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Each function, the advertising boasts of, has its own limitations and is
responsible for its own effects whether positive or negative. The effects and
outcome of each of the function might be different but the ultimate goal of
taking the company to success and the means of implementation are same. And
that’s what makes advertising so much interesting to both, the business owners
and the advertisers.
5. It is true that copy writing is an art and the copywriter has a very important role to play
in advertising creativity. Copy writing does not admit any stereotyped rules and classification. There
are various styles in which a copy can be prepared and presented. The following classification of
advertisement copy may be studied;
i. Descriptive Copy
a. Humorous Copy
b. Fear Copy
c. Story Copy
d. Predicament Copy
x. Educational Copy
12. A sales manager is someone who is responsible for leading and guiding a team of
sales people in an organization. They set sales goals & quotas, build a sales plan,
analyze data, assign sales training and sales territories, mentor the members of his/her
sales team and are involved in the hiring and firing process.
11. A sales quota refers to a time-bound sales target set by management for a particular
region, sales team, or individual rep. Sales quotas are often attached to a daily,
monthly, or quarterly period. Sales quotas can be measured in a number of different
ways, including by profits, sales, or rep activity.
Before deciding how to set sales quotas for your team, you need to understand
the different four main types of quotas. Sales quotas are often based on revenue, sales
activity, volume, or some combination of the three.
a. Revenue Quotas
b. Activity Quotas
c. Volume Quotas
d. Combination Quotas
SECTION – B
13. Advertising has certain basic features. The important ones are:
i. Paid form:
Advertising is always a paid form of communication and hence commercial in
nature. Thus, advertising can clarify be distinguished from publicity which is not
paid for by the sponsor.
ii. Non-personal presentation:
Advertising is a non-personal presentation. Whatever the form of presentation,
advertising is always directed to a mass audience rather than to any individual.
At time:, e advertising message may give the impression of a personal appeal.
However, all the sensations are non-personal in nature.
14. We can start our discussion of media by defining and describing different kinds of
media that children are using today. Modern media comes in many different
formats, including print media (books, magazines, newspapers), television,
movies, video games, music, cell phones, various kinds of software, and the
Internet. Each type of media involves both content, and also a device or object
through which that content is delivered.
Print Media
The term 'print media' is used to describe the traditional or "old-fashioned" print-
based media that today's parents grew up with, including newspapers,
magazines, books, and comics or graphic novels. Historically, only wealthy
publishers had access to sophisticated type-setting technologies necessary to
create printed material, but this has changed in recent years with the widespread
accessibility of desktop publishing software and print-on-demand publication
services such as Lulu.com (LINK). More recently, electronic book readers such
as the Amazon Kindle which store hundreds of books on a single device and
which allow readers to directly download books and newspapers have become
popular.
Television
Television has been entertaining American families for over fifty years. In the
beginning, there were few programs to pick from, but today, there are literally
hundreds of general and specialty channels to choose from and thousands upon
thousands of programs. Where it was once the case that programs had to be
watched at the time they were broadcast on a television, this is no longer the
case. Today, viewers can summon a movie or television episode whenever they
want, through many cable or satellite services' pay-per-view or free on-demand
services. They may also download or stream episodes from the Internet and
watch them on their computers. Viewers may use DVR (digital video recorder)
devices, such as a Tivo to record programs at one time and watch them at
another time. Viewers with certain cell phones may even watch programs
through their cell phones.
Movies
Movies (films) are the oldest form of motion picture technology capable of
capturing lifelike video-style images. Originally, movies could only be consumed
at a neighborhood movie theater, but these days movies are widely available for
people to consume in their homes, on their computers, and even in through their
telephones. Commercial movies are broadcast on television, and via cable and
satellite services which may feature High Definition (HD) video resolution and
sound, essentially allowing the movie theater experience to be replicated in a
home theater environment. Commercial movies are also distributed on DVD and
Blu-Ray disks, which can be rented from stores and through-the-mail services
such as Netflix, and through downloadable computer files, which can be legally
downloaded from movie rental services such as Amazon and iTunes or streamed
through Netflix or on-demand cable services. Home movies produced by
amateurs with inexpensive video cameras are now also widely available through
video sharing websites such as YouTube.com and Vimeo.com.
Video Games
Available since the early 1980s, video games have only grown in popularity
among youth. Today's games make use of advanced graphics and processors to
enable three dimensional game play featuring highly realistic landscapes and
physics simulations, and the ability to compete against other players through a
network connection. Modern video games are immersive, exciting and
increasingly interactive. Players feel like they really are in the situation because
of the life-like graphics and sounds. Through video games, youth can extend
their pretend play, as they become soldiers, aliens, race car drivers, street
fighters, and football players.
Games such as the recently popular World of Warcraft are played in a networked
universe shared simultaneously by thousands of gamers at once. Players may be
across the street from one another or across the globe using the the Internet to
participate in a shared three-dimensional world in which each player can control
one or more avatars, and chat using text or voice.
