Full Project Advertising &amp Sale - 001

ADVERTISING &SALES MANAGEMENT
INTRODUCTION
Advertising is a process, not a medium in its own right, although it uses different media forms to communicate. Advertising, in its simplest form, is the way in which the vendor or manufacturer of a product communicates with consumers via a medium, or many different media. Advertising = messages
Advertising can be as For Sale card placed on a supermarket noticeboard:
The vendor is giving notice that a product is for sale at a given price to people who might be interested in buying it. This harks back to the earliest forms of advertising, when exotic new goods shipped into Europe from the Far East and India (eg tea and spices) needed to be brought to the attention of potential buyers. However, even a supermarket notice board might be considered a crowded marketplace as there may be other desks offered for sale, and other advertisements for customers to read. In order to attract a customer's attention to this particular advertisement, the person offering the desk for sale has to make it eye catching, possibly by adding some colour.
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They also have to emphasise the benefits of the product they are offering. There are only two basic benefits that a product has when compared to others of a similar sort. It can be described as being better or cheaper(or both!!):
They might also add an image of the desk - a picture is worth 1000 words after all - in order to persuade the consumer still further that this desk is the right desk to buy. They might add a headline or slogan to their ad, to announce exactly what it is that is being sold. Thus they have all the basic elements of print advertising: a catchy slogan, an image, and copy text. This advertisement will hopefully fulfill its purpose which is to provide information which might influence someone to buy the desk. It has done this by linking the vendor of the desk to people who are looking to buy a desk. The link appears in the medium of the supermarket notice board, and the vendor pays the owner of the medium to place it there. The vendor has chosen this medium because the kind of people who buy the kind Therefore advertising is:
A message from vendor/manufacturer to consumer

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Intended to give information which will influence consumer choice Aimed at a known audience Paid for Brands Most advertising today is about communicating the complex range of messages about a product known as branding. A brand is a product or range of products that has a set of values associated with it that are easily recognised by the consumer. A brand is distinguished immediately by its name and/or a symbol (eg the Nike swoosh, the adidas three stripes). Brand Identity is created by using the following: 1. Brand Essence - a way of summing up the significance of the brand to stockholders and consumers alike of the brand in one simple sentence 2. Brand Slogan - a public way of identifying the brand for consumers often associated with a logo 3. Brand Personality - marketeers can describe their brand as though it were a person, with likes and dislikes and certain behaviour 4. Brand Values what does it stand for/against? 5. Brand Appearance - What does it look/sound/taste like? 6. Brand Heritage - how long has it been around? does it have customers who have been loyal to it for many years? 7. Emotional benefits how it avoids/reduces pain or increases pleasure 8. Hard benefits bigger? better? cheaper? washes whiter? As consumers, we tend to be more familiar with a whole brand, as opposed to individual products. The process of advertising allows us to
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associate values with products that may not have a real connection to them - for instance, Nike has always selected rebellious athletes to promote its shoes, the 'bad boys' of basketball, tennis & football, and therefore the Nike brand has connotations of rebelliousness,
Key Principles of Branding - read more here Advertising As Institution Advertising is also a media institution, which means it is an industry with its own way of doing things, its own channels of communication, and its own key personnel who carry out skilled tasks. It is bound by its own regulations, and penalises those who break those regulations. It also has a number of award-giving bodies, and it rewards good work, as judged by peers. Advertising companies are known as agencies, and they produce and distribute advertising material on behalf of their clients, the manufacturers or service providers. Advertising As Part of Our Culture If you look around you, you will find your world filled with advertising on huge billboards in the streets, on the pages of magazines, between the tracks played on the radio, on the walls of the subway, on the pages of internet sites, at the bottom of emails, on the backs of cinema tickets, on the shirts of football players. It seems that any surface that will hold still long enough to be read is considered a potential advertising medium. The fact that there is so much advertising out there means that it is part of our daily cultural experience - it's almost impossible to avoid it. Therefore the study of advertising is not just about WHAT manufacturers say to consumers, but it about HOW it is said. Advertisements can have an influence far beyond a simple message about a product. Advertisements can introduce characters to the public imagination, make icons out of actors, have everyone repeating a
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catchphrase ('Wassup" anyone?), get audiences arguing over plot points or waiting for the next instalment, and generate news stories. Advertisements often take on a cultural life of their own, and occupy space in the media beyond that which has been paid for. This, of course, is great for the advertisers! This adidas ad, featuring David Beckham, made headlines as the largest ever piece of outdoor advertising in the UK, possibly the world, in May 2002. Fort Dunlop is a Birmingham landmark, and can be seen from the M6 (which is often completely jammed with traffic) although it was claimed that the ad could be seen from up to a mile away on a clear day. The ad itself was larger than a football pitch, with the image of Beckham's face measuring 20m x 20m (cue lots of Football Bighead headlines from the UK tabloids). As well as having a huge (sorry...) impact on the local environment, the ad generated press coverage around the world on account of its size. Using a news search engine (yahoo , reuters, bbc) OR the Media Guardian find out about an advertisement or campaign which has made the news. Use search terms carefully (advertisement + controversy might be a good starting point - can you think of any other useful terms?). Answer the following questions: Explain what the news story is, briefly, and what news values it has. Assess how widely this news story has been reported. In your opinion, how much extra exposure has the product got from the news coverage? Do you think think the advertisement was deliberately controversial? Why?
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As well as being part of the news agenda, advertisements are a reflection of a society's wants and needs at any particular point in time. They also,
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through the way that they represent gender, age, wealth, success, happiness etc provide excellent material for historians and sociologists researching social attitudes of an era or a culture at a particular point in time. Advertising reflects the values of a society - all the things that people want to have or to be - and can be used as a measure of dominant hopes and fears. Our own appearance-obsessed culture will provide plenty of fruit for future investigation. The Wallis ads shown (from a campaign entitled "Dressed to Kill") tell us a lot about attitudes to women - from both a male and a female perspective - and the power of sexuality in our society. They also show what we find acceptable to laugh at, It is worth looking at successful campaigns, to get a snapshot of how we see ourselves (or would Look at

Hewlett Packard - the 'Everything is Possible' campaign Reebok - 'Classic' campaign (the b/w images at the bottom of the page click for enlargements) Imagine you have just arrived from another planet, and these are the materials you are given to draw your first conclusions about the human race. Identify the main a) hopes and b) fears of this species. Explain why you have come to those conclusions. Advertising Makes The World Go Round The messages relayed through advertising may range from the straightforward ("Buy this now - it's cheaper!") to the subtle ("Buy this now - it will make you attractive to the opposite sex!") but they all cost money to put "out there". A lot of money. The giants of the corporate world (Nike, Coca-Cola, Proctor & Gamble) all pour millions of dollars
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into advertising on an annual basis. They want their messages to be heard, and as a by-product of all this, they financially support the media through which we hear or see their messages. Without advertising there would be no television except re-runs, magazines would be thin, colourless and prohibitively expensive, and many internet sites would not be able to afford their server space. When big companies cut down their advertising budget the effects are keenly felt by the media which rely very heavily on revenue from selling advertising space. The money simply stops coming in and the economic effects are drastic: magazines fold, TV stations slash original programming, and internet companies crash out of existence. This is worth remembering next time you complain about the way a movie on TV is broken up by commercial breaks, or that you can't watch your favourite show on the internet until you've sat through an ad: if the advertising wasn't there you wouldn't be watching. Therefore the study of advertising is essential for a Media Studies student. As well as analysing form and content, you need to understand how advertising allows other media to exist, and how it generates cultural identity. A world without advertising would be a very different place to the one that we know.
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ADVERTISEMENT AS COMMUNICATION
Modern marketing calls for more than developing a good product, pricing it attractively and making it accessible to target customers. Companies must also communicate with their present and potential customers. Every company is inevitably cast into the role of communicator and promoter. What is communicated, however, should not be left to change. To communicate effectively, companies hire advertising agencies to develop effective ads; sales promotion specialists to design sales incentive programs and public relations firms to develop the corporate image. They train their sales people to be friendly and knowledgeable. For most companies, the questions are not whether to communicate but rather what to say, to whom, and how often. A modern company manages a complex marketing communications system. The company communicates with its middlemen, consumers and various publics. Its middlemen communicate with their consumers and various publics. Consumers engage in word-of-mouth communication with other consumers and publics. Meanwhile each group provides communication feedback to every other group. The marketing communication mix (also called the promotion mix) consists of four major tools: Advertising. Any paid form of nonpersonal presentation and promotion of ideals, goods or services by an identified sponsor. Sales Promotion. Short-term incentives to encourage purchase or sale of a product or service. Publicity. Nonpersonal stimulation of demand for a product, service or business unit by planting commercially significant news about it in a published medium or obtaining favorable presentation of it upon radio, television or stage that is not paid for by the sponsor.
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Personal Selling. Oral presentation in a conversation with one or more prospective purchasers or the purpose of making sales. Marketers need to understand how communication works. Some years ago a communication model will answer: Who, Says what, In what channel, To whom, With what effect.
Over the years, a communication model with nine elements has evolved, that shown in figure 8. Two elements represent the major parties in a communication sender and receiver. Another two represent the major communication tools message and media. Four represent major communication functions encoding, decoding, response and feedback .The last element represents noise in the system.
Figure 8 Elements in the Communication Process

