Global Advertising Media is an Internet Marketing company based in the India.

We take pride in playing an important role in helping other businesses establish a

strong Internet presence, whether via Pay Per Click Marketing or Search Engine
Optimisation and we take satisfaction in watching them grow and find success.
We are expert in Pay Per Click Advertising and other Website Promotion
services.
Global Advertising Media is the pioneer of full service Pay Per Click Advertising
and Management. We have over 6 years experience managing all types of Ads
services on Google, Yahoo, Bing and MSN (PPC) Pay Per Click Accounts. Our
expertise and cutting edge state-of-the-art software will deliver results that no
other Pay Per Click Advertising Company can match. Our company is run by
Qualified Google Advertising Professional and Yahoo Search Marketing
Ambassadors.
In order to help your business achieve its Internet goals, we work to improve the
clicks on your website. At the same time, we reduce the costs of running the
website, allowing your business budget to stretch further.
In addition to this, we help draw in targeted traffic. Large numbers of visitors is
not enough for business success - particularly of those visitors who visits the site
are interested in the product or service being offered by advertisers.
By bringing targeted traffic to the site, there is a greater likelihood of gaining new
customers. Therefore, we strive to increase the number of visitors to the site, as
well as improve the quality. At Global Advertising Media, we have a team of
professionals that possess a wide range of skills. The various techniques used
by our experts, combined with our knowledge of how the Internet works, makes it
possible for us to provide businesses with a one-of-a-kind service. In addition, it
allows us to provide a bespoke service to each of our customers that is tailored
to their every need.
Global Advertising Media goes well beyond just putting up ads and basic tracking
by providing more types of services designed to get you results and at a fraction
of the cost of other alternatives. Our comprehensive solution provides a
customized pay per click account that is designed for you and your industry
which means you will be more successful.
Global Advertising Media also help advertisier to know there web traffic
using google tools. With the help of this tool advertisier can
understand form where the user are visiting, what time they have
spend on advertisier websites, number of pages they have visited,
country taffic to advertisier websites, browers used by the users to
visit your website and the internate service provided Global
advertising
Advertising has gone through five major stages of development: domestic,
export, international, multi-national, and global. For global advertisers, there are
four, potentially competing, business objectives that must be balanced when
developing worldwide advertising: building a brand while speaking with one
voice, developing economies of scale in the creative process, maximising local
effectiveness of ads, and increasing the company’s speed of implementation.
Born from the evolutionary stages of global marketing are the three primary and
fundamentally different approaches to the development of global advertising executions:
exporting executions, producing local executions, and importing ideas that travel.[26]

Advertising research is key to determining the success of an ad in any country or

region. The ability to identify which elements and/or moments of an ad that
contributes to its success is how economies of scale are maximised. Once one
knows what works in an ad, that idea or ideas can be imported by any other
market. Market research measures, such as Flow of Attention, Flow of
Emotion andbranding moments provide insight into what is working in an ad in
any country or region because the measures are based on the visual, not verbal,
elements of the ad

Advertising is the art of arresting the

Definition-
human intelligence just long enough to get
money from it.
Ever since mass media became mass media, companies have naturally used this
means of communications to let a large number of people know about their
products. There is nothing wrong with that, as it allows innovative ideas and
concepts to be shared with others. However, as the years have progressed, the
sophistication of advertising methods and techniques has advanced, enticing and
shaping and even creating consumerism and needs where there has been none
before, or turning luxuries into necessities. This section introduces some of the
issues and concerns this raises.

Advertising is a form of communication intended topersuade an audience

(viewers, readers or listeners) to purchase or take some action upon products,
ideas, or services. It includes the name
of a product or service and how that product or service could benefit the
consumer, to persuade a target market to purchase or to consume that
particular brand. These messages are usually paid for by sponsors and viewed
via various media. Advertising can also serve to communicate an idea to a large
number of people in an attempt to convince them to take a certain action.

Commercial advertisers often seek to generate increasedconsumption of

their products or services through branding, which involves the repetition of an
image or product name in an effort to associate related qualities with the brand in
the minds of consumers. Non-commercial advertisers who spend money to
advertise items other than a consumer product or service include political parties,
interest groups, religious organizations and governmental agencies.Nonprofit
organizations may rely on free modes of persuasion, such as a public service
announcement.

Modern advertising developed with the rise of mass production in the late 19th
and early 20th centuries.Mass media can be defined as any media meant to
reach a mass amount of people. Different types of media can be used to deliver
these messages, including traditional media such as newspapers, magazines,
television, radio, outdoor or direct mail; or new media such as websites and text
messages.

In 2010, spending on advertising was estimated at more than $300 billion in the
United States[1] and $500 billion worldwide[citation needed].

Internationally, the largest ("big four") advertising conglomerates

are Interpublic, Omnicom

Media and advertising approaches

Increasingly, other media are overtaking many of the "traditional" media such as
television, radio and newspaper because of a shift toward consumer's usage of
the Internet for news and music as well as devices like digital video
recorders (DVRs) such as TiVo.

Advertising on the World Wide Web is a recent phenomenon. Prices of Web-

based advertising space are dependent on the "relevance" of the surrounding
web content and the traffic that the website receives.
Digital signage is poised to become a major mass media because of its ability to
reach larger audiences for less money. Digital signage also offer the unique
ability to see the target audiencewhere they are reached by the medium.
Technological advances have also made it possible to control the message on
digital signage with much precision, enabling the messages to be relevant to the
target audience at any given time and location which in turn, gets more response
from the advertising. Digital signage is being successfully employed in
supermarkets.[18] Another successful use of digital signage is in hospitality
locations such as restaurants.[19] and malls.[20]
E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail
advertising is known as "e-mail spam". Spam has been a problem for email users
for many years.

Some companies have proposed placing messages or corporate logos on the

side of booster rocketsand the International Space Station. Controversy exists on
the effectiveness of subliminal advertising(see mind control), and the
pervasiveness of mass messages (see propaganda).

Unpaid advertising (also called "publicity advertising"), can provide good

exposure at minimal cost. Personal recommendations ("bring a friend", "sell it"),
spreading buzz, or achieving the feat of equating a brand with a common noun
(in the United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline"
= petroleum jelly, "Hoover" = vacuum cleaner, "Nintendo" (often used by those
exposed to many video games) = video games, and "Band-Aid" = adhesive
bandage) — these can be seen as the pinnacle of any advertising campaign.
However, some companies oppose the use of their brand name to label an
object. Equating a brand with a common noun also risks turning that brand into
agenericized trademark - turning it into a generic term which means that its legal
protection as atrademark is lost.

As the mobile phone became a new mass media in 1998 when the first paid
downloadable content appeared on mobile phones in Finland, it was only a
matter of time until mobile advertising followed, also first launched in Finland in
2000. By 2007 the value of mobile advertising had reached $2.2 billion and
providers such as Admob delivered billions of mobile ads.
More advanced mobile ads include banner ads, coupons, Multimedia Messaging
Service picture and video messages, advergames and various engagement
marketing campaigns. A particular feature driving mobile ads is the 2D Barcode,
which replaces the need to do any typing of web addresses, and uses the
camera feature of modern phones to gain immediate access to web content. 83
percent of Japanese mobile phone users already are active users of 2D
barcodes.

A new form of advertising that is growing rapidly is social network advertising. It

is online advertising with a focus on social networking sites. This is a relatively
immature market, but it has shown a lot of promise as advertisers are able to
take advantage of the demographic information the user has provided to the
social networking site. Friendertising is a more precise advertising term in which
people are able to direct advertisements toward others directly using social
network service.

From time to time, The CW Television Network airs short programming breaks
called "Content Wraps," to advertise one company's product during an entire
commercial break. The CW pioneered "content wraps" and some products
featured were Herbal Essences, Crest, Guitar Hero II, CoverGirl, and
recently Toyota.

Recently, there appeared a new promotion concept, "ARvertising", advertising

on Augmented Realitytechnology.
Current trends
Rise in new media
With the dawn of the Internet came many new advertising opportunities.
Popup, Flash, banner, Popunder, advergaming, and email advertisements (the
last often being a form of spam) are now commonplace. Particularly since the
rise of "entertaining" advertising, some people may like an advertisement enough
to wish to watch it later or show a friend. In general, the advertising community
has not yet made this easy, although some have used the Internet to widely
distribute their ads to anyone willing to see or hear them. In the last three
quarters of 2009 mobile and internet advertising grew by 18.1% and 9.2%
respectively. Older media advertising saw declines: −10.1% (TV), −11.7%
(radio), −14.8% (magazines) and −18.7% (newspapers ).[citation needed]
Niche marketing
Another significant trend regarding future of advertising is the growiimportance of
the niche marketusing niche or targeted ads. Also brought about by the Internet
and the theory of The Long Tail, advertisers will have an increasing ability to
reach specific audiences. In the past, the most efficient way to deliver a message
was to blanket the largest mass market audience possible. However, usage
tracking, customer profiles and the growing popularity of niche content brought
about by everything from blogs to social networking sites, provide advertisers
with audiences that are smaller but much better defined, leading to ads that are
more relevant to viewers and more effective for companies' marketing products.
Among others, Comcast Spotlight is one such advertiser employing this method
in their video on demand menus. These advertisements are targeted to a specific
group and can be viewed by anyone wishing to find out more about a particular
business or practice at any time, right from their home. This causes the viewer to
become proactive and actually choose what advertisements they want to viewng

New technology
The ability to record shows on digital video recorders (such as TiVo) allow users
to record the programs for later viewing, enabling them to fast forward through
commercials. Additionally, as more seasons of pre-recorded box sets are offered
for sale of television programs; fewer people watch the shows on TV. However,
the fact that these sets are sold, means the company will receive additional
profits from the sales of these sets. To counter this effect, many advertisers have
opted for product placement on TV shows like Survivor.
Advertising education
Advertising education has become widely popular with bachelor, master and
doctorate degrees becoming available in the emphasis. A surge in advertising
interest is typically attributed to the strong relationship advertising plays in
cultural and technological changes, such as the advance of online social
networking. A unique model for teaching advertising is the student-run
advertising agency, where advertising students create campaigns for real
companies.[30] Organizations such as American Advertising Federation and AdU
Network partner established companies with students to create these campaigns.

Criticisms
Main article: Criticism of advertising
While advertising can be seen as necessary for economic growth, it is not without
social costs.Unsolicited Commercial Email and other forms of spam have
become so prevalent as to have become a major nuisance to users of these
services, as well as being a financial burden on internet service providers.
[31]
Advertising is increasingly invading public spaces, such as schools, which
some critics argue is a form of child exploitation.[32] In addition, advertising
frequently uses psychological pressure (for example, appealing to feelings of
inadequacy) on the intended consumer, which may be harmful.

international advertising
advertising conducted in foreign markets. lnternational advertising traditionally
has required different strategies than domestic advertising, because of the
differences in culture, economic systems, government regulations, and consumer
needs. However, in the 1980s the increase in the number of multinational
corporations has brought about the idea of the world as a common marketplace,
where people desire the same lifestyles and products, and, consequently, the
same product is often advertised (and marketed) the same way in every country,
regardless of economics, culture, politics, or media and language differences.
Because of the many countries in which products (particularly, American
products) are now marketed, the term global marketing has begun to be
associated with international advertising. Global marketing is a misnomer,
however, since it literally implies the marketing of a product around the globe
(worldwide). The actual reality of global marketing is not here, yet.

The Importance of Good Advertising

Signage
Advertising has become a major factor behind any successful business. Indeed,
advertising itself is known as the major generator of income in many areas. As
the importance of advertising has increased over the years, companies are
interested in finding new ways to convey their message to a wider audience.
The billboard is one of the most recent and most visible advertising. This type of
enterprise promotion is open to anyone passing through a point where the signal
is installed. Subsequently, a company is able to attract hundreds of thousands of
new customers.
The importance of good advertising signage is further underlined by the modern
trend in advertising where companies are competing for new ways to attract
more customers. Although Internet advertising has become one of the most
lucrative types of advertising, many are still interested in the physical approach.
This physical approach is the current perception and display advertisements by
general audience compared to a few who would visit a site where the
announcement of the company is positioned.

Consider an electronics company interested in expanding into new markets. It

will most likely himself advertise in local channels and newspapers. In addition to
these most visible forms of advertising, the company will also try to contact the local
popular Web sites to send its message.
However, it would not be successful unless and until he posted an eye-catching at all major
intersections in the city or region. In this way, he would be able to reach the maximum
audience and generate a large number of fast flows of new customers.
In addition to the placement of signage at a key location of a city, it is also important to make
it as attractive as possible. You can do with catchy slogans, numbers, or mention the deals
that your company offers. As the craze for advertising has increased, city intersections that is
full of signs. You must make your signs advertising different from others. Quite simply, you
have to bring out the crowds. This can be done by implementing innovative slogans and new
printing techniques that can make the most eye-catching signs.
Another way to highlight your signage advertising is good lighting at night. It was observed
that the billboards are often not properly illuminated at night. Some even have no lighting
and is therefore invisible at night. It would be a big mistake if your display follows the same
trend. Most people want to see signs that seem attractive and well lit at night. In fact, they
look great in the dark and especially those with interactive features.
The best way to get a good view of the advertising is done by a professional advertising
agency. These companies are experts and can guide you through the entire process. Most
will take over the responsibility and will do all the work, including the deposit of signaling a
busy crossing.

Advertising media selection

Advertising media selection is the process of choosing the most cost-
effective media for advertising, to achieve the required coverage and
number of exposures in a target audience. Types of Media and
Their Characteristics
Press
In the United Kingdom, spending is dominated by the national and regional
newspapers, the latter taking almost all the classified advertising revenue. The
magazines and trade or technical journal markets are about the same size as
each other, but are less than half that of the newspaper sectors.
  National newspapers - These are still traditionally categorized, from
the media buyer's viewpoint, on the basis of class; even though this is of
declining importance to many advertisers. `Quality' newspapers for example,
tend to have a readership profile of in excess of 80 per cent of ABC1 readers,
though it is more difficult to segment readerships by age categories. They are
obviously best matched to national advertisers who are happy with black and
white advertisements, although colour is now available - and high-quality
colour is available in some supplements. National newspapers in general, and
the quality Press in particular, are supposed to carry more `weight' with their
readers (since they are deliberately read, not treated just as `background'); so
that an advertisement placed in one is taken more seriously than a
comparable one in a regional newspaper, although it may be more transitory
(since it is not kept for reference as some local weeklies may be).

 Regional newspapers—These may be dailies, which look and perform

much like the nationals, or weeklies, which are more specialized, though they
dominate the classified advertising market. There is usually much more
advertising competing for the reader's attention, and the weekly newspaper is
now largely the province of the 'free-sheet'—typically delivered free to all
homes in a given area—which earn revenue from their high proportion of
advertising, and accordingly having the least `weight' of all.

Advertisements in newspapers, referred to as `insertions', are usually

specified as so many centimetres across so many columns. In these days of
metrication, a multiple of 3 cm is used as the standard measure in the UK,
instead of the previously traditional The position is also often specified; so that,
for example, an advertiser of a unit trust will probably pay extra to make certain
that the insertion is next to the financial pages.

