In the last nearly 200 years, newspapers have remained a very important mass media for advertising. With the appearance of radio, and subsequently television, there has been some change in the reading habits of people. TV presented a combination of some very desirable characteristics, not offered by any other media, and became a primary source of entertainment, news, and other types of information for a very large number of people. Print media has successfully met the challenge posed by television because it has certain advantages not offered by broadcast media. In spite of tremendous popularity of TV as an advertising medium, newspapers command a position of significance among advertisers. Newspapers are an important part of our everyday life and a major source of information for a large number of readers. Newspapers are available to the masses at a fraction of their cost because advertising revenues from large to small advertisers Continue reading
Marketing Management
Marketing management combines the fields of marketing and management. Marketing consists of discovering consumer needs and wants, creating the goods and services that meet those needs and wants; and pricing, promoting, and delivering those goods and services. Doing so requires attention to six major areas – markets, products, prices, places, promotion, and people. Management is getting things done through other people. Managers engage in five key activities – planning, organizing, staffing, directing, and controlling. Marketing management implies the integration of these concepts.
Concept of Attitude in Consumer Behavior
An attitude describes a person’s relatively consistent evaluations, feelings, and tendencies toward an object or an idea. Attitudes put people into a frame of mind for liking or disliking things and moving toward or away from them. For example, many people who have developed the attitude that eating healthy food is important perceive vegetables as a healthy alternative to meat and chicken. As a result, the per capita consumption of vegetables has increased during recent years, leading the meat and chicken producers to try to change consumer attitudes that chicken and meat are unhealthy. Companies can benefit by researching attitudes toward their products. Understanding attitudes and beliefs is the first step toward changing or reinforcing them. Attitudes are very difficult to change. A person’s attitudes fit into a pattern, and changing one attitude may require making many difficult adjustments. It is easier for a company to create products that are Continue reading
Disadvantages/Drawbacks of Television Advertising
Television advertising does have some disadvantages as well. Some of the limitations of television advertising are: Costs: Though television offers unsurpassed creativity and reaches large audiences, it is an expensive medium to advertise. Besides the high cost of media time, the cost of producing good quality commercials is quite high. Besides the airtime costs, considerable costs were involved in producing that the commercial. Even local ads can be expensive to produce and often are not of high quality. High costs associated with TV advertising discourage small budget companies. Lack of Selectivity: Advertisers, who are interested in delivering their message to a very specific, narrowly defined, often small, target audience, find that TV leads to overexposure, reducing its cost effectiveness. For example, it would be difficult to reach only a particular group in the entire population. Any TV commercial is bound to extend far beyond the target audience. Though, advertisers are Continue reading
Relationship Marketing – Relationship Based Marketing Strategy
Relationship marketing is the philosophy of doing business, a strategic orientation that focuses on keeping and improving current costumers, rather than acquiring new costumers. This philosophy assumes that the costumers prefer to have an ongoing relationship with one organization than to switch continually among providers in their search for value. Relationship Marketing refers to all marketing activities directed towards establishing, developing, and maintaining successful relational exchanges. From these to definition it can be see that the overall objective of relationship marketing is to create long lasting relationships with consumers instead of focusing on the point of sale approach (which is to attract new consumers each sale). The firm must create a unique relationship with the consumer which cannot be replicated by their competitors and thus give them a long lasting competitive advantage. It can also be argued that it is cheaper to retain a consumer than to attract a new Continue reading
Howard Sheth Model of Consumer Behavior
John Howard and Jagadish Sheth put forward the Howard Sheth model of consumer behavior in 1969, in their publication entitled, ‘The Theory of buyer Behaviour’. The Howard Sheth Model is a sophisticated integration of the various social, psychological, and marketing influences on consumer choice into a coherent sequence of information processing. It aims not only to explain consumer behavior in terms of cognitive functioning but to provide an empirically testable depiction of such behavior and its outcomes (Howard 1977). The Howard Sheth Model proposes that a consumer’s purchase decision is influenced by multiple individuals, such as family members. It recognizes that family members take on different roles in the purchasing process, such as gathering information or deciding budgets. The model also acknowledges that retailers deal with a collection of individuals rather than a homogeneous unit. It identifies three levels of decision making – extensive problem solving, limited problem solving, and Continue reading
Brand Activation – Why Do Brands Need It?
Brand activation is a new word in business. The brand activation is the process of attract the consumer to your brand through campaign, events, promotion, digital campaigns. Brand activation permits to consumers/customers to find your new products and re-launched products. The brand activation is a strong connection built between the brand and the customers which permit to him to proceed to the purchase action. In certain words, this is a way to educate your clients. The goal of a brand activation strategy is not necessarily an increase of purchase but more about the human dimension, the goal is to increase the brand image, the brand loyalty. We can split the process of brand activation in five steps: start with what do you want from your customer, what is your audience and what they currently think about you, plan your objectives, what is your power in the brand activation, think about Continue reading