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These elements are defined as follows: Sender. The party sending the message to another party (also called the source of communicator). Encoding. The process of putting thought into symbolic form. Message. The set of symbols that the sender transmits. Media. The communication channels thought which the Message moves from sender to receiver. Receiver. The party receiving the message sent by another party (also called the audience or destination). Response. The set of reactions that the receiver has after being exposed to the message. Feedback. The part of the receiver's response that the receiver communicates back to the sender. Noise. Unplanned static or distortion during the communication process, resulting in the receiver's receiving a different message than the sender sent. The model underscores the key factors in effective communication. Senders must know what audiences they want to reach and what responses they want. They must be skillful in encoding messages that take into account how the target audience usually decodes messages. The source must transmit the message thought efficient media that reach the target audience. Senders must develop feedback channels so that they can know the receiver's response to the message.
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Elements Affecting Shared Meaning For a message to be effective, the sender's encoding process must mesh with the receiver's decoding process. Schramm sees messages as essentially signs that must be familiar to the receiver. The more the sender's field of experience overlaps with that of the receiver, the more effective the message is likely to be. (See Figure 9). "The source can encode and the destination can decode, only in terms of the experience each has had".This puts a burden a communicators from one social stratum (such as advertising people) who want to communicate effectively with another stratum (such as factory workers). The sender's task is to get his or her message thought to the receiver. There is considerable noise in the environment people are exposed to several hundred commercial messages a day, aside from the other messages they attend to in their environment. Members of the audience may not receive the intended message for any of three reasons. The first is selective attention in that they will not notice all the stimuli. The second is selective distribution in that they will twist the message to hear what they want to hear. The third is selective recall in that they will retain in permanent memory only a small fraction of the messages that reach them. The challenge to the communicator is to design a message that wins attention in sprite of the surrounding distractions. Schramm suggested
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that the likelihood that a potential receiver will attend to a message is given by.
Perceived reward strength - Perceived punishment strength I livelihood of attention =----------------------------------------------------Perceived expenditure of effort Selective attention explains why ads with bold headlines promising something, such as "How to Make a Million;' along with an arresting illustration and little copy, have a high likelihood of grabbing attention. For very little effort, the receiver has an opportunity to gain a great reward. As for selective distortion, receivers have set attitudes, which lead to expectations about what they will hear or see. They will hear what fits into their belief system. As a result, receivers often add things to the message that are not there (amplification) and do not notice other things that are there (leveling). The communicator's task is to strive for message simplicity, clarity, interest and repetition, to get the main points across to the audience. As for selective recall, the communicator aims to get the message into the receiver's long-term memory. Long-term memory is the repository for all the information one has ever proceed. In entering the receiver's long-term memory, the message has a change of modifying the receiver's beliefs and attitudes. Bui first the message has to enter the receiver's short-term memory, which is a limited-capacity store that processes incoming information. Whether the message passes from the receiver's short-term memory to his or her long-term memory depends on the amount and type of message rehearsal by the receiver. Rehearsal does not mean simple message repetition but rather the receiver's elaborating on the meaning of the information in a way
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that brings into short-term memory related thoughts previously stored in the receiver's long-term memory. If the receiver's initial attitude toward the object is positive and he or she rehearses support arguments, the message is likely to be accepted and have high recall. If the receiver's initial attitude is negative and the person rehearses counterarguments. The message is likely to be rejected but to stay in long-term memory. Counterarguing inhibits persuasion by making an opposing message available. Much of persuasion requires the receiver's rehearsal of his or her own thoughts. Much of what is called persuasion is self-persuasion. M if there is no rehearsal of arguments but simply discounting of the message, "I don't believe it," the receiver is still more susceptible to subsequent influence than the receiver who counterargues. Communicators have been looking for audience traits that correlate whit their degree of persuasibility. People of high education and/or intelligence are thought to be less persuasible but the evidence is inconclusive. Women have been found to be more persuasible than men, although this is mediated by a women's acceptance of the prescribed female role. Women who value traditional sex roles are influenceable than women who are less accepting of the traditional roles. Persons who accept external standards to guide their behavior and who have a weak self-concept appear to be more persuasible. Persons who are low in selfconfidence are also thought to be more persuasible. However, research by Cox and Bauer showed a curvilinear relation between self-confidence and persuasibility, with those moderate in self-confidence being the most persuasible. ' The communicator should look for audience traits that correlate with persuasibility and use them to guide message and media development. Cartwright has outlined what must happen for a message to influence the behavior of mother person:
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The "message" (that is, information, facts and so on) must reach the sense organs of the persons who are to be influenced. Having reached the sense organs, the "'message" must be Accepted as a part of the person's cognitive structure. To include a given action by mass persuasion, this action must be seen by the person as a path to some goal that he has. To include a given action, an appropriate cognitive and mot i v a t i o n system must gain control of the person's behavior at a particular point in time. Fiske and Hartley have outlined some factors that moderate the effect of a communication: The greater the monopoly of the communication source over the recipient, the greater the change or effect in favor of the source over the recipient. Communication effects are greatest where the message is in line with the existing opinions, beliefs and dispositions of the receiver.
Communication can produce the most effective shifts on unfamiliar, lightly felt, peripheral issues, which do not lie at the center of the recipient's value system. Communication is more likely to be effective where the source is believed to have expertise, high status, objectivity or likability, but particularly where the source has power and can be identified with. The social context, group or reference group will mediate The communication and influence whether or not it is accepted. The Promotion Mix Companies are always searching for ways to gain efficiency by substituting one promotional tool for another as its economics become
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more favorable. Many companies have replaced some field sales activity with ads, direct mail and telemarketing. Other companies have increased their sales promotion expenditures in relation to advertising, to gain quicker sales. The relative substitutability among promotional tools explains why marketing functions need to be coordinated in a single marketing departments. Many factors influence the marketer's choice of promotional tools. We will examine these factors in the following paragraphs. 13.2. Nature of Each Promotional Tools Bach promotional tool: Advertising, Personal Selling, Sales Promotion, Publicity.
Has its own unique characteristics and costs. Marketers have to understand these characteristics in selecting them. Advertising Because of the many forms and uses of advertising, it is difficult to make all-embracing generalizations about its distinctive qualities as a component of the promotional mix. Yet the following Public Presentation qualities can be noted.
A d v e r t is in g is a highly public mode of communication. Its public nature confers a kind of legitimacy on the product and also suggests a standardized offering. Because many persons receive the same message, buyers know that their motives for purchasing the product will be publicly understood.
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Pervasiveness Advertising is a pervasive medium that permits the seller to repeat a message many times. It also allows the buyer to receive and compare the messages of various competitors. Large-scale advertising by a seller says something positive about the seller's size, popularity and success. AmplifiedExpressiveness Advertising provides opportunities for dramatizing the company and its products through the artful use of print, sound and color. Sometimes, however, the tool's very success at expressiveness may dilute or distract from the message. Impersonality Advertising cannot be as compelling as a company sales representative. The audience does not feel obligated to pay attention or respond. Advertising is able to carry on only a monologue, not a dialogue, with the audience. Advertising is an efficient way to reach numerous geographically dispersed buyers at a low cost Per exposure. Certain forms of advertising, such as TV advertising, can be done on a small budget, while other forms, such as newspaper advertising, can be done on a small budget. Advertising may have an effect on sales simply through its presence. Consumers may believe a heavily advertised brand is one that offers "good value", "otherwise, why would advertisers spend so much money backing a poor product? Personal Selling
Personal selling is the most effective tool at certain stages of the buying process, particularly in building up buyers' preference, conviction and action. The reason is that personal selling, when compared with advertising, has three distinctive qualities: Personal Confrontation
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Personal selling involves an alive, immediate and interactive relationship between two or more persons. Each party is able to observe each other's needs and characteristics at close hand and make immediate adjustments. Cultivation Personal selling permits all kinds of relationship to spring up, ranging from a matter-of-fact selling relationship to a deep personal friendship. Effective sales representatives will normally keep their customers' interests at heart if they want long-run relationship. Response Personal selling makes the buyer feel under some obligation for having listened to the sales talk. The buyer has a greater need to attend and respond, even if the response is a polite "thank you". These distinctive qualities come at a cost. A sales force represents a greater long term commitment than advertising. Advertising can be turned on and off, but the size of a sales force is more difficult to alter. Sales Promotion
Although sales promotion tools (coupons, contests, premiums and the like) are highly diverse, they have three distinctive characteristics: . Communication They gain attention and usually provide information that may lead the consumer to the product. Incentive They incorporate some concession, inducement or contribution that gives value to the consumer.
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Invitation They include a distinct invitation to engage in the transaction now. Companies use sales promotion tools to create a stronger and quicker response. Sales promotion can be used to dramatize product offers and to boost sagging sales. Sales promotion effects are usually short run, however and are not effective in building long-run brand preference. Publicity The appeal of publicity is based on its three distinctive qualities: High Credibility
News stories and features seem more authentic and credible to readers than ads do. Off Guard Publicity can reach many prospects who might avoid sales people and advertisements. The message gets to the buyers as news rather than as a sales-directed communication. Dramatization Publicity has, like advertising, a potential for dramatizing a company or product. Marketers tend to underused product publicity or use it as an afterthought. Yet a well-thought-out publicity campaign coordinated with the order promotion-mix elements can be extremely effective.
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Setting
the
Advertising
Objectives
The first step in developing an advertising program is to set the advertising objectives. These objectives must flow from prior decisions on the target market, market positioning and marketing mix. The market-positioning and marketing-mix strategies define the job that advertising must do in the total marketing program. Advertising objectives can be classified as to whether t h e i r aim is to inform, persuade or remind. . Informative Advertising
Informative advertising figures heavily in the pioneering stage of a product category, where the objective is to build primary demand. Thud the yogurt industry initially had to inform consumers to yogurt's nutritional benefits and many uses. Persuasive Advertising