Magazines—These offer a more selective audience (which is more `involved', with

the editorial content at least). Magazines are traditionally categorized into
general interest, special interest and trade or technical. The advertiser will,
therefore, be able to select those that match the specific profile demanded by
the advertising strategy. The weight, or `authority', of magazines is
correspondingly high, and they may be kept for a considerable time for use
 as reference - and passed to other readers (so that `readership' figures may
be much higher than `circulation' figures).
competing advertisements may reduce the impact of the advertiser's They can offer
excellent colour printing; but, again, the clutter of many message.
Television
This is normally the most expensive medium, and as such is generally only open
to the major advertisers, although some regional contractors offer more
affordable packages to their local advertisers. It offers by far the widest coverage,
particularly at peak hours (roughly 7.00—10.30 p.m.) and especially of family
audiences. Offering sight, sound, movement and colour, it has the greatest
impact, especially for those products or services where a 'demonstration' is
essential; since it combines the virtues of both the 'story-teller' and the
`demonstrator'. To be effective, these

. Trade and technical - In the trade and professional fields there are now
a significant number of 'controlled circulation' magazines. These are
like the `free Press', in that they are delivered free to the recipients;
but, at least in theory, those recipients should have been carefully
screened to ensure that they are of value to the advertisers - and the
circulation can, if properly controlled, represent a wide cross-section
of the buyers, and influencers, in the advertiser's target audience.
The rates for positioning are usually more varied than for
newspapers, with premiums being paid for facing editorial matter
and, of course, for color Television
This is normally the most expensive medium, and as such is generally only open
to the major advertisers, although some regional contractors offer more
affordable packages to their local advertisers. It offers by far the widest coverage,
particularly at peak hours (roughly 7.00—10.30 p.m.) and especially of family
audiences. Offering sight, sound, movement and colour, it has the greatest
impact, especially for those products or services where a 'demonstration' is
essential; since it combines the virtues of both the 'story-teller' and the
`demonstrator'. To be effective, these messages must be simple and able to
overcome surrounding family life distractions—especially the TV remote.

Television is relatively unselective, and offers relatively poor coverage of upper

class and younger age groups. Being regionally based, however, it can be used
for regional trials or promotions (including test markets).
The price structures can be complicated, with the 'rate card' (the price list)
offering different prices for different times throughout the day. This is further
complicated by a wide range of special promotional packages and individual
negotiations. This complication provides work for specialist media buyers.

 Satellite television—long believed the medium of the future, as once was

cable television— has largely fulfilled that expectation in the US. It is now an
important feature in other countries, though terrestrial 'freeview' broadcasting
poses a challenge.

Posters
This is something of a specialist medium, which is generally used in support of
campaigns using other media. On the other hand, some advertisers, particularly
those in brewing and tobacco, have successfully made significant use of the
medium; although, to achieve this, they have developed the requisite expertise to
make efficient use of its peculiarities.

The main roadside posters are described in terms of how the poster is physically
posted on to them (pasted on, one sheet at a time, by a bill-poster); as 16 sheet
(the main, 10' x 6'8" size in vertical format) and 48 sheet (10' x 20', in
horizontal/landscape format). Those smaller ones, seen in pedestrian areas, are
typically four sheet (5' x 3'4"). The best sites are typically reserved for the long-
term clients, mainly the brewers and tobacco companies (hence one reason for
their success in use of the medium), so that new users may find this a relatively
unattractive medium.

This industry is also known as Out of Home Media. However, this category is not
limited to posters and billboards. It may involve the use of media space in
airports, malls, convenience stores, etc., and it could even tie into guerilla
marketing, a nontraditional approach to advertising that may involve grassroots
tactics (e.g. posting branded stickers or static clings to buildings, restrooms, and
other surfaces in metropolitan areas).

In Malaysia there are numerous sizes from 10'x40', 20'x60', 20'x80' to 40'x60'. In
both formats..Landscape and portrait. Current Outdoor Media Owners include
Prisma Outdoor, Ganad Media, Seni Jaya, Big Tree, Gelumbang Jaya, & etc...
Radio
Radio advertising has increased greatly in recent years, with the granting of
many more licenses. It typically generates specific audiences at different times of
the day—adults at breakfast, housewives, and commuters during rush hours. It
can be a cost-effective way of reaching these audiences—especially since
production costs are much cheaper than television, though the lack of visual
elements may limit the message. In radio advertisnig we need to identify the
timing of radio listeners, like many people listen on time when they are stuck with
the traffic, and many of the listeners they listen at night time.
Cinema
Though national audience numbers are down, this may be the most effective
medium for extending coverage to younger age groups, since the core audience
is 15 to 24.
Internet/Web Advertising
This rapidly growing marketing force borrows much from the example of press
advertising, but the most effective use—adopted by search engines—is
interactive.
Mobile Advertising
Personal mobile phones have become an attractive advertising media to network
operators, but are relatively unproven and remain in media buyers' sidelines.
[Audience Research

Identifying the audience for a magazine or newspaper, or determining who

watches television at a given time, is a specialized form of market research, often
conducted on behalf of media owners.

Press figures are slightly complicated by the fact that there are two
measures: readership (total number of readers of a publication, no matter where
they read it), and circulation (the number of copies actually sold, which is mostly
independently validated).
[edit]Advertising-free media

Advertising-free media refers to media outlets whose output is not funded or

subsidized by the sale ofadvertising space. It includes in its scope mass
media entities such as websites, television and radionetworks, and magazines.
The public broadcasters of a number of countries air without commercials.
Perhaps the best known example of this is the United Kingdom's
public broadcaster, the BBC, whose domestic networks do not
carry commercials. Instead, the BBC, in common with most other public
broadcasters in Europe, is funded by a television licence fee levied on the
owners of all television sets.

A 2006 report by the Senate of Canada suggested that the country's public
broadcaster, the Canadian Broadcasting Corporation, be funded sufficiently by
the federal government so that it could air without any advertising[1].
[edit]Advertising media scheduling

 Scheduling refers to the pattern of advertising timing, represented as plots

on a yearly flowchart. These plots indicate the pattern of

scheduled times advertising must appear to coincide with favorable selling

periods. The classic scheduling models are Continuity, Flighting and Pulsing.
[edit]Continuity
This model is primarily for non-seasonal products, yet sometimes for seasonal
products. Advertising runs steadily with little variation over the campaign period.

There may be short gaps at regular intervals and also long gaps—for instance,
one ad every week for 52 weeks, and then a pause. This pattern of advertising is
prevalent in service and packaged goods that require continuous reinforcement
on the audience for top of mind recollection at point of purchase.
Advantages:

 Works as a reminder
 Covers the entire purchase cycle
 Cost efficiencies in the form of large media discounts
 Positioning advantages within media

Program or plan that identifies the media channels used in an advertising

campaign, and specifies insertion or broadcast dates, positions, and duration of
the messages.
[edit]Flighting (or "bursting")
In media scheduling for seasonal product categories, flighting involves
intermittent and irregular periods of advertising, alternating with shorter periods of
no advertising at all. For instance, all of 2000 Target Rating Poinered in a single
month, "going dark" for the rest of the year. Halloween costumes are
rarely purchased all year except during the months of September and October.
Advantages:

 Advertisers buy heavier weight than competitors for a relatively shorter

period of time
 Little waste, since advertising concentrates on the best purchasing cycle
period
 Series of commercials appear as a unified campaign on different media
vehicles

[edit]Pulsing
Pulsing combines flighting and continuous scheduling by using a low advertising
level all year round and heavy advertising during peak selling periods. Product
categories that are sold year round but experience a surge in sales at intermittent
periods are good candidates for pulsing. For instance, under-arm deodorants,
sell all year, but more in summer months.

Advantages:

 Covers different market situations

 Advantages of both continuity and flighting possible

Media selection in advertising management

MEDIA SELECTION IN ADVERTISING MANAGEMENT

A highly creative ad copy may not be able to deliver results if there is an

improper selection of media or a poor media plan and strategy .In evolving a
media plan, decisions have to be taken in respect to the following media factors

1. Media class This refers to the type of medium which is most appropriate to the
product and ad copy. This includes newspaper, magazines ,television ,radio,
billboards and direct mail.
2. Media vehicles They provide the immediate environment for the advertisement
.For example ,within the newspaper, the Times of India is a media vehicle; in
television Zee TV’s Antakshari is the vehicle.
3. Media Option This refers to the size(full or half page),length (30seconds or 60
seconds)color or location(like front page bottom right or prime time 9.00 p.m) of
the ad in the media vehicle.
4. Scheduling and timing This refers to how media options are scheduled over a
period of time. the strategic options here are
(i) Flighting—i.e periods of total inactivity.
(ii) Continuous— i.e even distribution of advertising during a time period.
(iii) Pulsing—- a continuous base augmented by intermittent bursts of heavy
advertising.
Flighting is useful in products whose demand is seasonal. After the season ,the
demand for these products ceases to exist .A typical example is that of desert
coolers in North Indian States like Uttar Pradesh ,Madhya Pradesh ,Rajasthan
,Haryana ,Punjab, Bihar and Delhi. The demand for such coolers emerge during
the summer months April to July and declines soon after the monsoon sets in
.Hence it pays to advertise desert coolers or its components like exhaust fans
and pumps etc. during the summer months only and then discontinue until the
subsequent year .So for products whose demand is seasonal, the flighting
strategy works well.

Continuous advertising is a good strategy for products like textile .toiletries,

etc .whose demand is not limited to specific seasons .Here the objectives of the
firm is to retain its brand/s at the top of the customers’ mind and hence
continuous visibility through reminder ads and other such tactics.

Pulsing works in products like soft drinks and ice creams whose demand is high
during summer months and after that the demand does decline but not to zero
sales level .The demand goes down to the minimum level which is between no
demand to the peak demand. The objective advertising is to ensure higher sales
volume and market share.

In the evolution of a media plan ,both quantitative (like circulation or view ship
statistics, costs etc)and qualitative (like the profile of target audience ,mood
created by media vehicles and the like )factors have to be considered. While data
on circulation or viewer ship ,etc is available from sources like Audit Bureau of
Circulation (ABC) ,National Readership Survey (NRS)and even different
publishing houses ,cost of an ad insertion is available from the publisher or DD
etc. The qualitative factors for each media is to be collected through a market
research. One of the quantitative criteria used in selecting the media is cost per
thousand i.e cost per thousands people reached by a particular vehicle. This is
calculated by dividing reach of the vehicles by the cost of an ad in it. Suppose the
reach(readership)of newspaper A is 1,20,00,000 persons and the cost of a full
page ad in it is Rs 10,000;then cost per thousand of advertising in this paper is
Rs.0.83 p only .But another newspaper whose readership may be only 70,00,000
persons ,the cost of the same ad maybe just rs.7,000.Considering cost per
thousand(which is re.1.00), we find that advertising in newspaper A is a better
alternatives.

Wile cost per thousand is an important consideration ,one has to also examine
the quality of readership and view ship and whether the audience goes through
the entire newspaper or magazine or waits and watches the entire programs .In
other words ,though cost per thousand in a newspaper like the Times of India
may be the lowest, if the research shows that most readers just glance through
the headlines or through the newspaper ,then actually the cost is much higher
.As the effective readership may be lower. The same holds good for TV or video
advertising.

Next variable is the mood created by the media vehicle. India Today creates a
different mood than the Illustrated Weekly. Woman’s era creates a different
mood than Savvy or Society. Likewise, Playboy has a different mood
environment and Star T.V ‘s Santa Barbara creates a different mood than the
Doordarshan serial, Hum Log. Research suggests that generally the mood
created by reading or viewing an item or a programs gets transferred to the
product being advertised in the vehicle.

Hence, in selecting the media one has to determine the desired number of
exposures to the target audience in the appropriate vehicle. The number of
exposures is based on the advertiser’s objective. It could be trial which is
based on increased awareness. Assume the rate of trial increases at a
diminishing rate with the level of audience awareness as shown
 Media Selection Process

Understanding The Market

To determine which medium we should use to advertise our product we must

first understand our target market. This includes the following:

1. Knowing who they are. Are they consumers (all consumers (TurboTax,
Quicken or Dell), or just select consumers (teenage to 35 year-old gamers
(Sony Playstation)), Fortune 100, small business, etc. If they are all
consumers, or a large part of the population, we can use mass market
medium such as network TV, radio or general publications (weekly
newspaper). If they are Fortune 100 or small business we might use
specific trade publications that target our same markets.
2. Their buying process. Is the sale simple (a package of gum that is an
instant decision), or complex--requiring numerous complex presentations
and layers of approvals (educational or government sales).
3. Who are the final decision makers, along with the primary and secondary
influencers. For example, for a sales force automation decision, the final
say may be the VP of Sales. However, the primary influencers may be the
sales people and sales managers (who have to use it every day), plus the
IT department (who has to support it). The secondary influencers may be
the president (who wants more sales), the CFO (who has to finance it),
and the secretary (who has to enter weekly leads).

The percentage weight of influence of each person in the decision chain

helps determine which medium and publications we may target. The VP of
Sales may travel (so American Airlines magazine may work well). The
Regional Sales Manager may be trying to move up (so Success Magazine
may work). The IT department may need integration support (so CRM
magazine may work), etc.

I typically create a matrix showing the key decision and influencers within
the market and have the most market--knowledgeable internal team
members (product managers, sales managers, PR, etc.) come to a
consensus as to which percentage weight we should assign to each
group. This process is subjective, but usually yields fairly accurate
results--when the numbers come in.
4. Where they buy. If the target buys from retail, we may use “Run of Press”
ads (co-op ads with the retailers). If the target buys from VARs or
Integrators, we may use VARBusiness to recruit more VARs (who in turn
may use direct response mail to reach the targets). If they buy on-line--we
may run direct response ads with an on-line or 800# call to action.
5. How they buy. If the customer buys on terms, our ads may mention
financing options (cars, delayed payment).
 6. What the competition is doing. We might use services such as AdScope
(now TNS Media Intelligence) to compile a 12-month history of our
competitor’s campaigns so we can see their media targets and either
apply a blocking campaign, were we match (and counter) a competitor’s
campaign, or use a separatist campaign, where we fish in a different pond
entirely (assuming we know the market better than they do--which should
be the case). Or we may choose to do some of both.
7. What has worked for us in the past (which media and ad format generated
the most revenue?). This is one of the most difficult steps since most
companies do not capture this information. If nothing is in place, then you
must extrapolate the data from whatever sources you have. You must also
fix this problem immediately and setup a complete tracking system--or you
will not have the managerial information you need to determine which
medium is working best (TV, Radio, Publications (and which of the
publications is working best)--i.e., are you fishing in the right pond, nor will
you know which ad format and message is working best (do you have the
right bait). See the later section within advertising on Tracking & ROI to
see how to set this up.

Understanding your customer and being able to answer each of the previous
questions is the hard part. Finding media that targets our same prospect is
actually the easy part.

Selecting The Correct Media

The next step is to determine which medium type (TV, Radio, Display Ads) will
reach your desired targets and generate the greatest ROI. It may be multiple
types--if so, you should put a % weight value on each and consider your budget
accordingly.

In the high-tech market (aside from consumer electronics (PlayStations, Dell,

etc.)), the most widely used advertising medium is print. Within the print medium,
the most common for high-tech is trade publications (rather than the general
business and consumer publications like Newsweek, Fortune, Popular
Mechanics, Southern Living, etc.). Trade publications might include PC
Magazine (general market), Network Computing (corporate networking),
Videomaker (highly vertical video market), Gaming (obvious), etc.

The key is to find the right publication (the pond) that contains the most of your
preferred target (type of fish).

