Advertisers and advertising agencies believe that customers have needs and desires, which can be fulfilled through the purchase and use of products and services. Advertising works largely through appeal of emotions of envy, fear, anxiety, about one’s appearance and lack of status. It is widely assumed that advertising works if the AIDCA formulas are followed. The formula sums up the principles of advertising. The name of the formula is derived from the initial letters of the words: Attention, Interest, Desire, Conviction and Action. The formula suggests that the attention and interests of the customers must be gained first before the process of stimulating desire, imparting conviction and urging action in advertisements can bring about a change in the buying behaviors. Steps Involved in Advertisement Planning The Attention part is the banner or headline that makes an impressive benefit promise. Interest builds information in an interesting way, usually meaning that this Continue reading
Marketing Functions
Characteristics of a Good Advertisement Copy
The success of advertisement depends very much upon the copy of advertisement. The main aim of the advertisement is to attract the customer and create an urge to possess that product. If the advertisement does not fulfill this objective, the expensive advertisements are useless. Hence, the advertisement copy should be drafted very carefully. The person who drafts the advertisement copy must be thoroughly acquainted with the mental process. He should be imaginative enough to think of words and patterns which would produce the desired effect on the prospective customer. An effective copy of advertisement should posses the following characteristics, qualities or values: Attention Value: An Advertisement copy must attract the attention of the potential consumers. If it fails in this mission, the money and efforts go waste, for everything else follows this. The copy should be drafted, planned and displayed so ingeniously that it may compel even the most casual Continue reading
Managing the Industrial Sales Force
Sales force management is one of the important task for industrial marketing managers where they take great care in selecting the right personnel who can help them to increase their sales. They also give their sales team proper product training, supervise their performance, frequently motivate them by offering compensations, and at the same time control the expenses incurred. There are various steps that are involved in the industrial sales force management. 1. Selection of Sales Personnel Personal selling starts with selecting the salesperson who acts as the representative of an organization. They help to create an image and reputation of the company apart from increasing the sales by offering various products and services to the industrial buyers. In addition to giving the details on product features to their prospective buyers, they offer other services like technical assistance, recommendations, ideas, and sharing their experience. They also posses the skills that are Continue reading
Marketing Channel Conflicts Management
On the basis of the discussion in the previous article Marketing Channel Conflicts, it can be easily understood that conflict is an inherent behavioral dimension in the marketing channel and various levels of conflicts may have both negative and positive effect on channel efficiency or possible no effect. A marketing channel conflict could affect the channel efficiency positively in the sense that when the members involved in the conflicts realize and identify the possible reasons for conflict and work towards removing these areas of disagreement. The conflicts might actually become functional. The need is therefore to sit back and understand the cause of conflict and to devise ways to overcome by working out a better solution. A central task in channel management is to seek ways to manage conflicts. In other words ways must be found to keep conflict from becoming dysfunctional and to harness the energy in conflict situation Continue reading
Advantages and Disadvantages of Sales Force Automation (SFA)
Sales person use sale forces as a step to enhance their marketing strategy. The improvements of technology helped sales person able to structure their customers’ data managements well. Sales force automation is a system that being develop to helps companies to organize their customer relationship management with confidentiality. Besides automatically computerized customers data into computer, it helps enable sales person to plan and structures their selling in the most effective way as well. It makes work easier and organized as well as more reliable for sales person. In short, sales force automation system is a good “assistant” for sales person. However, sales force automation system also brings some disadvantages where sales force automation system is complicated system involving digitalized figure yet new for older sales people. Anyhow, it is still easier for younger sales people to learn and function with it. In order to manage relationship between customers professionally, sales Continue reading
Pricing Concept in Marketing Management
Price is one of the important variables in the marketing mix. Its importance has increased substantially over the years because of the environmental factors like recession, intensity in inter- firm rivalry and the customer becoming more aware of alternatives. Firms also have to educate customers on what to look for in the product & many of the buyers today use sophisticated methods in collecting information on suppliers just as the latter do. In order to arrive at the most acceptable price level, the marketer needs to have information on the three C’s– customers, competition & firm’s cost structure. It should be able to use this information to achieve its goals. In the contemporary market environment characterized by increasing inter—firm rivalry, low or no government intervention in corporate decisions, improvements in communications & media and a growing concern to retain wholesalers & retailers to market the firm’s products, pricing decisions appear Continue reading