Persuasive advertising becomes important in the competitive stage, where a company's objective is to buildselective demand for a particular brand. Most of the advertising we view falls into this category. For example, Chivas Regal attempts to persuade consumers that is delivers status like no other brand of scotch. Some persuasive advertising has moved into the category of comparison advertising, which seeks toestablish the superiority of one brand through specific comparison with one or more other brands in the product class. ' Comparison advertising had been used in such product categories as deodorants, fastfood hamburgers, toothpaste, tires and automobiles. The burger King Corporation successfully developed comparison advertising for its franchise when it battled McDonald's in a burger war over flame broiling versus frying hamburgers. Describes some guidelines for creating successful comparison advertising.
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Reminder
Advertising
Reminder advertising is highly important in the mature stage of the product to keep the consumer thinking about the product. Expensive four-color Coca-Cola ads in magazines have the purpose not of informing or persuading but of reminding people to purchase CocaCola. A related form of advert i s i n g is reinforcement advertising , which seeks to assure current purchasers that they have made in right choice. Aurotobile ads will often depict satisfied customers enjoying some special feature of their new car. Possible Advertising Objectives
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To inform: Telling the market about a new product Suggesting new uses for a product Informing the market of a price change explaining how the product works To persuade: Building brand preference
Describing available services Correcting false impressions Reducing consumers' fears Building a company image
Encouraging your brand
Changing perception of product attributes To remind: Reminding consumers that the product may be needed in the near future reminding them where to buy it
Persuading customer to purchase now switching to Persuading customer to receive a sales call customer's
Keeping it in their minds during of seasons Maintaining its top-of mind awareness
The choice of the advertising objective should not be arbitrary but should be based on a thorough analyses of the current marketing situation. For example, if the product class is mature and the company is the market leader and if brand usage, if the product class is new and
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the company is not the market leader,bul its brand is superior to the leader, then the proper objective is to advertise the brand's superiority over the market leader. Public Relations
Public Relations (PR) is another important marketing tool. Until recently, however, it has been treated as a marketing stepchild. The Pu b lic Relations department is typically located at corporate headquarters; and its staff is so busy dealing with various pub lics (stockholders, employees, legislators, community leaders) that PR departments perform the following five activities, most of which do not feed into direct product support. Press Relations. The aim ol' press relations is to place newsworthy information into the news media to attract attention to a person, product or service. Product Publicity. Product publicity involves various efforts to publicize specific products. Lobbying. Lobbying involves dealing with legislators and government officials to promote or defeat legislation and regulation. Corporate Communications. This activity covers internal and external communications and promotes understanding of the organization. Counseling. Counseling involves advising management about public issues and company positions and image.
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In addition, marketing managers and PR practitioners do not always talk the same language. One major difference is that marketing managers are much more bottom-line oriented, whereas PR practitioners, see their job as disseminating communications. But this is changing in two ways: First, companies are calling for much more market-oriented PR. They want their PR department to manage all of their PR activities with a view to how these activities will contribute toward marketing the company and improving the bottom line. Second, companies arc requiring their PR departments to set up a special section called marketing PR, likefinancial PR and community PR, would stand as a separate service to a corporate constituency, namely, the marketing department. On the other hand the th ird element in the promotion mix that relies on mass communication is PR. Dunn defines this activity as a promotional function that "uses two way communications to mesh the needs and interests of an institution or person with the needs and interests of the various publics with which that institution or person must communicate. Some key definitions in public relations are listed in Table 3. Firms undertake public relations for a product; for a product class, for a company as a whole; and for an industry. Public Relations Two-way communication to mesh the needs and interests of an institution or person with those of publics. Publics Any target audience tied together or distinguished by some Interest or concern. Public Affairs
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Planned effort to gain favorable reactions and influence and outside an organization through actions and effective two-way communication; often emphasizes media and government publics. Publicity Planned program to obtain favorable media coverage of topics important to an organization. Press Agentry Generating publicity through attention-getting devices (usually blatant) or publicity gimmickry. Promotion Marketing function used to build the image of a product or services through advertising. PR. sales promotion or personal selling. Propaganda Attempt at persuasion of target audiences at all costs, using Unethical as well as ethical forms of communication. Advertising Nonpersonal. persuasive, paid communication through the Media with sponsors or brands identified in the message. Key Definitions in PublicRelations The old name for marketing PR was publicity. But marketing PR goes beyond simple publicity. Marketing PR. Can contribute to the following tasks: Assist in the launch of new products. The amazing commercial success of Cabbage Patch Kids was due not so much to the paltry advertising budget of $ 500.000 but to clever publicity, including donating the dolls to children in hospitals, sponsoring Cabbage Patch Kids adoption parties for schoolchildren and so on. Assist in Repositioning a Mature Product. New York City had an extremely bad press in the seventies until the "1 love
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New York " campaign started to take root, bringing millions of additional tourists to the city. Build up Interest in a Product Category. Companies and trade associations have used PR to rebuild interest in declining communities such as eggs, milk and potatoes and to expand consumption of such products as tea and orange juice. Influence Specific Target Groups. McDonald's sponsors special neighborhood events in Hispanic and black communities for good causes and in turn build up a good company image. Defend Products That Have Encountered Public Problems Johnson & Johnson's masterly use of PR was a major factor in saving Tylenol from extinction. Build the Corporate linage in a Way That Projects Favorably on its Products. Iaccoca's speeches and his autobiography helped project a whole new wining image for the Chrysler Company.
Publicity has several unique advantages, it is credible: most people feel the mass media would have no reason to carry favorable information about a product unless it were true. Thus, PR reinforces the firm's advertising campaign by increasing awareness and the believability of product claims. Publicity also makes it easier for the salesforce to present a case for the product. And it is low cost, in that there are few media costs. The major disadvantage is that publicity is beyond the company's control, not only as to whether the release will be run, but also what is said about the product. Through PR, firms communicate with a variety of publics. They include: The ultimate consumer information about new products and new uses for old products.
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The financial community and stockholders signaling the maintenance of or improvement in the company's profitability. The community with "good citizen" information. Prospective employees why the firm is a good place to work. Present employees to develop pride in the company. Supplies good company with which to build an enduring relationship. This listing of audience suggests that publicity might be aimed at accomplishing different objectives among different groups. Such objectives range from simple increasing awareness of a company or its products to stimulating an actual response, such as sending for a free bulletin. Firms also use public relations to cope with an unexpected shock. This was the case with the PR campaign Johnson & Johnson mounted when seven people died from poisoned Tylenol capsules. J&J was able to restore confidence in the company and its Tylenol brand due in part to its responsible and will-orchestrated public relations program. 13.4.1. Major Tools in Public Relations
Public relations professionals have at least eight PR tools at their disposal, namely; -News, -Speeches, -Events, -Public Service Activities, -Written Material, -Audio-visual Material,
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-Corporate Identity Media, -Telephone Information Services. They News are described below.
One of the major tasks of PR professionals is to find or create favorable news about the company and/or its products or people. Sometimes news stories are inherent in the situation and sometimes the PR person can suggest events or activities that would create news. News generation requires skill in developing a story concept and researching it extensively, much as a reporter does. But the PR person's skill must go beyond preparing news. Getting the media to accept press releases and attend press conference calls for marketing and interpersonal skills. A good PR media director understands the press's needs for stories that are interesting and timely and for press releases that are well written and attention getting. The media director needs to cultivate as many news editors and reporters as possible. The more the press is cultivated, the more likely it is to give more and better coverage to the company. Speeches Speeches are another tool for creating product and company publicity. Some companies arc carefully choosing their spokespersons and also using speech writers and coaches to help improve their delivery. Events Companies can draw attention to new products or other company activities by arranging special events. These include news conferences, seminars, outings, exhibits, competitions, anniversaries and so on, that will reach the target publics. Public Service Activities
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Companies can improve public goodwill by contributing money and time to good causes. The company also encouraged its employees to participate in local programs as both tutors and board members. Written Material
Companies rely extensively on written materials to reach and influence their target markets. These include annual reports, brochures, articles and company newsletters and magazines. Brochures can play an important role in informing target customers about what a product is, how it works and how it is to be assembled. Thoughtful articles written by company executives can draw attention to the company and its products. Company newsletters and magazines can help build up the company's image and convey important news to target markets. They should have an appearance and content that is consistent and supportive of the company's image. Audio-Visual Material
Audio-Visual Material, such as films, slides-and-sound and video and audio cassettes are coming into increasing use as communication tools. The cost of audio-visual materials is usually greater than the cost of printed material, but so is the impact. They can provide high-impact product demonstrations and are likely to receive strong attention. In all cases, they should be put together with care; if they are done badly, they can impress the audience negatively rather than positively. . Corporate Identity Media Normally a company's materials acquire separate looks, which causes confusion and misses an opportunity to create and reinforce a corporate identity. In an over communicated society, companies have to compete for attention. They should at least try to create a visual identity that the public immediately recognized. The visual identity is carried by the company's permanent media logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms and rolling stock. The
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corporate identity media become a marketing tool when they are attractive, distinctive and memorable. The company shoul select a good graphic design consultant who will gel management to identify the essence of the company and they turn it into a concept backed by strong visual symbols. Major Tools in Public Relations
Public relations professionals have at least eight PR tools at their disposal, namely; -News, -Speeches, -Events, -Public Service Activities, -Written Material, -Audio-visual Material, -Corporate Identity Media, -Telephone Information Services. They News are described below.
One of the major tasks of PR professionals is to find or create favorable news about the company and/or its products or people. Sometimes news stories are inherent in the situation and sometimes the PR person can suggest events or activities that would create news. News generation requires skill in developing a story concept and researching it extensively, much as a reporter does. But the PR person's skill must go beyond preparing news. Getting the media to accept press releases and
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attend press conference calls for marketing and interpersonal skills. A good PR media director understands the press's needs for stories that are interesting and timely and for press releases that are well written and attention getting. The media director needs to cultivate as many news editors and reporters as possible. The more the press is cultivated, the more likely it is to give more and better coverage to the company. . Speeches Speeches are another tool for creating product and company publicity. Some companies arc carefully choosing their spokespersons and also using speech writers and coaches to help improve their delivery. . Events Companies can draw attention to new products or other company activities by arranging special events. These include news conferences, seminars, outings, exhibits, competitions, anniversaries and so on, that will reach the target publics. . Public Service Activities Companies can improve public goodwill by contributing money and time to good causes. The company also encouraged its employees to participate in local programs as both tutors and board members. . Written Material