Fortunately, there are several publications that can help you determine the
demographics of various media and publications. For example, the Nielson
Rating can tell you the audience demographics and ratings for specific network
and cable stations and specific television shows. Other services like those
from IAG Research can measure the performance of every ad. However, they
often only measure recall within the channel, by brand, and the fit (how well it
was integrated into the show). Based on these criteria, they rate as “most
effective” those ads (brands) that are recalled by the most people. However, a
more important indicator is not the recall scores, but the ads that actually sell and
cause a change in brand preference.

You can find a fairly comprehensive on-line listing of TV, radio, newspapers, on-
line, and trade magazines at Media Post. Registration is free and they even
include a free on-line media scheduling tool.

If you are moving into a new market and don’t know the most popular trade
publications, then you will have to use media books (Bacon’s is again helpful),
internet resources, get help from alliances, and clients (ask what they read), or
from a media buying company. If you are fairly certain of the publications you
want to use, you can go to their web site (or call for a media kit) and get rates,
demographics, circulation, frequency, etc.

If you talk to a rep, be cautions not to place too much merit when they say they
cater to your market (I’ve had some sales reps try to sell me placement in a
publication that was clearly not aimed at my target). The Editor in Chief
understands the publication’s target best since he/she must create content to
appease that audience. This is one of the reason’s I usually get PRs assistance
in the media selection--they know who covers your space by the type and
number of articles produced for your desired target. The PR group also has the
editorial schedule that helps identify the target audience.

Factors affecting choice of media selection?

The main points which affects media selections are:-

1. The nature of the product
2. Potential market
3. The type of distribution strategy
4. The advertising objective
5. The type of selling message
6. The budget
7. Competitive advertising
8. Media Availability.
9. Characteristics of media
Which Are The Factors That Determine The Choice Of Media
For An Advertiser?
he process of formulating a media mix is a very complex and pedantic process.
The reason for its fastidious nature are the factors that are behind its
decisive strategy. There are several factors that affect and leverage an
advertiser's decision of shaping the media mix, all of which are discussed below.

The first factor is that of availability, which is further defined by two

characteristics namely quantity and accessibility – both of these characteristics
define the nature of availability factor. As for the second factor that is cost, it is an
eminently critical factor that involves anetwork of issues. Specifically the
bargaining power of the advertiser becomes a strong determinant in minimizing
or maximizing the optimumutility out of the cost factor while selecting the media
mix.

Next comes the coverage factor that also involves a comparison of costand
reach. The higher the level of harmony between the cost and the reach of the
medium, the more effective the coverage factor is going to be for the advertiser.
Anoter factor besides coverage is the degree of suitability and compatibility that a
medium has with the target audience. For this purpose, an advertiser should
have a comprehensive cognizance about the demographics and psychological
dimensions of his target market, which would help him determine the suitability of
the medium more effectively. Mehreen83

Creative strategies in advertising

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, mid-strength, and strong can be
found intelevision, 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 in Folgers 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.”
[edit]Middle-strength strategies

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.

[edit]Strong strategies
The third and strongest form of creative strategy includes affective advertising
and resonance advertising.

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.

Advertising Strategy

An advertising strategy is a campaign developed to communicate ideas

about products and services to potential consumers in the hopes of
convincing them to buy those products and services. This strategy,
when built in a rational and intelligent manner, will reflect other
business considerations (overall budget, brand recognition efforts) and
objectives (public image enhancement, market share growth) as well.
As Portable MBA in Marketing authors Alexander Hiam and Charles D.
Schewe stated, a business's advertising strategy "determines the
character of the company's public face." Even though a small business
has limited capital and is unable to devote as much money to
advertising as a large corporation, it can still develop a highly effective
advertising campaign. The key is creative and flexible planning, based
on an indepth knowledge of the target consumer and the avenues that
can be utilized to reach that consumer.

Today, most advertising strategies focus on achieving three general

goals, as the Small Business Administration indicated in Advertising
Your Business: 1) promote awareness of a business and its product or
services; 2) stimulate sales directly and "attract competitors'
customers"; and 3) establish or modify a business' image. In other
words, advertising seeks toinform, persuade, and remind the
consumer. With these aims in mind, most businesses follow a general
process which ties advertising into the other promotional efforts and
overall marketing objectives of the business.

STAGES OF ADVERTISING STRATEGY

As a business begins, one of the major goals of advertising must be to

generate awareness of the business and its products. Once the
business' reputation is established and its products are positioned
within the market, the amount of resources used for advertising will
decrease as the consumer develops a kind of loyalty to the product.
Ideally, this established and ever-growing consumer base will
eventually aid the company in its efforts to carry their advertising
message out into the market, both through its purchasing actions and
its testimonials on behalf of the product or service.

Essential to this rather abstract process is the development of a

"positioning statement," as defined by Gerald E. Hills in "Marketing
Option and Marketing" in The Portable MBA in Entrepreneurship: "A
'positioning statement' explains how a company's product (or service)
is differentiated from those of key competitors." With this statement,
the business owner turns intellectual objectives into concrete plans. In
addition, this statement acts as the foundation for the development of
a selling proposal, which is composed of the elements that will make
up the advertising message's "copy platform." This platform delineates
the images, copy, and art work that the business owner believes will
sell the product.

With these concrete objectives, the following elements of the

advertising strategy need to be considered: target audience, product
concept, communication media, and advertising message. These
elements are at the core of an advertising strategy, and are often
referred to as the "creative mix." Again, what most advertisers stress
from the beginning is clear planning and flexibility. And key to these
aims is creativity, and the ability to adapt to new market trends. A
rigid advertising strategy often leads to a loss of market share.
Therefore, the core elements of the advertising strategy need to mix in
a way that allows the message to envelope the target consumer,
providing ample opportunity for this consumer to become acquainted
with the advertising message.

TARGET CONSUMER The target consumer is a complex combination of

persons. It includes the person who ultimately buys the product, as
well as those who decide what product will be bought (but don't
physically buy it), and those who influence product purchases, such as
children, spouse, and friends. In order to identify the target consumer,
and the forces acting upon any purchasing decision, it is important to
define three general criteria in relation to that consumer, as discussed
by the Small Business Administration:

1. Demographics—Age, gender, job, income, ethnicity, and

hobbies.
2. Behaviors—When considering the consumers' behavior an
advertiser needs to examine the consumers' awareness of the
business and its competition, the type of vendors and services
the consumer currently uses, and the types of appeals that are
likely to convince the consumer to give the advertiser's product
or service a chance.
3. Needs and Desires—Here an advertiser must determine the
consumer needs—both in practical terms and in terms of self-
image, etc.—and the kind of pitch/message that will convince
the consumer that the advertiser's services or products can fulfill
those needs.

PRODUCT CONCEPT The product concept grows out of the guidelines

established in the "positioning statement." How the product is
positioned within the market will dictate the kind of values the product
represents, and thus how the target consumer will receive that
product. Therefore, it is important to remember that no product is just
itself, but, as Courtland L. Bovee and William F. Arens stated
in Contemporary Advertising, a "bundle of values" that the consumer
needs to be able to identify with. Whether couched in presentations
that emphasize sex, humor, romance, science, masculinity, or
femininity, the consumer must be able to believe in the product's
representation.

COMMUNICATION MEDIA The communication media is the means by

which the advertising message is transmitted to the consumer. In
addition to marketing objectives and budgetary restraints, the
characteristics of the target consumer need to be considered as an
advertiser decides what media to use. The types of media categories
from which advertisers can choose include the following:

• Print—Primarily newspapers (both weekly and daily) and

magazines.
 • Audio—FM and AM radio.
• Video—Promotional videos, infomercials.
• World Wide Web.
• Direct mail.
• Outdoor advertising—Billboards, advertisements on public
transportation (cabs, buses).

After deciding on the medium that is 1) financially in reach, and 2)

most likely to reach the target audience, an advertiser needs to
schedule the broadcasting of that advertising. The media schedule, as
defined by Hills, is "the combination of specific times (for example, by
day, week, month) when advertisements are inserted into media
vehicles and delivered to target audiences."

ADVERTISING MESSAGE An advertising message is guided by the

"advertising or copy platform," which is a combination of the
marketing objectives, copy, art, and production values. This
combination is best realized after the target consumer has been
analyzed, the product concept has been established, and the media
and vehicles have been chosen. At this point, the advertising message
can be directed at a very concrete audience to achieve very specific
goals. Hiam and Schewe listed three major areas that an advertiser
should consider when endeavoring to develop an effective "advertising
platform":

• What are the product's unique features?

• How do consumers evaluate the product? What is likely to
persuade them to purchase the product?
• How do competitors rank in the eyes of the consumer? Are there
any weaknesses in their positions? What are their strengths?

Most business consultants recommend employing an advertising

agency to create the art work and write the copy. However, many
small businesses don't have the up-front capital to hire such an
agency, and therefore need to create their own advertising pieces.
When doing this a business owner needs to follow a few important
guidelines.

COPY When composing advertising copy it is crucial to remember that

the primary aim is to communicate information about the business and
its products and services. The "selling proposal" can act as a blueprint
here, ensuring that the advertising fits the overall marketing
objectives. Many companies utilize a theme or a slogan as the
centerpiece of such efforts, emphasizing major attributes of the
business's products or services in the process. But as Hiam and
Schewe caution, while "something must be used to animate the theme
…care must be taken not to lose the underlying message in the pursuit
of memorable advertising."

When writing the copy, direct language (saying exactly what you mean
in a positive, rather than negative manner) has been shown to be the
most effective. The theory here is that the less the audience has to
interpret, or unravel the message, the easier the message will be to
read, understand, and act upon. As Jerry Fisher observed
in Entrepreneur, "Two-syllable phrases like 'free book,' 'fast help,' and
'lose weight' are the kind of advertising messages that don't need to
be read to be effective. By that I mean they are so easy for the brain
to interpret as a whole thought that they're 'read' in an eye blink
rather than as linear verbiage. So for an advertiser trying to get
attention in a world awash in advertising images, it makes sense to try
this message-in-an-eye-blink route to the public consciousness—be it
for a sales slogan or even a product name."

The copy content needs to be clearly written, following conventional

grammatical guidelines. Of course, effective headings allow the reader
to get a sense of the advertisement's central theme without having to
read much of the copy. An advertisement that has "50% Off" in bold
black letters is not just easy to read, but it is also easy to understand.

ART WORK AND LAYOUT Small business owners also need to consider
the visual rhetoric of the advertisement, which simply means that the
entire advertisement, including blank space, should have meaning and
logic. Most industry experts recommend that advertisers use short
paragraphs, lists, and catchy illustrations and graphics to break up and
supplement the text and make the document both visually inviting and
easy to understand. Remember, an advertisement has to capture the
reader's attention quickly.

ADVERTISING BUDGET The advertising budget can be written

before or after a business owner has developed the advertising
strategy. When to make a budget decision depends on the importance
of advertising and the resources available to the business. If, for
instance, a business knows that they only have a certain amount of
money for advertising then the budget will tend to dictate what
advertising is developed and what the overall marketing objectives will
be. On the other hand, if a business has the resources available, the
advertising strategy can be developed to meet predetermined
marketing objectives. For small businesses, it is usually best to put
together an advertising budget early in the advertising process.

The following approaches are the most common methods of

developing an effective budget. All the methods listed are progressive
ones that look to perpetuate growth:

• Percentage of future or past sales

• Competitive approach
• Market share
• All available funds
• The task or objective approach

The easiest approach—and thus the one that is most often used—is
the percentage of future or past sales method. Most industry experts
recommend basing spending on anticipated sales, in order to ensure
growth. But for a small business, where survival may be a bigger
concern than growth, basing the advertising budget on past sales is
often a more sensible approach to take.

METHODS OF ADVERTISING
Small business owners can choose from two opposite philosophies
when preparing their advertising strategy. The first of these,
sometimes called the push method, is a stance wherein an advertiser
targets retail establishments in order to establish or broaden a market
presence. The second option, sometimes called the pull method,
targets end-users (consumers), who are expected to ask retailers for
the product and thus help "pull" it through the channel of distribution.
Of course, many businesses employ some hybrid of the two when
putting together their advertising strategy.

PUSH METHOD The aim of the push method is to convince retailers,

salespersons, or dealers to carry and promote the advertiser's product.
This relationship is achieved by offering inducements, such as
providing advertising kits to help the retailer sell the product, offering
incentives to carry stock, and developing trade promotions.

PULL METHOD The aim of the pull method is to convince the target
consumer to try, purchase, and ultimately repurchase the product.
This process is achieved by directly appealing to the target consumer
with coupons, in-store displays, and sweepstakes.

ANALYZING ADVERTISING RESULTS

Many small businesses are distressingly lax in taking steps to monitor

whether their advertising efforts are having the desired effect. Instead,
they simply throw a campaign out there and hope for the best, relying
on a general sense of company health when determining whether to
continue, terminate, or make adjustments to advertising campaigns.
These small business owners do not seem to recognize that myriad
factors can influence a business's fortunes (regional economic straits,
arrival of new competition, seasonal buying fluctuations, etc.). The
small business owner who does not bother to adequately analyze his
or her advertising efforts runs the danger of throwing away a perfectly
good advertising strategy (or retaining a dreadful one) if he or she is
unable to determine whether business upturns or downturns are due
to advertising or some other factor.
The only way to know with any accuracy how your advertising strategy
is working is to ask the consumer, the opinions of whom can be
gathered in several ways. Although many of the tracking alternatives
are quite specialized, requiring either a large budget or extensive
advertising research expertise, even small businesses can take steps
to measure the effectiveness of their advertising strategies. The direct
response survey is one of the most accurate means of measuring the
effectiveness of a company's advertising for the simple reason that it
measures actual responses to a business's advertisements. Other
inexpensive options, such as use of redeemable coupons, can also
prove helpful in determining the effectiveness of an advertising
campaign.

ADVERTISING AGENCIES

The decision whether or not to use an advertising agency depends

both on a company's advertising strategy and its financial resources.
An agency has professionals who can organize, create, and place
advertising so that it will meet established objectives better than most
small businesses can do on their own, but of course the expense
associated with soliciting such talent is often prohibitive for smaller
companies. Still, some small- and mid-sized businesses have found
that agencies can be helpful in shaping and monitoring advertising
strategies.

Because of their resources and expertise, agencies are useful when a

business is planning a broad advertising campaign that will require a
large amount of resources. An advertising agency can also help track
and analyze the effectiveness of the advertising. Some criteria to
consider when choosing an agency include size of the agency, size of
their clients (small companies should avoid allying themselves with
agencies with a large stable of big corporate clients so that they are
not treated as afterthoughts), length of time that the principals have
been with the agency, the agency's general advertising philosophy,
and the primary nature of the agency's accounts (are they familiar
with your industry and the challenges involved in differentiating your
company's products or services from others in that industry?).

ADVERTISING LAWS

The Federal Trade Commission (FTC) protects consumers from

deceptive or misleading advertising. Small business owners should be
familiar with the following laws, which pertain to marketing and advertising and
are enforced by the Commission:

• Consumer Product Safety Act—Outlines required safety

guidelines and prohibits the sale of harmful products.
• Child Protection and Toy Safety Act—Prohibits the sale of toys
known to be dangerous.
• Fair Packaging and Labeling Act—Requires that all packaged
products contain a label disclosing all ingredients.
• Antitrust Laws—Protects trade and commerce from unlawful
restraints, price deception, price fixing, and monopolies.

