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In quantifying the effect of advertising on the sales of the product acts the rolethe internal and an external insulation problems. Internal insulation problems stem fromthe fact that sales is a result of the combined influence of all marketing mix tools.Accurate determination of the sales, which was reached only by implementingadvertising and PR is impossible.There exist also the external insulation problems, caused by changes in fashion, changesin demand, behavior of competition, etc. Accurate determination of the effect ofadvertising on sales is also impossible for the above mentioned reasons.The exposure time of advertising and PR can not be clearly determined. Theduration of advertising action is not identical with the time of deployment according toits plan of spreading. In practice, ad permorms relatively long, while the durations of thevarious advertising media (advertisements, TV commercials, poster) vary whencompared with each other. The situation is similar in the case of PR activity exposuretime, which is a tool for long-term influence and on the exact measurement of itsefficiency pertains deeper problems than in the advertising efficiency measurement. PRefficiency is not measurable.In the enterprise which has wide range of products, while the advertisement ismade just for one particular product, it is important to investigate the effects ofadvertising not only on the sales of this product, but also to other products of thecompany. Effect on other products is manifested mainly in the substitution andcomplementary relationship. In the substitution relation the advertising affects the salesof non advertised product in the negative way, while the complementary connection hasa positive effect on sales of advertised and non advertised products as well. But even ifthere is no substitution or complementary links between advertised and non advertisedproducts, there may be the impact on other parts of the range. It can be assumed thatadvertising on a single product creates a general “goodwill effect”. Quantification ofthese effects is difficult.As methods of measuring the advertising efficiency on sales may be used themethod of direct interview or the test method of the regional sales. Their results are onlyapproximate quantification of the level of real findings.In direct interviews are buyers of the advertised goods asked whether theirpurchase is stimulated by the appropriate advertising, or whether they buy the productfor other reasons. However, in the answers may arise the problems because some buyersare not willing to give the real motives of purchase and may not admit that they havepurchased the product because they have seen the advertising on the product. The buyerswill then deny the ads as the reason for the purchase and instead will look for the otherreasons, those that seem more rational and ensure them more prestige.The companies that sell their products through "written way" can usedrelatively easy and inexpensive method of control of advertisement efficiency: an orderwith regard to advertising. Those assumptions are met particularly in the catalogbusiness. Here could be found out the effects of efficiency of advertisements withouthigher costs on control. The advertising means (advertisements, promotional letters, etc.)are fitted with ordering coupon. For a catalog advertising the coupons are replaced bythe number of products. Similarly it is in the sale through the internet. When analyzingthe advertising efficiency in the regional sale, attentention should be paid to the two oreven more regions with the equivalent market structure. The advertising efficiency on75
the sales can be find out from the difference between the sales on the test market, wherewe have used advertising and the sales on the control market where we have used no ads.An important element to identify the structure of the markets is mainly that the situationin demand, competitive behavior and the use of marketing tools (other than advertising)is identical.In theory of monitoring the economic efficiency of PR and advertising on therevenue growth are developed some methods based on the mathematical knowledge.Even when using some of these algorithms, we must take into consideration the fact thatthe increase in sales is not the result of promtion as well as the wide range of otherinternal and extrenal factors that enterprises can not directly measure. And therefore thismathematical calculation can be regarded as indicative.ConclusionMeasuring and monitoring the efficiency of advertising and PR is difficult andmultidimensional role, which results can not be exactly determined. Searching themethods for the most accurate answering on the given question is the actual role in thearea of the theory of marketing tools efficiency quantification. This is the task whichfurther development would be welcomed in the enterprises´ practice, because theadvertising costs represent a significant item in the total cost of the product. Methodsapplied to measure the efficiency of PR and advertising provide the information for thecorporate management for decisions making and also for evaluating this decisions.References1. JEDLIČKA, M. 2000.Propagačná komunikácia podniku. Trnava: Magna,2000, 343 s., ISBN 80-85722-09-7.2. KÁDEKOVÁ, Z .2009. PR a ich dôležitosť pre úspech spoločnosti na trhu.In:MANAŽMENT, MZDY, PRÁVO A FINANCIE, roč.XVI, 2009, č. 23-24. s. 290– 305. ISSN: 1335-95683. KRETTER, A. a kol. 2010. Marketing. 4.nezmenené vydanie. Nitra: SPU,2010, 288 s. ISBN 978-80-552-0355-3.4. MATÚŠ, J. 2009. Interakcia externej a internej komunikácie. In: Zborník zvedeckej konferencie Nové trendy v marketingovej komunikácii. Trnava: UCM,2009. s.221-231. ISBN978-80-8105-090-9.5. HES, A. a kol. 2008. Chování spotřebitele při nákupu potravin. Praha: Alfanakladatelství, 2008, 146 s. ISBN 978-80-97197-20-2.SummaryPublic relations and advertising are important tools of marketing activities inmeeting the business objectives, contributing the building of reputation and image of theenterprise and the customer´s awareness about the products. PR and advertising help to76
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5/54Zeszyty NaukoweSzko³y G³ówne
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RADA PROGRAMOWABogdan Klepacki (SGG
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Rizovová Beáta, Gašparíkov Vero
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Według średniego wariantu szacunk
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Kluczowa dla zrozumienia możliwoś
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Deklaracji w zakresie praw politycz
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ezpieczeństwa żywnościowego powi
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zbóż drastyczne wzrosły z dużym
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11. Międzynarodowy Pakt Praw Gospo