Companies rely extensively on written materials to reach and influence their target markets. These include annual reports, brochures, articles and company newsletters and magazines. Brochures can play an important role in informing target customers about what a product is, how it works and how it is to be assembled. Thoughtful articles written by company executives can draw attention to the company and its products. Company
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newsletters and magazines can help build up the company's image and convey important news to target markets. They should have an appearance and content that is consistent and supportive of the company's image. Audio-Visual Material
Audio-Visual Material, such as films, slides-and-sound and video and audio cassettes are coming into increasing use as communication tools. The cost of audio-visual materials is usually greater than the cost of printed material, but so is the impact. They can provide high-impact product demonstrations and are likely to receive strong attention. In all cases, they should be put together with care; if they are done badly, they can impress the audience negatively rather than positively. Corporate Identity Media Normally a company's materials acquire separate looks, which causes confusion and misses an opportunity to create and reinforce a corporate identity. In an over communicated society, companies have to compete for attention. They should at least try to create a visual identity that the public immediately recognized. The visual identity is carried by the company's permanent media logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms and rolling stock. The corporate identity media become a marketing tool when they are attractive, distinctive and memorable. The company shoul select a good graphic design consultant who will gel management to identify the essence of the company and they turn it into a concept backed by strong visual symbols. Telephone Information Services
A newer PR tool is a telephone number through which prospects and customers can get information and better service from a company, many hospitals, for example, use the telephone to provide health messages, offer on-the-spot counseling and recommend physicians to people
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seeking 13.5. The I dont know who you are, I dont know your company, I dont know your company 's product, I dont know what your company stands for, I dont know your company's customers, I dont know your company's record, I dont know your company's reputation, Now, what was it you wanted to sell me? Sales
one. Force
Sales personnel serve as the company's personal link to the customers. The sales representative is the company to many of its customers and in turn brings back to the company much needed intelligence about the customer. Therefore the company needs to give its deepest though to issues in sales-force design, namely, developing sales-force objectives, strategy, structure, size and compensation.
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Figure 10 Steps in Designing and Managing in the Sales Force 13.5.1. Sales-Force Objectives
Prospecting. Sales representatives find and cultivate new customers. Communicating. Sales representatives skillfully information about the company's products and service communicate
Selling. Sales representatives know the art of "salesmanship" approaching, presenting, answering objections and closing sales. Servicing. Sales representatives provide various services to the customers consulting their problems, rendering technical assistance, arranging financing and expediting delivery. Information Gathering. Sales representatives conduct market research and intelligence work and fill in call reports. Allocating. Sales representatives are able to evaluate customer quality and allocate scarce products during product shortages. 13.5.2. Sales-Force Strategy
Companies compete with each other to get orders from customers. They must deploy their sales-ibices strategically so that they are calling on the right customers at the right time and in the right way. Sales representatives can approach customers in several ways: - Sales representative to buyer. A sales representative talks to a prospect or customer in person or over the phone. - Sales Representative to Buyer Group. A sales representative makes a sales presentation to a buying group.
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- Sales ream to Buyer Group. A sales team (such as a company officer, a sales representative and a sales engineer) makes a sales presentation to a buying group. - Conference Selling. The sales representative brings resource people from the company to meet with one or more buyers to discuss problems and mutual opportunities. Thus the sales representative often acts as the "account manager11 who arranges contacts between various people in the buying and selling organizations. Selling increasingly calls for teamwork, requiring the support of other personnel, such as top management major sales are at stake; technical people, who supply technical information to the customer before, during or after the purchase of the product; customer-service representatives, who provide installation, maintenance and other services to the customer; and an office staff, consisting of sales analysts, other expediters and secretaries. Once the company decides on a desirable selling approach, it can use either a direct or a contractual sales force. A direct (or company) sales force consists of full or part-time paid employees who work exclusively for the company, this sales force includes inside sales personnel, who conduct business from their office using the telephone and receiving visits from prospective buyers and field sales personnel, who travel and visit customers. A contractual sales force consists of manufacturers' reps, sales agents or brokers, who are paid a commission based on their sales. 13.5.3. Sales-Force Size Once the company clarifies its sales-force strategy and structure, it is ready to consider sales-force size. Sales representatives are one of the company's must productive and expensive assets. Increasing their number will increase both sales and costs.
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Most companies use the workload approach to establish sales-force size. This method consists of the following steps: Customers are grouped into size classes according to their annual sales volume. The desirable call frequencies (number of sales calls on an account per year) are established for each class. They reflect how much call intensity the company seek in relation to competitors. The number of accounts in each size class is multiplied by the corresponding call frequency to arrive at the total workload for the country, in sales calls per year. The average number of calls a sales representative can make per year is determined. The number of sales representative needed is determined by dividing the total annual calls required by the average annual calls made by a sales representative.
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The AIDA Model to convey communication objectives AIDA model was presented by Elmo Lewis to explain how personal selling works. It shows a set of stair-step stages which describe the process leading a potential customer to purchase. The stages, Attention, Interest, Desire, and Action, form a linear hierarchy. It demonstrates that consumers must be aware of a product's existence, Be interested enough to pay attention to the product's features/benefits, and Have a desire to benefit from the product's offerings. Action, the fourth stage, would come as a natural result of movement through the first three stages. Although this idea was rudimentary, it led to the later emerging field of consumer behavior research. Reliance India Mobile campaign can be used to explain this model better. Awareness- the elaborate advertisement where Mukesh Ambani spoke about the new project being introduced on his fathers 70th birthday. Interest- was generated as company spokesperson the
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featured in the ad, as a representative of the company image and also spoke about introducing a new technology CDMA. Desire- was created with various offers like free SMS, 40paise STD calls, easy payment schemes, and discount coupons worth Rs. 1 lakh. Action- Dhirubhai Ambani Pioneer offers induced people to go for the product. Also the model can be applied to marketing movies: Where in the initial stage awareness may be created with attention by airing the promos on television. Attention is created with the help of key features like starcaste, music, locations, etc. Interest is then created with the release of the music and by introducing the theme and sales of audiocassettes and CDs indicate the same. Desire is created with hoardings of the movie and also with the help of several contests and free prizes and attractions like stars visiting the music shops. In the last stage people are moved to action in the form of buying tickets as a result of the ratings given to the movies in the dailies, etc To illustrate one such movie through the AIDA model is BEND IT LIKE BECKHAM A - Promos had David Beckham and Football I - Introduced Music and Dialogues of film. Also the tag-line: Who wants to cook Aloo Gobi when you can bend a ball like Beckham. D - A fresh movie with a different theme. The film also talked about the success of film overseas
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A - Got 3 and 4star ratings and publicized that in promos. CRITICISM Hierarchy of effects model has been criticized on some points, such as that people do not exactly follow these sequences People in all the cases may not strictly follow a series of stages as are explained in the hierarchy of effects model. They may in certain situations, directly jump to a particular stage, not following the stages in a logical pattern. For e.g. a child accompanying mother to a grocery store is likely to demand a product without indulging in stages like becoming aware about it, being interested by it and then buying it. He may just be lured by the display
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ADVERTISING CAMPAIGN
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). Advertising campaigns appear in different media across a specific time frame. The critical part of making an advertising campaign is determining a champion theme as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. The campaign themes are usually developed with the intention of being used for a substantial period but many of them are short lived due to factors such as being ineffective or market conditions and/or competition in the marketplace and marketing mix. An advertising campaign is a specific course of action designed to advertise a company, cause, or product that employs an intentional and carefully coordinated series of marketing tools in order to reach the target audience. The end purpose of any ad campaign is to boost awareness of the subject matter and generate demand. The exact structure of the advertising campaign will often depend on the nature of the product or cause and the target audience that the campaign is designed to reach. While specifics vary from one advertising campaign to another, some of the same tools are used in just about any campaign. Both print and electronic media are often used to generate attention and enthusiasm for the subject of the campaign, often with the logical and timely launch of different tools at specific points in the overall campaign. While in time past, electronic media referred more to television and radio broadcasts, that component now includes tools such as online banner ads, text messaging, and email advertisements. In terms of print media used in an advertising campaign, ads placed in newspapers and magazines are a time-honored method of reaching the target audience. The ads usually are designed to pique the interest of
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readers and entice them to learn more about the topic of the ad. In order to ensure that the desired consumers are reached, the print advertisements will often appear in print media that is geared toward those consumers. For example, software that is designed to keep track ofsales leads and existing clients may appear in a magazine that caters to sales and marketing professionals. With electronic media, television and radio commercials remain a viable means of attracting the attention of buyers and creating demand for various products and services. Short television commercials designed to amuse as well as inform tend to make an impression on the viewer and are highly likely to entice a significant number of consumers to purchase the products displayed in the ad. In like manner, an advertising campaign may also include short radio commercials that catch the ear of the listener and help to conjure up visual images that create demand for the product. Along with traditional methods of creating an advertising campaign, newer tools are making it possible to reach consumers in new ways. Many companies design advertising campaigns to current clients that rely on such tools as text messaging oremail advertising. For example, a telephone service provider may notify existing customers of upcoming specials on bundled services by sending a text message to the clients cell phone. As an alternative, the service provider may notify the customer of upcoming sales or new products and services via an email. When coordinated with other tools as part of an overall advertising campaign, it may be possible to upsell current clients to generate more revenue as well as gain a significant number of new customers. For the most part, an advertising campaign will set specific goals that must be realized in a given period of time. In the event that the campaign does not quite meet the goals, the overall approach can be reworked slightly for the remainder of thecampaign, or the information gained during the current campaign can be used to create a more
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effective follow-up advertisingcampaign strategy. Learning from the experience of past campaigns makes it possible to strengthen upcoming campaigns and move closer to achieving the goals set by the advertiser.
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ADVERTISING MEDIA PLANNING