Many complaints against advertisers center on allegedly deceptive

advertisements, so small business consultants urge entrepreneurs and
business owners to heed the following general rules of thumb:

1. Avoid writing ads that make false claims or exaggerate the

availability of the product or the savings the consumer will
enjoy.
2. Avoid running out of advertised sale items. If this does happen,
businesses should consider offering "rain-checks" so that the
consumer can purchase the item later at the same reduced
price.
3. Avoid calling a product "free" if it has cost closely associated
with it. If there are costs associated with the free item they need
to be clearly disclosed in the ad.

Since advertising is a complex process, and business law undergoes

continual change, business owners should consult an attorney before
distributing any advertising.

An advertising strategy should support the marketing plan, which in

turn supports the company business plan.
In the Real World you will rarely be handed a marketing or business
plan. So you'll normally have to figure things out for yourself.

How to create an advertising strategy, part 1. The first step in the

development of your communications strategy could be, should be a
SWOT analysis.

Properly done, a Strengths Weaknesses Opportunities and Threats assessment

will give you a 360 degree, full-color picture of the market, the product or
service, and the company.

There are two major parts to an advertising strategy.

1) Assessment.
What's going on in the market, What's the history, the current situation. What
are the major trends in the market, what's the future looking like? With the
product. With competitors. With consumer attitudes.

2) Action
What should your client do about the the most significant opportunities or
problems presented by the situation? What should you do with the brand. With
direct marketing. The Web site. The way the company is positioned.

How to create an advertising strategy, part 2. Here are some key issues to
consider when creating an advertising strategy or campaign.

Understand, or define, the brand ... as it is now, and what you want it to
be, whether the same or something different.

Understand or define the marketing objective and strategy.

The marketing objective is a business goal. For example, “in the first year we
want to capture 10% of the market in six cities.” Or, “Our goal is to be profitable
in this country within 6 months.” Or, “We want to increase sales with this
product to the point where profits reach $50,000 per month, and do this in 12
months.”

All of the above, of course, to be accomplished within a budget.

The advertising strategy supports the marketing strategy.

So let’s say we’re selling Fred’s Farm Fresh Ice Cream. Chocolate, strawberry
and vanilla are flying out of the freezer. But no one wants the prune flavor.
So Fred says, “Hey, I want my Purple Prune flavor to add 20% to my sales - not
steal sales from the existing three - or I’m going to dump it in 12 months. Here's
one million dollars to work with. What do you suggest?”

In this case your strategy might be to:

A) Re-name the product: Prune Surprise.

B) Re-position it: Surprisingly Sweet, Surprisingly Healthy.

C) Build a brand based on a fussy old lady, a great cook, who is very
demanding: it’s got to taste great, and be great for your health. or she's rejects
it.

Project the brand with TV ads showing a young Mrs. Consumer absentmindedly
reaching for some ice cream at the store. Mrs. Fussy taps her on the shoulder,
and she starts, “Oh! You surprised me.”
Mrs. Fussy, “Honey, here’s a bigger a surprise …”

D) Achieve immediate sales with an in-store promo plan or discount coupons,

something to encourage people to give it a try.

All the while, keep in mind that one single thread you want to weave into all of
your communications; that one most important thing you want to say:

"Prune surprise is loaded with healthy fiber, and surprisingly sweet."

That's your position. Here are some more examples:

- Satalindo gives you clearer international calls.

- Bogasari is the pasta preferred by professional chefs.

- The new Tempest goes farther on a tank of gas than any car in its class.

- MiniBank is small, which makes you big and important, no matter how much
you have in your account.

Importance of Advertising
Advertising is one of the oldest forms of public announcement and occupies a vital
position in an organization's product mix. According to the American Marketing
Association, Chicago, "Advertising is any paid form of non personal presentation of
ideas, goods and services by an identified sponsor."

To advertise means to inform (seen as the flow of information about a product or

service from the seller to the buyer). However, advertising does not end with the
flow of information alone. It goes further to influence and persuade people to take a
desired action - like placing an order to buy a product.
The consumer market has become highly competitive with a new brand being born
almost everyday. Irrespective of the kind of product you are looking for, be it
consumer durables like refrigerators, air conditioners, washing machines or fast
moving consumer products (FMCG) the number of brands available is truly mind
boggling. Naturally it is the prime concern of every marketer to promote their brand
as a shade better than the competitors'. Advertising comes in handy here.

However, simply informing a customer that a brand exists is not enough. Advertising
should be targeted towards the prospective audience in such a way that it forms a
positive impact on the customer and in the process creates brand
recognition.Marketers generally target advertising campaigns at the groups of
customers:

• First Time Users of a Product:Customers who don't use that product

category at all. The aim is to convince them to try that product.
• First Time Users of a Brand:Consumers who don't use a particular brand
but might be using a competitor's brand. The aim here is to convince buyers
to switch from the competition product to theirs.
• Regular Users of the Brand:Buyers who are using the brand already. The
aim is to serve as a reminder of the brand's benefits and convince them to
continue using it.
• Launch a New Brand into the Market.

International market segmentation

About forty years ago, segmentation was viewed as an imperfection in market structure
rather than as a more precise adjustment to consumer or user requirements. From this
time, the benefits of adapting marketing resources to the heterogeneous needs and
wants of customers is recognized. Nowadays, in the context of globalization, the focus
has shifted towards looking for similarities and the search for ‘global segments’. As a
result of these changes, Hassan and Katsanis defined ‘(global) market segmentation’ as
follows:

“Global market segmentation is the process of identifying specific segments, whether

they be country groups or individual customer groups, of potential customers with
homogeneous attributes who are likely to exhibit similar behaviour” (Hassan & Katsanis,
1991).

This trend of globalizing economies raised a new question: how should a company
segment a global/international market? Segmentation of a international market implied
the addition of another, country specific, dimension.

In domestic markets customer characteristics such as age, sex, social class, etc. and
attitudes toward a certain product or brand are often used as bases for segmentation. In
international markets an extra dimension has to be considered, i.e. country
characteristics. For instance, every country has its own specific social, cultural,
economic, technological, political, legal and environmental characteristics affecting
marketing strategies and customer/market responses.
The different perceptions and approaches of multinational companies determined their
segmentation approach. Besides the shift from looking for differences towards the focus
on similarities mentioned above, one can observe the influence of the internationalizing
environment and the evolvement of global strategies.

Frank, Massy and Wind proposed three approaches to international market

segmentation (Frank, Massy & Wind, 1972):
- Approaching each country as a individual segment;
- Approaching groups of countries with similar characteristics as individual segments;
- Approaching the entire world as one segment.

In their approaches they do not take into account that there may be groups of customers
in different countries that are alike and can form one cross-national segment. However,
this is recognized by Hassan and Katsanis who identified three main segmentation
methods (Hassan & Katsanis, 1991):

- The ‘country cluster’ segmentation strategy;

- The ‘cross-national’ segmentation strategy;
- The ‘world segment’ strategy.

In the remaining part of this paragraph the following segmentation strategies will be
discussed:

1. ‘Local’ segmentation strategy;

2. ‘Country cluster’ segmentation strategy;
3. ‘Cross-national’ segmentation strategy;
4. ‘World segment’ strategy.
Global Market Segmentation

A basis for segmentation is a factor that varies among groups within a market, but that is
consistent within groups. One can identify four primary bases on which to segment a
consumer market:

•
Geographic segmentation is based on regional variables such as region, climate,
population density, and population growth rate.
•
Demographic segmentation is based on variables such as age, gender, ethnicity,
education, occupation, income, and family status.
•
Psychographic segmentation is based on variables such as values, attitudes, and
lifestyle.
•
Behavioral segmentation is based on variables such as usage rate and patterns,
price sensitivity, brand loyalty, and benefits sought.

Global market segmentation will become more necessary as international marketing increases. With that
in mind, this post covers four major reasons to use cross border market segmentation.
These reasons include:

o More businesses market across borders.

o Marketing across borders demands global market segmentation.
o Market characteristics can’t be generalized across borders or cultures.
o Market segmentation research must be conducted for each nation and culture.

Reason For Global Market Segmentation 1

More Businesses Market Across Borders
Income from businesses marketing products across national borders continues to grow. For example,
“Statistics of Income Studies of International Income and Taxes,” by Lissa Redmiles reveals that foreign and
domestic companies applying for USA international tax credits reported a 32 percent real income growth
between 1994 and 2002, from $123 to $161 billion.

Manufacturing and information led other industries in international trade with those companies claiming
foreign tax credit accounting for 54 percent of all manufacturing and 36 percent of all information income.

An internet search failed to reveal the total number of companies doing business internationally, but
Redmiles’ article includes data from the largest 7,500 and 61,615 “domestic corporations controlled by
foreign persons.” And these numbers don’t account for international companies not doing businesses with
the USA.

Reason For Global Market Segmentation 2

Marketing Across Borders Demands
Global Market Segmentation
Marketing internationally, like marketing within one nation, requires targeting a market segment and learning
as much as possible about that segment. But it’s more difficult to gather information about market segments
in different nations and across cultures.

For instance, each generation will share some characteristics with the same age group in other nations. But
just because the people in each age group experience the same world events doesn’t mean that they
interpret those events and are influenced by those events in the same way.
Reason For Global Market Segmentation 3
Market Characteristics Can’t Be Generalized
Across Borders Or Cultures
To use market segmentation across borders requires that you substitute characteristics specific to each
nation for those of United States market segments.

In other words, market segmentation research works for all nations, but the details and characteristics by
segments will change, sometimes drastically.

Therefore, anyone from another nation wanting to use market segmentation research needs to conduct
secondary and/or primary research to determine characteristics by demographic segments specific to
markets in that nation.

Reason For Global Market Segmentation 4

Market Segmentation Research
Must Be Conducted For
Each Nation And Culture
Global market segmentation can be visualized though market segmentation using USA segments. However,
using

As the world gets smaller through mass media, the Internet, and international and intercontinental travel,
characteristics for some demographic segments will become more similar across nations. However, there is
presently no universal market segmentation that crosses borders intact.

Reason For Global Market Segmentation

Conclusion
If you are from a nation other than the USA, you can NOT generalize the details in the market segments
discussed on this blog, or the research in Know ‘em Sell ‘em: How To Discover The Best Appeals For Your
Target Market to residents of your country. But you can learn about USA markets.

BRANDIND-

The American Marketing Association (AMA) defines a brand

as a "name, term, sign, symbol or design, or a combination
of them intended to identify the goods and services of one
seller or group of sellers and to differentiate them from
those of other sellers.

A brand is the identity of a specific product, service, orbusiness[1][page needed]. A brand can take many
forms, including a name, sign, symbol, color combination or slogan. The word brand began
simply as a way to tell one person's cattle from another by means of a hot iron stamp. A legally
protected brand name is called a trademark. The word brand has continued to evolve to
encompass identity - it affects the personality of a product, company or service.

A concept brand is a brand that is associated with an abstract concept, like breast cancer
awareness orenvironmentalism, rather than a specific product, service, or business.
A commodity brand is a brand associated with acommodity. Got milk? is an example of a
commodity brand.

In the automotive industry, brands were originally called marques, and marque is still often used
as a synonym for brand in reference to motor vehicles.[2]

Therefore it makes sense to understand that branding is not

about getting your target market to choose you over the
competition, but it is about getting your prospects to see you
as the only one that provides a solution to their problem.

The objectives that a good brand will achieve include:

• Delivers the message clearly

• Confirms your credibility
• Connects your target prospects emotionally
• Motivates the buyer
• Concretes User Loyalty

To succeed in branding you must understand the needs and

wants of your customers and prospects. You do this by
integrating your brand strategies through your company at
every point of public contact.

Your brand resides within the hearts and minds of

customers, clients, and prospects. It is the sum total of their
experiences and perceptions, some of which you can
influence, and some that you cannot.

A strong brand is invaluable as the battle for customers

intensifies day by day. It's important to spend time investing
in researching, defining, and building your brand. After all
your brand is the source of a promise to your consumer. It's
a foundational piece in your marketing communication and
one you do not want to be without.

What does branding mean to your company's marketing

strategy? Post Questions, Comments, and Answers to this
Question in the Marketing Forum.
Benefits of global branding
In addition to taking advantage of the outstanding growth opportunities, the following drives the
increasing interest in taking brands global:

 Economies of scale (production and distribution)

 Lower marketing costs
 Laying the groundwork for future extensions worldwide
 Maintaining consistent brand imagery
 Quicker identification and integration of innovations (discovered worldwide)
 Preempting international competitors from entering domestic markets or locking you out
of other geographic markets
 Increasing international media reach (especially with the explosion of the Internet) is an
enabler
 Increases in international business and tourism are also enablers

Definition
Entire process involved in creating a unique name andimage for
a product (good or service) in the consumers' mind, through advertising
campaigns with a consistenttheme. Branding aims to establish a significant and
differentiated presence in the market that attracts andretains loyal customers.

Branding
Definition: The marketing practice of creating a name, symbol or design that identifies and
differentiates a product from other products
An effective brand strategy gives you a major edge in increasingly competitive markets. But
what exactly does "branding" mean? Simply put, your brand is your promise to your
customer. It tells them what they can expect from your products and services, and it
differentiates your offering from that of your competitors. Your brand is derived from who you
are, who you want to be and who people perceive you to be.
Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your
product the high-cost, high-quality option, or the low-cost, high-value option? You can't be
both, and you can't be all things to all people. Who you are should be based to some extent
on who your target customers want and need you to be.
The foundation of your brand is your logo. Your website, packaging and promotional
materials--all of which should integrate your logo--communicate your brand.
Your brand strategy is how, what, where, when and to whom you plan on communicating
and delivering on your brand messages. Where you advertise is part of your brand strategy.
Your distribution channels are also part of your brand strategy. And what you communicate
visually and verbally is part of your brand strategy, too.
Consistent, strategic branding leads to a strong brand equity, which means the added value
brought to your company's products or services that allows you to charge more for your
brand than what identical, unbranded products command. The most obvious example of this
is Coke vs. a generic soda. Because Coca-Cola has built a powerful brand equity, it can
charge more for its product--and customers will pay that higher price.

The added value intrinsic to brand equity frequently comes in the form of perceived quality or
emotional attachment. For example, Nike associates its products with star athletes, hoping
customers will transfer their emotional attachment from the athlete to the product. For Nike,
it's not just the shoe's features that sell the shoe.
Defining your brand is like a journey of business self-discovery. It can be difficult, time-
consuming and uncomfortable. It requires, at the very least, that you answer the questions
below:

• What is your company's mission?

• What are the benefits and features of your products or services?

• What do your customers and prospects already think of your company?

• What qualities do you want them to associate with your company?

Do your research. Learn the needs, habits and desires of your current and prospective
customers. And don't rely on what you think they think. Know what they think.

Types of brand names

Brand names come in many styles.[7] A few include:

Acronym: A name made of initials such as UPS or IBM
Descriptive: Names that describe a product benefit or function like Whole Foods or Airbus
Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese's Pieces or
Dunkin' Donuts
Evocative: Names that evoke a relevant vivid image like Amazon or Crest
Neologisms: Completely made-up words like Wii or Kodak
Foreign word: Adoption of a word from another language like Volvo or Samsung
Founders' names: Using the names of real people,and founder's name like Hewlett-Packard or
Disney
Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film
Personification: Many brands take their names from myth like Nike or from the minds of ad
execs like Betty Crocker

The act of associating a product or service with a brand has become part of pop culture. Most
products have some kind of brand identity, from common table salt to designer jeans.
A brandnomer is a brand name that has colloquially become a generic term for a product or
service, such as Band-Aidor Kleenex, which are often used to describe any brand of adhesive
bandage or any brand of facial tissue respectively.

