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ADVERTISING AND PERSONAL SELLING

ADVERTISING AND PERSONAL SELLING

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Published by Akriti Madan

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Published by: Akriti Madan on Feb 11, 2011
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Q1. What do you mean by advertising? Discuss the recent trends in advertising in detail. Ans.

Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, 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 brands are usually paid for or identified through sponsors and viewed via various media. Advertising can also serve to communicate an idea to a mass amount of people in an attempt to convince them to take a certain action, such as encouraging 'environmentally friendly' behaviors, and even unhealthy behaviors through food consumption, video game and television viewing promotion, and a "lazy man" routine through a loss of exercise. 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. Several types of mass media are television, internet, radio, news programs, and published pictures and articles. Commercial advertisers often seek to generate increased consumption 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. 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. Advertising may be placed by an advertising agency on behalf of a company or other organization. Non-commercial advertisers that 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. Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes (logo jets), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom, stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising. The purpose of advertising is to: y Make customers aware of your product or service

8% (magazines) and í18. í11.7% (radio). usage tracking. Older media advertising saw declines: í10. Current trends Rise in new media With the dawn of the Internet came many new advertising opportunities. In general. place an order.2% respectively.7% (newspapers ). although some have used the Internet to widely distribute their ads to anyone willing to see or hear them. Comcast Spotlight is one such advertiser employing this method in their video on demand menus. Particularly since the rise of "entertaining" advertising. In the past. í14. . advertisers will have an increasing ability to reach specific audiences. Also brought about by the Internet and the theory of The Long Tail. leading to ads that are more relevant to viewers and more effective for companies' marketing products. Flash. Niche marketing Another significant trend regarding future of advertising is the growing importance of the niche market using niche or targeted ads. and email advertisements (the last often being a form of spam) are now commonplace. the advertising community has not yet made this easy. 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. This causes the viewer to become proactive and actually choose what advertisements they want to view. right from their home. In the last three quarters of 2009 mobile and internet advertising grew by 18.1% and 9. and so on) y Draw customers to your business. Popup. request a sample. the most efficient way to deliver a message was to blanket the largest mass market audience possible.y y y y y y Convince customers that your company's product or service is right for their needs Create a desire for your product or service Enhance the image of your company Announce new products or services Reinforce salespeople's messages Make customers take the next step (ask for more information. 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. banner. However. Among others. some people may like an advertisement enough to wish to watch it later or show a friend. Pop under.1% (TV). advergaming.

speed and volume. from awareness right up to action. balanced or arousing certainty of the benefits. Due to the success of the Doritos user-generated ads in the 2007 Super Bowl. Zinio. and Mini Cooper. this activity turns into sale. the winning ad that aired in the 2009 Super Bowl was ranked by the USA Today Super Bowl Ad Meter as the top ad for the year while the winning ads that aired in the 2010 Super Bowl were found by Nielsen's Buzz Metrics to be the "most buzzed-about". However. Nike. What is the importance of communication in advertising? Critically examine print media and electronic media with real life examples. Advertising aim is to execute certain parts of communication job with greater economy. In fact. and ability to generate word-of-mouth. i. cognizance of the product existence. Advertising and communication are interlinked. In industrial . General Mills. Ans. Chevrolet held a similar competition for their Tahoe line of SUVs. products sold through self-service stores. allowing consumers to create their own Doritos commercial. It can shift a reader from unawareness to cash-in-advance or cash-on-delivery sale. Frito-Lays relaunched the competition for the 2009 and 2010 Super Bowl. However. Mail order advertising moves a prospect through the entire cycle of communication spectrum. In consumer package goods. most often they are a result of brand sponsored advertising competitions. the latest research figures are proving that the most effective advertising medium continues to be the print media. advertising can carry the major part of the marketing communication work load. Finally. For the 2007 Super Bowl. knowledge of the features and advantages.e. the Frito-Lays division of PepsiCo held the Crash the Super Bowl contest.Crowd sourcing The concept of crowd sourcing has given way to the trend of user-generated advertisements. Founded in 2007.. Hershey¶s. Crowd sourced advertisements have gained popularity in part to its cost effective nature. It executes its task when it appends to propelling the consumer from one level to another in the communication field. as the long-term impact on the advertising industry is still unclear. high consumer engagement. it remains controversial. Microsoft. The resulting ads were among the most-watched and most-liked Super Bowl ads. Zooppa has launched ad competitions for brands such as Google. This trend has given rise to several online platforms that host user-generated advertising competitions on behalf of a company. The easy accessibility of the Internet has taken the advertising world by storm with many companies taking to the online medium to advertise their goods and services to a global audience. User-generated ads are created by consumers as opposed to an advertising agency or the company themselves. NBC Universal. Q2.

has no objective of securing action. i. sales. The lack of such scope for experimentation in Print Media would ultimately affect its revenues in a big way and might as well be the factor which decides its future.goods.g. advertising to reduce after purchase doubts and anxieties of buyers particularly in the purchase of costly durable goods such as homes. yet I believe it definitely is not the media of the future. Add to it the new media (Internet. more so because it is a centuries old media. However. has the ability to maintain the pace at which the preferences and demands of the Gen Y changes. . Mail order advertising is a case where the underlying objective is action. In door-to-door selling. advertising has no role of promotion and personal selling can sell the products to consumers in a few minutes of persuasive selling. But electronic media offers a lot of choice to the people. thus ensuring high brand recall amongst viewers & potential customers. The shrinking readership of the print publications perhaps is testimony to the changing media consumption pattern of the people today. Communication programmes may be action oriented.the largest growing segment of our population and more importantly. The Internet) is not included in it. and personal selling is the dominating force of communication. Such advertising is not action-oriented. cars and major appliances. while broadening their horizons and opening up new avenues for generating revenues through 360 degrees promotional campaigns and by providing interactive business solutions. I believe Electronic Media is the media of the future. Print media is more of a 'habit' with people and still caters to a sizeable population. There is a controversy in the advertising world regarding objectives of advertising as a means of communication. It has only the goal of communication. Moreover. is also effective in registering it. advertising goals are expressed in terms of communication spectrum. to secure sales. etc. especially to the youth(GEN Y)... i.e.) which too forms part of the electronic media today. In essence. Electronic Media has a clear edge over print media even if µnew media¶ (for e. advertising is a harmonizing strength of communication.e. It wants to give information or change attitudes.. Although I don¶t see an immediate threat to the print media. it provides exciting opportunities to experiment with new and innovative ideas which reduces the media's dependence on traditional source of revenue like selling Free Commercial Time (FCT). electronic media is visually more appealing and more effective in not only conveying a message but by virtue of being a frequency medium. For the advertisers and advertising agencies.

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