1. Introduction The two basic tasks of marketing communications are message creation and message dissemination. Media planning supports message dissemination. Media planning helps you determine which media to use-be it television programs, newspapers, bus-stop posters, in-store displays, banner ads on the Web, or a flyer on Facebook. It also tells you when and where to use media in order to reach your desired audience. Simply put, media planning refers to the process of selecting media time and space to disseminate advertising messages in order to accomplish marketing objectives. When advertisers run commercials during the Super Bowl game at more than $2.5 million per thirty-second spot, for example, media planners are involved in the negotiation and placement. Media planners often see their role from a brand contact perspective. Instead of focusing solely on what medium is used for message dissemination, media planners also pay attention to how to create and manage brand contact. Brand contact is any planned and unplanned form of exposure to and interaction with a product or service. For example, when you see an ad for Volkswagen on TV, hear a Mazda's "zoom zoom" slogan on the radio, are told by a friend that her iPod is the greatest invention, or sample a a new flavor of Piranha energy drink at the grocery store, you are having a brand contact. Television commercials, radio ads, and product sampling are planned forms of brand contact. Word of mouth is an unplanned brand contact -advertisers normally do not plan for word of mouth. From the consumer's perspective, however, unplanned forms of brand contact may be more influential because they are less suspicious compared to advertising. The brand contact perspective shows how the role of media planners has expanded. First, media planners have moved from focusing only on traditional media to integrating traditional media and new media. New media -- cable and satellite television, satellite radio, business-toPage | 42
business e-media, consumer Internet, movie screen advertising and videogame advertising -- is playing an increasingly significant role. Spending on new advertising media is forecast to grow at a compound annual rate of 16.9 percent from 2005-2009, reaching $68.62 billion by 2009, while traditional media advertising is expected to rise only 4.2 percent on a compound annual basis during the same period to $192.28 billion. Second, media planners are making more use of product placements now, in lieu of advertising insertions. Advertising insertions, like print ads or television commercials, are made separately from the content and are inserted into it. The ads are distinct from the articles or TV programs, not a part of them. As a result, the ads seem intrusive. In contrast, product placement (also called brand placement or branded entertainment) blends product information with the content itself. Whether content is a television program, movie, video game or other form of entertainment, product placement puts the brand message into the entertainment content. For example, in the movie E.T., the extraterrestrial eats Reese's Pieces candy. The candy was authentically integrated into the movie ?and sales of Reese's Pieces soared 80% after the movie, catapulting the new product to mainstream status.[2] On the other hand, inappropriate or excessive product placements may do more harm than good to the brand. Finally, the role of media planners has expanded as media planners have moved beyond planned messages to take advantage of unplanned messages as well. Whereas planned messages are what advertisers initiate -- like an ad, press release or sales promotion -- unplanned messages are often initiated by people and organizations other than advertisers themselves. Word of mouth, both online and offline, is one form of unplanned message. Although advertisers have little direct control over the flow of unplanned messages, they can facilitate such a flow.
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For example, advertising agency Crispin Porter + Bogusky (CP+B) created a viral marketing mascot, the Subservient Chicken, for Burger King to illustrate its slogan "Have It Your Way." Visitors to the www.subservientchicken.com site can ask the chicken to make a move, such as jump, dance or lay an egg. In the first two weeks after the site's launch, the Subservient Chicken story appeared on 63 broadcast segments, including five separate segments in television shows unplanned success.[3] Within months, the site had generated 426 million hits from 15 million unique visitors averaging six minutes per session. Many visitors learned about the site through word of mouth, both online and offline. More recently, specialized agencies have started to hire word of mouth agents to work for advertisers on a fee basis. Initial research suggests that many consumers react positively to this kind of word of mouth communication.[5] For example, Rock Bottom brew pub chain, reported a 76% jump in 2003 revenues after hired gun Bzz-Agent launched a 13-week word of mouth campaign employing 1,073 of its "agents" to get the word out.[6] These new approaches have altered how media planning works in the advertising process. "Seven years ago media was the last five minutes of the presentation. Now it's reversed," said Rishad Tobaccowala of Publicis Groupe Media, whose fast-growing Starcom division helps clients buy and measure interactive, mobile, and gaming ads.[7] Media planners are playing an increasingly important role in today's advertising industry because of the continuing proliferation of new media options and the increased complexity of media and audience research. 2. Media Objectives How is a media plan developed? Media planning is a four-step process which consists of 1) setting media objectives in light of marketing and advertising objectives, 2) developing a media strategy for implementing media objectives, 3) designing media tactics for realizing media strategy, and 4) proposing procedures for evaluating the effectiveness of the media plan.
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Let's take a look at the planning process through an example: P&G's launch of the Gillette Fusion shaving system for men in early 2006. First, P&G's media objectives called for a $200 million media blitz to reach men in the U.S. Second, P&G's strategy included a mix of national media to introduce the brands. For example, television advertising, such as a $5 million Super Bowl ad campaign, portrayed Fusion as an advanced technology found in a secret government UFO lab. The TV ads also established the brand's signature orange and blue color scheme. In store aisles, 180,000 display units promoted Fusion, using the brand's colors to catch consumers' attention. "We're trying to put the product wherever men shop," said Pauline Munroe, marketing director for blades and razors in P&G's Gillette business unit.[8] Third, P&G's media tactics -- such as a Father's Day sweepstakes, an episode of NBC's The Apprentice in which the show's teams competed to promote the razor, and sponsorship of competitive surfing -- helped the company reach men of all ages. "Fusion will get so much attention that it will drive a lot of men to try these grooming products," said Gary Stibel of New England Consulting Group.[9] Finally, P&G used sales and market share targets to assess the effectiveness of the media plan. P&G expects sales of Fusion to reach $1 billion in sales by year three.[10] P&G knows that the brand has already achieved 25% market share in the U.S. Thus, although $200 million seems like a lot to spend on advertising a new product, it represents a sound financial investment toward the tremendous future profit that P&G will gain from the new shaving system. Now, let's take a deeper look into the media planning process. Media planning, such as planning the marketing communications for the launch of the Fusion new shaving system, starts with setting media objectives. Media objectives usually consist of two key components: target audience and communication goals. The target audience component of the media objectives defines who is the intended target of the campaign. For
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example, P&G's target audience objective for its Fusion shaving system was men 18-40 years old. The communications goals component of the media objectives defines how many of the audience the campaign intends to reach and how many times it will reach them. In short, media objectives are a series of statements that specify what exactly the media plan intends to accomplish. The objectives represent the most important goals of brand message dissemination, and they are the concrete steps to accomplish marketing objectives. The next two sections (2.1. and 2.2.) provide details on target audience and communication goals. You'll learn about sources of data to use to identify your target audience. You'll also learn how to quantify communication plans. 2.1. Target Audience The first objective of a media plan is to select the target audience: the people whom the media plan attempts to influence through various forms of brand contact. Because media objectives are subordinate to marketing and advertising objectives, it is essential to understand how the target audience is defined in the marketing and advertising objectives. The definition may or may not be exactly the same, depending on the marketing and advertising objectives and strategies. A common marketing objective is to increase sales by a specific amount. But this marketing objective does not specify a target audience, which is why the media objective is needed. Consider Kellogg's Corn Flakes and all the different strategies the advertiser could use to increase sales among different target audiences. For example, one target audience might be current customers -- encouraging people who eat one bowl a day to also "munch" the cereal as a snack. Or, the advertiser might target competitors' customers, encouraging them to switch brands. Or, the advertiser might target young adults who are shifting from high sugar "kids cereals" to more adult breakfast fare. Finally, the advertiser could target a broader lower-income demographic. The point is that each campaign could increase sales via a different target audience.
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Marketers analyze the market situation to identify the potential avenues for boosting sales increase and consider how advertising might achieve those aims. If the advertiser chooses to attract competitors' customers -like what Sprint does to attract users of other wireless services -- the media plan will need to define the target audience to be brand switchers and will then identify reasons to give those potential switchers to switch, such as greater convenience, lower cost, or additional plan features. For example, in 2006 Sprint Nextel ran an ad campaign urging consumers to switch to Sprint because "no one has a more powerful network."[11] Demographics and Psychographics The target audience is often defined in terms of demographics and psychographics. Syndicated research services such as Simmons Market Research Bureau (SMRB or Simmons) and Mediamark Research Inc. (MRI) provide national data on a number of demographics of U.S. consumers, including gender, age, education, household income, marital status, employment status, type of residence, and number of children in the household. Using demographic variables, for example, the target audience of a media plan could be "individuals who are 26-to-45 years old with yearly household income of $50,000 or more" or "all households with children age 3 years or younger." Some advertisers believe that demographic definitions of a target audience are too ambiguous, because individual consumers that fit such definitions can be quite different in terms of their brand preference and purchase behavior. For example, think about the students in a media planning class. Even though some of them are the same age and gender, they may like different brands of toothpaste, shampoo, cereal, clothing, and other products. Therefore, media planners use psychographics to refine the definition of the target audience. Psychographics is a generic term for consumers' personality traits (serious, funny, conservative), beliefs and attitudes about social issues (opinions about abortion, environment, globalization), personal interests (music, sports, movie going), and shopping orientations (recreational
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shoppers, price-sensitive shoppers, convenience shoppers). Mazda, for example, doesn't define its target audience by age, income or gender, but by psychographic principles. Mazda targets people who have a need for self-expression, are young at heart, and love to drive.[12] One psychographic system which media planners often use is called VALS (short for Values And LifestyleS), which was developed by SRI in the 1980s. VALS places U.S. adult consumers into one of eight segments based on their responses to the VALS questionnaire. The eight segments are: Innovators, Thinkers, Achievers, Experiencers, Believers, Strivers, Makers and Survivors. Each segment has a unique set of psychological characteristics. For example, Innovators are "successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services."[13] Defining a target audience by psychographic variables helps not only creative directors with the development of advertising appeals but also media planners with the selection of effective media channels. If a psychographic group of consumers likes playing golf, for example, they are likely to read golf-related magazines.
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CREATIVE STRATEGIES In advertising, different creative strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product. Advertisers use different ways of thinking to create catchy slogans that capture consumer attention. Creative strategies promote publicity, public relations, personal selling and sales promotion. These ways of thinking are divided into three basic descriptions: Weak strategies, mid-strength strategies and strong strategies. The strategies labeled "strong, mid-strength, and weak are generic phrases used in the text books referenced below to help students understand the intensity of each different type of advertising strategy. Advertisements, weak, midstrength, and strong can be found in television, radio, and magazines/print. Since the beginning of advertising, strategies have been created, starting with the simplest (weak) strategies in the 1940s. Weak strategies Generic and Pre-emptive strategies describe the two weakest forms of advertising that were most popular through the 1940s. A generic strategy gives a product attribution. An example of this would be how the beef industry chose to advertise their product. With their slogan, Beef, it's what's for dinner, consumers aren't learning anything new about the product. The Beef slogan simply states beef as a dinner item. It enhances the product in no other way. A pre-emptive strategy is a form of advertising that makes a generic claim stronger. An example of a pre-emptive strategy can be found inFolgers Coffee. As many of us know, most all coffee is grown in the mountains. Folgers took that fact and claimed it as their own with their slogan, Folgers: Mountain Grown Coffee.
Middle-strength strategies
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Secondly, are the mid-strength strategies: unique positioning strategy, brand image and positioning. A unique positioning strategy is proving that something about your product is truly unique. This is commonly found when producers take an average product and add a new, unique element to it. An example of Unique Positioning Strategy would be in Crest toothpaste. Crest added the unique feature of Scope in their product to differentiate it from other brands of toothpaste. A downfall in Unique positioning strategy advertising is that if a unique feature increases sales on one product, many other brands are likely to adopt the unique feature, making the end product not so unique. Positioning is one of the most common forms of advertising. It was developed in the 1970s and is still widely used today. In positioning one brand will take its product and position it against a competing product.
An example of positioning can be found in the rental car company Avis slogan. With The Hertz car company being the leader in rental car services, Avis took their number two position and used it to their advantage by creating the slogan, When you're number two, you try harder. Brand Image is another very common way companies choose to advertise. In brand image, an advertiser is not trying to create rational thinking. This type of advertising strives to create emotion and give a brand a personality. A common way of doing this is by using a celebrity as a spokesperson.
A great example of brand image is found in Proactive Acne Solutions. In each of their commercials they have celebrities sharing their Proactive experiences, giving the brand a face people want to be. Strong strategies
The third and strongest form of creative strategy includes affective advertising and resonance advertising.
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Making people feel really good about a product is called affective advertising. This is difficult to do, but often humor and an honest character can make affective advertising possible. A great example of affective advertising is found in the Geico commercials. By creating a friendly, honest, funny gecko as a spokesperson, consumers tend to trust what the gecko is saying and find humor in his actions. This creates a good feeling about the actual service Geico offers. Lastly, resonance advertising is a way of identifying with consumers. If an advertiser can create a campaign that certain target markets identify with, then resonance advertising has been achieved.