Branding Policies
First question is whether to brand or not to brand. Homogenous products are
difficult to brand (Not Purdue, Robinson Brick). Branding policies are:

• Individual Branding: Naming each product differently P&G, facilitates

market segmentation and no overlap.
• Overall Family Branding: All products are branded with the same name,
or part of a name, IE Kraft, promotion of one item also promotes other
items.
• Line Family Branding: Within one product line. IE P&Gs Ivory line.
• Brand Extension Branding: Use one of its existing brand names as part
of a brand for an improved or new product, usually in the same product
category.
75% new products are brand extensions!!

Handout...Can Virgin Name sell Cola, Computers, Vodka and more.

To use brand extensions the products should be either related (not the
case for Virgin), or the brand name should have a value over and above
the particular product category, i.e. a counter culture image for example.
If that is the case, then it might work.

GLOBAL ADVERTISING AND GLOBAL BRANDS

Global brands generally are the result of a company that elects to be

guided
 by a global marketing strategy. Global brands carry the same name,
same design,

and same creative strategy everywhere in the world. Example are Coca-
Cola, PepsiCola, McDonalds etc.

Some global companies have successfully capitalized on the worldwide

popularity of pop music stars in their global advertisements. Example

Michael

Jackson and Tina Turner are featured in Pepsi-Cola advertisements.

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, non-profit

organizations andgovernment agencies. Agencies may be hired to produce an advertising
campaign.

History
The first acknowledged advertising agency was William Taylor in 1786, another agency was
started byJames '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

Types of advertising agencies

Ad agencies come in all sizes and include everything from one or
two-person 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 as Omnicom Group, WPP
Group, Publicis, Interpublic Group of Companies and Havas.
[edit]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.
[edit]Specialist Advertising Agencies
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.
[edit]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.
[edit]Interactive agencies
Interactive agencies may differentiate themselves by offering a mix
of web design/development, search engine
marketing, internet advertising/marketing, or e-business/e-
commerce 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
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, pay per click (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 (either text or image) and media
purchases, they do technically qualify as 'advertising agencies'.
[edit]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

[edit]Healthcare communications agencies

Healthcare communications agencies specialize in strategic
communications and marketing services for the Healthcare
and Life Science industries. These agencies distinguish
 themselves through an understanding of the strict labeling and
marketing guidelines mandated by the U.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 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.

top Advertising Companies Of India:

Ogilvy and Mather:

This is one of the leading advertising company in India. This organization believes that devotion to the brand defines the profile of thei
the globe. The objective of the company is to build brands. I t is a subsidiary of WPP Group plc. The headquar
J Walter Thompson India:

One of the most popular company in the advertising industry is J Walter Thompson India. Their objective is to make advertising a pa
world's best advertising brand with about 200 offices in 90 countries. This company is the first one to introduce pioneer careers in ad fo
the first ever sponsored -TV program.

Mudra Communication Pvt. Ltd:

This is one of the renowned advertising company of India. This advertising organization was founded in the year 1980 at Mumbai. Recen
public relations,rural marketing,events etc. The head office of the company is in Bombay Area.

FCB-Ulka Advertising Ltd:

One of the best company in India in the advertising arena is FCB-Ulka Advertising Ltd. In US ,this advertising company ranks third and
in 102 countries. Their aim is to reflect the needs of the brand and not the personality of the brand. It has about 500 professionals and

Rediffusion-DY&R:

This Advertising company of India has made a benchmark in the field of creativity. India's 5th largest advertising company is Rediffu
array of integrated pr services for external and internal communications. The primary strength of the company lies in the media relation

McCann-Erickson India Ltd:

The prominent name among the best advertising companies of India is McCann-Erickson India Ltd. They define work in relation to the
masses. The testimony of the company in which it firmly believes is the campaign of Coca -cola-'Thanda Matlab Coca Cola'.

RK Swamy/BBDO Advertising Ltd:

It maintained the record of remaining consistently among the top ten advertising agencies in India. Established in 1973,this advertisin
No.1 research company in the market sector and is fully run by Indians. Brand Equity is an integral part of the company.

Grey Worldwide (I) Pvt. Ltd:

A significant name in India in the world of advertising agencies is Grey Worldwide (I) Pvt Ltd.The company is primarily based in Mum
Bangalore and New Delhi. It is a subsidiary of Grey Worldwide. The company specializes in advertising and marketing services.

Leo Burnett India Pvt. Ltd :

It has a significant presence in about 96 offices in 10 countries. This advertising agency was awarded the 'Worldwide Agency of the Ye
how a single image is worth thousand words and can break the barriers of language but not at the cost of the ad's emotional power.

Contract Advertising India Ltd:

This advertising company of India is one of the leading advertising agencies in India. It is one-to-one customer lifecycle management
and is situated in Mumbai. It offers a wide range of services like online marketing and strategy and many others.

Selection of an advertising Agency

An advertising agency may be a full-service agency or part-service agency. Each has a different outlook
selection of advertising agencies depends on whether one wants a full-service agency or a part-time age
on the basis of compatibility of the agency team, agency stability, services, credibility and the agency’s p

Full service agency or part- time agency

The full-service agency is involved completely in the advertising functions. It has a large nu
organization is typically useful for performing advertising agencies. It looks upon customers as
the prospective purchasers. The distinguishing characteristics of the various agencies lie in the
each organization and in the philosophy of advertising. Larger agenc

The part-time agency offers service on free of cost or project basis. These agencies perform
ordinate the activities of the advertiser and media men. Clients have greater control over ad
research agencies generally perform job of part-agencies. The selection of a particular agency
knowledge and growth

Compatibility
the selection of an advertising agency depends on the compatibility of the agency. The need
fitness of the agency. The advertiser visits several agencies and chooses the best agency on
accreditation, its methods of handling the accounts and using the available opportunities.

Agency Team
This includes management specialists, market researchers, copywriters, media experts, produc
The attitude, thinking, experience and personalities of the team members have positive effects on

Agency Stability
An agency, which has been long in existence generally, performs efficiently and effectively. T
agency, the more vital the contribution of the agency to the advertising activities. The personnel
are examined before selecting a suitable advertising agency.

Services
The services rendered by the agency are evaluated with a view to choosing the best advertising
agreements, project estimates, selling attitudes and other services performed by the adverti
evaluate their efficiency and credibility in performing advertising jobs. The greater the range of an
it can serve the clients’ needs. The agency can serve the clients by its potential capacity for ad
 placement, public relations, market research, sales training and distribution channels.

Creativity
Creativity is the main element in advertising. If the advertising agency is capable of great crea
purpose. Style, clarity, impact, memorability and action- these are taken into account while evalua

Problem-solving approach
The agency which has a problem solving approach is considered to be superior and useful. The
agency cannot be ignored. Caliber, compatibility, balanced services, responsiveness, talent an e
important factors in selecting an advertising agency.

Advertising Agency Selection

1. Does the ad agency understand your business objectives?

Strategic creativity is the way forward. The advertising agency's understanding of your

business objectives contained within your brief will be reflected in their response and the

strategy that they develop. Is your existing agency able to provide an insightful analysis of the

business issues and challenge the brief intelligently?

2. Can the ad agency differentiate your business?

Is your ad agency capable of producing big ideas? Do they possess the insight into the core

essence of your brand? Can they produce a single-minded proposition that your target

audience will find irresistible? Can they position your business effectively and create ‘market

space' for your brand to fulfil its potential. If so, you’ve found an advertising agency that can

and will make a difference.

3. Is the ad agency producing results for its existing clients?

What are the clients saying about their agency? Have they given positive testimonials

regarding the quality of the work? Were they from senior directors of their client companies?

Exactly how have they worked with their clients to deliver profitable results?

4. Does the ad agency have the right credentials?

What kinds of brands is the advertising agency working for right now? What are the skill-sets

and levels of experience of the people? Do they have the types of clients that will ‘fit'

comfortably with your company's profile? To a great extent, these questions will help you to
determine the suitability of the agency.

5. Will you be dealing with the directors of the ad agency?

Be sure that you meet the people who will be working on your account. Are they experienced

directors with a hands-on approach that will be adding real value to your business or are they

agency figureheads whom you'll never see again after the pitch is over? Is there a large

hierarchy that may compromise and dilute the work? Will your account be delegated to a

lightweight?

6. Will your account be important to the ad agency?

This is a vital question. It is important that your account is seen as being significant and

special on every level, considering diverse elements such as willingness to gain the a close

working knowledge about your business, attitudes to the importance of brand stewardship,

commitment to strategy, creativity, personal chemistry, enthusiasm and budget.

7. Does the agency realise that advertising is not always the ‘solution'?

“Advertising is the solution, now what's the problem.” is a widely held view held by traditional

agencies. A modern, progressive advertising agency must demonstrate that it has a full

working knowledge of the most appropriate options available to meet the objectives of its

clients today and tomorrow.

8. Is the agency capable of integrating traditional and new media?

Agencies that just work within a single medium might very well hold you back. Integrated,

media-neutral marketing is concerned with a holistic, solutions-based approach that

consistently delivers results on an ongoing basis. Today, you need an agency that spans these

media arenas.

9. Does the agency offer high level strategy and creativity?

Within any campaign, strategy and creativity must be applied with the perfect weight. They

are mutually interdependent disciplines. We’ll ensure the agency can deliver on both.

10. Is the agency's motivation to take your business to the next level or to win

awards?

A client's business success beats the pursuit of Clios every time. Again, at Advertising Agency

UK .co.uk we have a value based advertising philosophy i.e. one that is based on becoming
recognised for creating increased sales, profitability and ultimately shareholder value for your

business, rather than for a cluttered trophy cabinet.

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 n 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 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 of sales 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.

advertising campaign
Definition
Coordinated series of linked advertisements (broadcast usually through
several media channels) that (1) focus on acommon theme and one or
few brands or products, (2) aredirected at a particular segment of
the population (targetedaudience), and (3) are aimed at achieving a
specificobjective (such as awareness or market share).
Successfuladvertising campaigns achieve far more than the sporadic advertising,
and may last from a few weeks and months to years.

Top 10 Tips for an Effective Advertising Campaign

The goal of advertising is to cost-effectively reach a large audience and attract customers. If done
correctly advertising can enhance the success of your business. Here are 10 advertising tips to
pay attention to:,

1. Go after your target audience. An advertising campaign should be geared to your

niche market. It is a common mistake to create generic ads that do not speak the
language or grab the attention of your potential customers. For more information,
read How to Identify and Reach Niche Markets for Your Business.
2. Highlight your competitive advantage. One of the keys to all advertising is to
accentuate the pros of your company, those factors that give you your competitive edge.
Too many ads are clever but fail to sell the benefits of the product or service.
3. Establish an image. You can recognize the McDonald's arches while whizzing by on
the highway. Likewise, there are plenty of products that you recognize by their packaging
or logo. Image counts when it comes to advertising and promoting your business. Too
many advertisers do not work to build a
4. onsistent image. Check out Three Brand Identity Myths That Will Bring Your Business
Down for additional issues to avoid.
5. You have to spend money to make money. There are ways to save money, but
typically advertising is not the place to cut corners. It will affect sales, and that affects the
bottom line. Successful advertising may cost some money, but that is because it works. Check
out More Bang for Your Advertising Buck for cost-cutting tips that won't cut your goals.
6. Advertise in the right places. Your favorite magazine, radio station, or even television
program might not be a favorite of your audience. Know what they read, watch, and listen to,
and advertise in media that reaches your target market.
7. Don't allow your budget to run your advertising campaign. If you budget $5,000
per month for advertising, you've made it very easy from a bookkeeping perspective. However,
if like most businesses you have seasonal highs and lows, you are spending too much money
advertising during down times and not enough when you want to attract customers. Too many
entrepreneurs do not budget according to their seasonal advertising needs.
8. Diversify. It is all too common for business owners to choose the best place to
advertise based on price and potential rate of returns and then stop. As is the case with
investing, you do not want to put all of your eggs in one basket. Spread your advertising dollars
around.
9. Don't try to be everything to everyone. No product or service will appeal to everyone.
Many business owners, including corporate executives, try to come up with ways to reach every
market. Typically, this does not work. It can spell disaster for small businesses, who cannot
afford to spread themselves too thin. Therefore, find your market and be everything you can be
to that audience.
10. Test your ads in advance. If you have the time or money to invest in focus groups,
you should test your ads on other people. Do they understand and accept the message that you
are trying to convey? For further information, read Focus Groups: How They Can Work for Your
Small Business. There are other less-expensive ways to test your ads as well: questionnaires,
for example. The article Creating Questionnaires for Gathering Market Research can be
helpful.
11. Monitor your ads. It is very easy to ask new customers or clients where they heard
about you. As simple as this is, many entrepreneurs do not bother to do so. It is advantageous
to know which ads generate business.

10 Ways to Run Your Own Advertising

Campaign
Taking on your own advertising campaign is no easy task. You can do it on your own but get
ready to roll up your sleeves and get to work.

Your Marketing Plan

Nothing can help you identify your goals more than your marketing plan. You learn a lot about
your company, your competitors and your long-term goals by creating and following your
marketing plan. This is crucial to knowing what type of advertising is best for you.
Create a Plan of Action
Once you have your marketing plan, you must create a plan of action. This model shows you
how freelancers and agencies put their own plan of action in place. Your plan of action also
gives you crucial info you can use in executing your ad strategy.

Define Your Advertising Budget

How you advertise depends on your ad budget. You need to strategically use your advertising
money.

Hunt for Affordable Opportunities

Running your own ad campaign means you have to be your own media director.

Know Your Target Audience

You can't advertise effectively if you don't hit your target audience. Know who they are before
you start creating your ads. If your company sells scooters to seniors, you don't want to invest
in cable ads to run on MTV.
Advertise in Appropriate Mediums
Of all the different advertising mediums you can use, you have to be able to use these
mediums to your benefit. Spending all of your money on a direct mail campaign when your ad
dollars would be better spent on print ads is going to limit how many customers you could've
gained.
Don't Be Afraid to Hire Freelancers
If you can't turn your advertising over to an agency, still consider hiring a freelance copywriter
and/or graphic designer.

Consistency is Key
If you're running TV and radio commercials, print ads and a direct mail campaign, keep them
consistent. Use the same announcer and music for your commercials. Print materials should
use the same colors and fonts.

Frequency
Buying space for one radio commercial that airs once at 4:30 in the morning isn't going to get
much of a response. You want commercials to have a larger frequency so you can increase
your chances of hitting that target audience. If you're running a direct mail campaign, decide
the frequency of your materials up front. Once you send your initial materials out, how many
times will you send out follow up materials? Know the answers before you begin to help
maximize your strategy's success.

Books
When all else fails and you still run into questions, there are plenty of books you can use to
give you guidance. Also be on the lookout for titles that have just been released so you can
keep on top of current advertising trends.

A successful advertising campaign really makes a connection with the audience. The
advertisement is memorable and often includes jingles that are designed to keep the name of the
product in the consumer’s mind.

Advertising campaign effectiveness is really measured by how aligned the advertised product is
to its target market. In order for advertising to really work it has to speak to the audience that is
serves.

This requires extensive market research to determine who the target market is and what medium
will be most effective in terms of advertising.
For example, radio and newspaper advertising is statistically less likely to be avoided, but
television advertising can reach the highest amount of consumers but it is also the most likely to
be ignored by them as well.

These are all things that go into the promotional aspects of the product or service.

