Monthly Archives: January 2019

E-Commerce



The Internet offers the opportunity to sell directly to customers in both the consumer market and the business-to-business market. This direct selling of goods and services has been labeled e-commerce. Many of the sites already mentioned in this chapter have a sales component— either as a primary or secondary goal. Many companies maintain their existing “brick and mortar” stores while ... Read More »

Syndication



Advertisers may also reach TV viewers by advertising on syndicated programs, shows that are sold or distributed on a station-by-station, market-by market basis. A syndicator seeks to sell its program to one station in every market. There are several types of syndicated programming. Off-network syndication refers to reruns of network shows that are bought by individual stations. Shows that are ... Read More »

Advertising on the Internet



Advertising on the Internet Like broadcast or print, the Internet is an advertising medium. Companies and organizations working to promote their products and services must consider this medium as they would television, magazines, outdoor, and so on. Advertising on the Internet employs a variety of forms. Banners The most common form of advertising on the Web is banner ads. Banner ... Read More »

Personality Symbol



Another type of advertising execution involves developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified. This character can be a person, like Mr. Whipple, who asked shoppers, “Please don’t squeeze the Charmin,” or the Maytag repairman, who sits anxiously by the phone but is never needed ... Read More »

Types of Appeals



Not every ad fits neatly into the categories of rational or emotional appeals. For example, ads for some brands can be classified as reminder advertising, which has the objective of building brand awareness and/or keeping the brand name in front of consumers. Well-known brands and market leaders often use reminder advertising. For example, Altoids breath mints runs reminder ads to ... Read More »

Sales Promotion Abuse



The increasing use of sales promotion in marketing programs is more than a passing fad. It is a fundamental change in strategic decisions about how companies market their products and services. The value of this increased emphasis on sales promotion has been questioned by several writers, particularly with regard to the lack of adequate planning and management of sales promotion ... Read More »

Budget Allocation



While many companies are spending more money on sales promotion than on media advertising, it is difficult to say just what percentage of a firm’s overall promotional budget should be allocated to advertising versus consumer- and trade-oriented promotions. This allocation depends on a number of factors, including the specific promotional objectives of the campaign, the market and competitive situation, and ... Read More »

Sales Training Programs



Another form of manufacturer-sponsored promotional assistance is sales training programs for reseller personnel. Many products sold at the retail level require knowledgeable salespeople who can provide consumers with information about the features, benefits, and advantages of various brands and models. Cosmetics, appliances, computers, consumer electronics, and sporting equipment are examples of products for which consumers often rely on well-informed retail ... Read More »

Personality Symbol



Another type of advertising execution involves developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified. This character can be a person, like Mr. Whipple, who asked shoppers, “Please don’t squeeze the Charmin,” or the Maytag repairman, who sits anxiously by the phone but is never needed ... Read More »

The Texel Guinea Pigs



Texel Guinea pigs are social animals. They used to live in herds. They communicate with each other by different types of voices as squealing, purring, chirping and rumbling. They also can understand each other by body language. But in captivity one guinea pig is a lonely guinea pig. If you Contemplates Texel guinea pig, you will find that it has a ... Read More »