Advertising and Promotion
Introduction
Communication plays a major part when it comes to advertising, this
booklet explains the communications industry, and it also looks at the
roles of the various parties in the industry and their relationship
between one another.
Communications Process
Communication is contact between two or more parties, giving
information.
The aim of the communications process is to influence buyer behaviour,
but before the marketers can influence the consumers they need to know
how the communication process works.
A View of the Communications Process
All marketers send a message to encourage you to buy their product.
PRESELLING SELLING
(How to sell it and how to sell it) (How to sell it and the way you
sell it)
POST- CONSUMPTION CONSUMING
(To sell it again) (Whilst you are selling your product)
I am to give you 2 communication model theories of communication
activity.
1. Lasswell's theory
According to Lasswell, Power and Personality (1948) a communication
model should answer the following questions:
· Who?
· Says What?
· In What Channel?
· To Whom?
· With What Effect?
2. Kotler's theory
But according to Kotler, Marketing Management: Analysis, Planning,
Implementation and Control (1991) the communication process was a
sender/receiver model which to him provides a framework for answering
the questions of Lasswell.
Elements in the communications process (Kotler theory)
Sender's field of experience
1. SENDER - The party sending the message to another party so they
buy that product e.g. Packard bell.
2. ENCODING - The process of putting thought into the message to
make the customer understand what the organisation is selling. To
make things easier for the customer to understand they may use
music, pictures etc.(symbols)
3. MESSAGE - The set of symbols the receiver transmits e.g. the
actual product itself
The two asset classes spoken about in the movie are equities and fixed income sales. Equities are stocks showing the value of ownership sometimes in percentages or in other ways these stocks can be purchased and sold and different values people can gain profit from such a way of trading if they buy their stocks cheap and the company blossoms and they sell it R2 more than they bought they can achieve a great income from such a development an fixed income is a type of investment the brings money or income in on a periodic basis like every two months and in the end you will reach the amount that you paid for it if you invest long enough e.g renting out
When you buy expensive carpentry tools at your local hardware store, you still need the correct plans to build that elegant home. It takes more that just having the right tools to build your dream house. The same applies to trading.
It is never enough to create a great product; it has to be coupled with a desire for that product. The competitive advantage that Wedgwood brought to his company was the ability to create demand for goods. He was able to see the needs of the market before the market did and then cultivating market demand to satisfy those needs with his goods. A differentiation strategy was put into place by Wedgwood for his products as there were already a number of pottery options available on the market. Instead of the low quality, irregular options that were available on the market, Wedgwood’s pottery was made from clay, rather than wood, and was a more uniform finished product. A method of increasing demand by raising the perceived value of the pottery is to drive up demand by the high affluent. One of the ways that he accomplished this was through a technique called inertia selling. By putting a high quality and reputable product in the hands of the elite with no penalty, Wedgwood can display first-hand his high-end craftsmanship and design. With the working class working in the homes of...
The other group is consumers from the emerging market of gifts' purchasers and decorative market, looking for a replica authentic artifacts to brings out the artist sense of owning it.
This paper will analyze three Terminal Course Objectives (TCO) as they relate to the movie The Legend of Bagger Vance. First, this paper will address the following TCO A: Given the predominant roles of contracts in all aspects of business activities, describe the general legal principles involved in contract formulation, execution, and enforcement and demonstrate their application in day-to-day business negotiations and operations. Next, it will discuss the relevance of the TCO F within the context of the movie. TCO F requires: Given that business requires means of securing its credit transactions, illustrate the distinction between secured and unsecured credit, and describe the methods of perfecting a security interest under UCC Article 9. Finally, this paper will address TCO G which states: Given that private, personal, and real property is the lynchpin of a private, market based economy, apply the principles of acquiring personal property, bailment, and real property, and the transfer of ownership of real property.
The five cars that were chosen included the following: A Ford pickup truck, a Buick sedan, a Toyota minivan, a Porsche 9-11 Turbo, and a Mercedes Benz C-Class. The individuals' personalities varied by gender, age, manner of dress, and other distinctiveness. They consisted of a twenty-one year old, white female; a thirty-four year old black male; and a fifty-two year old Hispanic male. These three individuals, ranging from various demographics were asked to match each of the five people in the personality groups with one of the five cars that described his/her personality most accurately. After analyzing the results of the individuals' answers, many strong consistencies were present in their responses.
On average, Americans are exposed to over 362 minutes of advertising per day as stated in the article “New Research Sheds Light on Daily Ad Exposures” by Sheree Johnson. Advertisements lasting one to two minutes, implies Americans are being exposed to more advertisements than anything else. Advertisements are not able to be escaped and are used to pursue consumers into buying products they might not even need. This can be a reliable technique by marketers because consumers fall into what the advertisements are saying. Increasing advertisement exposure to consumers per day allows marketers, such as Diet Coke a more valuable beverage company because their advertisements are simple, making them more effective.
1. Designer handbags 2. Male and female clothing 3. Jewellery
2. Brochure: We will print out the brochure and then distribute the brochure to the local residents as well as the university’s students.
We see advertisements all around us. They are on television, in magazines, on the Internet, and plastered up on large billboards everywhere. Ads are nothing new. Many individuals have noticed them all of their lives and have just come to accept them. Advertisers use many subliminal techniques to get the advertisements to work on consumers. Many people don’t realize how effective ads really are. One example is an advertisement for High Definition Television from Samsung. It appears in an issue of Entertainment Weekly, a very popular magazine concerning movies, music, books, and other various media. The magazine would appeal to almost anyone, from a fifteen-year-old movie addict to a sixty-five-year-old soap opera lover. Therefore the ad for the Samsung television will interest a wide array of people. This ad contains many attracting features and uses its words cunningly in order to make its product sound much more exciting and much better than any television would ever be.
The next step is communicating. It can be compared to promotion in the 4Ps approach, because it involves informing the customer on the offer. The difference is in information delivered to the customer. The 4Ps approach promotes and advertises the product, while the value approach - the value - product plus service, benefit, and enjoyment that can be received with the product. In addition, the value approach involves not only telling the customers how good the offering is, but also learning from them about their preferences and desires.
Nowadays, advertising is a very big business. Very often is the major means of competing among firms. Furthermore, supporters of advertising claim that it brings specific benefits for consumers.
Marketing and selling are synonymous but there exists a difference between the two concepts. It is very necessary for the marketing team to clearly understand the difference between marketing and selling. Selling is the transferring of goods and services to customers. On the other hand includes all the activities associated with product planning, pricing, promoting, and distributing a product or a service. The following are more differences between selling and marketing;
Television advertisement takes an important part of everyday human's life. Everyday millions of people in America and the world watches Television and advertisements. Television advertisements are very common these days. They appear in public where a lot of people can hear and watch. For example, commercials tend to appear on the radio, foot ball game where a lot of people are watching, and in on television. Advertisement is seen many times especially on television. Television is the most efficient way for business industries to use to take advantage of showing advertisement.
Advertising has been defined as the most powerful, persuasive, and manipulative tool that firms have to control consumers all over the world. It is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Its impacts created on the society throughout the years has been amazing, especially in this technology age. Influencing people’s habits, creating false needs, distorting the values and priorities of our society with sexism and feminism, advertising has become a poison snake ready to hunt his prey. However, on the other hand, advertising has had a positive effect as a help of the economy and society.