SALES PROMOTION

Sales promotion is one of the four aspects of promotional mix. (The other three parts of
the promotional mix areadvertising, personal selling, and publicity/public relations.) Media and
non-media marketing communication are employed for a pre-determined, limited time to increase
consumer demand, stimulate market demand or improve product availability. Examples include:

 contests
 point of purchase displays
 rebate (marketing)
 free travel, such as free flights

Sales promotions can be directed at either the customer, sales staff, or distribution channel
members (such asretailers). Sales promotions targeted at the consumer are called consumer
sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales
promotions. Some sale promotions, particularly ones with unusual methods, are
considered gimmick by many.

Sales promotion includes several communications activities that attempt to provide added value
or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate
immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase.
Examples of devices used in sales promotion include coupons, samples, premiums, point-of-
purchase (POP) displays, contests, rebates, and sweepstakes

Consumer sales promotion techniques

 Price deal: A temporary reduction in the price, such as happy hour

 Loyal Reward Program: Consumers collect points, miles, or credits for purchases and
redeem them for rewards. Two famous examples are Pepsi Stuff and AAdvantage.
 Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage
marked on the package.
  Price-pack deal: The packaging offers a consumer a certain percentage more of the
product for the same price (for example, 25 percent extra).
 Coupons: coupons have become a standard mechanism for sales promotions.
 Loss leader: the price of a popular product is temporarily reduced in order to stimulate
other profitable sales
 Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for
delivery.
 On-shelf couponing: Coupons are present at the shelf where the product is available.
 Checkout dispensers: On checkout the customer is given a coupon based on products
purchased.
 On-line couponing: Coupons are available online. Consumers print them out and take
them to the store.
 Mobile couponing: Coupons are available on a mobile phone. Consumers show the offer
on a mobile phone to a salesperson for redemption.
 Online interactive promotion game: Consumers play an interactive game associated with
the promoted product. See an example of the Interactive Internet Ad for tomato ketchup.

Example Ad For Online Games 7'UP Dancing Allu Arjun.

 Rebates: Consumers are offered money back if the receipt and barcode are mailed to the
producer.
 Contests/sweepstakes/games: The consumer is automatically entered into the event by
purchasing the product.
 Point-of-sale displays:-

 Kids eat free specials: Offers a discount on the total dining bill
by offering 1 free kids meal with each regular meal purchased.

[edit]Trade sales promotion techniques

 Trade allowances: short term incentive offered to induce a

retailer to stock up on a product.
 Dealer loader: An incentive given to induce a retailer to
purchase and display a product.
 Trade contest: A contest to reward retailers that sell the most
product.
  Point-of-purchase displays: Extra sales tools given to retailers
to boost sales.
 Training programs: dealer employees are trained in selling
the product.
 Push money: also known as "spliffs". An extra commission
paid to retail employees to push products.

Trade discounts (also called functional discounts): These are

payments to distribution channel members for performing some
function .
Sales Promotion
What is sales promotion?
Sales promotion is any initiative undertaken by an organisation to promote an increase in sales, usage or
trial of a product or service (i.e. initiatives that are not covered by the other elements of the marketing
communications or promotions mix). Sales promotions are varied.

Often they are original and creative, and hence a comprehensive list of all available techniques is virtually
impossible (since original sales promotions are launched daily!). Here are some examples of popular sales
promotions activities:

(a) Buy-One-Get-One-Free (BOGOF) - which is an example of a self-liquidating promotion. For example if a

loaf of bread is priced at $1, and cost 10 cents to manufacture, if you sell two for $1, you are still in profit -
especially if there is a corresponding increase in sales. This is known as a PREMIUM sales promotion tactic.
(b) Customer Relationship Management (CRM) incentives such as bonus points or money off coupons.
There are many examples of CRM, from banks to supermarkets.
(c) New media - Websites and mobile phones that support a sales promotion. For example, in the United
Kingdom, Nestle printed individual codes on KIT-KAT packaging, whereby a consumer would enter the code
into a dynamic website to see if they had won a prize. Consumers could also text codes via their mobile
phones to the same effect.
(d) Merchandising additions such as dump bins, point-of-sale materials and product demonstrations.
(e) Free gifts e.g. Subway gave away a card with six spaces for stickers with each sandwich purchase.
Once the card was full the consumer was given a free sandwich.
(f) Discounted prices e.g. Budget airline such as EasyJet and Ryanair, e-mail their customers with the
latest low-price deals once new flights are released, or additional destinations are announced.
(g) Joint promotions between brands owned by a company, or with another company's brands. For
example fast food restaurants often run sales promotions where toys, relating to a specific movie release,
are given away with promoted meals.
(h) Free samples (aka. sampling) e.g. tasting of food and drink at sampling points in supermarkets. For
example Red Bull (a caffeinated fizzy drink) was given away to potential consumers at supermarkets, in high
streets and at petrol stations (by a promotions team).
(i) Vouchers and coupons, often seen in newspapers and magazines, on packs.
(j) Competitions and prize draws, in newspapers, magazines, on the TV and radio, on The Internet, and
on packs.
(k) Cause-related and fair-trade products that raise money for charities, and the less well off farmers and
producers, are becoming more popular.
(l) Finance deals - for example, 0% finance over 3 years on selected vehicles.
Many of the examples above are focused upon consumers. Don't forget that promotions can be aimed at
wholesales and distributors as well. These are known as Trade Sales Promotions. Examples here might
include joint promotions between a manufacturer and a distributor, sales promotion leaflets and other
materials (such as T-shirts), and incentives for distributor sales people and their retail clients.

Sales promotion - Sales promotions are short-term incentives

to encourage the purchase or sale of a product or service.

Sales promotion includes several communications activities that attempt

to provide added value or incentives to consumers, wholesalers, retailers,
or other organizational customers to stimulate immediate sales. These
efforts can attempt to stimulate product interest, trial, or purchase.
Examples of devices used in sales promotion include coupons, samples,
premiums, point-of-purchase (POP) displays, contests, rebates, and
sweepstakes.

Sales Promotion Strategies

There are three types of sales promotion strategies: Push, Pull, or

a combination of the two.

A push strategy involves convincing trade intermediary channel

members to "push" the product through the distribution channels to the
ultimate consumer via promotions and personal selling efforts. The
company promotes the product through a reseller who in turn promotes it
to yet another reseller or the final consumer. Trade-promotion objectives
are to persuade retailers or wholesalers to carry a brand, give a brand
shelf space, promote a brand in advertising, and/or push a brand to final
consumers. Typical tactics employed in push strategy are: allowances,
buy-back guarantees, free trials, contests, specialty advertising items,
discounts, displays, and premiums.
 A pull strategy attempts to get consumers to "pull" the product from the
manufacturer through the marketing channel. The company focuses its
marketing communications efforts on consumers in the hope that it
stimulates interest and demand for the product at the end-user level. This
strategy is often employed if distributors are reluctant to carry a product
because it gets as many consumers as possible to go to retail outlets and
request the product, thus pulling it through the channel. Consumer-
promotion objectives are to entice consumers to try a new product, lure
customers away from competitors’ products, get consumers to "load up"
on a mature product, hold & reward loyal customers, and build consumer
relationships. Typical tactics employed in pull strategy are: samples,
coupons, cash refunds and rebates, premiums, advertising specialties,
loyalty programs/patronage rewards, contests, sweepstakes, games, and
point-of-purchase (POP) displays.

Car dealers often provide a good example of a combination strategy. If

you pay attention to car dealers' advertising, you will often hear them
speak of cash-back offers and dealer incentives.
Need for Product Promotion

a) To introduce a new product in the market.

b) To influence the public with the help of new uses of the product.
c) To increase the frequency of purchase by each buyer.
d) To encourage dealers to stock more goods.
e) To withstand in the competitive field.
f) To increase the sales by imparting special training to salesmen and by window display.

Effects of Promotion

1. The present day market is very competitive due to the large number of rivals and substitutes.
With the help of promotion producer must create product differentiation in the minds of
consumers.
2. Promotion is very essential to communicate the use of the product and the nature of the
product to consumers and middlemen
3. Nowadays most of the consumers market their products in wider area and the consumers are
also very large in number. In such cases personal selling alone cannot be used and so all the
steps for promotion are to be followed.
4. During the periods of depression it is essential to maintain at least some minimum market.
Therefore it is very essential to use promotion.

Promotional Strategy

1. Deciding Promotional Mix

Personal selling, advertisement and sales promotion are some of the promotional methods.
During most of the situations two or more promotional methods are to be used for each
campaign. Generally with the help of a single method it is not possible to succeed. Advertising
needs the support of personal selling or display to increase the sales. Sometimes even the
personal selling alone cannot be successful without the support of advertisement.

An ideal promotion mix is that situation where the total expenditure incurred for various promotion
methods is minimum and sales by such mix is maximum. Promotion mix means finding out the
proper ratio of usage of different methods of promotion. The management must find out, how
much amount should be spent on each promotional activity. Promotional mix is influenced by the
following factors.

(a) Nature of the product

Nature of the product will be decide the promotional mix. For consumer goods advertisement and
dealer display will have more effect. Industrial goods with high technology will need much of
personal selling and cosmetics, blades etc, will require more of advertisement than personal
selling and displays

(b) Nature of the Customer

If the communications are mostly to middlemen, then personal selling will be more effective and
very little spending on advertisement will do. If information are to be passed to consumers and
when the number of consumers is large, it is better to advertise. Especially if customers are
scattered, then advertisement alone can be successful.

(c) Nature of the Market

If market for a product is only local then personal selling alone will be sufficient. If the market for a
product is available at national level, then advertisement is more suitable.

(d) Availability of Funds

The amount of funds available for promotion will decide the promotional mix. The companies
having huge funds for promotion will favor advertisement and try to cover wider market. If the
funds are available are less than maximum portion of such funds will be allocated for personal
selling in a limited area. These funds may be used for window display also.

LIMITATIONS

Although sales promotion is a competent strategy for producing quick, short-

term, positive results, it is not a cure for a bad product, poor advertising, or an
inferior sales team. After a consumer uses a coupon for the initial purchase of a
product, the product must then take over.

Sales promotion activities may bring several negative consequences, primarily

clutter from increased competitive promotions. New approaches are promptly
cloned by competitors, with efforts to be more creative, more attention grabbing,
or more effective in attracting the attention of consumers and the trade.

Another increasingly perceived drawback occurs with distributed manufacturers'

coupons, such as those inserted in Sunday newspapers. While ideally these are
offered as an incentive for new or occasional customers to try the product in
hopes of making them regular buyers, research has suggested that most coupons
are redeemed by individuals who would normally buy the products anyway. In
effect, the manufacturers are subsidizing their existing sales, as only a relatively
narrow segment of the consumer market actively uses clipped coupons from the
newspapers. To address this problem, manufacturers have found that in-store
coupon devices or displays reach a wider cross-section of buyers and are more
likely to entice targeted customers (in addition to the regular customers who will
likely also use the coupons).

Also, consumers and resellers have learned how to milk the sales promotion
game. Notably, consumers may wait to buy certain items knowing that eventually
prices will be reduced. Resellers, having learned this strategy long ago, are
experts at negotiating deals and manipulating competitors against one another,
so that, for example, one company's product may be on sale one week and its
competitor's the following week. Value-minded consumers then can regularly
find an equivalent product on sale, which may increase their loyalty to the store
at the cost of the manufacturers.

Sales Training & Sales Management

Sales Management & Reps Use Skills that Win Business

THE Sales Training and Sales Management professionals were consistently facilitate record-breaking
sales for companies, teaching them how to follow the Action Selling Sales Process and how to use
key Sales Skills that consistently win business.

Our b2b Sales Development teams and Sales Training Programsfocus on teaching the key Sales
Skills that drive success. Take our Free Sales Assessment to discover how to master the following
skills.

 Buyer Seller Relationship

 Sales Call Planning
 Questioning Skills
 Sales Presentation Skills
 Gaining Commitment

Action Selling combines the above sales skills with a high-impact, non-manipulative selling process.
This process moves the sale forward more naturally because these skills are used in a sequence that
follows the decision-making process of the buyer.

The Action Selling Sales Program shows sales professionals how and when to use the key sales skills
that win business while following a research proven, step-by-step process; a sales
managementprocess used during every milestone of the sale cycle from planning, nurturing, and
closing, to building long-lasting customer loyalty.
The Action Selling Sales Training Program includes:

 Consulting with your Sales Management, VPs and Directors

 Sales Management Training (customized to your business)
 Sales Skills Assessments (pre & post training)
 Learning Reports and Recommendations
 The Action Selling Workshop or Train-the-Trainer Workshops
 Online Training and Reinforcement
 Sales Skills Certification
 Customized Best Sales Practices
 Sales Coaching, Tools and Training

Here is a good list of tools and information to present to your sales team as part of their sales
training. Many of these can be put in writing for your new sales force to both read and keep for
future review.

• Their personal work schedule.

• Explanation of company benefits which may include company cars, cell
phones, demo equipment, expense accounts, uniforms etc.
• What is expected of them as far as sales quotas.
• Technical product information and company history.
• List of support individuals within the company, what they do and how to
contact them.
• What the pay plan is and how it works - including bonuses and incentives.
• Product brochures and other marketing materials or hand outs.
• A booklet of company policies and procedures.
• Issue each of your sales team their own company business card.
• Give a physical tour of their work environment if possible.

Without proper training it can be harder than it needs to be. Sales Concepts provides sales
training seminars and programs, public sales training, customized sales training, trade show
sales training, phone sales training and individual training.
In addition to sales training, we also provide customer service training, leadership and
management training, telemarketing sales training, field service representative training,
presentation training and negotiation training.

We educate people about the sales process, listening, asking questions, negotiating value,
financial justification, return on investment, selling benefits, selling value, handling objections,
closing, behavior styles, telephone sales, first impressions, negotiating tactics, concessions,
power, intimidation, assumptions, creativity, presentations, hiring, coaching, and more.

Sales Concepts, Inc. celebrates over 28 years in business by continuing to offer cost-effective
innovative training programs.

Your program is delivered by our best resource, sales and service training professionals who
have experience in sales, service, leadership and management.

The successful implementation of training provides your customers with a lasting impression of
your high-quality organization. Your company also realizes increased employee loyalty and
satisfaction. Consider the payback.

Aspects of Sales Programs

It's All About Accountability

Every viable program in sales has one major theme: accountability! The axiom, "every business
understands the importance in planning . . . you plan to never fail or you fail to never plan." Which
type of business do you operate?

A program is a system of steps, functions, or projects, designed to provide working instructions

for a task or job. In the world of sales, there are several areas that are critical to the overall
success of a business. Your sales team can be performing at high levels in several areas, yet
your business goals are not met. Sales experts show that in most cases this is because
management sets goals based on illusions, such as "what-if-this-happens," or "hopes." It is better
to base your business on obtainable goals with the working instructions to reach the destination.

There are many key Sales and Marketing considerations where programs must
be furnished:

 Market Share - This is an aggregate look at the business's current position with products,
services and competitors. It is the analysis by segmentation of customers and products
and includes pricing considerations and how the business justifies prices.
  Customer Base - This is an examination of your customers: where did they come from,
are they still using your company as their (major) vendor, and when was the last time
your staff communicated with them?

 New Customer Markets - This is an analysis of ways in which your company can partner
with new customers. What are the profiles by market segment, geography, and product
needs?

