Unit 4
Distributions channels and physical Distribution
Physical Distribution-
Meaning:
Physical dispersion is a significant advertising capacity describing the promoting exercises identifying with the progression of crude materials from the providers to the processing plant and the development of completed merchandise from the finish of creation line to the last customer or client. Physical circulation is the study of Business Logistics where by the correct measure of the correct sort of product is made accessible at where interest for its exists. Seen in this light, physical circulation is key connection among assembling and request creation.
Factor Affecting Channel Selection
Predominant elements influencing channel determination are examined beneath:
1. Elements Related to Products: Product is a prime factor in channel choice. Product related elements are among generally applicable and incredible components influencing station choice. Channel must be fit the sort and nature of organization's products.
Such factors include:
Perish ability of Product: Transitory products must be sold and devoured following creation. In this way, for transitory products, regularly, immediate or short channel is fitting. For tough products, circuitous or staggered channel is best. Notwithstanding, because of accessibility of fast methods for transportation and progressed cold storerooms, the short-lived product can likewise be sold by long-roundabout channels.
Specialized Aspects: Specialized products can't be utilized without adequate data and direct management. Indeed, they need more successive administrations. It is fitting to embrace roundabout and staggered channels to help customers to utilize the specialized product appropriately and securely. For basic products, direct channels can be utilized.
New v/s Existing Product: Customers need more data and consideration for new products. More endeavors and time are needed to persuade customers. Accordingly, an organization may settle on backhanded channel to take help of brokers in this assignment. For existing products, the organization can utilize direct or potentially circuitous channels.
Intricacy and Risk Related to Use of Product: Perplexing and dangerous products are sold through brokers as shoppers anticipate more straightforward management and help.
Size of Product: If there should arise an occurrence of substantial and massive products, immediate or short channel is more reasonable. This is because of troubles identified with physical development of the product.
Distinguishableness of Product: Generally, resolute products are appropriated straightforwardly to clients. Detachable products can be helpfully conveyed by go between.
Unit Price of Product: Valuable products, similar to gold, gems, certain synthetic substances, programming, and so forth, are disseminated utilizing immediate or short channels of conveyance. Utilization of immediate and short channel can limit danger of burglary or theft.
Legitimate Aspect: Obviously, allowed (legitimate) products can be conveyed by any advantageous channel of dispersion. However, illicit products are disseminated by direct channels for mystery reason.
2. Components Related to Company: Organization's interior circumstances have direct effect on decision of promoting channel. Administrator needs to dissect organization related elements to choose the best fit channels.
Organization related variables include: Organization's Financial Position: Monetarily stable organizations can keep up isolated and well-prepared offices for appropriation of products. Such organizations can open and deal with own retail sources and can recruit sales reps to oversee dissemination successfully. They don't need administrations of agents and, subsequently, can circulate the product straightforwardly. Be that as it may, monetarily frail organizations need to decide on backhanded channels to share assets and mastery of channel individuals.
Product Mix of Company: An organization's product mix comprises of product offerings and product things in every product offering. Numerous product offerings and a few product things/assortments in every one of the product offerings can empower the firm to offer various decisions to countless customers. Indeed, the firm can take advantage of the size of economy. In such case, direct channels are more fitting. Little organizations with restricted product offerings as well as product things ought to appropriate products through wholesalers and retailers, who sell results of numerous organizations.
Experience and Expertise: Fruitful circulation needs significant experience and aptitude. In the event that an organization has vital experience, mastery, and staff, it can oversee selling exercises by its own. At the point when an organization needs such insight and aptitudes, it needs to include brokers, and favors backhanded channels.
Offices and Staff: Adequate offices and able staff are basic for successful appropriation of products. On the off chance that an organization oversees for required offices and staff, direct channels is utilized, in any case roundabout channels are utilized.
Organization's Past Experience: An organization's previous encounter can likewise influence channel choice. At the point when an organization has great and palatable experience to work with brokers, it might keep working with them. On the off chance that, on the off chance that it isn't happy with terms and administrations of mediators, it would abbreviate its channel of conveyance.
3. Variables Related to Middlemen:
Organizations consider a few agents related elements while settling on channels.
Financial soundness of Middlemen: Agents' validity is a significant model to choose the channel. On the off chance that mediators have great standing and financial soundness, an organization can duplicate its benefit and, accordingly, wants to include them in their dispersion exercises. Financial soundness is a basic perspective while offering vendor or establishment for clear territory.
Mentalities of Middlemen: Uplifting mentalities of go between make organizations to include them in dissemination exercises. Organizations like to choose roundabout channel with at least one level. Inverse circumstance drives organizations to choose direct channels
4. Elements Related to Market:
Market (shopper conduct) is an essential factor in channel determination.
Size of Market: If there should arise an occurrence of a huge and concentrated market, it is financially reasonable for an organization to deal with its own dispersion arrangement. At the point when market is little, it is fitting to appoint conveyance undertaking to go between.
Topographical Concentration: At the point when company's clients are exceptionally thought (living in close by zone) specifically district, it can straightforwardly manage clients by utilizing any of the immediate channels. Yet, when clients are dissipated in a few areas, it isn't advantageous to utilize direct channels. Mediators can improve work with less expense.
Administrations Expected by Market:Number and kinds of administrations expected by the objective market, and friends' ability and availability to meet them are significant issues to be considered in this association. For example, if the market anticipates a ton of administrations and the organization can't or potentially reluctant to fulfill them, roundabout channels are liked to profit the administrations from brokers
5. Variables Related to Competition: Current and foreseen rivalry influences organization's choice on advertising channel. Pertinent rivalry related viewpoints must be investigated while choosing the channel.
Force of Competition: When there exists an extreme rivalry on the lookout, an organization must consider contenders conveyance procedures and practices while choosing promoting channels. If there should arise an occurrence of less rivalry, an organization decision will be autonomous of rivalry.
Reaction and Reactions of Competitors: Responses and reaction of the nearby contenders must be considered while choosing appropriation channel. An organization must choose such channels that can help profiting upper hands. Organization's Competitive Position in Market: A pioneer organization can plan its own circulation organization. It can choose a particular channel of appropriation according to its prerequisites. However, the adherent organizations need to follow market pioneer. Their decision relies upon pioneer's training
6. Elements Related to Environment: Advertiser needs to think about by and large business climate while settling on promoting channel. Homegrown and worldwide natural powers have immediate or circuitous effect on organization's exercises and activities.
Financial Condition of Country: Nation's financial condition influences association's tasks. In monetarily helpless nations, short or direct channels are utilized to sell product at low cost. In creating and created nations, regularly, aberrant channels are utilized to disseminate products.
Periods of Trade Cycle: Periods of exchange cycle, similar to downturn, recuperation, success, and so on, show the nation's financial condition. Regularly, in flourishing stage, long and roundabout channels are utilized because of need for mass appropriation and ability of individuals to follow through on significant expense for the product. Immediate and short channels are more appropriate when the economy is going through downturn stage as immediate and short channels keep the selling price low.
Lawful Provision: Government arrangements and lawful arrangements have immediate or aberrant ramifications on company's appropriation exercises. Supervisor must distinguish significant arrangements influencing dispersion exercises and, as needs be, a suitable channel(s) should be chosen. Assessments, charges, authoritative strategies, limitations, and different issues are worth noted in such manner.
Types of Marketing Channels:
The conveyance of merchandise relies upon the manner in which you market your products. The way used to cause accessible in the market to fluctuate as indicated by the products made and it is additionally the inclination of makers that how they need their merchandise to be promoted. In this article, you will find out about the various kinds of promoting channels utilized by makers.
1. Direct selling: is the most seasoned sort of promoting channel. A producer produces merchandise and sells them straightforwardly to the shopper from his/her own retail location. This strategy doesn't include any intermediate. Be that as it may, in present day times direct deals have likewise changed. Direct selling doesn't just mean selling products from a fixed retail location. Current direct selling includes individual contact courses of action, one-on-one shows, party plan, and furthermore web deals. These days, an effective business is one which considers the solace of its clients. in this manner, organizations are utilizing techniques so they can make accessible merchandise and ventures to their clients at their homes or at their positions. Subsequently, we classified direct selling into the accompanying classifications.