An example of resonance advertising is in Tide detergent ads. Many times mothers are busy doing laundry in between sports practices and driving their children around in mini vans. Their recognition with soccer moms makes Tide a favorite pick among women with children who are very involved in activities.
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ADVERTISING EVALUATION
Earlier in the year The Association of Advertising Agencies met in Florida. The basic theme proclaimed was that advertising won't work unless its creative. That is the same old saw that the agencies have been pushing for decades. It all starts with a client meeting with lots of charts, pretty pictures, smoke, not much strategy and a hefty budget. What's a client to do? If you've ever been put into this position, here's a short course on how to evaluate advertising. First of all, advertising is what you do when you can't go to see somebody personally. You send a television commercial or a print ad to tell your story. Any ad program has to start with the product difference you are trying to communicate. Why buy my product instead of someone else's? You're not after a meaningless slogan. Your program has to contain that difference and the benefit that comes with it. Most agencies today will pitch the concept that advertising has to form a bond with the customer. The customers have to like the advertising, which means you can't sell too hard. Liking advertising is only useful if you're selling tickets to watch it. Don't buy into all that. The basic role of an agency is to take that difference and make it interesting by dramatizing it. People are attracted to the media because of its entertainment and information value, not because they are dying to see your latest ad. The agency can use sex or humor or whatever, but the ad must communicate that reason to buy. If you like the way the agency did that, approve it. Or ask for more drama. A good example was the introductory advertising PepsiCo rolled out for their brand of water called Aquafina. The differentiating idea is guaranteed purity, which is right on the label. The commercial shows
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nothing but pure water and the brand. The verbal message describes the product as "pure nothing." They did a brilliant job of dramatizing nothing. It's important to realize that people know an ad when they see one. And since these ads are usually interrupting what they are watching or reading, people are not too happy about being forced to watch them. No one likes to be sold. So a little candor goes a long way. This kind of honesty is very disarming. People will often give you a positive response if you're candid with them. If your widget is a little ugly, admit it. But then go on to say it's very reliable. People will buy it. Thats exactly what Bill Bernbach communicated years ago when he started writing the advertising for the Volkswagen's VW Beetle. They admitted the car was small and ugly, but they also told people it was reliable. This wasn't creativity. It was candor and brilliant strategy. To me one of the most candid and effective current programs is the one that Boar's Head is running to advertise its 350 deli products. They candidly compare their high-quality meats to their competitors' products. Their concept is simple: "Almost Boar's Head isn't Boar's Head." They've convinced people to spend a lot more per pound to get that quality. Another tip is to try to make your message sound like big news. People are always looking for news. News is very disarming, and people let down their "being sold" defenses. Believe me, if you start an advertisement with an announcer saying, "before you push that button on your remote, I have some important news for you," you would freeze every viewer in their chairs. Also, beware of complexity. You're not going to get much time from people, so you must keep your advertising simple. One message is better than two messages. Simple visuals are better than dramatic visuals. And here's a simple trick: Rhyme things if you can. It makes your words much more memorable. Why do you think people remember poetry
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more than prose? It's the rhyme. Ralph Waldo Emerson put it perfectly when he said, "The road to the heart is the ear." Most important, you're in search of the obvious idea. This is apt to be so simple and commonplace that it has no appeal to the imagination. Humans all like clever ideas, but the obvious idea is most likely to work well. To sum up, when you're evaluating advertising, avoid meaningless slogans and look for your product's difference. Then judge how well the ad dramatizes that difference, how honest the message is, how simply the message is presented and whether or not there is some interesting news for your customer that translates into a benefit. If the advertising does some or all of that, it's good. If not, it's bad. Then, be patient and let the ad work. Advertising takes time to register with people. So you have to stay with your message for a long enough time for them to get it. When you're bored with the message, your customers will probably just begin to notice and remember it.
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ADVERTISING AGENCY
An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Typical ad agency clients include businesses and corporations, nonprofit organizations and government agencies. Agencies may be hired to produce an advertising campaign. The first acknowledged advertising agency was William Taylor in 1786, another agency was started by Jem White in Fleet Street, London in 1800, and eventually evolved into White Bull Holmes a recruitment advertising agency, that went out of business in the late 1980s. [1] In 1812 George Reynell, an officer at the London Gazette, set up another of the early advertising agencies also in London.[1] This remained a family business until 1993, as 'Reynell & Son', and is now part of the TMP Worldwide agency (UK and Ireland) under the [1] brand TMP Reynell. Another early agency that traded until recently ,was founded by Charles Barker, and the firm he established traded as 'Barkers' until 2009 when it went into Administration. Volney B. Palmer opened the first American advertising agency, in Philadelphia in 1850. This agency placed ads produced by its clients in various newspapers produce "photographs, ambrotypes and daguerreotypes." His ads were the first whose typeface and fonts were distinct from the text of the publication and from that of other advertisements. At that time all newspaper ads were set in agate and only agate. His use of larger distinctive fonts caused a sensation. Later that same year Robert Bonner ran the first full-page ad in a newspaper.
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In 1864, William James Carlton began selling advertising space in religious magazines. James Walter Thompson joined this firm in 1868. Thompson rapidly became their best salesman, purchasing the company in 1877 and renaming it the James Walter Thompson Company, which today is the oldest American advertising agency. Realizing that he could sell more space if the company provided the service of developing content for advertisers, Thompson hired writers and artists to form the first known Creative Department in an advertising agency. He is credited as the "father of modern magazine advertising" in the US. Types of advertising agencies Ad agencies come in all sizes and include everything from one or twoperson shops (which rely mostly on freelance talent to perform most functions), small to medium sized agencies, large independents such as SMART and multi-national, multi-agency conglomerates such asOmnicom Group, WPP Group, Publicis, Interpublic Group of Companies and Havas. Limited-Service Advertising Agencies Some advertising agencies limit the amount and kind of service they offer. Such agencies usually offer only one or two of the basic services. For example, although some agencies that specialize in "creative" also offer strategic advertising planning service, their basic interest is in the creation of advertising. Similarly, some "media-buying services" offer media planning service but concentrate on media buying, placement, and billing. When the advertiser chooses to use limited-service advertising agencies, it must assume some of the advertising planning and coordination activities that are routinely handled by the full-service advertising agency. Thus, the advertiser who uses limited-service agencies usually takes greater responsibility for the strategic planning function, gives greater strategic direction to specialist creative or media agencies, and exercises greater control over the product of these specialized agencies, ensuring that their separate activities are well-ordered and -coordinated. Specialist Advertising Agencies
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In addition to the full-service, general-line advertising agencies, there are also agencies that specialize in particular kinds of advertising: recruitment, help-wanted, medical, classified, industrial, financial, direct-response, retail, yellow pages, theatrical/entertainment, investment, travel, and so on. Specialization occurs in such fields for a variety of reasons. Often, as in recruitment advertising, for example, specialized media or media uses are involved that require knowledge and expertise not ordinarily found in a general-line agency. In other cases, such as medical or industrial advertising, the subject is technical and requires that writers and artists have training in order to write meaningful advertising messages about it. Such specialist advertising agencies are also usually "full-service," in that they offer all the basic advertising agency services in their area of specialization plus other, peripheral advertising services related to their area of specialization. In-House Advertising Agencies Some advertisers believe that they can provide such advertising services to themselves at a lower cost than would be charged by an outside agency. Interactive agencies Interactive agencies may differentiate themselves by offering a mix of web design/development, search engine marketing, internetadvertising/marketing, or e-business/ecommerce consulting. Interactive agencies rose to prominence before the traditional advertising agencies fully embraced the Internet. Offering a wide range of services, some of the interactive agencies grew very rapidly, although some have downsized just as rapidly due to changing market conditions. Today, the most successful interactive agencies are defined as companies that provide specialized advertising and marketing services for the digital space. The digital space is defined as any multimedia-enabled electronic channel that an advertiser's message can be seen or heard from. The 'digital space' translates to the Internet, kiosks, CD-ROMs, DVDs, and lifestyle devices (iPod, PSP, and
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mobile). Interactive agencies function similarly to advertising agencies, although they focus solely on interactive advertising services. They deliver services such as strategy, creative, design, video, development, programming (Flash and otherwise), deployment, management, and fulfillment reporting. Often, interactive agencies provide: digital lead generation, digital brand development, interactive marketing and communications strategy, rich media campaigns, interactive video brand experiences, Web 2.0 website design and development, e-learning Tools, email marketing, SEO/SEM services, PPC campaign management, content management services, web application development, and overall data mining & ROI assessment. The recent boost in the interactive agencies can also be attributed to the rising popularity of web-based social networking and community sites. The creation of sites such as MySpace, Facebook and YouTube have sparked market interest, as some interactive agencies have started offering personal and corporate community site development as one of their service offerings. It still may be too early to tell how agencies will use this type of marketing to monetize client ROI, but all signs point to online networking as the future of brand marketing and Interactive being the core of Brand's Communication and Marketing Strategy. Due to the social networking explosion, new types of companies are doing reputation management. This type of agency is especially important if a company needs online damage control. For example, disgruntled customers can quickly and easily damage a company's reputation via social networking sites. Reputation management companies help stem the negative information or misinformation that might proliferate in their absence. Search engine agencies Lately, (PPC) and search engine optimization (SEO) firms have been classified by some as 'agencies' because they create media and implement media purchases of text based (or image based, in some instances of search marketing) ads. This relatively young industry has been slow to adopt the term 'agency', however with the creation of ads
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(either text or image) and media purchases, they do technically qualify as 'advertising agencies'. Social media agencies Social media agencies specialize in promotion of brands in the various social media platforms like blogs, social networking sites, Q&A sites, discussion forums, microblogs etc. The two key services of social media agencies are: social media marketing online reputation management Healthcare communications agencies Healthcare communications agencies specialize in strategic communications and marketing services for the Healthcare and Life Scienceindustries. These agencies distinguish themselves through an understanding of the strict labeling and marketing guidelines mandated by theU.S. Food and Drug Administration (FDA) and industry group guidelines, most notably ADVAMED and PHARMA.
Medical education agencies Medical education agencies specialize in creating educational content for the Healthcare and Life Science industries. These agencies typically specialize in one of two areas: Promotional education - education and training materials tied to the promotion of a given product or therapy Continuing medical education - accredited education and training materials created for continuing physician and medical professional education. Other agencies While not advertising agencies, enterprise technology agencies often work in tandem with advertising agencies to provide a specialized subset of services offered by some interactive agencies: Web 2.0 website design and development, Content management systems, web application
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development, and other intuitive technology solutions for the web, mobile devices and emerging digital platforms. The student-run advertising agency model, which mainly operates out of university classrooms or as a student groups, provides free advertising services to clients in exchange for the educational opportunity. Agency departments Creative department The people who create the actual ads form the core of an advertising agency. Modern advertising agencies usually form their copywriters andart directors into creative teams. Creative teams may be permanent partnerships or formed on a project-by-project basis. The art director and copywriter report to a creative director, usually a creative employee with several years of experience. Although copywriters have the word "write" in their job title, and art directors have the word "art", one does not necessarily write the words and the other draw the pictures; they both generate creative ideas to represent the proposition (the advertisement or campaign's key message). Once they receive the creative brief from their account team, the creative team will concept ideas to take to their creative director for feedback. This can often be a back and forth process, occurring several times before several ads are set to present to the client. Creative departments frequently work with outside designor production studios to develop and implement their ideas. Creative departments may employ production artists as entry-level positions, as well as for operations and maintenance. The creative process forms the most crucial part of the advertising process. Account services Agencies appoint account executive to liase with the clients. The account executives need to be sufficiently aware of the clients needs and desires that can be instructed to the agencys personnel and should get approval from the clients on the agencys recommendations to the clients. Creativity and marketing acumen are the needed area of the client service people. They work closely with the specialists in each field. The account manager will develop a creative brief, usually about a
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page that gives direction to the creative team. The creative brief often includes information about the target audience and their attitudes and behaviors. The creative team will take the brief and, aware of their parameters, develop original copy and graphics depending on media strategy. Media services The media services department may not be so well known, but its employees are the people who have contacts with the suppliers of various creative media. For example, they will be able to advise upon and negotiate with printers if an agency is producing flyers for a client. However, when dealing with the major media (broadcast media, outdoor, and the press), this work is usually outsourced to a media agency which can advise on media planning and is normally large enough to negotiate prices down further than a single agency or client can. They can often be restrained by the client's budget, in which, the media strategy will inform the creative team what media platform they'll be developing the ad for. Modern agencies might also have a media planning department integrated, which does all the spot's planning and placements Production Without the production department, the ads created by the copywriter and art director would be nothing more than words and pictures on paper. The production department, in essence, ensures the TV commercial or print ad, etc., gets produced. They are responsible for contracting external vendors (directors and production companies in the case of TV commercials; photographers and design studios in the case of the print advertising or direct mailers). Producers are involved in every aspect of a project, from the initial creative briefing through execution and delivery. In some agencies, senior producers are known as "executive producers" or "content architects". Other departments and personnel In small agencies, employees may do both creative and account service work. Larger agencies attract people who specialize in one or the other,
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and indeed include a number of people in specialized positions: production work, Internet advertising, planning, or research, for example. An often forgotten, but integral, department within an advertising agency is traffic. The traffic department regulates the flow of work in the agency. It is typically headed by a traffic manager (or system administrator). Traffic increases an agency's efficiency and profitability through the reduction of false job starts, inappropriate job initiation, incomplete information sharing, over- and under-cost estimation and the need for media extensions. In small agencies without a dedicated traffic manager, one employee may be responsible for managing workflow, gathering cost estimates and answering the phone, for example. Large agencies may have a traffic department of five or more employees. Advertising interns are typically university juniors and seniors who are genuinely interested in and have an aptitude for advertising. Internships at advertising agencies most commonly fall into one of five areas of expertise: account services, interactive, media, public relations and traffic. University students working on the creative side can find internships as a assistant art director or assistant copywriter. An internship program in account services usually involves fundamental work within account management as well as offering exposure to other facets of the agency. The primary responsibility of this position is to assist account managers. Functions of the account management intern may include: Research and analysis: Gathering information regarding industry, competition, customer product or service; as well as presenting findings in verbal/written form with recommendations Involvement in internal meetings and, when appropriate, client meetings Assisting account services in the management of creative projects Interns often take part in the internal creative process, where they may be charged with creating and managing a website as well as developing
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an advertising campaign. Hands on projects such as these help interns learn how strategy and well-developed marketing are essential to a sound advertising and communications plan. During their internship, the intern will experience the development of an ad, brochure and broadcast or communications project from beginning to end. During the internship, the intern should be exposed to as much as possible within the agency and advertising process.
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ETHICS AND VALUE OF ADVERTISEMENT

