Back to: Marketing SS1
Benefits to Salesmen
Salesmanship is incomplete without advertising. Advertising serves as the forerunner of a salesman in the distribution of goods. Advertisement is beneficial to salesmen in the following ways:
1. Introducing the product becomes quite easy and convenient because manufacturer has already advertised the goods, informing the consumers about the product and its quality.
2. Advertising prepares necessary ground for a salesman to begin his work effectively. Hence, sales efforts are enhanced.
3. The contact established with the customer by a salesman is made permanent through effective advertising, because a customer is assured of the quality and price of the product.
4. The salesman can weigh the effectiveness of advertising when he makes direct contact with the consumers.
Benefits to Community or Society
1. Advertising, in general, is educative in nature. In the words of the late President Roosevelt of the USA. “Advertising brings to the greatest number of people actual knowledge concerning useful things. It is essentially a form of education and the progress of civilisation depends on education.”
2. Advertising leads to a large-scale tom production, thereby creating more alic employment opportunities for the public in various jobs directly or indirectly.
3. It initiates a process of creating more wants and their satisfaction higher standard of living. For example, erin advertising has made more popular and Top universal the uses of such inventions as the automobiles, radios and various ambhousehold appliances. Indig
4. am Newspapers would not have become so popular and so cheap if there had been no advertisements. The cheap ad production of newspaper is possible only through the publication of advertisements in them. It sustains the press.
5. It assures employment opportunities for the professional men and artists.
6. Advertising does provide a glimpse of a country’s way of life. It is, in fact, a running commentary on the way of living and the behaviour of the people and is also an indicator of some of the future in this regard.
Disadvantages of Advertising
i. Encouragement of materialism: It makes people desire goods and services they cannot afford.
ii. Leads to higher price: Consumers are SYON made to bear the cost of advertisement liby paying more for the advertised goods and services.uberoamiz m
iii. Restriction of new entrants: Heavy Som advertisements by firms could restrict 15 new entrants into the industry because lqms of the high advertising budget.
iv. Misleading: Advertisement sometimes PB 200 misleads consumers in the choice of anoray goods and services to purchase.
v. Ethical issues: Ethical issues are some times breached by models and celebrities who are used in advertisements.
vi. It encourages impulse buying.
vii. It causes distracton.
viii. High cost of advertisement: This is Exton too expensive and drains the funds of a company.
ADVERTISING MEDIA OR MEDIA OF ADVERTISING
1. Newspaper
2. Magazine
3. Radio
4. Television
5.Online (Internet)
6. Mobile advertisement
7. Billboards
Others are:
8.the
Journals
9 Fliers/leaflets
10.
Cinema
11. Posters
12.
Neon sign
13. Direct mail
14.
Catalogue
kamotional
15. Sign postu otvortonerd
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There is a huge variety of media available through
which a business can conduct an advertising
campaign. They are:
1.
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Newspaper 01 nsmapisz B 701
Newspaper is one of the traditional media use by businesses, both big and small alike, t advertise their businesses. The choice of particular newspaper for advertising depenc upon many factors i.e., circulation of the newspaper, the type of readers it serves, th geographical region in which it is popular, t costs of space and general reputation paper, etc. of t
ADVANTAGES
a. It can reach a huge number of people a given geographic area.
b. You have the flexibility in deciding the advertisement size and placement within the newspaper.
c. Your advertisement can be as large as necessary to communicate as much of a story as you care to tell.
d. Exposure to your advertisement is not limited; readers can go back to your message again and again if they so desired.
e. Free help in creating and producing advertisement copy is usually available.
f. Quick turn-around helps your advertisement reflect the changing market conditions. The advert you decide to run today can be in your customers’ hands in one to two days.
DISADVANTAGES
a. Advert space can be expensive.
b. Your adverts has to compete against the clutter of other advertisers, including the giants adverts run by supermarkets and departmental stores as well as the adverts of your competitors.
d. Poor photo reproduction limits creativity. Newspaper is a price-oriented medium; most adverts are for sales.
e. Advertisements have a short shelf life, as newspapers are usually read once and then discarded.
f. You may be paying to send your message to a lot of people who will probably never be in the market to buy from you.
g. Newspaper is a highly visible medium, so your competitors can quickly react to your prices.
2. Magazines
Another medium under press publicity is magazines and journals. They also offer good facility because magazines are read leisurely when the reader is mentally prepared to receive advertisement messages.
ADVANTAGES
a. Magazine allows for better targeting of audience, as you can choose magazine publications that cater for your specific audience or whose editorial content specializes in topics of interest to your audience.
b. High reader involvement means that more attention will be paid to your advertisement message.
c. Better quality paper permits better colour reproduction and full-colour adverts.
d. The smaller page (generally 8½ by 11 inches) permits even small adverts to stand out.
a.
DISADVANTAGES demaghil
a. Long lead times mean that you have to make plans weeks or months in advance.
b. The slower lead time heightens the risk of your advert getting overtaken by events.
c. There is limited flexibility in terms of advert placement and format.
d. Space and advert layout costs are higher.
ADVANTAGES
a. Radio is a universal medium enjoyed by people at one time or another during the day, at home, at work, and even in the car.
b. The vast array of radio programme formats offers to efficiently target your advertising to narrowly defined segments of consumers most likely to respond to your offer.
c. It gives your business personality through the creation of campaigns using sounds and voices.
d. Free creative help is often available.
e. Rates can generally be negotiated.
DISADVANTAGES
a. Because radio listeners are spread over many stations, you may have to advertise simultaneously on several stations to to reach your target audience.
b. Listeners cannot go back to your adverts to listen all over again to important points.
c. Advertisment is an interruption in entertainment. Because of this, a radio adverts may require multiple exposure to break through the listener’s “tune-out” doubefactor and ensure message retention.
d. Radio is a background medium. Most listeners are doing something else while lis yd boy which means that your advert has to work hard to get their attention.
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