Manufacturer to the shopper: This is the least complex method of selling and it is additionally valuable for the buyer. Since the buyer is purchasing merchandise straightforwardly from the vender. He doesn't need to pay more in light of the extra expense added by the intermediates. Most neighborhood organizations pick this advertising channel to offer merchandise to their customers. For example, when a rancher offers his products to the buyer straightforwardly and when you purchase food from a café. In this kind of advertising channel maker doesn't go to clients to sell their merchandise, yet shopper goes to the producer at whatever point a need of product emerges. This kind of advertising channel is very good old. In the competitive universe of promoting, makers need to improve their way of offering to get most extreme business.
Systems administration: There are a great many systems administration organizations doing their business just based on direct selling. In this sort of promoting channels, individuals sell products vis-à-vis. They give a showing of the products and furthermore share their own experience utilizing that product. This kind of promoting channel is viable a make snappy deal. Since individuals aren't accepting merchandise from some more peculiar, yet they are getting them from the individuals they trust and have known for quite a while.
Online selling: Internet selling is a modernized rendition of direct selling. Innovation assumes a significant part in this sort of advertising channel. Individuals invest the vast majority of their energy utilizing cell phones, tablets or PCs. There are administrations which let you do nearly everything from taking care of the tab to requesting food on the web. Consequently, producers have likewise picked this technique for offering products to stay aware of the evolving times. Online sells of merchandise should be possible.
2. Manufacturer to Retailer to Consumer: In this kind of advertising channel retailer first, purchase merchandise from the producer and afterward offer them to a shopper. This promoting channel is picked by makers who produce products like fabric, furniture, shoes, and fine china and so on these sorts of merchandise are not required by customer promptly and a purchaser can require some competitive energy prior to settling on a buy choice. Products sold through this kind of advertising channel are not consumable right away. The retailer can purchase products from various makers and store them in his store and offer them to customers at whatever point they need to make a buy.
3. Manufacturer to distributer to the shopper: A distributer purchases products straightforwardly from a maker and offers them in mass to a buyer. A purchaser can purchase things in mass from a distributer at low costs than the costs of a retail location. A distributer sells merchandise at low costs on the grounds that not at all like retailer he doesn't burn through cash on the showcase of products. For example, when you shop at a stockroom club. Clients can purchase enrollment of distribution center club to purchase things at a low cost.
4. Manufacturer to Agent to Wholesaler to Retailer to Consumer: A specialist is a mediator that helps the maker to disperse products on the lookout. It deals with commission from the producer. The occupation of the specialist is to move products in the market just after the request is gotten. For example, in the restorative business, it isn't feasible for a retailer to arrive at maker to get corrective products to sell on the lookout. In this manner, makers utilize specialists to offer their products to wholesalers at various areas. The distributer offers merchandise to retailer and retailer further offers products to purchasers.
5. Diversifying: Ground-breaking organizations offer their establishment to retailers. In this sort of advertising channel, producers have full control of the store however they don't claim it. At the point when you get an establishment of an organization that implies you are obliged to sell products just from that producer. You need to concur and follow the conditions set by the maker. Notwithstanding, you have certain preferences on the off chance that you are getting the establishment of an organization, for example, you don't have to promote your business on the grounds that amazing organizations run immense marketing efforts and you will get steadfast and devoted clients. There are less possibilities for you to fall flat at business and you need to spend less to get an establishment than to go into business.
6. Price-added affiliate: This sort of advertising channel is utilized to offer products starting with one producer then onto the next maker. For example, a headphones maker will offer its products to a portable organization and they will sell cell phones alongside headphones. The headphones fabricating organization doesn't need to endeavor to market and lift the deals of their product. Their products will be sold at whatever point a customer will purchase a cell phone.
Retailer and wholesale:
Wholesale sells goods in bulk to retailers and corporations at cheap rates. Wholesalers buy products in bulk, divide them into small parts, repack them and sell them to retailers. Wholesalers sell only specific items and are most not curious about the situation of the shop, packaging and display of products. They’re more curious about the standard of the merchandise, not the number.
For the wholesale business, considerable investment is required, not promotions and advertising. Wholesale customers are spread to different cities, towns and different states. Most of the purchases are sold through credit to customers.
Below are the main functions of wholesalers-
1. Purchase and assembly-wholesalers buy products from various manufacturers and assemble them for supply to retailers. They store these products in warehouses and ensure the availability of products as per specific region demands.
2. Warehouse storage-wholesalers can not only buy products, but also store them in warehouses. The quality of the product is kept intact. Products are shipped to retailers on time, and the demand is based on being efficient and effective, which ensures a time lag between manufacturing and consumption. The product reaches the consumer without wastage as intended by the manufacturer.
3. Breaking the bulk-it is impossible for the manufacturer to manufacture and supply a small amount of products on the target market. The work of breaking bulk is done by wholesalers. Consumers buy products for home use in small quantities. This helps retailers in storing little products to meet the demands of consumers in the market. When the retailer's inventory is depleted, the retailer approaches the wholesaler and buys a small amount of the product.
4. Distribution of products to retailers scattered in the target market–wholesalers help to distribute products across the market to retailers. This helps manufacturers and wholesalers become the source of all purchases for retailers because the task of dispersing products is no longer with them and they can focus on other marketing functions. Retailers do not need to contact the manufacturer.
5. Market information sources-wholesalers are an important source of information for manufacturers. Information about demand, competitors, customer preferences, as well as alternative products are available at wholesalers. They receive this information from retailers. They not only receive information, but also distribute information from manufacturers to retailers and other players in the market. For example, the launch of a new product by a manufacturer, the market position of the manufacturer, etc.
6. Financing-wholesalers do business on credit with manufacturers, as well as retailers. Retailers cannot buy products by giving a large amount of money; receive goods on credit, which will help new retailers in the market. Similarly, wholesalers give money in advance to the manufacturer for the products they will receive later. This feature will help the easy flow of the product, even if the money is not exchanged immediately.
7. Grading and packaging–wholesalers not only break the bulk, but also package the goods a little and grade the packaging quality. This is a very important marketing function that helps consumers make decisions
8. Transport-wholesalers buy products from wholesalers and ship them to warehouses or godam. From there, the product is supplied to retailers, etc. If your own car. Since wholesalers are in touch with retailers, supply is also done effectively (on time) and efficiently (lower prices possible).
9. Risk bearing–the product is exposed to many risks like destruction–natural, as well as unnatural disasters. It can also be spoiled by the transportation of the climate, but it will not spoil if it is sold to the expiration date. Products also bear the risk of not being sold for less demand, lowered prices for competitors and alternative products. Manufacturers already sell their products to wholesalers, so this risk is borne by wholesalers. To avoid such risks, wholesalers carefully buy products in the right amount and choose different types of insurance.
10. Advertising-Advertisements of new products is done by distributing brochures, hoarding, mouth publicity, television advertising, etc. This helps manufacturers in growing the market. Consumers learn about the launch of the product and its advantages, helping them to make the right decision when buying a product.
Merchant wholesalers-this sort of whole sale involves the acquisition of thousands of products, stock it and sell it in smaller batches or quantities. This small portion of the sale is additionally referred to as wholesale, but is break up for retailers to shop for in smaller batches.
Agents/brokers-the goods they're selling on behalf of the wholesaler don't own bargains in order that they get the simplest price possible and obtain commissions for every sale.
Sales and distribution for manufacturing–they are sales teams and distributors representing manufacturers in obtaining goods within the wholesale market.
What’s a retailer?
Retailers usually buy goods from manufacturers, wholesalers, or other distributors and resell them to the general public. Large retailers like Walmart and target buy goods in huge quantities from manufacturers and wholesalers, but small family-run pharmacies and native grocery stores are often purchased from an equivalent store OR from smaller vendors.
In any case, the retailer sells those products to the top user with a markup, which is that, the difference between the acquisition price and therefore the resale price. This is often how retailers make a profit. Sorts of retailers
Stores with brick and mortar locations aren't the sole quite retailers. There are many thousands of small single-person companies selling goods online, from toiletry beads to Bermuda shorts.
Less traditional companies also qualify as retailers. Forinstance, artisans who sell handmade jewelry at craft fairs are considered retailers as long as they sell their goods to consumers for profit.
A retailer is often not only a business selling goods, but also a service provider. Household appliance chain Best Buy, for instance, features a Geek Squad division in retail stores that provide repair services for the products it sells. Additionally, the Geek Squad makes house calls and has a web customer service operation.
