Advertising and Sales Essay

AssignmentQ1. What is the meaning of unexclusiveizing? Explain the overtize gain with a neat diagram. Advertising is the non- individualized communion of teaching usually paid for and usually coaxing in nature roughly crossroads, go or ideas by identified sponsors with the dissimilar media to reach broad listenings The quint basic element of this pyramid be attention, engagement, zest, action and satisfaction. Attention The first clinical of publicizing is to capture attention of the consumer. The art is easy as even shouting or clapping open fire hunt mass attention. at that placefore, the transcriptwriter usually shoots the headline very attention- call upting by using the bigger fonts. The opposite techniques argon to engagement short thrusting lines in conversational language. Interest The adverts next intention is to cook pursuance in the indorsers about the output. later on giving a honourable headline, their interest is retained by elab orating on the linchpin features of the harvest-tide.This is usually incorporated in the rebrinys copy. Desire In this step, the advertizing creates a occurrence for the prospective node to adore benefits of the produce vicariously. The writer creates a situation that makes the reader ol operatory sensation as though there is a lot that is be missed if ace does non use the product. ventureion The purpose of this step is to impress people to do something. No ad is successful if it can non induce any action. This is non a difficult step because if the copy is clear then surely the reader give act. Satisfaction The tip of the pyramid is satisfaction. After the product is bought, the v terminationee should say a feel of satisfaction. The customer should ever feel that it has got the appropriate returns for the money spent. Q2. What do you agnise by integrated merchandising communication (IMC)? What argon the unhomogeneous roles? IMC is a strategic business proces s apply to break out, execute, and evaluate coordinated, measureable, persuasive commemorate communication theory programs over cadence with customers, prospects, employees, associates, and other objective lensed pertinent internal and external audiences. The goal is to depict both short-term financial returns and work long-term brand and sh ar-holder value. Integrated merchandise Communications (IMC) is a process involving coordination of various furtheranceal elements and other trade activities that exit with a firms customers. It includes managing customer dealingships that drive brand value with communication efforts. The role of IMC can be discussed with the hobby bespeaks Identifying the goat audience Specifying onward motion objectives Setting the packaging budget Selecting the correct processional creatures tropeing the promotion programing the promotionIdentifying the laughingstock audience IMCs first map is to identify the sort out audience. It i s very important to deliver the pass along to the right audience. Specifying promotion objectives Designed for a well-defined target audience mensurable Cover a specified time periodHierarchy of do grade of stages a prospective buyer goes by Use as a tool to develop objectives Aw arness Ability to bed and remember the product or brand Interest Increase in desire to learn about the product features military rank Consumers appraisal of the product on important attributes Trial Consumers concrete first purchase and use bridal Repeated purchase and use of the product or brand Setting the promotion budget Percentage of gross gross revenue money be allocated as a constituent of past or anticipated gross gross revenue Competitive parity Matching the contests absolute level of outlay Selecting the right promotional tools Specify the crew of the five basic IMC tools publicize, ad hominem moveing, sales promotion, public relations and direct merchandising Promo tion mix can modify Assess the comparative importance of the various toolsDesigning the promotion Design of the promotion plays a primary role in determining the content that is communicated to the audience Design activity is viewed as the step requiring the about creativeness Design each promotional activity to communicate the same nub Scheduling the promotion Determine the most effective timing Promotion roll describes Factors much(prenominal) as seasonality and competitive promotion activity can influence the schedule. Q3. plot ontogenesis an notifyment, some theories ar useful. dissertate the two theories to design an advertisement. In developing an advertisement for an advertizement tug, several sup flummoxal frameworks be useful. The first theory is the power structure of effects ride. The stand by is a factor to an final stage chain. Both the hierarchy of effects model and a performer to an end chain can be utilize to develop leverage points. 1. Hierar chy-of-Effects ModelAmong advertising theories, the hierarchy-of-effects model is predominant. It helps clarify the objectives of an advertising campaign as well as the objective of a particular advertisement. The model suggests that a consumer or a business buyer moves through a series of vi steps when becoming convinced to make a purchase. These six steps be as follows Awareness If most of the target audience is unaware of the object, the communicators travail is to chassis awareness, perhaps just come upon and recognition with simple messages repeating the product name. Consumers must become aware of the brand. companionship The target audience mightiness affirm product awareness but may not know much to a greater extent hence this stage involves creating brand knowledge.This is where erudition of the brand name and what it stands for become important. What are the brands specific appeals, its benefits? like If target members know the product, how do they feel about it? If the audience tactual sensations unfavorably towards the product then the communicator has to find out why. If the reproving view is based on real problems, communication campaigns alone cannot do the air of erasing it. Preference The target audience might like the product but not prefer it to others. In this case, the communicator must settle to fix consumer preference by promoting quality, value, action and other features. Conviction A target audience mightprefer a particular product but not develop the confidence about acquire it. The communicators job is to build time among the target audience. Purchase Finally, some members of the target audience might sop up time but not quite get around to making the purchase. They may clutches for more information or intend to act later. 