 Sales Strategy - The major area in the Sales Section of the company Marketing Plan
should include the following areas:

 Promotional Tools and Advertising Methods

 Event Marketing
 Direct Mail and E-mail
 Community Education or Involvement Programs
 Communication Program

 Sales Performance - These are all the pertinent numbers needed to reach the business
goals.

 Goal Setting - This process examines resources, manpower, and products needed to
reach your goals. Then the sales activity needed to reach these goals, and specific
training needed to help your sales force is defined.

 Training - This is an ongoing program that provides professional education with the sales
process (using non-pressure techniques), telemarketing, product knowledge, and
company policies.

 Customer Support - This is an examination of the methods used to educate your

customers about the business products and services. It also explores the programs that
are used to find what your customers needs are and how you can help them through the
use of your products and services.

 Internet Presence - This is an analysis of the reason(s) that the business is online (or why
it should be), and a look at the current business web site to determine its effectiveness.
There is a thorough study into sales, e-commerce, customer support, the best ways to
build new customers and web site expansion areas.

 Accountability and Performance Standards - This program sets the requirements of the
sales staff. It dissects each function of the job and places a standard in a numerical
format where daily performance can be judged by the salesperson. If the standard is hit
or exceeded each day, the salesperson knows their performance will reach the target
goal.

Sales Creators helps companies develop these tools and advises on ways to improve on current
systems. We assist in the planning process so that business accountability can be achieved
 • LANGUAGE LIMITATION

The limitation of Language

Language is the means of communication between one or two parties. We as
humans and thinkers believe that we can communicate Truth by mere 24
alphabets of English or any other languauge. While we fail to understand that
even this language is created based on experiences of human beings and they
have yet to see and realise the Truth to put it into words.
So language by itself can only talk about the existence of a Truth or Reality but
can't make us see it or realise it. Language can only make us express the biased
experiences we are getting right from our childhood and communicate it to
others. History is a witness that for eons man is trying to understand Nature
and its true meaning but alas mere alphabets can't explain that for they are
only our experiences and theis brings me to say that Truth of this world is
relative to the observers and hence we can say that language which can
express realitvity can express relative Truth. But there remains an innate
feeling that Truth as it stands should be absolute and permanent independent
of our observation and experience. While in my previous post I said that mind
can't think beyond causality, relativity etc. So it is for us to decide that what
we consider Reality or Truth is the truth of the mind or something different and
higher from that and that brings be the the platform of soul. So it is for us to
understand and put queries and realise that Truth per se in this transient,
temporary, relative and causal world is obviously relative Truth while "realitve"
and "Truth" seems to be contradictory to each other. So language can only
explain what is in the jurisdiction of Mind and senses which is relative Truth.
This brings us to an interesting question that what is the definition of Truth we
understand to be? Is Physics or Science consider with only the Truth of the Mind
or also considers something as soul and consciousness and hence a Truth which
is independent, permanent and absolute in nature. So language has its
limitations. Language can't explain the Truth or for that matter Theory of
Everything. So we have to decide to remain in the study of relative quantities
or search for absolute quantities which do exist.

Language is one of the major barriers to effective communication through

advertising. The problem involves different languages of different countries
different languages or dialects within one country, and the subtler problems of
linguistic nuance, vernacular and even accent, Indeed recently an Irish accent
was voted sexiest in Britain and Ireland, beating the competition form the Scots,
Welsh Geordies, Brummies, West Country, and posh English contenders. For
many countries language is a matter of cultural pride and preservation France is
the best example of course.

Incautious handling of language has created problems in all countries. Some

examples suffice. Chrysler Corporation was nearly laughed out of Spain when it
translated its US theme that advertised Dart Is power. To the Spanish the phrase
implied that buyers sought but lacked sexual vigor. The Bacardi Company
concocted fruity bitters with made up name, Pavane suggestive of French chic.
Bacardi wanted to sell the drink in Germany but Pavane is perilously close to
pavian which means baboon. A company marketing tomato paste in the Middle
East found that in Arabic the phrase tomato paste translates as tomato glue. In
Spanish speaking countries you have to be careful of words that have different
meanings in the different countries. The word ball translates in Spanish as bola,
which means ball in one country, revolution in another, a lie or fabrication in
another and is an obscenity in yet another.

Tropicana brand orange juice was advertised as Jugo de China in Puerto Rico,
but when transported to Miami’s Cuban community it failed. To the Peurto Rican,
China translated into orange but to the Cuban it was China the country and the
Cubans were not in the market for Chinese juice. One Middle East advertisement
featured an automobile’s new suspension systems which, in translation said the
car was suspended from the ceiling. Since there are at least 30 dialects among
Arab countries, there is ample room for error, what may appear as the most
obvious translation can come out wrong. For example a whole new range of
products in a German advertisement came out as whole new stove of products.

Language raises innumerable barriers that impede effective, idiomatic translation

and thereby hamper communication. This is especially apparent in advertising
materials and on the Internet. Abstraction terse writing and word economy, the
most effective tools of the advertiser pose problems for translators
Communication is impeded by the great diversity of cultural heritage and
education that exists within countries and which causes varying interpretations of
even single sentences and simple concepts. Some companies have tried to solve
the translation problem by hiring foreign translators who live in the United States.
This often is not satisfactory because both the language and the translator
change, so the expatriate in the United States is out of touch after a few years.
Everyday words have different meanings in different cultures. Even pronunciation
causes problems: Wrigley had trouble selling its Spearmint gum in Germany until
it changed the spelling to Speermint.

In addition to translation challenges low literacy in many countries seriously

impedes communications and calls for greater creativity and use of verbal media.
Multiple languages within a country or advertising area pose another problem for
the advertiser. Even a tiny country such as Switzerland has four separate
languages. The melting pot character of the Israeli population accounts for some
50 languages. A Jerusalem commentator says that even though Hebrew has
become a negotiable instrument of daily speech, this has yet to be converted into
advertising idiom. Advertising communications must be perfect and linguistic
differences at all levels cause problems. In country testing with the target
consumer group is the only way to avoid such problem.

Cultural diversity
Cultural diversity is the variety of human societies or cultures in a specific region, or in the world
as a whole. (The term is also sometimes used to refer to multiculturalism within an organization.
This article does not currently cover that alternative meaning.) There is a general consensus
among mainstream anthropologists that humans first emerged in Africa about two million years
ago.[1] Since then they have spread throughout the world, successfully adapting to widely differing
conditions and to periodic cataclysmic changes in local and global climate. The many separate
societies that emerged around the globe differed markedly from each other, and many of these
differences persist to this day .

As well as the more obvious cultural differences that exist between people, such as language,
dress and traditions, there are also significant variations in the way societies organize
themselves, in their shared conception of morality, and in the ways they interact with their
environment.
By analogy with biodiversity, which is thought to be essential to the long-term survival of life on
earth, it can be argued that cultural diversity may be vital for the long-term survival of humanity;
and that the conservation of indigenous cultures may be as important to humankind as the
conservation of species and ecosystems is to life in general. The General Conference
of UNESCO took this position in 2001, asserting in Article 1 of the Universal Declaration on
Cultural Diversity that "...cultural diversity is as necessary for humankind as biodiversity is for
nature"[2]

This position is rejected by some people, however, on several grounds. Firstly, like
most evolutionaryaccounts of human nature, the importance of cultural diversity for survival may
be an un-testable hypothesis, which can neither be proved nor disproved. Secondly, it can be
argued that it is unethical deliberately to conserve "less developed" societies, because this will
deny people within those societies the benefits of technological and medical advances enjoyed by
those of us in the "developed" world.

In the same way it is unethical to promote poverty in underdeveloped nations as cultural diversity
it is also unethical to promote all religious practices simply because they contribute to cultural
diversity. Particularly, there are some practices that are recognized by the WHO and UN as
unethical: Female Genital Mutilation, Sati (burning the widow on the husbands burial pyre),
polygamy, child brides, human sacrifice, etc.

Some individuals, particularly those with strong religious beliefs, maintain that it is in the best
interests of individuals and of humanity as a whole that all people adhere to a specific model for
society or specific aspects of such a model. For example, evangelical missionary organisations
such as the New Tribes Mission actively work to support social changes that some observers
would consider detrimental to cultural diversity by seeking out remote tribal societies to convert
them to Christianity;[3]and Islamic groups strategically buy up land in Papua New Guinea.[citation
needed]

Cultural diversity is tricky to quantify, but a good indication is thought to be a count of the number
of languages spoken in a region or in the world as a whole. By this measure, there are signs that
we may be going through a period of precipitous decline in the world's cultural diversity. Research
carried out in the 1990s by David Crystal (Honorary Professor of Linguistics at the University of
Wales, Bangor) suggested that at that time, on average, one language was falling into disuse
every two weeks. He calculated that if that rate of language death were to continue, then by the
year 2100 more than 90% of the languages currently spoken in the world will have gone extinct.[4]

Overpopulation, immigration and imperialism (of both the militaristic and cultural kind) are
reasons that have been suggested to explain any such decline.
 DEFINATION

People of different origins, cultures and ways of life living alongside each
other without one getting in the way of the other and trying to force their
ways on other people.

Culture Diversity IN ADVERTISING

The problems associated with communicating to people in diverse cultures

present one of the great creative challenges in advertising one advertising
executive puts it bluntly. International advertising is almost uniformly dreadful
mostly because people don’t understand language and culture. Communication
is more difficult because cultural factors largely determine the way various
phenomena are perceived. If the perceptual framework is different perception of
the message itself differs.

Knowledge of cultural diversity must encompass the total advertising project.

General Mills had two problems with one product. When it introduced instant
cake mixes in the United States an England it had the problem of overcoming the
homemaker’s guilt feelings. When General Mills introduced instant cake mixes in
Japan, the problem changed. Cakes were not commonly eaten in Japan, so
there was no guilt feeling but the homemakers was concerned about failing. She
wanted the cake mix as complete as possible. In testing TV commercials
promoting the notion that making a cake is as easy as making rice, General Mills
learned it was offending the Japanese homemaker who believes the preparation
of rice requires great skills.

Existing perceptions based on tradition and heritages are often hard to overcome
.For example marketing researchers in Hong Kong found that cheese is
associated with Yeung-Yen (foreigner) and rejected by some Chinese. The
concept of cooling and heating the body is important in Chinese thinking – malted
milk is considered heating whereas fresh milk is cooling, brandy is sustaining,
and whiskey is harmful. Toyota introduced the Prado SUV in China only to learn
that the name sounded like the Chinese word for rule by force. This reminded
some Chinese of the 1937 invasion by Japan — not a nice memory at all.
Procter & Gamble’s initial advertisement for Pampers brand diapers failed
because of cultural differences between the United States and Japan. A US
commercial that showed an animated stork delivering Pampers diapers to homes
was dubbed into Japanese with the US package replaced by the Japanese
package and was put on the air. To P&G’s dismay the advertisement failed to
build the market. Some belated consumer research revealed that consumers
were confused about why this bird was delivering disposable diapers. According
to Japanese folklore giant peaches that float on the river bring babies to
deserving parents not storks.

In addition to concern with differences among nations, advertiser find subcultures

within a country require attention as well. People in Hong Kong have 10 different
patterns of breakfast eating. The youth of a country almost always constitute a
different consuming culture from the older people and urban dwellers differ
significantly from rural dwellers. Besides these differences there is problem of
changing traditions, In all countries people of all ages urban or rural cling to their
heritage to a certain degree but are willing to change some areas of behavior. A
few years ago, trying to market coffee in Japan was unthinkable but coffee has
become the fashionable drink for younger people and urban dwellers who like to
think of themselves as European and sophisticated. Coffee drinking in Japan was
introduced with instant coffee, and these are virtually no market for anything else.

ADVERTISE EFFECTIVENESS

Measuring advertising effectiveness is important to understanding the extent to which a

specific campaign meets a company’s objectives. This is commonly gauged by measuring
the effect on sales, brand awareness, and brand preference, among other things. This topic
covers the latest techniques and discussions on how to measure your (or your client’s) ads.

Measuring Advertising Effectiveness is part of Business Exchange, suggested byCourtney

Tabellione. This topic contains 1,135 news and 100 blog items. Read updated news, blogs,
and resources about Measuring Advertising Effectiveness. Find user-submitted articles and
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In today’s business environment, the ability to prove effectiveness and maximize the return of online
marketing efforts at each step of the planning, execution and evaluation process is a necessity, and the
ability to benchmark your campaign efforts by reviewing delivery against your goals is crucial. comScore
Advertising Effectiveness solutions provide comprehensive measurement for digital and cross-media
campaigns, allowing for in-flight optimization and overall improved campaign ROI.
comScore ARS® creative pre-testing helps maximize ad quality and garner stronger campaign results by
using proven methods to predict the value your creative will have on your business across traditional and
emerging digital media channels.
comScore AdEffx™ offers several advantages versus the array of other advertising effectiveness solutions
in the marketplace, including a fully integrated platform that combines panel-based digital consumer
behavior with surveys and third-party database matches. Clients are empowered to choose the appropriate
solution from the suite depending on their specific campaign objectives rather than having the particular ad
effectiveness solution dictate the metrics provided. comScore’s unified platform also allows marketers to see
multiple points of impact from a campaign and develop models and best practices for campaign success
based on the entire campaign lifecycle.

Advertising effectiveness measurement

Measurement of advertising campaign effectiveness is a wave research, conducted in two
waves (wave No 1 –pre-advertising measurements, and wave No 2 – measurements after the
advertising campaign completion). There can be more waves if the advertising campaign is of
long duration. Besides, in order to introduce corrections into the advertising campaign,
additional measurements can be performed on small samples for operational estimate and, if
needed, getting signals for the campaign adjustment.

While conducting the advertising campaign effectiveness evaluation the following indicators
are measured as a rule:

• Brand recognition (spontaneous and aided recognition)

• Advertisement recognition (spontaneous and aided recognition)
• Media channels effectiveness (where TA representatives came across the
advertisement of the analyzed product brand)
• What they remember from the plot/content of the advertising message
• Understanding of the advertisement (what was the major idea of the advertisement?)
• Purchasing the brand over a certain period
• Etc.

Besides, additional modules are added depending on the tasks set before the advertising
campaign. Often the study of the advertised product/service image or the competitor’s image
is one of the research components. The correspondence analysis is most often used for the
brand perception map creation.

The following characteristics are the result of the research:

• Analysis of changes in awareness, attitude and consumption of advertised products as

a result of an advertising campaign
• Shares and structure of consumers, coming across the advertisement
• Comparison of effectiveness of different media channels
• Evaluation of which elements of the advertisement consumers remember in the first
place
• Evaluation of how advertising influences the product sales
• Enhancement of future advertising campaigns effectiveness and of the advertising
budget accordingly

The most suitable criteria for evaluating the effectiveness of advertising, depends on a number
variables, such as the advertising goals, the type of media used, the cost of evaluation, the value
that the business or advertising agency places on evaluation measures, the level of precision and
reliability required, who the evaluation is for and the budget. It is difficult to accurately measure
the effectiveness of a particular advertisement, because it is affected by such things as the amount
and type of prior advertising, consumer brand awareness, the availability of cost effective
evaluation measures, the placement of the advertising and a range of things about the product
itself, such as price and even the ability of the target audience to remember.

There are a number of different models for measuring advertising effectiveness.