17. Marketing mix implies combinations of various elements that help the
company in attracting customers, to buy the products offered by the
company. It includes product, price, place, and promotion. Promotion is a
marketing mechanism, that involves informing the customers about the
product offered by the company, and includes advertising, public relation,
personal selling, direct marketing, etc.
Most of the people are having the opinion that promotion and advertising
are one, and the same thing but both of the terms differ in the sense that
advertising is that form of communication, which is intended to induce
potential customers, to buy your product, over the competitors. It is a tool
that reaches thousands of customers in one go.
our main focus is to explain all the difference between advertising and
promotion. But, first of all, you must know that promotion is a marketing
technique, and advertising is a promotional tool.
1. Comparison Chart
2. Definition
3. Key Differences
4. Conclusion
Comparison Chart
BASIS FOR
ADVERTISING PROMOTION
COMPARISON
SECTION – C
In the current fragmented market, the marketers are facing tough competition
from their competitors. Each marketer has to prove himself to be better than
his competitors. The cut-throat competitive market environment has made the
advertising field very experimental and hence advertisers are adopting
different measures to attract the attention of their target customers. They try
to present their advertisements in such a way that catches instant customer
attention. For this, they use a blend of message appeals like rational,
emotional, ethical, etc. to make a positive impact on the target audience.
Aspirations, comfort, convenience, economy, efficiency, fear, love, nostalgia,
pride, health, luxury, patriotism, sex and safety are some of the ideas that
engage the minds and touch the hearts of the target audience, and ultimately
motivate a response.
Being business entities, sometimes companies are carried away with their
profit motives. They forget that as they are a part of the society, they have a
responsibility towards the society, as well. Any activity of the company
should not have an adverse effect on the society. The same stands true in
respect of advertising also. With the growth in the reach and frequency of
mass media, the advertising industry has also grown by leaps and bounds. It
implies that the persons exposed to advertising are also growing with the
growth of mass media and the advertising industry. On the one hand, it is a
good sign for the marketers as they can now reach a larger audience by using
mass media but on the other hand, it has increased their role towards the
society. Now marketers have to be more socially responsible while making
and presenting their advertisements as the presentation of advertisements can
have a positive as well as a negative impact on the society.
But while dispensing its role as a dream merchant, advertising has also been
in the vortex of controversy of the many ills that it brings to society. It is
accused of encouraging materialism and consumption, of stereotyping, of
causing us to purchase items for which we have no need, of taking advantage
of children, of manipulating our behavior, using sex to sell, and generally
contributing to the downfall of our social system.
20. Sales budget is the budget of total sales expressed in terms of quantity or money. It is the
between two factors i.e. sales quantity and selling price.
Following factors are taken into consideration while forecasting for sales quantity:
Previous Sales
Past results provide great insight regarding potential earnings. Thus, when analysts
forecast expected sales they add significant weight to past sales data. Sales budgeting
also require observing general trends year-to-year. For example, if the business shows
consistent ten percent yearly increase in sales, the company has grounds to forecast a
continued rise. Forecasters place greater weight on some years or months than others:
a trekking company in Colorado, for example, places greater emphasis on sales from
the spring and summer as opposed to the winter season. Likewise, a luxury handbag
company in the midst of a long recession might rely more on the previous year’s data
than sales from years during an economic boom.
Competition
Expected competition is another component of the sales budgeting forecast. Companies
with little competition have greater predictability than a business with dynamic
competition. If the organization pre-empts a competitor unveiling a new, similar product,
the business may conservatively preempt reduced sales in the months of the competing
product’s introduction into the market. Organizations in an oligopolic market structure
have the most difficult time assessing a competitor’s influence on sales. This is because
businesses repeatedly undercut other companies in an attempt to gain a competitive
edge. Therefore, businesses in an oligopoly project higher sales than competitors only if
they can anticipate being the company that issues the good or service at the lowest
cost.
Cost of Materials
A primary factor affecting sales budgeting is the cost of materials. Part of the forecasting
process is anticipating the expected change in price for materials necessary for
production. Sometimes, accurate projections can mean the difference between steep
losses and high profits. An example is fuel and airline ticket sales: A Reuters article
explains that when oil hit close to $147 a barrel in 2008, airlines incurred significant
losses as a result of the industry’s failure to anticipate this increase. Higher costs tend
to result in passing these costs to the customer in the form of higher prices: These
higher prices affect sales, usually negatively if other firms do not raise prices. Therefore,
predicting the changes in the cost of materials is a large component of sales budgeting.
Product Development
Sales budgeting includes taking into account the effects of new products, product
expansion and entering into new markets. Pre-empting the expected sales of product
development requires the business to engage in market research. Market research
includes rolling out the product in limited locations and issuing consumer feedback
surveys. Businesses then extrapolate these limited results on a larger scale in order to
anticipate future sales.