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Figure 1. Structure of sales area s
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Figure 3. Structure of retail sales
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etail sector is also particularly i
Page 25 and 26: • modernity - the introduction of
Page 27 and 28: time, place and form. Trade respons
Page 29 and 30: The retailer must sometimes very qu
Page 31 and 32: equipped with a pretty clear sign t
Page 33 and 34: them. Also, very often the wrong wa
Page 35 and 36: liquidated. Currently, fruit and ve
Page 37 and 38: 5 (54) 2011Jarosław GołębiewskiZ
Page 39 and 40: nowe formy zawierania transakcji, o
Page 41 and 42: koszty połączeń internetowych or
Page 43 and 44: on ewoluować z poziomu taktycznego
Page 45 and 46: Rysunek 1. Model 3iUczciwość mark
Page 47 and 48: produkcji, system informacyjny, sys
Page 49 and 50: hiperkonkurencja, problemy środowi
Page 51 and 52: 5 (54) 2011Ing. Katarína Kleinová
Page 53 and 54: Why is it important to have a good
Page 55 and 56: oles in international relations, tr
Page 57 and 58: Scheme 2 Do you think that the inha
Page 59 and 60: REFERENCES[1] GfK USA. 2011. The An
Page 61 and 62: potrzeba przetrwanie skutków globa
Page 63 and 64: Rysunek 2. Liczba zakładów ubezpi
Page 65 and 66: Wzrastający udział w rynku stanow
Page 67 and 68: W 2002 r. poprzez placówki bankowe
Page 69 and 70: Portugalii, czy Włoch, gdzie udzia
Page 71 and 72: companies from the Polish Financial
Page 73 and 74: The increase in advertising expendi
Page 75: memo ability ads an advertisement b
Page 79 and 80: 5 (54) 2011Ľubica Kubicová, Zdenk
Page 81 and 82: Graph 1: Consumption of Milk and Da
Page 83 and 84: Graph 3: Consumption of Yoghurt per
Page 85 and 86: On the basis of the income elastici
Page 87 and 88: Producers of Activia Sweet Strawber
Page 89 and 90: ConclusionWhen the new product come
Page 91 and 92: them in the best possible way with
Page 93 and 94: "The integration of business practi
Page 95 and 96: DJSI indexes belong to the world's
Page 97 and 98: space for staff training in this ar
Page 99 and 100: Policy to the community:11. Does yo
Page 101 and 102: SummarySocial responsibility and et
Page 103 and 104: prowadzi do zwiększenia bieżącej
Page 105 and 106: ozwijające się wskazują na wyst
Page 107 and 108: wykorzystanych w dalszej części o
Page 109 and 110: Tabl. 1. Wyniki oszacowania paramet
Page 111 and 112: 8 16,4 83,6 24,1 75,910 22,1 77,9 2
Page 113 and 114: Z kolei, uwzględniając współczy
Page 115 and 116: Literatura1. Diamond P.: National d
Page 117 and 118: - przemysł spożywczy,- handel i d
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Page 121 and 122: wpływ na swoje towary. Rolnik musi
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Page 125 and 126: Specyfika marketingu w agrobiznesie
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maksymalizację zysku, na pragnieni
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dóbr i usług wybranym klientom w
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14. Pilarczyk B., Nestorowicz R., M
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Fibres from sunflower stems are use
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the incoming world economic crisis,
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Tab 4 Break-event points of sunflow
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5 (54) 2011Beáta Rizovová, Veroni
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CostsImportance ofmedia withincommu
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4 TABLE 3. TOP 10 ADVERTISERS AND T
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Own surveyFor processing the proble
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Following chart 3 give a review of
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Information about authorsIng. Veron
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27 also agreed to further cut direc
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In new EU budget perspective for th
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Table 2 shows agrarian commodities
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Contact AddressIng. Patrik Rovný,
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welcomed by agrarian producers with
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they receive until December and in
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Table 1 Structure of agricultural e
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the year 2004 the change in the lev
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3 Total liquidity (L3)Analysis of l
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make effort for its development and
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5 (54) 2011Dušan ŠimoForeign trad
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the sales network of food chains an
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Table 3 shows the significantly inc
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5 (54) 2011Dariusz StrzębickiSelli
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• monetary value of agricultural
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Figure 2. The website of the citrus
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service, to reduce promotional cost
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• USDA Never Ever Three - means t
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quality. The products offered on th
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Many of these electronic commerce B
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commodities the market also offers
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• thanks to the electronic market
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delivery points. The warehouses are
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10. Stone J.: Local farmers sell pr
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- Means to finance the start of com
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of investment in EUR is 132 776 and
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Table no. 3 Overview of suitable fi
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Slovakia lags behind not only the c
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The main sources of information in
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5 (54) 2011Marián TóthImpact of C
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ResultsTaking into account the comp
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possible and the importance of subs
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Figure 3Profit/hectare of agricultu
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