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When no personal selling is involved, other methods are needed to induce people to send in orders by mail. In addition to newspapers, magazines, radio, and television, special devices such as single-product folders or multiproduct catalogs are used in mail-order advertising. Mail-order promotions are designed to accomplish a complete selling job without salespeople.

Used for the same broad purposes as direct-mail advertising, nonmailed direct advertising includes all forms of indoor advertising displays and all printed sales appeals distributed from door to door, handed to customers in retail stores, included in packages and bundles of merchandise, or conveyed in some other manner directly to the recipient.

With each medium competing keenly for its share of business, advertising agencies continue to develop new techniques for displaying and selling wares and services. Among these techniques have been vastly improved printing and reproduction methods in the graphic field, adapted to magazine advertisements and to direct-mail enclosures; the use of color in newspaper advertisements and in television; and outdoor signboards more attractively designed and efficiently lighted. Many subtly effective improvements are suggested by advertising research.

During the 19th century it was possible only to approximate the effectiveness of various advertising techniques. Prospective advertisers were guided almost solely by estimates of magazine and newspaper readership. In the early days of broadcasting and outdoor advertising the industry lacked a reliable measure of the audience of these media. In 1914 the Audit Bureau of Circulations (ABC), an independent organization subscribed to principally by newspaper and magazine publishers, was established to meet the need for authentic circulation statistics and for coordinated, standardized way of presenting them.

Eventually, greater scientific efforts to determine relevant facts about audience and readership developed as a result of competition among the media and the demand among advertisers for an accurate means of judging the relative effectiveness of the media. The media soon found ways of ascertaining not only how many people see or hear advertising messages, but what kinds of people and where they are located. Newspapers and magazines, either through their own research staffs or through organizations employed for a fee, go to great lengths to analyze their circulations to show where their readers live, their income, education, recreational habits, age, and number of children and to provide other guides to determining their readers’ susceptibility to certain classes of products.

Radio and television stations and networks similarly analyze their audiences for the guidance of advertisers. In this field, too, broadcast companies, advertising agencies, and advertisers subscribe to one or more audience-research organizations to determine how many viewers or listeners tune in regional and network shows at any given time. Special surveys of local broadcast programs can be arranged also. In a similar but less comprehensive manner, outdoor- and transportation-advertising companies have set up organizations to tally the numbers of persons exposed to their posters.

Because of the nature of advertising, depending as it does on psychological and other variables difficult to ascertain precisely, the whole field of audience research is complex and controversial. Researchers have found it necessary to consistently refine their techniques and make them increasingly reliable.

One by-product of this widespread interest in, and dependence on, advertising and marketing research is the Advertising Research Foundation, sponsored, directed, and subsidized by advertisers, agencies, and media. This organization, founded in 1936, not only initiates and commissions research projects of its own but also establishes criteria and standards of procedure that tend to enhance the authenticity, reliability, efficiency, and usefulness of all advertising and marketing research.

One major type of research project is the survey of test markets. Advertisers and agencies frequently conduct extensive and expensive surveys to determine the potential acceptance of products or services before they are advertised nationally at costs that may aggregate millions of dollars. In one common procedure the advertising-marketing division of a company dispatches a crew of surveyors to do a door-to-door canvass in various neighborhoods differing in average-income levels. Householders are shown various versions of the product intended for market. If the survey convinces the manufacturer that one of the versions exhibited will attract enough purchasers, a crew then pretests and asking sales appeals by showing provisional advertisements to consumers and asking them to indicate their preference. After the one or two best-liked advertisements or basic appeals are determined, the advertiser produces a limited quantity of the new product and manufacturer can make a decision as to whether a national campaign should be launched.

The question of what motivates a consumer to buy challenges the imagination and ingenuity of the seller and presses research specialists forward into new fields of investigation. Motivational research, for example, attempts to probe the unconscious impulses that motivate buying decisions; advertising agencies then utilize these findings to influence the consumer and to attempt to break down sales resistance. Critical observe outside the advertising industry have assailed the motivational approach as unreliable and as unfair to the consumer, who should not, they feel, be subjected to such indirect sales attacks. Many researchers, however, regard motivational inquiry as only a means to delve deeper into the psychological springs of behavior than did earlier investigations. Through careful questioning and investigation it is often possible for an advertiser to trace a sale and learn what actually motivated the consumer to buy a product. Workers in motivational research try to explore these influences.

The choice of correct combination of means of promotion demands professional skills. For carrying out this work it is the best way to apply to of services of advertising agency.

The firms having own strong advertising departments also resort to services of advertising agencies . In agencies creative and technical experts carry out advertising functions better and more effectively, than regular employees of companies. Agencies may look on the problems facing the firm independently, and they have operational experience with different clients and in different situations. Advertising for the firms doesn’t cost too much because agencies give discounts for permanent customers. And as the firm can break off the contract at any moment, agencies have powerful stimulus to work effectively.

Usually the advertising agency consists of four departments

1. The creative department engaged in development and manufacture of announcements;

2. The department of advertising responsible for a choice of means of advertising and accommodation of announcements;

3. The research department studying the consumer psychology and requirements of audience;

4. The sales department engaged in commercial activity of the agency.

Very often agencies attract new clients in themselves due to their reputation or work. However, as a rule, the client is suggested several agencies to lead competitive presentations and the customer makes his choice on the result of these presentations.

Agencies with full services face a growing competition on the part of agencies with limited service which specialize either on purchase of means of advertising, or on creation of advertising texts, or on manufacture of promotional materials. Commercial managers win more and more authority in advertising agencies and they demand from personnel being aimed at extraction profits more persistently. Some advertizers have opened their own advertising agencies inside the firm, having stopped, thus, long-term communication with the former advertising agencies.

Experts believe that this year the share of Russian companies in the market will increase. In January, 1999, even the mini-sensation was fixed: for the first time the domestic company (it sells sheepskin coats) had more TV advertising, than such a champion in advertising, as Procter&Gamble.

Nevertheless, the general picture doesn’t change essentially.

Budgets of leading Russian advertizers in 2003 (on data Gallup Adfact), in dollars:

Procter&Gamble - 417225216

Nestle - 128608854

Mars - 104419627

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