The list of common retail formats or types is as follows:
Today, retailers got to be Omni channel, meaning that to succeed, they need to sell in multiple sorts of venues (or retail channels). Today our customers don't like multiple options to shop for from your favorite brand.
How retailers work?
Retailers must somehow be found out to sell on to consumers. As for this commitment decision, how digital locations connect products to the market.Most modern retailers usually make strategic decisions based on:
Choosing to start out a retail business involves tons of designing and preparation; from researching your market to writing a business decide to hiring staff. Before you begin selling, confirm that you simply have all the required documents that you need. You would like to urge an employer number (EIN), which are some things sort of a Social Security number for your business. Most vendors you're employed with require you to possess an EIN before doing business with you. It’s liberal to apply for EIN on the IRS website.
Having an Ein means you're liable for a spread of taxes, including sales taxes, so know what your local and state taxes are and if you're federal and native you are doing not skills to proceed, ask your local Chamber of Commerce.
Although the mercantile establishment also depends on the business license.Check your municipal office to seek out what you would like. Local and state laws also determine whether you would like a resale license, industry-specific certificate, or occupancy certificate for your brick and mortar store.
Key takeaways:
Promotion
Meaning
Promotions allude to the whole arrangement of exercises, which impart the product, brand or administration to the client. The thought is to make individuals mindful, draw in and prompt to purchase the product, in inclination over others. There are a few kinds of promotions. Over the line promotions incorporate publicizing, official statements, purchaser promotions (plans, limits, challenges), while beneath the line incorporate exchange limits, gifts, impetus outings, grants, etc. Sales promotion is a piece of the general promotion exertion.
1. Personal selling: One of the best methods of client relationship. Such selling works best when a decent working relationship has been developed throughout some undefined time frame. This can likewise be costly and tedious, yet is best for high worth or premium products.
2. Sales promotions: This incorporates gifts, challenges, limits, free administrations, passes, tickets, etc, as particular from publicizing, exposure and advertising.
3. Public Relations: Public relations is the intentional, arranged and supported exertion to set up and keep up shared comprehension between the organization and people in general.
The meaning of the promotional mix:
Promotion-the combination presents an optimum combination of different promotional tools and techniques; with a view to maximizing sales and profits.
No need for promotion combinations arise because all promotional tools and techniques are equally effective and attractive. The combination of promotions gives variety to the marketing manager's promotional efforts. The main elements of the promotional mix are:
(i) Advertising
(ii) Salesmanship (or personal sales)
(iii) Promotional methods again, the promotion of the product may be carried out by environmental factors that happen by accident. For example, a popular star in a movie may be shown to wear certain types of shoes or to enjoy certain brands of soft drinks.
Therefore, propaganda is environmental advertising. It is considered more effective than advertising. Perhaps because it is not made by a manufacturer who can often be charged with making false or tall claims, endorsing his own product.
But for laymen, both advertising and advertising terms are synonymous. The distinction between the two is of a technical nature and is of interest to academics and management experts. From a discussion point of view, it may be inappropriate to consider publicity as an element of the promotional mix.
Publicity, in fact, is very effective in promoting sales, but since management does not have a hand in doing publicity, it is necessary that the planning publicity-good or bad-of the promotional mix be accepted only by management. In fact, bad publicity can have a negative effect on sales.
Factors affecting promotions-mix:
Some important factors that affect the formulation of a promotional mix are described below:
(i) Type of product:
For industrial and durable goods, product demonstrations must explain how to handle them, safety instructions, etc.; Personal sales must be more emphasized than advertising and sales promotion. Standardized popular goods require more of an ad than a personal sale to maintain and extend the demand.
In fact, products of different nature and varieties require different promotional equipment; and there are no standard rules in this regard that govern the choice between the elements of the promotional mix.
(ii) Product age:
For new and innovative products, personal sales are better; in order for the salesperson to easily provide prospects about the nature and practicality of such products, also to prepare the base for demand creation, active advertising is necessary.
For older products whose popularity has been diminished by intense competition, on the part of the general public, it may be possible to boost demand by raising interest in the product.
(iii) Number of consumers and their spread:
Personal sales can be more effective and cheaper if the number of consumers is small and concentrated in a particular geographical area. However, if the number of consumers is large and widely spread, advertising may produce better results in terms of creating awareness about the product.
An added aspect here could be the type of consumer, such as women, gentlemen, children and the elderly. For example among women and children, the technology of sales promotion may better meet the expectations of manufacturers in producing quick sales, because the popularity of the product develops.
(iv) Promotion budget:
Different elements of promotion-mix have different financial implications. The promotional budget, that is, the size of the funds available for promotional purposes, should have a decisive say in the formulation of the promotional mix.
(v) Stages of the product lifecycle:
The stages of the life cycle that the product is going through have a significant impact on the promotional mix. During the introduction stage there may be a need for emphasis on all aspects of the promotional mix to create maximum awareness about the product for example. By phasing out saturation, aggressive advertising is more promoted.
In the reduction phase, you may need to reduce your spending and effort on all elements, such as the promotional mix. However, taking into account the stages of the product's life cycle, there is no standard formulation for the formulation of the promotional mix, and the different products are different from each other in terms of its life cycle.
(vi) Strategies used by competitors:
The ideal promotional mix of companies must be formulated against the background of the competitor's promotional strategy. In fact, the manufacturer's promotional mix is better aligned with the major competitors ' promotional mix to face the challenges posed by them.
(vii) Appeal to prospects: different promotional techniques vary in prospects, depending on whether they are.
1. Urban or rural
2. Educated or uneducated (or uneducated)
3. Service class people or business class people
To give an example in this context, a busy person in business class may say that he never likes the sight of a salesman and always wants to avoid meetings with them. To influence such a person, advertising is a better promotional technique that does not involve a busy time.
Optimum Promotion Mix
The promotional combination is a combination of various tools employed by a company in the advancement of products in the market and has other goals such as raising market share and also educating customers about the availability of superior products in the market compared to existing known brands.
The company needs to use various tools of promotion such as advertising, sales promotion, personal sales, customer relationship. But the real question What should be that percentage in the total promotion program. Depending on the situation in the market, the feedback received by the market analysis, the importance, usefulness and applicability of each tool is determined by the management of the company.
The optimal propulsion mix shows a level of results compared to expectations from the adoption of particular propulsion. This means the maximum return on the minimum input in the form of spending on the various promotional tools that the company has adopted. Practical requirements based on the allocation of the budget and its branches or division on the use of various tools of promotion, while considering the optimal promotional mix of course is the various promotion tools for the allocation of resources in the market.
The optimum results expected may be in the form of achieving a specific sales figure within the stipulated period. It also allows you to expand the market range and share of a particular product in a particular market. It also means reaching the maximum number of customers to deliver a message or pursue them in their purchasing decisions.
The nature of the product-depending on the type of product, the use of the tool varies. For highly technical products or industrial products-more importance for personal sales is appropriate. While goods are broad publicity is more important in that they are meant for daily consumption.
The nature of the market-it is another important aspect that determines the tool and its use. Purely for the local or rural market, advertising and display will be sufficient within the local market or even during the weekly market fairs in the village. For the domestic market, the spread of messages addressed to all segments of the market will be necessary to spread throughout the country through national media.
The nature of the client-depending on the nature of the client based on their educational and financial background, their buying habits, preferences for branded and quality products etc. It becomes crucial to ensure the presence of products in such places, which are needed by them quite often. For such customers it would be appropriate to open a posh sales center in the largest market. Or it is more convenient to use the stores of the main departments in the distribution chain.
Budget allocation-the provision of the total sales budget and The Associated period will also be more important. Based on previous experience about suitability, utility and guarantee of results, you can make a real allocation of funds for various tools. It is not enough to allocate funds, but their usefulness should be judged at various intervals. If the payment for a particular promotional tool does not produce the expected results, it will be in the interests of the business to stop further use of that method. In this situation, the main requirement is the redistribution of funds based on real results. So budgetary allocation is necessary to flexibly adapt, modify the Departments of various tools.
Classification and types of advertising media:
Advertising media is a means of sending messages from advertisers to certain classes of people.
Sales that cannot select a sales business and promote advertising in the following media:
Advertising i.e. press advertising through newspapers, magazines, magazines, etc. It can be noted that modern businessmen in general use advertising is an important source of funds for the press and print media. For advertising, subscribers get newspapers and periodicals at an auxiliary rate.