Ethics have always been an important aspect of every business activity, although the term has meant different things at different times in different lands to different people. Nonetheless, as ethical concerns are an inseparable element of business, advertising can not ignore them. Sadly, the advertising industry has rarely cared to look beyond immediate marketing objectives. The argument in the industry is that it is the government's job to judge what is right and what is wrong. Shirking its own responsibility for regulation, the industry has belittled business values and agencies have harmed their balance sheets. For any business, customer is very important, and businessman attempt to communicate to all their target customers using means of communication like advertising and sales promotion. Advertising is a very powerful and most commonly used tool. Benefits of advertising o Communication The organization has to attract the customer and create a market for its products. For this purpose, advertising is the most powerful and widely used tool for communicating message regarding products/services to a large target audience. o To raise the standard of living In our developing economy, adverting with its micro and macro level influences, exerts vast and varied influences that have played key role in raising the standards of physical and material well being of the Indian society. o To make market competitive
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In India, one finds many innovations being introduced which has changed the market structure from seller's market, and thus the result is more competitive market conditions. o Product differentiation It is a fact that advertising brings about products variety through real and psychological product differentiation. Critical evaluation of advertising Though many benefits are achieved through advertisements, the ad message is becoming more and more exaggerated. To achieve competitive advantage, advertising magnifies unimportant differences, resorts to clever, tricky product promises, and claims more and more unbelievable benefits. The customer finds many advertisements as false, deceptive, or misleading. Consumers are uncertain regarding whether or not the performance of a product purchased will in fact meet their needs. If they find that the product lacks in quality, advantage, durability etc., as advertised they might not buy it again, and develop an aversion to every other product of that company. Unethical advertising Advertisement is considered unethical in the following situations; o When it has degraded or underestimated the substitute or rival's product. o When it gives false or misleading information on the value of the product. o When it fails to give useful information on the possible reaction or side effects of the product. And o When it is immoral.
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Ways of misleading the consumers o Many a time, traders entice the customers into their stores by advertising goods at a very low price, but they stock only a handful of such sale items in the store. When the advertised goods are sold out, consumers are steered towards the higher-priced stock or lower quality goods. Retailers must ensure that reasonable supply of products is available during the sales, and retailers should not purposely avoid it. Retailers should make it clear in the advertisement that how many items on sale are available or when the sale ends. o Sale offer should be for a limited period. Advertisement should declare that sale offer is for a limited time period. The period of the offer should be made clear in the advertisement only when the advertised goods are available for a limited period or stocks are limited. o Traders often offer insignificant price reduction. To illustrate, a trader may advertise that the price of product is reduced to Rs.99.95, when the normal selling price is Rs.100.. The trader must include the normal selling price and discounted price in his offer .The trader sale offer is misleading if the trader claims the product is below cost , when the price is not below cost after discounts, rebates and other allowances it is misleading if the trader simply shows a fictitious higher price as normal selling price in the advertisement. o Advertisement must clearly indicate the total price of goods or services. All price comparison must be truthful and must not intentionally or unintentionally mislead the consumers. Under the Fair Trade Practices Act, retailers have an obligation to ensure that they do not mislead or make false representations to customers with respect to price of the goods. The consumers who shop around and compare the prices of various products are less likely to be deceived by misleading claims consumers should also be aware of what is a reasonable price of goods and not take any advertised discounts at face value.
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o While many sales are legitimate or genuine, the consumers should not get attracted to such sales offers i.e., "Hurry...very few days remain for sale''. The consumers should be aware of what to expect when retailers place items on sale and how to avoid being misled by discount advertisements. A marketer should take care to ensure that when goods or services are advertised to be available at a discount or as being on sale, it is a genuine discount or sale. Remedies to overcome deceptive advertisements o Cease-and- Desist Orders The cease-and-desist orders, which prohibit the respondent from engaging any more in deceptive practice, are actually the only formal procedure established by the Federal Trade Commission Act for enforcing the prohibition of ' deceptive acts and practices.'' o Restitution Restitution means the consumer is compensated for any damage caused to him by the product that had advertised claims not adequately substantiated. Restitution is rarely considered because of its severity. o Affirmative Disclosures If an advertisement has provided insufficient information to the consumers, an affirmative disclosure might be issued Affirmative disclosure require 'clear and conspicuous disclosure' of omitted information. Often the involved information relates to the deficiency or limitations of the product or service possibly relating to matters of health or safety. o Corrective Advertising Corrective Advertising requires the advertisers to verify past deception by making suitable amendment in any of its future commercial.
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Self Regulation in Advertising It is our responsibility to regulate our operations. And we must do it ourselves. Self regulation is not a quick-fix solution; it will be completely ineffective with out commitment from and the integrity of one and all. Self Regulation may require the following; o The development of a self-regulatory code of conduct covering all forms of media that is sensitive to ethics, legalities, decency and truthfulness in advertising. o Provision for monitoring and accountability, including a policy allowing for the removal of ads that violate the code. o Greater participation of advertising professionals in the regulatory process. o The inclusion of non-industry players in the process o Consumer awareness of the self regulation system. o Simplification of the complaint process against ads. o Transparency throughout the entire system. These reforms will achieve three goals. They will make the industry accountable for its actions. They will make regulators and critics think twice before attacking the industry and finally they will lead the public to trust ads, advertisers and agencies. Conclusion Reputable companies and advertising agencies avoid telling lies. They realize the cost of being caught. A dent in trust can prove to be much costlier than the failure of an ad campaign or for that matter, even a brand. The challenge before advertisers and agencies is to ensure that
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ads reflect our values. We must endeavor to see that "advertising" does not remain a dirty word.
Consumer rights are the rights given to a "consumer" to protect him/her from being cheated by salesman/manufacturer/shopkeeper.Consumer protection laws are designed to ensure fair trade competition and the free flow of truthful information in the marketplace. The laws are designed to prevent businesses that engage in fraud or specified unfair practices from gaining an advantage over competitors and may provide additional protection for the weak and those unable to take care of themselves. Consumer Protection laws are a form of government regulation which aim to protect the rights of consumers. For example, a government may require businesses to disclose detailed information about products particularly in areas where safety or public health is an issue, such as food. Consumer protection is linked to the idea of "consumer rights" (that consumers have various rights as consumers), and to the formation of consumer organizations which help consumers make better choices in the marketplace. Consumer is defined as someone who acquires goods or services for direct use or ownership rather than for resale or use in production and manufacturing.[1] Consumer interests can also be protected by promoting competition in the markets which directly and indirectly serve consumers, consistent with economic efficiency, but this topic is treated in Competition law. Consumer protection can also be asserted via non-government organizations and individuals as consumer activism.
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SALES MANAGEMENT
"sales management"originally referred exclusively to the direction of sales force personnel. "sales management" meant management of all marketing activities,including advertising,sales promotion,marketing research,physical distribution,pricing & product merchandising. Sales management is attainment of an organization's sales goals in an effective & efficient manner through planning, staffing, training, leading & controlling organizational resources. Revenue, sales, and sources of funds fuel organizations and the management of that process is the most important function. Sales Strategy and Planning An essential sales leadership role is to establish a sense of purpose or vision and clear direction. Senior sales managers are responsible for translating the overall business plan and marketing plan into a sales plan, using their own strategic analysis. The sales plan takes its direction from overall marketing strategy and brand values. It should be based on thorough research and a considered positioning of the company within the market place. Some authors recommend (particulary in business to business sales) that a customer portfolio analysis model, modified by an understanding of each customer's purchasing strategy (Fiocca, 1982; Rogers, 2007) should inform the sales plan. Typically, such a model enables the sales manager to identify customers where joint strategic investment will deliver mutual value and predictability of volume and growth, customers whose business is valuable but static, target prospects who require considerable activity to be converted into strategic customers and customers whose business is occasional and/or low-value. This type of analysis enables a sales manager to allocate resource
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priorities and ensure that all sales budget and the time of salespeople is used effectively and efficiently. Sales planning involves predicting demand, which has a very important knock-on effect on the overall productivity of the company and needs to be as accurate as possible. The detail of the sales plan needs to be closely aligned with customers' buying cycles (Rackham and DeVincentis, 1999). Failure to plan or tactical plans can reduce the predictability of sales volume, which can seriously endanger cash flow and product throughput. Sales planning is important to product availability and customer satisfaction; it should also consider how sales assets are deployed to address new opportunities, which may involve the engagement of new channels to market or contract sales staff. Flexible sales assets ensure that the company can respond effectively to demand fluctuations. Sales management is concerned with all activities, processes and decisions involved in managing the sales function in an organization. It involves planning the selling program and implementing and controlling the personal selling effort of the firm. Sales Management in the TwentyFirst Century is characterized by: Sales management must be smart and nimble and provide technologycentered solutions to support the sales effort. Leadership is a key component in sales management success. Sales management is a global endeavor. Ethics underlies all selling and sales management activities. Sales motivation and performance The sales manager is responsible for the implementation of the sales plan via the motivation and performance of the salespeople employed by the company and direction of its other sales resources, such as value added resellers or even e-portals. Key Performance Indicators can be used, both for individuals and for activities within the sales function to ensure that implementation of the plan is kept on track. Traditionally,
