* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Advertising - WordPress.com
Sales process engineering wikipedia , lookup
Ad blocking wikipedia , lookup
Affiliate marketing wikipedia , lookup
Marketing strategy wikipedia , lookup
Neuromarketing wikipedia , lookup
Social media and television wikipedia , lookup
Social media marketing wikipedia , lookup
Marketing plan wikipedia , lookup
Multi-level marketing wikipedia , lookup
Target audience wikipedia , lookup
Television advertisement wikipedia , lookup
Green marketing wikipedia , lookup
Marketing channel wikipedia , lookup
Multicultural marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Sensory branding wikipedia , lookup
Digital marketing wikipedia , lookup
Street marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Online advertising wikipedia , lookup
Global marketing wikipedia , lookup
Targeted advertising wikipedia , lookup
Audience measurement wikipedia , lookup
Marketing communications wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Advertising wikipedia , lookup
Advertising management wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Advertising : Advertising is defined as any form of paid communication or promotion for product, service and idea. Advertisement is not only used by companies but in many cases by museum, government and charitable organizations. However, the treatment meted out to advertisement defers from an organization to an organization Advertising development involves a decision across five Ms Mission, Money, Message, Media and Measurement. Mission looks at setting objectives for advertising. The objectives could be to inform, persuade, remind or reinforce. Objective has to follow the marketing strategy set by the company. Money or budget decision for advertising should look at stage of product life cycle, market share and consumer base, competition, advertising frequency and product substitutability. Message’s development further is divided into four steps, message generation, message evaluation and selection, message execution, and social responsibility review. Once the message is decided the next step is finalizing the media for delivering the message. The choice of depends on reach of media, frequency of transmission and potential impact on customer. Based on this choice of media types are made from newspaper, television, direct mail, radio, magazine and the internet. After which timing of broadcast of the message is essential as to grab attention of the target audience. Checking on the effectiveness of communication is essential to company’s strategy. There are two types of research communication effect research and sales effect research. Traditional and new media are the vehicles that carry advertising messages. With the advent of the internet, new advertising strategies are possible that traditional media cannot offer. Radio Radio broadcasting is considered to be a traditional medium. Radio's strength lies in its ability to target audiences through its programming, which is reflected in its advertising. Radio advertising is effective in that most commercials are targeted at local audiences, compared to television commercials, which are mostly national. A drawback to radio advertising is that the effectiveness of a message is solely audio-dependent. This can present challenges in describing certain products or services being marketed. Television Television is considered to be a traditional medium but has the ability to adapt to new media. Some television advertising strengths are its impact in combining sight and sound, its ability to reach local, national and global audiences, and its more recent adaptation to interactive marketing. Through service technology like On-Demand, viewers can engage in advertising messages with a remote control. Television advertising weaknesses are high production costs, programming disruption, and short-lived messages. Newspapers The newspaper is part of the print media, and is arguably the oldest form of traditional media. Newspaper advertising has many strengths that are being affected by new, interactive marketing strategies. Newspapers provide a loyal readership base for advertisers and low advertisement production costs. Newspapers also offer value through short lead times to insert advertisements and ensure high audience reach. Drawbacks of newspaper advertising include poor print quality, a decrease in overall readership, and a general sense of advertising clutter. Newspapers try to stay competitive in the internet age by providing online content for free. Advertising revenue pays for this service. Magazines Another member of the print media is the magazine. The value in advertising in magazines lies in its audience selectiveness and high quality print. Magazines hold credibility with their audiences, allowing its advertisements to resonate with readers. Magazine advertising has several weaknesses to consider such as high production cost, limited frequency, and long lead times. Like newspapers, many magazines have an online version of their content. Some require paid membership while others provide free online content. Outdoor, Direct Mail and Telemarketing Outdoor advertising comes in many shapes and sizes. The main forms of outdoor advertising are bulletins -sheet posters .sheet panels or junior panels, and spectaculars. Spectaculars are electronic billboards typically seen in places like Times Square, New York or Hong Kong. Advantages to outdoor advertising are that they are localized and often memorable. Disadvantages are their low repetition and short time exposure. Direct mail and telemarketing are other types of marketing strategies used in advertising. Both can be effective because they are often personalized and results are easily measured. However, both are also costly and direct mail is perceived as junk mail, while telemarketing is viewed as the most intrusive of all marketing techniques. Internet The internet has changed the way advertising occurs. It has affected practically every corner of the advertising spectrum and has forced traditional media to reinvent itself where it can. The advantages to internet advertising are many, but the most critical is its extremely low cost compared to other media. The internet offers interactivity, making it possible to involve a target audience in the advertising message. Such advertising can be very effective as interactivity is memorable and satisfying to a user. Finally, internet advertising can be easily personalized, something that traditional media like television and radio is incapable of. Perhaps the largest drawback of internet advertising is its perception of clutter. Techniques Sales Promotion Promotion is an incentive tool used to drive up short term sales. Promotion can be launched directed at consumer or trade. The focus of advertising to create reason for purchase the focus of promotion is to create an incentive to buy. Consumer incentives could be samples, coupons, free trial and demonstration. Trade incentive could be price off, free goods and allowances. Sales force incentive could be convention, trade shows, competition among sales people. Sales promotion activity can have many objectives, for example, to grab attention of new customer, reward the existing customer, increase consumption of occasional users. Sales promotion is usually targeted at the fence sitters and brand switchers. Sales promotional activity for the product is selected looking at the overall marketing objective of the company. The final selection of the consumer promotional tools needs to consider target audience, budget, competitive response and each tool’s purpose. Sales promotion activity should under-go pretest before implementation. Once the activity is launched it should be controlled as to remain within the budget. Evaluation program is a must after implementation of the promotional scheme. Public Relations Companies cannot survive in isolation they need to have a constant interaction with customers, employees and different stakeholders. This servicing of relation is done by the public relation office. The major function of the public relation office is to handle press releases, support product publicity, create and maintain the corporate image, handle matters with lawmakers, guide management with respect to public issues. Companies are looking at ways to converge with functions of marketing and public relation in marketing public relation. The direct responsibility of marketing public relation (MPR) is to support corporate and product branding activities. MPR is an efficient tool in building awareness by generating stories in media. Once the story is in circulation MPR can establish credibility and create a sense of enigma among sales people as well as dealers to boost enthusiasm. MPR is much more cost effective tool than other promotional activities. Direct Marketing The communication establishes through a direct channel without using any intermediaries is referred to as direct marketing. Direct marketing can be used to deliver message or service. Direct marketing has shown tremendous growth in recent years. The internet has played major part in this growth story. Direct marketing saves time, makes an experience personal and pleasant. Direct marketing reduces cost for companies. Face to face selling, direct mail, catalog marketing, telemarketing, TV and kiosks are media for direct marketing. Advertisement, Promotional activity, Public relation and direct marketing play an essential role in helping companies reaches their marketing goals.