Newspaper ads:
Reading newspapers is a common practice among educated people. In addition to daily newspapers, there are also biweekly and weekly newspapers. Newspapers reach almost everywhere and are read by all kinds of people. Therefore, newspapers can be used as a medium of advertising with great advantages.
While choosing a newspaper for this purpose, advertisers should take into account the strength of circulation, the class of readers it provides, the geographical area in which it is popular and the cost of space.
Newspapers through advertising have the following benefits:
(i) The newspaper has a large circulation; a single advertisement in the newspaper can reach a large number of people.
(ii) Newspapers are issued daily, so continuous advertising is possible. Advertisers can repeat their ads every day or as needed.
(iii) Newspapers provide flexibility in advertising in the sense that advertising campaigns can be started and stopped quickly. A day's notice is sufficient for this purpose. Similarly, if it is changed in the message of the ad is desired promptly.
(iv)Advertising is the main source of income for newspapers. This will help to sell the newspaper at a low price to the reader.
Restrictions on newspaper advertising include:
(i) The life span of newspaper advertising is very short. In addition, people spend only a small part of their daily time on reading newspapers. Therefore, advertising can casually attract the attention of readers.
(ii) Newspaper ads succeed only when the people who are reportedly educated.
(iii) Newspaperscannot be used for high-grade color advertising. Ads are generally printed in black and white. Because of this, they may fail to help the customer identify the product at the time of purchase.
(B) Magazine advertising:
Magazines or periodicals are an excellent medium of advertising when high quality printing and colors are desired in advertising. Magazine advertising can be directed towards a specific class of people and thus avoid wasteful spending on advertising. Many professional journals or journals are published that can be used to transmit messages to a specific class of clients.
Magazine advertising is considered to be better than newspaper advertising due to the following advantages:
(i) Magazines are read more carefully and with greater leisure. Advertising through magazines is more effective.
(ii) Long life of magazine advertising. The magazine is stored for a long time and read back many times.
(III) Ad copies are presented in a colored form, thus creating a better image of the advertised product. Exact pictures can be depicted to enable customers to identify the product at the point of purchase.
Magazine advertising has the following limitations:
(I) Advertising through magazines is very expensive.
(II) The circulation of magazines is very small compared to newspapers.
(III) Advertisements for magazines shall be fully prepared in advance and submitted for publication. You cannot make last-minute changes to your ad copy.
2. Radio advertising:
The ad will be broadcast from all Indian radio commercial service transmission stations and picked up by a public-owned reception set. Radio ads and commercials are usually broadcast along with popular programs of music. Interviews and even theatrical sponsored programs can be broadcast on the radio.
Advantages of radio advertising:
Radio advertising depends only on the words spoken. The listener does not require the same amount of attention and effort as required by other media and can hear the message while doing other things, and the human voice is the only communication mode. In the case of effective message delivery, the listener develops a mental image of the program or store or setting and gets involved in the situation. Such mental images can be much more effective than actual settings and performances.
ii.Low cost medium:
Radio is a low-cost advertising medium. You can only read pre-encrypted messages and announcers with a copy of the script. Also, the cost of airtime on the radio is very low. Due to the low cost of commercial development, the absolute cost of radio advertising is very low, and when that is the case with radio in a wide audience range it is one of the most cost effective ways to convey advertising messages to the target audience.
The wide audience reach is due to the fact that radio has easy accessibility across different social classes, different times of the day, different demographic groups, and different geographical locations. Suited for low absolute cost radio advertising to small budget advertisers. The relatively low radio advertising cost makes it one of the most efficient of all advertising media.
iii. Selectivity and flexibility:
Radio advertising also offers selectivity and flexibility. Selectivity is a large number of locations in various program formats and advertisers, so the message of strength ranges in different markets corresponds to local conditions.
You can also gain selectivity in terms of listener types by selecting the right programs, time zones, and stations. In today's scenario where mass marketing gives way to market segmentation and Regional Marketing, Radio is the most difficult way to reach out to an audience.
With regard to flexibility, the radio Association provides a large number of cm as well as find suitable goods for communication. Radio is timely in the sense that it allows immediate broadcast of news, events and special events as soon as it happens.
The same is possible with a special announcement about the product or promotion of the product. Therefore, due to its large listener base, selectivity, flexibility and low cost, radio gains momentum as an advertising medium and marketers plan discreetly for radio advertising as a tool of integrated marketing communication. Radio can be used to promote purchase promotion points or to promote event marketing.、
If you use the wireless line of the disadvantages of advertising media, the media planner will not use the Planning Product or Sales Promotion.
Disadvantages of radio:
Radio has some real weaknesses as an advertising medium. Like television, radio advertising is of a perishable nature. If the listener is not available during the broadcast, the message will disappear forever. The message requires repetition, adding to the cost and level of noise in the environment.
B. Less attention:
Even if there are listeners at the time of the broadcast, there may be a problem of paying attention to commercials. Most people get actively involved or attentive in listening to radio shows, as in most cases they provide background for some other activity otherwise, people may not really grasp the content of advertising messages that are also delivered during music numbers when they are listening to music.
C. Absence of visual image:
This is another important point of the shortcomings of radio advertising. Radio advertisers cannot describe the product, demonstrate the product, or use any kind of visual appeal or information to attract the viewer's attention. The fleeting nature of wireless messages and the lack of control over the part of the receiver that processes the information further restricts the range of creativity in radio advertising. Therefore, advertisers usually combine radio as a secondary medium to create a media plan for the product.
D. Audience fragmentation:
The increase in the number of radio stations has led to the fragmentation of the audience, so the number of viewers tuned to a particular station tends to be less. This means that in order to directly reach a larger audience base, advertisers need to buy airtime on a number of sites to provide the required coverage in the target market.
E. Cluttered environment:
Like other media, radio also faces the problem of confusion. There are two aspects of the clutter problem in radio advertising. One is the increasing number of brands using radio advertising to carry a deeper and wider message in the market. Second, the nature of radio advertising requires repetition, which further adds to the chaos of the radio environment. As a result, advertisers need to be more creative and adopt more repetition as a way to break out of confusion.
Both radio and television are the dominant forms of broadcast media that advertisers explore to the best of their use. Each role is a new form of Broadcast Media; brand communication interactive media has seen its growth in the last few years. The advent of interactive media has greatly changed the face of advertising.
3. Movie advertising:
Film is an important medium of advertising. Business concerns usually prepare a short film and distribute it to different cinemas to show it before the start of a normal show or during the break period.
Such films are accompanied by a commentary to describe the features, applications and advantages of the product. But Film Advertising can only be adopted by well-established companies. Because it involves high costs, small business companies can get cinema slides prepared for cinema hall displays.
Movie advertising is a very effective hoax audio and visual presentation of pictures. It also helps in selective advertising. Traders can advertise their products in a particular region only if they want to attract local customers.
The main disadvantage of Film Advertising is that it is usually ignored by people. There are only a few people in the hall before the start of the film and during the interval, and they are also busy talking.
The benefits of Film Advertising are as follows:
(I) Film Advertising is very effective because it is a combination of spoken language and visual presentation of images.
(II) It helps in selective advertising. A trader can advertise his product in the area from where he wants to attract customers.
The disadvantages of Film Advertising are as follows:
(i) It is usually ignored by people when they are busy with speaking.
(ii) Its effectiveness is limited because there are only a few people in the hall before and during the start of the feature film.
4. TV advertising:
Television is a fast growing medium of advertising due to the huge expansion of electronic media and cable networks. It makes its charm through both eyes and ears. The product can be described as a movie ad, but also demonstrated. The ad takes the form of short commercials and sponsored programs.
T.V. Advertising has all the benefits of Film Advertising. It has greater effectiveness because the message is conveyed to people in their homes. Message selectivity can also be achieved. Commercials are given during that period when prospective buyers are supposed to watch television programs.
T.V. Advertising has all the disadvantages of movie advertising. Television is a very expensive medium of advertising and can be used only by established companies. Another limitation of TV advertising is that once it is presented, its back-reference is impossible.