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sales performance has been focused on achieving sales volume, which is suitable in a growth economy, but may not suit mature markets. In the 21st century, the profitability of volume growth is considered important, and customer loyalty which may be measured by the Net Promoter Score (Reichheld, 1996). Whichever measurements are chosen, their purpose is to indicate whether or not the sales process is being operated effectively and achieves the objectives set out in the sales plan. Because sales cycles in some industries are very long, it is important to have a realistic sales "funnel", where some KPIs are aligned to milestones in customers' buying cycle. KPIs enable the sales managers to take timely corrective action where necessary, and they allow senior management to evaluate the sales manager. Sales reports are required for investors, partners and government, so the sales management system should have advanced reporting capabilities to satisfy the needs of different stakeholders.
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PRODUCT DISTRIBUTION
Product distribution (or place) is one of the four elements of the marketing mix. An organization or set of organizations (gobetweens) involved in the process of making a product or service available for use or consumption by a consumer or business user. The other three parts of the marketing mix are product, pricing, and promotion. The distribution channel Distribution is also a very important component of Logistics & Supply chain management. Distribution in supply chain management means the distribution of good from one business to other it can be factory to supplier, supplier to retailer or retailer to the end customer. It is defined as a chain of intermediaries, each passing the product down the chain to the next organization, before it finally reaches the consumer or end-user. This process is known as the 'distribution chain' or the 'channel.' Each of the elements in these chains will have their own specific needs, which the producer must take into account, along with those of the allimportant end-user. Channels A number of alternate 'channels' of distribution may be available: Distributor, who sells to retailers, Retailer (also called dealer or reseller), who sells to end customers Advertisement typically used for consumption goods Distribution channels may not be restricted to physical products alice from producer to consumer in certain sectors, since both direct and indirect channels may be used. Hotels, for example, may sell their services (typically rooms) directly or through travel agents, tour operators, airlines, tourist boards, centralized reservation systems, etc. process of transfer the products or services from Producer to Customer or end user.
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There have also been some innovations in the distribution of services. For example, there has been an increase in franchising and in rental services - the latter offering anything from televisions through tools. There has also been some evidence of service integration, with services linking together, particularly in the travel and tourism sectors. For example, links now exist between airlines, hotels and car rental services. In addition, there has been a significant increase in retail outlets for the service sector. Outlets such as estate agencies and building society offices are crowding out traditional grocers from major shopping areas. Channel decisions Channel Sales is nothing but a chain for to market a product through different sources. Channel strategy Gravity & Gravity Push and Pull strategy Product (or service) Cost Consumer location Managerial concerns
The channel decision is very important. In theory at least, there is a form of trade-off: the cost of using intermediaries to achieve wider distribution is supposedly lower. Indeed, most consumer goods manufacturers could never justify the cost of selling direct to their consumers, except by mail order. Many suppliers seem to assume that once their product has been sold into the channel, into the beginning of the distribution chain, their job is finished. Yet that distribution chain is merely assuming a part of the supplier's responsibility; and, if they have any aspirations to be market-oriented, their job should really be extended to managing all the processes involved in that chain, until the product or service arrives with the end-user. This may involve a number of decisions on the part of the supplier:
Channel membership
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Channel motivation Monitoring and managing channels Type of marketing channel
1. Intensive distribution - Where the majority of resellers stock the 'product' (with convenience products, for example, and particularly the brand leaders in consumer goods markets) price competition may be evident. 2. Selective distribution - This is the normal pattern (in both consumer and industrial markets) where 'suitable' resellers stock the product. 3. Exclusive distribution - Only specially selected resellers or authorized dealers (typically only one per geographical area) are allowed to sell the 'product'. Channel motivation It is difficult enough to motivate direct employees to provide the necessary sales and service support. Motivating the owners and employees of the independent organizations in a distribution chain requires even greater effort. There are many devices for achieving such motivation. Perhaps the most usual is `incentive': the supplier offers a better margin, to tempt the owners in the channel to push the product rather than its competitors; or a compensation is offered to the distributors' sales personnel, so that they are tempted to push the product. Julian Dent defines this incentive as a Channel Value Proposition or business case, with which the supplier sells the channel member on the commercial merits of doing business together. He describes this as selling business models not products. Monitoring and managing channels In much the same way that the organization's own sales and distribution activities need to be monitored and managed, so will those of the distribution chain. In practice, many organizations use a mix of different channels; in particular, they may complement a direct salesforce, calling on the larger
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accounts, with agents, covering the smaller customers and prospects. These channels show marketing strategies of an organization. Effective management of distribution channel requires making and implementing decision in these areas.
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CONCLUSION
Advertisement is a vital part of the economy and the success of business. Without it, something terrible happensnothing. To allow a business to grow, it must be noticed, whether on T.V., in magazines, or in the yellow pages. It would not matter how brilliant a business is if there is no way to let the world know about it. In this light, without advertisement, there would essentially be a significant lack of choices in jobs or businesses. It is a passive way to gain knowledge about what is out there. The whole idea behind free enterprise in our country is the right to own and operate one"tms own business as chosen, but without advertisement, this could not be possible. People sometimes lack the aggressive nature to go out into the streets and discover what kind of trades and services exist, of which they may take advantage. So, advertisement gives the small business owner a chance to be lucrative right along with the giants of industry. Advertisement allows businesses to be more competitive against their rivals, and without this extra edge, success would unattainable. Without it, not only would there be a detrimental lack of small business, but the world of enterprise would be one barren of choice. Only the most powerful and conspicuous establishments would receive attention. Advertising is a way for the general public to gain education of the products, services, and industries that are at their disposal. In conclusion, advertising is important not only to the growth of business but to the freedom of the individual to take advantage of the many choices in commerce. Advertising not only helps the business through growth, but also benefits the people supporting such businesses by allowing them the chance to view all the economic choices they have.
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BIBLOGRAPHY
Bhatia, Tej K. 2000. Advertising in Rural India: Language, Marketing Communication, and Consumerism. Institute for the Study of Languages and Cultures of Asia and Africa. Tokyo University of Foreign Studies. Tokyo Press: Japan. ISBN 4-87297-782-3 Arthur Richards, Kent US (2008) Teacher, Pirate, renaissance man Clark, Eric, "The Want Makers", Viking, 1988. ISBN 0340320281 Cook, Guy (2001 2nd edition) "The Discourse of Advertising", London: Routledge, ISBN 0-415-23455-7 Graydon, Shari (2003) "Made You Look - How Advertising Works and Why You Should Know", Toronto: Annick Press, ISBN 1-55037814-7 Johnson, J. Douglas, "Advertising Today", Chicago: Science Research Associates, 1978. ISBN 0-574-19355-3 Kleppner, Otto, "Advertising Procedure", Englewood Cliffs, N.J., Prentice-Hall, 1966. Kotabe, Masaki and Kristiaan Helsen, Global Marketing Management, 3rd Edition, John Wiley & Sopns, Inc, publishers, Copyright 2004,ISBN 0-471-23062-6 Laermer, Richard; Simmons, Mark, Punk Marketing, New York: Harper Collins, 2007. ISBN 978-0-06-115110-1 (Review of the book by Marilyn Scrizzi, in Journal of Consumer Marketing 24(7), 2007) Lears, Jackson, Fables of Abundance: A Cultural History of Advertising in America, Basic Books, 1995, ISBN 0465090753 Leon, Jose Luis (1996) "Los effectos de la publicidad". Barcelona: Ariel, ISBN 84-344-1266-7 Leon, Jose Luis (2001) "Mitoanlisis de la publicidad". Barcelona. Ariel, ISBN 84-344-1285-3 McFall, Liz, Advertising: A Cultural Economy, Thousand Oaks, CA: Sage Publications Inc., 2004. ISBN 0-7619-4255-6 Mulvihill, Donald F., "Marketing Research for the Small Company", Journal of Marketing, Vol. 16, No. 2, Oct., 1951, pp. 179183.
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Packard, Vance, The Hidden Persuaders, New York, D. McKay Co., 1957. Petley, Julian (2002) "Advertising". North Mankato, Minnesota: Smart Apple Media, ISBN 1-58340-255-1 Young, Charles E., The Advertising Handbook, Ideas in Flight, Seattle, WA April 2005, ISBN 0-9765574-0-1 Wernick, Andrew (1991) "Promotional Culture: Advertising, Ideology and Symbolic Expression (Theory, Culture & Society S.)", London: Sage Publications Ltd,
,
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REMARKS
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ADVERTISING &SALES MANAGEMENT

Advertising can be as For Sale card placed on a supermarket noticeboard:

ADVERTISING &SALES MANAGEMENT

A message from vendor/manufacturer to consumer

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Figure 8 Elements in the Communication Process

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Encouraging your brand

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ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

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ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT

ADVERTISING &SALES MANAGEMENT