1.

What forms of advertising do you think will be most effective to sell products to other
companies? How can you measure the effectiveness of the advertising campaign? Prepare
a report citing cases from some companies.

As per various research and studies more than 90% of the customers are affected by
advertisements in some ways. So in today’s world it is vital to invest certain share of the
capital in advertising the products. Different advertisement medium can be used to advertise
the market among which most influential in recent times are as follows:

 Social media
Social media such as Facebook, Twitter, Tik-Tok, whats app etc. are undoubtedly the
killer advertising platform in today’s world.
 Print media
 Television
Internet advertising is taking all the hype but Television advertising still remains to be
on top.
 Radio
 Direct mail
 Email

Among those mentioned above on the list, I strongly believe Social media is the most effective
way to sell products to other companies. Social media can be a public voice and presence online.
It is very much cost effective and easily assessable. Social media platforms are mainly categorized
into online communications and forums, blogs and social networking like Facebook, YouTube,
Twitter etc.

Social media engages customer with a brand deeper and broader level. Although it may not be
effective in attracting new users and driving brand penetration, it is very useful to attract
customer with social media access. By using social media and the internet in a constructive,
thoughtful way, firms have a means to create a strong online presence and to better offer
credible alternative points of view if negative feed-back occurs. And if the firm has built a strong
online community, members of that community will often rush to defend the brand and play a
policing role over unfair characterizations.

Frito-Lay’s “DO Us a Flavor” contest invited U.S. fans to suggest new potato chip flavors for a
chance to win a huge cash prize, the Facebook app for submissions crashed the first day due to
high traffic. This example shows the power and effectiveness of social media.
A well-managed advertising program is an integral part of the firm’s overall marketing strategy.
Therefore it is very vital to measure how advertising is affecting overall sales of the product being
advertised. To measure advertising following procedures can be applied:

 Evaluating individual advertising messages in order to assess their relative importance.

 Evaluating the achievement of awareness and attitude objectives.
 Evaluating the impact of advertising as reflected in sales report.

Following can be used to measure the effectiveness of advertisement:

 Exposure
In order to be effective, the advertisement must be exposed. The number of people who
viewed the ads must be counted for.
 Attention
Advertisement becomes effective only when it gets the attention.
 Comprehension
Consumers can be asked how much of the message they comprehend of a message they
recently heard.
 Attitude change
Attitude change before and after sales of the product can be analyzed after certain
number of sales.
 Action
Intention can be measured by carrying our various research method.

AFLAC, the largest supplier of supplemental insurance, was unknown until a highly creative and
effective campaign made. This ads features an irascible duck incessantly squawking the
company’s name while consumers discuss its product. Sales was up by 28% in the first year and
the name recognition went from 13% to 91%.

2. Prepare a presentation at a professional conference talking about how the sales

have changed over the last ten years. Include statistical information from a case
of a company.

The sales have changed over the last ten years drastically so has the sales person. Customers
have become more cautious, informed and more empowered due to which their buying has
become more complex. Customer these days do not want to spend time hearing all the sales
propaganda rather want more of like consultant like sales person. The customer these days
are intelligent and checks review from previous customer before buying the products. Hence,
the mind frame of the customer has changed.

Social media has changed the sales landscape. Popular social media like Facebook, YouTube,
and Twitter are having powerful influences on sales and is on the further ascendency. The
social media advertisement has become one of the vital component.
International sales has increased over the years. One of the reason for this is advancement in
technology and emergence of global online sales media like eBay, amazon etc. Ten years ago,
we could hardly hear about these above mentioned sales media but the market has rocketed
for these platform and has become very important part of sales.

With the advancement of technology video conferences and phone calls are replacing face to
face visits. A vast array of productivity tools, especially those that synch between devices
make selling not only more efficient but fun. Most of the demos and advertisement are done
through online.