Advantages of using television as an advertising medium:
Television as an advertising medium makes full use of both sight and sound, provides tremendous creative flexibility, and allows dramatic life like the representation of products and services. TV commercials can be used to attract the attention and attention of potential customers by creatively using both sight and sound in combination.
b. Enhanced memory ability:
The TV allows the demonstration of the product, can discuss and explain the use of the product, its features and benefits. TV commercials give a sense of the use of real products, what is closest to the experience of the product. The use of color in commercials adds further to commercial effectiveness and memorability.
c. Mass reach:
Another advantage of television advertising, which appears due to the popularity of the media itself, is its ability to reach the masses. Over the year’s television have truly been a popular medium where everyone, regardless of age, gender, income or social class, sees at least an amount of television programs and shows, and many people who regularly watch television.
Marketers who sell mass-consumption products find television as the most suitable medium offer low cost exposure to the target audience. With the spread and availability of products and services, TV commercials become an integral form of product promotion for companies dealing with packaged goods, retail, etc.
d. Selectivity and flexibility:
Television has the advantage of being relatively selective and flexible in several ways. Selectivity occurs due to program content, airtime, and geographic coverage that bring variation in target audience composition.
Therefore, advertisers can acquire a relatively selective type of audience and deploy appropriate media strategies. Advertisers adjust their media strategies according to local market conditions, such as taking special opportunities or using different appeals in different markets. Such flexibility in the use of this medium becomes possible due to the availability of various transmission arrangements, including local or spot advertising.
e. Non-conflict environments:
Unlike print media, TV media provide advertising exposure in a non-competitive environment. TV advertising messages appear by themselves, and there are no competitive advertising or editorial issues to distract viewers from the message.
Also, there is no limit to the size of the ad, each ad will be seen in full screen. Television is considered as a personal medium because it involves the use of a human voice, for which a lot of time is considered to be a more effective medium than print.
Despite its creativity and ability to generate excitement and interest, television as an advertising medium is some of the disadvantages of using television to advertise purposes, with high costs, fleeting exposure, and scattering certain disadvantages and problems that put limits on its use for advertising purposes.
Disadvantages of using TV as an advertising medium:
The high absolute cost of buying television airtime along with the cost of producing high quality commercials is a major deterring factor in the general use of television as an advertising medium. Many small advertisers with small advertising budgets find themselves unable to buy airtime or need to be short on message content to others.
B. Not suitable for small target sizes:
Though some selectivity is possible in television advertising due to variations in the program content or geographical area or specific air timing, yet television costs per exposure to the target audience in such cases become higher due to a host of wear and tear exposures. Television sets can therefore be compared with other media types such as magazines or radios because they can provide a more precise range of target markets at much less cost.
C. Fleeting exposure:
Advertising messages on television only last as long as they are shown on the screen and if the prospect doesn't see or hear at that very moment when exposure occurs, the message goes forever and is wasted as long as that prospect is concerned.
This is called the fleeting nature of TV advertising. Therefore, advertisers choose to repeat the message and buy additional airtime. But, in order to keep the advertising costs on the line, advertisers can have a longer commercial, but it's time to think about shorter commercials that they believe are effective.
D. Cluttered environment:
This is another problem with TV advertising, as the advertiser's message is just one of many spots aired during the commercial break. TV advertising due to a cluttered environment tends to lose its effectiveness. Therefore advertisers need to be more tactical in using media time to increase the attention value of the advertised message.
E. Avoiding ads:
Advertising messages are most often ignored by viewing audiences who leave the excuse room or get distracted in other ways during a commercial break. Zipping and zapping are two big challenges that have emerged in the last few years alone. Zipping is a program that has been recorded by customers earlier than the commercial also playback.
Zappi remote control is easy channel switch, zapping has become a regular phenomenon. Therefore, in order to suppress zapping and attract the attention of viewers, advertisers tend to be more creative not only in ad execution, but also in their approach.
F. Lack of accurate audience assessment:
An accurate assessment of the size of the viewer is another big problem in TV advertising. Not only is it difficult to calculate the size of the audience, it is also subject to measurement errors. Households that own television, households that are using television, households that have been tuned into programs that carry advertising messages and the prospect of actually viewing ads, with access to television measurement technology, accurate measurement of the size of a television audience remains elusive to some extent.
5. Direct mail advertising:
Direct mail is probably the most selective of all advertising media. It is used to send messages directly to customers. For this purpose, advertisers must maintain email lists that can be expanded or contracted by adding or removing names from the list. But severe limitations are posed by the difficulty of obtaining and maintaining a good mailing list.
Circle letters are sent to prospective customers to create interest in the product, to inform them about the benefits of the product.
The booklet catalog includes information about the products. Information on the conditions of sale and prices of different varieties of products is given to prospective customers through the catalog.
The benefits of direct mail advertising are as follows:
(i) Email ads have a personal appeal because they are addressed to a specific person.
(ii) Keep secrets in advertising. Competitors do not get information about the advertised material.
(iii) It gives you the flexibility of advertising. You can change the message as needed. The mailing list can also be revised as needed
(iv) The Advertiser gives the opportunity to provide prospects with detailed and illustrated information about the product.
(v) It is the most selective medium of advertising. The advertiser also saves money by directing his ads to selected people.
The disadvantages of direct mail advertising are as follows:
(i) The scope of direct mail advertising is limited.
(ii) When mailing advertising materials, you may not obtain the names and addresses of all leads.
(iii) Its effectiveness is a questionable fid, since it does not create a mass appeal.
6. Window display:
Window display is an advertising sight method. Goods can be represented in artistically widened windows at the front of shops or in important busy centers such as train stations and bus stations. Large show rooms are organized by large manufacturers and wholesalers in the main market to advertise products and attend to potential customer queries.
Retailers also organize attractive displays of goods in their store windows. Window displays are very popular with retailers because they help in informing customers about the types of goods available with them.
7. Outdoor advertising:
Outdoor advertising has gained wide popularity these days. Its purpose is to attract people's attention on busy roads and markets. It includes the use of poster display, bill board display and electrical or electronic display.
Posters are fixed on the walls of buildings, bridges and other public places. It is also very common to write slogans and other messages about the product in bold letters on the wall to attract people's attention even from a long distance. Therefore, it is also called “Mural advertising". Mural advertising is often used to advertise fans, fertilizers, tonics, beauty aids and other consumer items.
B. Billboard display:
A painted or Bill Board display involves an ad directly painted on a board meant for this purpose. They are very large in size and are fixed in excellent places like busy markets or crossings. They are also built on bridges and important buildings.
C. Electrical display:
The electric display involves the use of electric electronic lights or neon tubes to attract people's attention, especially during the night. In general, short messages are noticeable and attractive, as they are illuminated by tubes of different colors. The electric display is fixed at the naval traffic Consumer Center.
D. Car display:
It has become a fashion from the use mode of public transport advertising media. The outer and inner spaces of buses, rail cars and other vans can be hired by businessmen to spread the message. The car gives the message mobility.
Outdoor advertising has the following advantages:
(i) Outdoor Advertising is a medium with very flexible and low cost.
(ii) Posters are very useful for advertising consumer products, etc. It is stored in various congestion centers that appear.
(iii) Outdoor Advertising attracts fast attention and requires very less time and effort on the part of the reader. The full picture of the product can be shown through the outdoor display.
Outdoor advertising has been criticized for the following reasons:
(i) It cannot carry long message as poster, hoard, etc. Ready by people at a glance.
(ii) Because people don't spend any special time to read the message, it has a low retention value.
(iii) It may divert the attention of passers-by and cause accidents on crowded roads.
8. Online advertising:
It is the latest advertising medium that utilizes the internet to spread the message. It is an interactive medium and can deliver messages more effectively.
The advantages of internet advertising include:
(i) It is not very expensive.
(ii) The dramatization of the message is possible.
(iii) Interactive Media capable of two-way communication.
The disadvantages of internet advertising include:
(i) It has a limited scope.
(ii) Being a new medium, its effectiveness has not yet been established.
Advertising media
The media plays an important role in the process of advertising. Effective advertising is possible only if the right media is available. Various media advertising
1. Print media
2. Electronic media
3. Other media.
1. Print media:
But print media is one of the oldest forms of advertising methods. Print media also remains to be one of the most popular forms of advertising as it can reach a wider target audience. There are different types of print media that help advertisers target specific segments of people.
These are:
i. Newspaper.
ii. Magazine.
iii. Newsletters.
iv. Pamphlets.
i. Newspapers:
Popularform of print media is newspaper. In our country, newspapers are issued in English, Hindi and other regional languages. These are sources of news, opinions and current events. The advertiser conveys his message through the newspaper, which reaches the crore of people.