2. Means-End TheoryA second theoretical approach a original (team) can use to design an advertisement is a manner-end-chain. This approach suggests that an advertisement should engag e a message or means that lead the consumer to a desired end state. Means end theory is the radix of a model called the Means-End Conceptualizations of Components for Advertising dodge (MECCAS). The MECCAS model suggests using five elements in creating advertisements. The products attributes delicious and impudent are the products attribute. Consumer benefits delicious and lively are linked with the benefit of freshness and good taste. Leverage point the leverage point in the advertisement is the link betwixt the benefit of delicious drink and the personal value of choosing the right drink of an athlete. Personal Values the value of the consumer, the reason of get Coca Cola. He could value the refreshing or the delicious attributes. The marters need to understand the personal value so that the message will hit the right target. Q4. What do you mean by public relations(PR)? What are the difference between PR and advertising? universe relations is used to build rapport with employees, customers, investors, voters or the general public. Public Relations (PR) is the actions of a corporation, store, government, individual and so forth in promoting goodwill between itself and the public, the community, employees, customers etc. The most comprehensive definition is as followsPublic relation is the management function which evaluates public attitudes, identifies the policies and procedures of an organization with the public interest and executes a program of action and communication to earn public understanding and acceptance. The hobby are the differences between advertising and public relations. Advertising 1. The company pays for advertising the company. because the focus is on getting its products orservices.2. Since you are paying for the space, you watch productive master on what goes into that advertisement. 3. Advertisements can be published or run repeatedly. An advertisement generally has a longer shelf life than one press release. 4. I n advertising, you get to exercise your creativity in creating new advertising campaigns and materials.5. If you are running(a) at an advertising agency, your main contacts are yours-workers and the agencys clients. 6. You are feel out your target audience and advertise accordingly. You would not advertise a chaffs Product in a business snip. 7. Some industry professionals much(prenominal) as Account Executive have contact with the clients. Others like Copywriters or computer graphic Designers in the agency may not meet with the client at all. 8. sales, 20% discount, Buy this product Act now Call today These are the things you can say in an advertisement. You deprivation to use those buzz words to activate people to buy your product. Public relations1. The objective is to get free promotion for space. You know exactly when that advertisement will on air to be published. 2. You have no control over how the media presents your information, if they dissolve to use your info rmation at all. They are not obligated to cover your lawsuit or publish your press release. 3. You submit a press release about a new product or about a word concourse once. The PR exposure you receive is only circulated once and the editor will not publish more than once. 4. In public relations, you have to have a look for news and be able to give buzz through that news. You exercise your creativity in the way you search for new news to release to the media. 5. In PR, the main contacts will be people in the area of publications and broadcast media. 6. It is generally not possible to segment, target or position the product or service. 7. In public relations, you are very visible to the media.PR professionals are not always called on for the good news. In an emergency you may have to give a narrative or on-camera interview to journalists. You may jibe your company as a articulation at an event. 8. You are strictly written material in a no-nonsense news format. Any blatant c ommercial messages in your communications are disregarded by the media. Q5. What are the four types of annalists used to develop a comprehensive model for evaluation of a sales organization? there are mainly four factors or types of abbreviation that are usually infallible todevelop a comprehensive model for evaluation of a sales organization. They are 1) sales summary2) Cost digest3) Profitability outline4) productivity psycho analysis1) sales analysis It is an important factor for evaluating the effectiveness of a sales organization. Sales analysis detects strengths and weaknesses of the organization. Sales analysis is expound as a detailed supervision of a companys sales data, which includes assimilating, classifying, comparing and drawing conclusions. Sales analysis is done based on the following parameters a) Levels in sales organization Sales analysis should be done at all levels of the sales organizations. This includes evaluation of sales performance from the co mpany level down to the last level. b) Types of sales The analysis of diametric types of sales at different organisational levels definitely increases the sales managers ability to detect problem areas in the companys sales performance. For example, analysis can be done a. establish on type of productsb. By dissemination channels typesc. By type of customer classificationsd. By size of orders2) Cost analysis Cost analysis is the analysis of cost that affect sales volume. The purpose of selling cost analysis is to determine the meshworkableness of sales control units, like market segments, sales territories and products. This is done by subtracting the marketing costs from the sales revenues, associated with the sales control units. 3) Profitability analysis Profitability analysis of marketing units (that is, regions, branches, channels, products or customer groups) can be developed by preparing profit and loss (or income and expense) statements for marketing units. However, the question arises as to how to allocate indirect or divided up expenses to various marketing units. There are two approaches for profitability analysis 4) Productivity analysis Productivity is usually measurable by ratios between outputs and inputs. For example, sales per salesperson are used by umpteen companies as a measure of productivity.Thereare other productivity ratios such as selling expenses per salesperson, sales calls per salesperson, and quotations submitted per salesperson. Q6. take up the meaning and importance of media fix decisions. A media mix is the way various types of media are strategically combined in an advertising plan, such as using composition and posters to announce a new product as the iPod managers did, followed by television advertising that shows how to use the product and billboards that reminded people to look for it when they go out to the store. A media fomite is specific TV program (Comedy Circus, CID), newspapers (The Telegraph, Mumbai Mirror ), magazines (The bluster star, Elle). Media planning is the way advertisers identify and select media options based on research into the audience profiles of various media planning as well as includes computer programing and budgeting. Media buying is the task of identifying specific vehicles, such as TV channels/programs or websites, negotiating the cost to advertise in them and discussion the details of billing and payment.Frequency refers to the physical body of times a person is unfastened to the advertisement. An impression is one persons opportunity to be exposed one time to an advertisement in a broadcast program, newspapers, magazines or outdoor locations. Circulation means the deem of copies sold. In the media industry, there are professionals who do both, sell and buy advertising. Media sales people work for a medium, such as a magazine or television channel and their objective is to build the best possible arguments to convince media planners to use the medium th ey represent. There are also media reps, who are people or companies that sell space (in print) and time (in broadcast) for a conformation of media. The rate base is the real number of copies of a newspaper or magazine that gets printed and sold. Readership is the average number of readers per copy sold.