· E. Pomerance suggests that advertising agencies might attempt to measure effectiveness under
the five headings of Profits, Sales, Persuasion, Communication and Attention

Importance of measuring the Effectiveness of Advertising

• It acts as a Safety measure: Testing effectiveness of advertising helps in finding out
ineffective advertisement and advertising campaigns. It facilitates timely adjustments in
advertising to make advertising consumer oriented and result oriented. Thus waste of money in
faulty advertising can be avoided.
• Provides feedback for remedial measures: Testing effectiveness of advertising
provides useful information to the advertisers to take remedial steps against ineffective
advertisements.
• Avoids possible failure: Advertisers are not sure of results of advertising from a
particular advertising campaign. Evaluating advertising effectives helps in estimating the results
in order to avoid complete loss.
• To justify the Investment in Advertising: The expenditure on advertisement is
considered to be an investment. The investment in advertising is a marketing investment and its
objectives should be spelt out clearly indicating the results expected from the campaign. The
rate and size of return should be determined in advance. If the expected rate of return is
achieved in terms of additional profits, the advertisement can be considered as effective one.
• To know the communication Effect: The effectiveness of the advertisement can be
measured in terms of their communication effects on the target consumers or audience. The
main purpose of advertising is communicated the general public, and existing and prospective
consumers, various information about the product and the company. It is therefore desirable to
seek post measurements of advertising in order to determine whether advertisement have been
seen or heard or in other words whether they have communicated the theme, message or
appeal of the advertising.
• Compare two markets: Under this procedure, advertising is published in test markets
and results are contrasted with other. Markets – so called control markets – which have had the
 regular advertising program. The measurements made to determine results may be
measurements of change in sales, change in consumer attitudes, changes in dealer display and
so on depending upon the objectives sought by the advertiser.
There may be two types measures
• Direct measures and,
• Indirect measures.
1. Direct Measures of Advertising Effectiveness
Under direct measures, a relationship between advertising and sales is established. A
comparison of sales of two periods or two periods or two markets may be done and the
corresponding changes may be noted. The following are some of the methods that are generally
used in measuring that advertising effects.
i. Historical Sales Method
Some insights into the effectiveness of past advertising may be obtained by measuring the
relationship between the advertising expenditure and the total sales of the product. A multiple
regression analysis of advertising expenditure and sales over several time periods may be
calculated. It would show how the changes in advertising expenditure have corresponding
changes in sales volume. This technique estimates the contribution that advertising has made to
explaining in a co relational manner rather than a casual sales, the variation in sales over the time
periods covered in the study
ii. Experimental Control
The other measure of advertising effectiveness is the method of experimental control where a
casual relationship between advertising and sales is established. This method is quite expensive
when related to other advertising effectiveness measures yet it is possible to isolate advertising
contribution to sales. Moreover this can be done as a pre-test to aid advertising in choosing
between alternative creative designs. Media schedules expenditure levels or some combination
of these advertising decision areas. One experimental approach to measuring the sales
effectiveness of advertising is test marketing.
• Before-after with Control Group Design: This classic design uses several test and
control cities in this design two types of cities are selected. Cities in which advertising
campaigns are affected may be named as test cities and other cities may be called central
cities. First of all, the normal sales level is calculated for both type of cities prior to advertising
campaign, and then the advertising campaign is presented to the test cities and not the central
cities. The effect of advertising campaign, can then, be measured by subtracting the amount of
post campaign figure of sale from the pre campaign sale figures in test cities
• Multivariable Experimental Designs: While the experimental design discussed above
yields a reasonably accurate estimate of the effects of the advertising on sales, it is not
successful in explaining the success or failure of the campaign itself. Multivariable designs
Produce these explanations and are, therefore used by some very large firm because of their
 diagnostic value.The power of this multivariable factorial design is explained by G.H.Brown,
former Fords Director of Marketing Research. For any single medium, eight possible geographic
areas have been exposed and eight have not been exposed. Thus, in this experimental model it
is possible to evaluate how each individual medium behaves alone and in all possible to
evaluate how each individual medium behaves alone and in all possible combinations with other
media.
2. Indirect Measures of Advertising Effectiveness
As it is very difficult to measure the direct effect of advertising on company’s profits or sales, most
firms rely heavily on indirect measures. These measures do not evaluate the effects of
advertisements directing on sales or profits but all other factors such as customer awareness or
attitude or customer recall of advertising message affect the sales or profits or goals of the
business indirectly. Despite the uncertainties about the relationship between the intermediate
effects of advertising and the ultimate results, there is no other alternative but to use indirect
measures. The most commonly used measures are;
• Exposure to Advertisement: In order to be effective, the advertisement must gain
exposure. The management is concerned about the number of target audiences who see or
hear the organization message set in the advertisement. Without exposure, advertisement is
bound to failure. Marketers or advertisers may obtain an idea of exposure generated by the
medium by examining its circulation or audience data which reveal the number of copies of the
magazine, newspaper or journal sold the number of persons passing the billboards or riding in
transit facilities, or the number of persons living in the televiewing or radio listening area, and
the number of persons switching on their T.V. and radio sets at various points of time. This
number can be estimated by interviewing the numbers of the audience for different media.
• Attention or Recall of Advertising Message Content: This is one of the widely used
measures of advertising results. Under this measure, a recall of the message content among a
specified group or groups or prospective customers is measured within 24 hours of the
exposure of the advertisement. Attention value is the chief quality of the advertising copy the
advertisements cannot be said to be effective unless they attract the attention of the target
consumers. There are two methods for evaluating the attention getting value of the
advertisements. One is pre-test and the other is post-test. In a pre-test evaluation, the
consumers are asked to indicate the extent to which they recognise or recall the advertisement,
they have already seen. This test is conducted in the laboratory setting. Here consumers read,
hear or listen to the advertisement and then researchers ask question regarding the
advertisement just to test the recall and then evaluate it. In post-test method, the consumers are
asked questions about the indication of recognition or recall after the advertisement has been
run. These measures assume that customers can recall or recognize what they have viewed or
listened to. Various mechanical devices are being used in the western countries which provide
indices of attention such as eye-camera etc.
• Brand Awareness: The marketers who rely heavily on advertising often appraise its
effectiveness by measuring the customer’s awareness about the particular product or brand.
The assumption of this type of measure is that there is a direct relationship between the
advertisements and the awareness. This type of measure is also subject to the same criticisms
as is applicable to direct measures of effectiveness (sales measures because awareness is
also not the direct result of the advertisements. It is also affected by many other factors. But, for
new products, changes in awareness can often be attributed to the influence of advertising.
• Comprehension: Consumers generally use advertisements as a means of obtaining
information about the product, brand or the manufacturer. They cannot be informed unless they
comprehend the message (grasp the message mentally and understand it fully). Various tests
for valuating comprehension are available. One is recall tests – an indicator of comprehension
because it is evident that consumers recall what they comprehend. Another measure of the
variable is to ask questions about subjects how much they have comprehended a message
they have recently heard or seen. One may employ somewhat imprecise test of the
comprehension of a newspaper and radio advertisement. One may ask typical target
consumers from time to time such questions like ‘what did you think of our new commercial?’
and ‘Did it get the message across’? The answers of these questions will provide sufficient
insight into advertising decision making.
• Attitude Change: Since advertising is considered to be one way of influencing the state
of the mind of the audience towards a product, service or organisation, the results are very
often measured in terms of attitudes among groups exposed to advertising communication.
Several measures are used ranging from asking the questions about willingness to buy the
likelihood of buying to the measurement of the extent to which specific attributes (such as
modern or new) are associated with a product.
• Action: One objective of advertisement may be assumed to be to stimulate action or
behavior. The action or intention to take an action may be measured on the intention to buy
measuring instrument. Under this type of measure, consumers are asked to respond why they
are interested in purchasing the product or brand. One type of action that advertisers attempt to
induce is buying behavior. The assumption is that if an increase in sales follows a decrease in
advertising expenditure, the change in sales levels are good indicators of the effectiveness of
advertising. Logic suggests that measurement of sales is preferable to other measurements.
Thus, these above measures (direct or indirect) are used to evaluate the effectiveness of
advertisements. It seems from the analysis of the above methods of measuring effectiveness that
directly or indirectly changes in sales or profits are taken as the measuring rod of the
effectiveness of the advertising.

Processing and Communication Effects Measures:

1. Online measuring: firms are developing methods similar to those found in other media
to measure demographics, psychographics, location of Web access, media usage, and
buying habits. Clients can determine who saw their ads, determine reach, and ascertain
whether the right target audience was reached. Advertisers can test the impact of their
messages, receiving a report detailing impressions and clicks by time of day and day of
the week.

2. Non-response: measures are being developed to determine where consumers go once

they have been exposed to an advertisement but decide not to click on it.

3. Surveys: surveys research, conducted both online and through traditional methods, is
employed to determine everything from site usage to attitudes toward a site.

(confirmit.com is an example of a website that implements advertising effectiveness

surveys)

4. Panels: adapting traditional panel research is the focus of some firms that provide
information on demographics, unique users, frequency of visitors, pages reviewed, and
how long a viewer stays at a site (“stickiness”)

5. Sales: a prime indicator of effectiveness is the number of sales generated. Adding

information regarding demographics, user behaviours, and so on, can increase the
effectiveness of this measure.
 6. Tracking: some companies now provide information regarding site performance
(downtime, speed, and so on) as well as analyze shopping patterns, tying demographic
information to site activities, frequency of hits number of repeat visitors, etc, to assist
advertisers in developing more targeted and effective messages. The information can
also be used to measure the effectiveness of site content by determining how many
visitors access the content, how long they stay there, and how many pages are read.

MARKET SEGMENTATION, part II

SALES MANAGEMENT FOR EXPORT 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 planning
An essential sales leadership role is to establish a sense of purpose or vision and clear direction
to get there. A key element of a business’ strategic 12-month plan is to answer the question:
“Where will all the sales come from?” The sales plan is not a guesstimate. It takes its direction
from the marketing strategy and is based on thorough research and a considered positioning of
the company within the market place.

Sales reporting
The sales reporting includes the key performance indicators of the sales force.

The Key Performance Indicators indicate whether or not the sales process is being operated
effectively and achieves the results as set forth in sales planning. It should enable the sales
managers to take timely corrective action deviate from projected values. It also allows senior
management to evaluate the sales manager.

Exploring export sales management practices in small- and

medium-sized firms

Article Abstract:

The existence of important differences in exports sales management practices,

export sales structure design and export sales behavioral qualities is examined. It
is concluded that sales management functions are more effectively managed at
high-level of export involvement.

In terms of sales abilities, Export Management Companies are usually as strong as the
principal allows them to be. The relationship between the principal and Export Management
Company is vital in developing the proper business. To be successful, the Export Management
Company benefits from the following aspects with its principal.

1. Knowledge of the product.

2. Domestic market and distribution information.
3. Access to marketing and promotional materials, sales statistics, etc.
4. Competitive pricing structure.
5. Territory protection.
6. Open communication between both parties.

EXPORT SALES MEN CHARACTERSTICS

1. Determination
the power to pursue objectives, with self-motivation and perseverance

2. Medium to high technical preparation

as a very high technical level will make the focus shift from business and sales to technical
issues, resulting in discussions about technical problems, critical aspects and in general
negative elements instead that focusing on value for the customer, positive effects and return
on investment.

3. Capacity to inspire Trust

as a person, as a company, as product and services that I represent. All of those three.

4. Ability to quickly identify the Power Base

that is the group of the most important, influent people for the sale. Doing the right thing at
the right time with the wrong person will not work. And speed is essential.

5. Ability to quickly identify the Critical Issues

for the customer, his main problems and where the products and services we have can give
the maximum added value.

6. Capacity to ride (even create) a Compelling

Event
the urgent need that will make the customer close the deal and not procrastinate forever.
This capacity is especially important in tough times like the crise we’re in.
7. Have the courage to ask Customer
Committment
at some point of the sales process: have the customer promise a contract with a
certain amount at a set date.
8. Ability to negotiate the Closure
of the deal never losing control, never getting nervous, never giving up.

9. Capacity to build, day by day, a human

capital
a network of relations that will lead to other relations and sales. This is primarily what the
salesman will leverage to call high and grow.

10. Passion
and enthusiasm. Passion and the ability to inspire passion in the people. My favourite one.

Achieving only average levels in all ten of those is for some people very hard. I am one
of those: very strong in a few points above but too weak in some others; I’ll
probably never be a salesman, but I enjoy understanding how it works and when looking
for a salesman for my company.
.

INTERNATIONAL CONTROL OF ADVERTISING

Consumer criticism of advertising are not a phenomenon of the U.S. market.

Consumer concern with the standards and believability of advertising may have

spread around the world more swiftly than have many marketing techniques. A

study
of representative sample of European consumers indicated that only half believed

advertisements gave consumers any useful information, 6 out of 10 believed that

advertising meant higher prices, nearly 8 out of 10 believed advertising often

made

them buy things they did not really need, and that ads were often deceptive about

product quality. In Hong Kong, Columbia and Brazil advertising fared much

better

than in Europe. European Community officials are under increasing pressure to

establish community wide controls on advertising as cable and satellite

broadcasting

expands. Deception in advertising is a major issue since most member countries

have different interpretations of what constitutes a misleading advertisement.

Advertising is attacked as conductive to harmful consumption patterns and

antagonistic toward traditional family values.

Besides advertising deception, other common standards sought are to:

Reach agreement on the allowable volume of TV advertising and make general

the practice of advertising in blocks

Limit the volume of sponsored programs and provide for clear distinctions

between ads and programs

Limit testimonials and comparative ads

Forbid the interruption of children’s programs with ads

Ban ads for tobacco, alcohol and certain pharmaceutical products

Advertising regulation are not limited to Europe, there is an enhanced

awareness of the expansion of mass communications and the perceived need to

effect greater control in developing countries as well.

The advertising industry is sufficiently concerned with the negative attitudes of

consumers and governments and with the poor practices of some advertisers that

the

International Advertising Association and other national and international

industry

groups have developed a variety of self-regulating codes.

In many countries, there is a feeling that advertising and especially TV

advertising, is too powerful and persuades consumers to buy what they do not

need.

Certainly this is an issue that has been debated in the U.S for many years.

MEDIA PLANING AND ANALYSIS

Although nearly every sizable nation essentially has the same kids of media,

there are number of specific considerations, problems and differences

encountered

from one nation to another. The primary areas an advertiser must consider in
international advertising are the availability, cost and coverage of the media.

Local

variations and lack of market data provide fertile areas for additional attention.

Availability – One of the contract of international advertising is that some

countries have too few advertising media and others have too many. In some

countries, certain advertising media are forbidden by government edict to accept

some advertising materials. Such restrictions are most prevalent media in radio

and

television broadcasting. In many countries there are too few magazines and

newspapers to run all the advertising offered to them. Conversely, some nations

segment the market with so many newspapers that the advertiser cannot gain

effective coverage at a reasonable cost.

Cost – Media prices are susceptible negotiation in most countries. Agency

spare discounts are often split with the client to bring down the cost media. The
advertiser may find the cost of reaching a prospect through advertising depends

on

the agent’s bargaining ability. The per-contract cost varies widely from country to

country. One study showed the cost of reading a thousand readers in 11 different

European countries ranged from $1.58 in Belgium to $5.91 in Italy.

Coverage – Closely akin to the cost dilemma is the problem of coverage. Two

points are particularly important: one relates to the difficulty of reaching certain

sectors of the population with advertising and the other to the lack of information

on

coverage. In many world marketplaces, a wide variety of media must be used to

reach the majority of the markets. In some countries, large numbers of separate

media have divided markets into uneconomical advertising segments.