Benefits:
a. Newspapers typically have wide circulation, and a single ad in the newspaper can reach a large number of people quickly.
b. The cost of advertising is relatively low.
c. In general, newspapers are published daily. Therefore, the same ad can be repeated often and remind the reader every day.
d. The problem of advertising can be given to the newspaper with a very short notice.
e. Newspapers are issued in different languages, from different regions. Therefore, we offer to expand the scope of the advertiser's approach to the market, regional and readers through regional and regional languages.
This is a great app.:
A. Newspapers have a short life because these are read and discarded once.
B. People read newspapers mainly for news and pay casual attention to advertising.
C. Illiterate people cannot read, so newspaper advertising does not benefit them.
D. Competitors can react quickly to the price after looking at the newspaper.
ii .Periodicals:
A periodical is a publication that comes out regularly, but not on a daily basis. These may be published weekly, bi-weekly, monthly, bi-monthly, quarterly or yearly. For example, India Today, frontline, outlook, Femina and so on, regularly published in English, Grihasobha, Nandan and Champak in Hindi. Similarly, there are periodicals in Hindi and other regional languages. All these periodicals have a large number of readers, so the ads published in them reach many people.
Benefits:
A. As compared to the newspapers,Periodicals have a much longer life. These are stored for a long time for reference in the future.
B. Periodicals have selected readers and so advertisers can know about their target customers and accordingly selective advertising is given.
This is a great app.:
a. Advertising in periodicals is more expensive.
b. The number of people who receive ads is smaller than in newspapers.
c. Advertising materials are given more in advance; hence last minute changes are possible riot. This reduces flexibility.
iii .Pamphlet:
He said: 'I'm not going to say that I'm not going to say that I'm not going to say that information about the product. They are also distributed at events and main outlets, mainly when consumers need to read in detail about the product.
2. Electronic media:
This is a very popular form of modern day marketing advertising.
Various types of electronic media include:
i.TV:
Television has topped the list among Advertising Media With the rapid growth of Information Technology and electronic media. The TV has the most effective effect, since it appeals to both the eyes and ears. The product can be shown and the use can be shown and the utility can be told to the television. During a short break, the ad will appear on the TV.
Benefits:
a. It is most effective because it has an audiovisual impact.
b. With catchy slogans, song and dance sequences, famous personalities exhibiting products have a lasting impact on TV advertising.
For example, who can forget that Aamir Khan says "Thanda MATLAB Cocacola"or Sachin Tendulkar in a Pepsi ad?
c. By variety of channels and programs advertisers have many options to choose the channel and time to advertise.
d. When the regional channel comes out, even illiterate people can understand it by watching and listening to advertising.
This is a great app:
a. TV advertising is usually expensive to prepare as well as televising,
b.With almost every manufacturer trying to convey the message through tv advertising, the impact among viewers is also decreasing. Today people are switching channels whenever there is a commercial break.
ii. Radio:
Radio advertising is the strongest medium of advertising. Everyone is listening to the radio. Some use it home all day, others use it while driving. On the radio there is a short break during the transmission of any program, which is met by advertising of products and services.
Benefits:
a. It's more effective because people hear it regularly.
b .It is also useful for illiterate people.
c. There are places where you may not be able to read newspapers, but you can listen to the radio.
This is a great app.:
a. A regular listener may remember what he heard. Even the occasional listener asks if they tend to forget.
b. Any ad you want to communicate with may not be appropriate because there is no chance to hear it again immediately.
c. In comparison to television, radio is less effective because it lacks visual impact.
iii. Internet:
The internet is the latest way of collecting information and communicating. With the help of the internet, one can have information from all over the world within a fraction of a second. We collected information from manufacturers and service providers to the web sites that can be used to provide services to customers.
There are also search engines or portals available when a website address is not available. Most search engines and portals advertise to different manufacturing and service providers. These days more and more companies benefit from focusing on advertising through the internet.
a. Information from the world will be available at the doorstep.
b. Users can view the ad at their own time and by their requirements.
This is a great app.:
a. You cannot access it without a computer.
b. It is not very suitable for the general public.
c. It's not suitable for illiterate people.
Cinema:
Movies also play an important role in advertising. Small films are created for advertising, various products. These photos are played before the beginning of the image and during the interval.
3. Other media:
All the media of advertising discussed above are mostly used by customers while they are in the house or inside every room. But there are other media where customers have to spend nothing and can see such ads while moving outside. Some modes of advertising:
While moving on the road, a person must have seen a large hoard placed on an iron frame or on a roof or wall. These are boards that are usually painted or electronically designed with ads to be visible day and night. The advertiser must pay the amount to the owner of the space where the hoard is located.
ii. Poster:
To attract customers ' attention it is printed and posted on walls, buildings, bridges etc
iii. Vehicle display:
One must have seen public transport ads like buses, trains and more. Unlike hoarding, these vehicles give mobility to advertising and cover a large number of people.
iv. Gift items from manufacturer:
When a customer buys something, the shopkeeper gives him/her some gifts, for example, in the purchase of a cycle, the shopkeeper sometimes gives a key ring to hold the cycle key, some jewelers sometimes the manufacturer gives a diary, calendar, purse, etc to buyers and potential customers
In all these items the name, address and telephone number of the manufacturer, or the description of the trader or service provider as well as the products they deal with these items are items of daily use usually given freely to the customer. During use, the user remembers the product as well as the producer.
Classification of advertising media
A "medium" is a carrier of advertising messages. It is a means of delivering advertising messages. Each advertiser wants to go for a career with the right message, keeping in mind the cost, efficiency and specialty of the media or the media. Each advertiser has a lot of media.
Can be broadly divided into:
Indoor advertising includes all those advertising media vehicles that deliver the audience home advertisers message right. These vehicles are newspapers, magazines, radio, television and movies.
Newspaper:
Newspapers are the only source read by most houses within their area of circulation. It is considered an excellent medium for advertisers who want to quickly reach the general public.
These are good vehicles that deliver information about new products, current products and prices off deals. In India, there are several newspapers in both English and regional languages. Many newspapers in English and Hindi spread the word. So the message given in these newspapers may have a better impression in people's minds.
Benefits of newspaper advertising media:
(1) Newspaper coverage is so high that it reaches all nooks and crannies in a very short time.
(2) It is the cheapest medium of advertising as long as the cost per reader is concerned.
(3) They offer a lot of flexibility. Advertisers can change the shape, size, and attractiveness of their ads to suit their needs.
(4) Public reaction to newspaper advertisements is very rapid.
(5) The newspaper has so strong repetitive value that it offers advertisers the opportunity to repeat his message at short intervals of just one day.
Disadvantages of newspaper advertising media:
(1) Newspaper life is very short.
(2) If the number of customers is limited, newspaper advertising may be ineffective and costly.
(3) This media is not suitable when potential customers are illiterate.
(4) Because newspapers are generally printed on cheap paper, they may not actually create visual effects.
(B) Magazines, magazines and periodicals
Another media under the press advertising media are magazines and periodicals. These are specialized publications that provide information about different areas: business, economy, politics, and sports. They offer selective circulation across the country at a reasonable cost. They are issued regularly, weekly, monthly, quarterly or yearly.
Benefits of the magazine:
(1) The life of a magazine is much longer than that of a newspaper.
(2) Because magazines are very selective in nature, waste of circulation is avoided.
(3) Magazine advertising is more attractive than newspaper advertising because the combination of printing, paper and color is good.
(4) Reach professional associations to be convenient and effective.
(5) Magazine advertising creates quality prestige, reputation and image in customers ' mind.
Disadvantages of magazines:
(1) Magazine circulation is restricted compared to newspaper advertising.
(2) Advertising through magazines is more expensive than newspaper advertising
(3) The magazine only appeals to a certain class of readers.
(C) Broadcast media:
Wide cast media include cars, radio; television and film to deliver the message of advertisers in the audience home.
1. Radio-In the case of radio advertising, direct management dialogue and music. The main advantages associated with it are human touch, flexibility and economy.
2. TV-It is one of the fastest growing advertising media using video and audio signals. Merchandise can be demonstrated while commentary on this media. The relative benefits of this media impact are the flexibility aspect. The disadvantages associated with this media are their cost and short service life.
