the prestige of the brand in the Arabworld. Any manifestations of supernatural forces (witches, wizards, vampires, aliens) can be interpreted as equating to God, is therefore prohibited the demonstration. Furthermore, caution should be used the word "create" and "greatest", as they are also associated with God. The Crusades left a deep wound in the Arab psychology, so any form of crosses are considered as violations.Therefore, there is no organization,"Red Cross" - it is called here "the Red Crescent".Even snowflake can be considered bad intent, because you can find a few crosses in it. Should not be used as a visual symbol Star of David or five-pointed red star, including the U.S. flag. Should bear in mind that the signs indicate the opposite direction, as in the Arab world are read from right to left. With increased competition in the markets bet only on intuition or insight when searching advertising ideas is becoming less effective. Large and small crises give rise to the demand for professionals in advertising - those who perceive a crisis situation as a full-time , who knows how to work effectively with all the resources available to them , those who know that a resource can be no resources .