3. Movieadvertising-it is a medium of different wide cast, characterized by sound, motion, color and timeline. Under this medium repeat advertising have advantages such as possible and dramatic impact, selectivity and flexibility and less waste. The main disadvantage of this media is that it is costly and has limited coverage.
II. Outdoor Advertising Media:
All cars that are meant to reach people when they are out of their homes come under Outdoor Media. Under the outdoor media advertising messages are placed in different locations that are exposed to moving audiences. Under the outdoor advertising media are different advertising media-posters, printed displays, electronic signs, transfer displays, empty writing, sandwich person etc.
1. Poster-Aposter is a paper pasted on a wooden or metal plate depicting a message. The success of the poster depends on the site of its design and pasting.
2. Printed display-a printed display is a printed billboard or mural made in rectangular shape on a standard metal sheet.
3. Travel display-travel display is advertising ads and messages printed on vehicles like trains, buses, cars, etc.
4. Sky lighting-sky lighting advertising messages are written in the sky in the form of smoke or fire or lights.
5. Sandwich man-in-Sandwich man ad is a team of tall and dwarf guys who wear a cloth to bear the advertising message.
Advantages of outdoor advertising media:
(1) It has wide application range.
(2) Can attract the attention of the public.
(3) Outdoor advertising is more flexible.
(4) It is economical and has a relatively long life.
(5) In large cities and high traffic areas, outdoor advertising is the most effective form of advertising.
Disadvantages of outdoor advertising media:
(1) The message written under this type of ad is too short.
(2) It is generally said that it is only a reminder activity.
III. Direct advertising media:
Direct advertising media is one of the oldest forms of advertising to reach customers. This is one of the most important people in the communication of people by advertisers. Enclosures, booklets, catalogs, sales letters etc. This method is very selective and flexible. It also has a personal touch without any personal touch. However, this method is costly and depends on the quality of the mailing list.
Advantages of direct advertising media:
(1) It is selective. If the product is intended for a certain class of consumers, then there is little that can be approached, since it is not necessary to contact all consumers.
(2) It is economical because it saves a huge amount spent in advertising publications and other media.
(3) Another advantage of this media is the secret.
(4) Create personal contact between advertisers and customers. So it adds a personal touch that may be missing in other media in advertising
(5)You can reach places where the salesman can not approach.
Disadvantages of direct advertising media:
(1) Through direct mail advertising, only a limited number of customers can be reached.
(2)Creating a mailing list is a difficult task.
(3) Under direct mail advertising, there is a possibility of fraud on the side of the advertiser.
(4) This advertising medium may not be used for all types of products. It is only suitable for those products where the market is limited and its appeal should be made only to a specific class of people.
IV. New age media:
Internet and mobile phones are covered in this category. A slow Company has been spending huge amounts for this form of promotion.
With the majority of the population already covered by mobile phones and computers, this Advertising Media holds good potential. But the main disadvantage is that the viewer's attention is a limited period of time
Types of advertising media:
Advertising media are various forms of communication in which advertising reaches an audience.
The different types of media are:
1. Newspapers:
This is the most common and oldest media used by marketers. Newspaper advertising is widely used by business enterprises, as it is relatively inexpensive and effective in comparison with other media. It offers high coverage and facilities that limit coverage, it is beneficial to cover specific geographical areas. The disadvantage of newspaper advertising is that it has a short service life, and color reproduction is usually poor. A marketer is usually in a newspaper ad in a specific target market, but once you do, it is then discarded.
Benefits of newspaper advertising:
Newspapers can offer different ad formats to suit the requirements of advertisers. Newspaper advertising has many other advantages that have a high degree of acceptance among both advertisers and audiences.
The newspaper has wide coverage. Through newspaper advertising, advertisers can reach local or regional markets, special interest groups and even different ethnic groups in the most cost-effective way, newspapers can be read almost, and in most cases the whole family can read. Readers are equally interested in advertising like news items. Compare newspaper ads with shopping but there was information about the person at the time of each brand.
ii. Timeliness
This is another positive feature of the newspaper, which is perceived as a matter of advantages for both advertisers and readers. Advertisers can tie their ads to the current event or decide to withdraw immediately if the situation is necessary.
iii. Flexibility:
Newspapers offer geographical flexibility as well. Advertisers can choose to market whether or not they will be given advertising exposure. Advertisers usually make decisions about markets they believe that message exposure contributes to building demand for their products.
When it comes to production flexibility, advertisers have the option to choose from a variety of ad formats, decide on the size of the ad, decide on the color of the ad, and decide on the day the newspaper carries the ad message.
iv. Cooperative advertising:
The opportunity for joint advertising is another important advantage provided by the newspaper. Local retailers can easily"tie-in"to national advertising run by manufacturers. They are regional newspapers through similar campaigns. In addition, quick action programs such as sales and coupons are easily implemented through local newspapers.
Disadvantages of newspaper advertising:
Due to its specific features, newspaper advertising has certain limitations that inhibit its growth as an advertising medium compared to television and radio.
AShort life span:
But while timely, the newspaper is published every day, which gives newspaper advertising a short life. The average life span of a daily newspaper is 24 hours,and so is the life span of advertising. In addition, newspapers are usually read once, limiting the opportunity for ad exposure to only one reading. However, if such ad exposures need fleeting exposures, as in the case of TV and radio, you can hold them for future reference.
B.Clutter:
Because newspapers are overloaded with advertising, clutter is a matter of newspaper advertising too.
C.Lack of quality production:
The need for a fixed publishing schedule and a large number of publications further limits the use of high-quality paper and excellent reproduction techniques, especially for colored advertising. Therefore, the poor playback capacity of newspapers directly affects the attention value of advertising.
D. Segments and all products unsuitability :
There are certain market groups where newspapers can not provide coverage, such as those who are not frequent newspaper readers or who speak a foreign language. Likewise, there are certain product categories that need demos or are unlikely to be advertised in newspapers.
Newspapers do not provide a sufficient environment to advertise such products and do not send messages about these products or services or Target groups.
The rising cost of national advertising and the poor path along the newspaper's readership are other factors that limit the use of newspapers as an advertising medium.
2. Magazine:
Advertisers can reach very specific market segments through special interest magazine advertising. Magazine advertising is more prestigious than newspaper advertising, it provides high-quality color reproduction, and magazine advertising has a longer service life. The main disadvantage of magazine advertising is the high cost and lack of timeliness.
Advantages and disadvantages of magazines:
Along with generalized magazines, there are probably magazines available for each particular group of people. The magazine provides the right environment through unique editorial content that appeals to a defined set of readers. As a result, magazines offer a higher amount of selectivity compared to other forms of media.
II. Audience receptivity:
Due to their editorial content, the magazine is trusted as an honorable source of information, and this reliability of the magazine extends to advertising.
III. Long lifespan:
In comparison with other media, this is a huge advantage of advertising in magazines. Unlike newspapers, magazines are reread and give an opportunity for repeated exposure. Magazines are read in a leisure way, so there is a possibility of a high level of attention to advertising and the use of detailed copies. In addition, magazines have a good path along the readership among friends, colleagues, neighbors, family and customers, adding another dimension to magazine advertising exposure.
IV. High attraction value:
Advertising in magazines has a high attractiveness value due to high-quality paper and excellent photo reproduction both in color and in black and white. If supported by excellent editorial content contributed by a respected writer, the magazine also offers high-quality content that benefits the ads that appear in the magazine.
V. Low cost per exposure:
As to advertising efficiency, magazines offer low per unit price reaching potential customers. The proper selection of magazines offers a range to choose a group of customers and keeps waste exposure to a minimum. Magazines offer many advantages to advertisers, but their limited flexibility, high cost, and limited distribution limit the universal use of magazines as an advertising medium.
VI. Long lead time:
Magazine advertising has a long lead time because the ad must be submitted well before the publication date and therefore the range of changes of any kind is excluded in the middle. Also, the choice of ad location is limited because the main location, like the inside of the front cover page, or the back cover, is sold a few months ago.
VII. High absolute cost:
On the one hand it provides high quality production and on the other it only has limited circulation among select customer groups. As a result, magazines do not compare well with other media in terms of cost efficiency.
2. Direct mail:
Direct mail ads are promotional materials that are mailed directly to individuals. Some organizations in direct mail advertising use direct email because direct mail is the most selective medium and advertisers can have records of who received the ad and track prospects. Direct mail campaigns can fail,and mailing lists are outdated.
4. Outdoor advertising
Outdoor advertising consists of hoarding, billboards, posters, purchase advertisements and short promotional messages with points of sign. Advertising on signs and billboards allows marketer to focus on specific geographic areas, and it is quite inexpensive.
Outdoor media are projected into perspective in public places such as train stations, bus stops, market stations and congested areas. However, many outdoor advertising must be limited to mobile messages. The proper placement of outdoor advertising and the high rent of hoarding are restrictions on outdoor advertising.
5. TV: It helps to create high brand awareness. All the big brands have television commercials-with cable and satellite television there are exponentially more channels and consumers are very happy.
Characteristics of an affective advertisement;
Television advertising these days must be highly targeted towards a particular demographic desired TV advertising is a major medium for large companies whose purpose is to reach national or regional markets. Skipping or "zapping" commercials during playback/viewing, the high cost of advertising are the disadvantages of TV media.
6. Radio:
FM radio is popular in Metro cites. The geographic range is available to marketers. The actual fee will depend on the geographical coverage, the number and duration of the commercials contracted. This medium is less expensive than other media where small retailers are able to afford wireless advertising. Coverage and appeal are wide, spot programs can be arranged. Disadvantages advertising radio cannot be an attractive demo product, but the listeners were irritated. The following benefits with radio advertising:
(i) Radio Advertising carries an effective appeal and covers a large number of listeners of different tastes.
(ii) Radio advertising teaches illiterate people who can not read newspapers and magazines.
(iii) It provides selective advertising to some extent that can include different programs and different types of people.
(iv) Its advertising is very suitable for the promotion of mass consumer goods.
The disadvantages of radio advertising are as follows:
(I) Detailed messages cannot be broadcast on the radio. People may not remember the message.
(II) It is non-visual. Therefore, the impact of describing the product is usually impossible.
(III) The message may not be understood correctly by the listener. Many people switch off their or Transistor on the set, but the time of cm or advertising.
Characteristics of an affective advertisement
Advertising is an important tool used by manufacturers to launch products and services on the market. Similarly it is also aimed at educating the customer when it comes to the safe mode of handling the product. It also declares that the variety of distinctive features of the addition of the product is also consumer-friendly.
Advertising is performed through various media such as newspapers, TV programs, magazines, displays of hoarding or banners on streets and national roads. In the current world, it is available on various marketing sites with various film videos or on other popular winter internet.
However an effective ad should possess the following features.
1. Maximum reach- Advertising should be done through such a medium in such a way that it reaches the maximum number of people who could be potential customers at once. Therefore, hoarding on national roads, or propaganda on Railway trains and public transport buses, is a good media for this purpose.
2. It should be economic– Economic concerns are present in all kinds of business and advertising spending is no exception to the rules. The budget spent on advertising should prove economical with a wide spread message that generates good results in the form of more demand and sales. Optimal promotion is possible only with the economical use of the resources that mean it.
3. Attract customers- Wording, phrases used, ideas to display products or services must catch the attention of the public and be able to attract as many customers as possible every time. Unless this requirement is fulfilled you may not get translated into inquiries from people resulting in actual sales.
4. It should be able to convince people– One of the key objectives of advertising is to make people believe what you say or tell through advertising. It tries a persuasive effect to generate anxiousness in the customer's mind to see the use of the product displayed by you through advertising, convincing success in bringing about its fine features. It should be able to convince people through statistics,or experience narrated by satisfied customers or some other information for its best features.
5. So that our customers always use for a better life style or a healthier life style. It must emphasize care for the well-being of customers all the time.
6. It is necessary to trust, and advertising should be done about the truth of the product. It should not create a wrong, irrelevant or completely different picture of the product in which it is in reality. It amounts to cheating or deceiving customers. Unjustified customers who cannot find the goods until the mark as indicated in the ad can even drag the company to court for loss, and also for deceiving acts.
7. It must follow the standard advertising practice– It must be taken to see that advertising worries are appropriate in every respect, that does not cause social harm or bring consequences of any kind to the product or the explosion of emotions against the company or the way its propaganda. It is necessary to follow the ethical standards established in the line.
Personal Selling as a career
The individual involves face-to-face pitching of a product or service to a prospective buyer. The main thing to set a personal sale apart from other methods of Commerce is to be sure, given that the salesperson is conducting his or her business directly with the customer.
The personal sale dates back to the Bronze Age. Travel sales kits made up of bones and stones have actually been found since this era. They traded clothing, spices, pots and pans and other household items to The Settlers of the western frontier. It is believed that the father of modern sales technology is John Henry Patterson, the head of the National cash register company. During this time, developed countries in the late 1800s were implementing sales training programs, quotas, sales regions and their sales. He also introduced the concept of canned sales talk.
Personal sales are part of the promotional mix, the various ways in which businesses choose to reach or communicate with customers. The main elements of the promotional mix are advertising, sales promotion, public relations, and personal sales. A sales promotion is the use of incentives such as coupons to get customers to buy products or services. Publicity is the act of building a company's image in the eyes of the community in the hope of converting a feeling of good intentions into sales. An example of Public Relations is a company that sponsors a charity event. The final component of the promotional mix is personal sales, where demos and presentations to potential customers are performed in person.
Promotional combination solutions involve many factors. Companies can choose to use any or all of the promotional mix tools, and some of the things that organizations should consider when deciding on each component promotional mix are the sales of products or services, the unit value of products or services, and all aspects involved in the combination of promotional promotions. The corporate personal sales industry involves most people. As a comparison, there are about 500,000 people involved in the advertising industry, more than 13 million of personal sales.
In general, if the unit value of the product is high and demonstration is required, it is suitable for personal sale. For example, encyclopedias are expensive items, and most people do not feel necessary. However, after the demo, most people agree that it is a useful item. Therefore, the Encyclopedia is suitable for promotional mixes that emphasize personal sales. Highly technical products are sold mainly by personal sales methods. Computers and photocopiers are best sold by personal sales technical products with trade-in are best sold through personal sales to facilitate the trade-in process. Auto sales often involve trade-in and in most cases involve personal sales transactions. Finally, organizations that can't afford an advertising campaign (which is a very expensive effort) may consider personal sales as an alternative to advertising. Personal sales power is a relatively inexpensive alternative to advertising, as the primary cost is sales power compensation. Sales force rewards are primarily based on actual sales, so sales force is an investment that requires much less money than other forms of promotional mix that require time to pay.
Personal sales as career are unique and offer many benefits. But it's not for everyone. In general, it involves long, irregular working hours and extensive travel. Personal salespeople should also be able to handle rejection in the face of which it is a big part of the job. On the other hand, personal sales offer great rewards for those who are successful. Since most compensation involves commissions based on completed sales, the potential for income is great. In personal sales, as in the work of any other salaried man, there is no ceiling on what a person can earn. A personal sales career offers a person the chance to develop interpersonal, communication, organizational and time management skills.
Compensation:
Sales force rewards vary by Organization or industry. However, all compensation plans include components such as commissions, bonuses, expense accounts, incentives, benefits, and salaries or draws. The commission a salesperson is paid for the percentage of sales he or she makes is the most common type of sales force compensation because it directly ties compensation to performance. Performance based on allowance for bonuses is often used. With expense accounts or allowances, some companies will repay the salesperson for the business costs incurred. Another form of reward, and one that can be very motivating for some people, is the car, travel, cash, and many other prizes obtained through sales contests, which are offered in exchange for achieving certain sales goals. Many companies offer benefits such as life insurance and health insurance, although these benefits can also be tied to sales performance. Finally, some companies usually pay or withdraw a base salary in combination with any or some of the other compensation elements. A draw is a fixed amount that is held against the future sales of a sales representative. This is usually offered to a new salesperson to promote revenue stability while he or she is learning the business. Usually, if a sales representative does not make a future sale, he or she is not responsible for the amount.
In general, the tougher control a company has over its salespeople, the greater role salary plays in the Rewards. For example, an IBM sales representative based in a branch office with extensive training and supervision may have a large portion of an initial compensation plan that consists of a base salary or draw. She may never see a fulcrum and is completely compensated on commissions and bonuses.
Types of work in private sales
Attention industrial psychologist Robert Mc Murry identified the main types of personal sales work:
These salespeople usually deal with customers who are not aware of the need for a service or product, so the salespeople have the most sophisticated sales skills.
Key takeaways:
References:
