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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 30
HOW TO BE GOOD CLIENTS
OVERVIEW
This lecture will cover the methods and rules to guide how to be good clients besides further
explanation regarding the identification of customers as explained in the last lecture elaborating
it further to explain the consumer goods buyers another classification of channel buyer and the
influences thereon including the channel buyer including the influences for channel buying
decision.
CHANNEL BUYERS
Consumer Goods Buyers: Consumer goods buyers are subject to different influences unlike B
2 B & Govt. buyers. These influences are as follows:
i. Many buyers at multiple levels in same company.
ii. Small to Large transactions.
iii. National, regional & local buyers.
iv. Direct company sales to buyers, or broker relationships.
v. Directly dependent on end-user buying patterns.
vi. End users influenced by company advertising & promotion spending.
vii. Flexible market, demand affected by slight changes in price.
CHANNEL BUYING DECISION INFLUENCES:
The Channel buyers may or may not directly purchase company products & services, as there
are many different roles in the buying process for a large supplier's customers.
1. Purchasing department personnel.
2. Buying committees.
3. Department advisors.
4. Consultants.
5. Management.
6. Head buyers and assistants.
7. Store managers.
8. Department managers.
Ideally speaking one should always research and test the idea against the situation and reality of
the market place. Many business owners test their ideas in various ways to get the first hand
information as to what works and what does not.
HOW TO BE GOOD CLIENTS 14 RULES:
In normal circumstances, the responsibility of a bad advertising campaign rest on the agency
but if analytically study it will be found that in most cases it is the client who is to be blamed.
In fact client get the advertising they deserve there are some clients who behave so badly that
no agency can produce effective advertising for them while the behavior of some is so good
that no agency can fail to do so. Following are fourteen rules which have been identified for a
client to deal with the agency and in the process extract the best service.
1.
Emancipate your agency from fear.
Give them sense of permanence ­ How?
Through a long term contract or otherwise...
But still if you want to change get answers to following questions:
a.
Why specific clients have never fired an agency?
b.
Will the new agency solve your problem?
c.
Has your product been made obsolete by your competitors?
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Advertising and Promotion (MKT621)
VU
d.
Did you dictate the advertising which back fired & you blame agency?
e.
Have you been scaring your agency?
f.
Are you or your advertising manager so stupid that he would negate the best
brains in any agency?
g.
Do you realize that a change in agency may disrupt your marketing operation?
h.
Your termination of an agency may result in many people losing job: "can't you
avoid this?"
2.
Select right agency in the first place.
3.
Brief your agency thoroughly.
4.
Do not compete with your agency in the creative area.
5.
Make sure your agency makes profit.
6.
Do not haggle with your agency.
7.
Set high standards.
8.
Test everything.
9.
Hurry.
10.
Do not under spend.
11.
Do not strain your advertising through too many levels.
12.
Do not compete with your agency in the creative area.
13.
Do not waste time on problem babies.
14.
Tolerate Genius.
As the above rules clearly explain the importance of being an understanding and cooperating
client it is imperative that if the above parameters are strictly adhere to there is no reason that
not only the relationship between the agency and the client will be cordial, understanding,
creative and productive but also beneficial to get the best results.
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Table of Contents:
  1. INTRODUCTION TO ADVERTISING:Its growing importance, Explanation of Personal and non-personal selling
  2. INTRODUCTION TO ADVERTISING:ADVANTAGES, Communication, Information, Various Media
  3. INTRODUCTION TO ADVERTISING:FUNCTIONS OF ADVERTISING, IMPACT OF ADVERTISING
  4. ADVERTISING AND SOCIETY:PRACTICAL BENEFITS, ETHICS IN ADVERTISING, Marketplace & Market space
  5. MARKETING TOOLS:COMPONENTS OF MARKETING MIX, PRODUCT LIFE CYCLE (PLC) CURVE
  6. MARKETING TOOLS:SWOT Analysis, Contents & Structure, ROLE & FUNCTION OF ADVERTISING
  7. ROLE AND FUNCTIONS OF ADVERTISING:Structure of an Advertising Agency, How to Select an Advertising Agency
  8. ADVERTISING PLANNING:ADVERTISING OBJECTIVES, Types of Advertising, Positioning Strategies
  9. POSITIONING:BRANDING, 7 Steps of Creative Process, UNIVERSAL ADVERTISING STANDARDS
  10. ADVERTISING MESSAGE:Message Content, BASIC TERMS & CONCEPTS
  11. ADVERTISING BUDGET:4 Methods to determine, ADVERTISING RESEARCH, ADVERTISING RESEARCH
  12. ADVERTISING REACH:BROAD COMMUNICATION OBJECTIVES, ADVERTISING COPY METHODS, MEDIA RESEARCH
  13. PRE – PLACEMENT EVALUATION:ACCOUNT PLANNING, MARKET, COMPETITION
  14. WORKING OF ADVERTISING:12 Steps to develop effective campaign, SOURCE or THE ADVERTISER
  15. ADVERTISING RESPONSE HIERARCHY MODELS:AIDA MODEL, PROCESS REQUIRED TO GET BIG IDEA
  16. PROBLEM SOLVING STRATEGIES:Procedure to Handle Problems, In brief, Eight principles apply to consumer behavior
  17. CONSUMER BEHAVIOUR:ADVERTISING APEALS, MEDIA MIX DECISIONS, Target Rating Point (TRP)
  18. CREATIVITY IN ADVERTISING:Three aspects are most accepted, Four Rules of Creativity
  19. COPY WRITER:CHARACTERISTICS OF COPYWRITER, IMPORTANCE OF LANGUAGE
  20. WHY ADVERTISING:Advertising & Market Education, ADVERTISEMENT CAMPAIGNS
  21. METHODS TO APPRECIATE A PROBLEM:SPONSORSHIP—an important tool, Special Characteristics
  22. IMPORTANT TOOL OF ADVERTISING:TELEVISION ADVERTISING, TRANSIT ADVERTISING
  23. ONLINE ADVERTISING:Banners, Logos, Email Ads, Keywords on Search Engines, New Developments
  24. ONLINE ADVERTISING:Structural Challenges, Adobe Photoshop, JAVA, HTML, DHTML, ASP & JSP
  25. SALES PROMOTION:Consumer Oriented Promotion, HOW TO USE TRADE PROMOTION, Dealing with the Trade
  26. PUBLICITY:PERSONAL SELLING, ROLE OF SALES PERSON, FUTURE OF GLOBAL ADVERTISING
  27. MARKETING ENVIRONMENT:Competitors, The Target Buyer, Segmenting your Market, FUTURE OF MARKET GROWTH
  28. MARKETING PLAN:Situational Analysis, Macro – Environment Situation, Marketing Objectives, Financial Objectives
  29. MARKETING PLAN:PROMOTING BUSINESS IN LOW COST, SUPPLY CHAIN, BUYER IDENTIFICATION
  30. HOW TO BE GOOD CLIENTS:CHANNEL BUYERS, HOW TO BE GOOD CLIENTS 14 RULES
  31. CLIENT – AGENCY RELATIONSHIP:HOW TO KEEP CLIENTS (10 Ways), Three Points for Consideration
  32. CLIENT – AGENCY RELATIONSHIP:ADVERTISING WITHOUT AN AGENCY, LOGO AND CORPORATE IDENTITY
  33. NEWSPAPER ADVERTISING:AD PRODUCTION,TYPES OF NEWSPAPER ADS, CIRCULATION
  34. OTHER ADVERTISING MEDIUM:HOW TO USE MAGAZINES, HOW TO USE RADIO, Daypart buying options
  35. UTILITY OF VARIOUS MEDIA:TAPE OR FILM, UTILITY OF TV, DIRECT MAIL PACKAGE
  36. OTHER ADVERTISING MEDIA:POINT OF PURCHASE (POP), TRANSIT ADVERTISING, LIMITS OF ADVERTISING
  37. CONTINUOUS TRACKING:PLANNING CAMPAIGN, HOW TO UNDERSTAND ADS, ASK BASIC QUESTIONS
  38. SEASONAL ADVERTISING:MAXIMIZING IMPACT, THE WEB ADVERTISING, MEASURING ADVERTISING
  39. COMPONENTS OF ADVERTISING:BUY - OLOGY OF MIND, BUY - OLOGY OF MIND
  40. CRITICISM ON ADVERTISING:SHOULD ADVERTISING BE ABOLISHED,
  41. EFFECT OF ADVERTISING:HOW TO PROMPT AWARENESS, CREATING DESIGN THAT SELLS
  42. CREATING EFFECTIVE DESIGN:LANGUAGE OF TYPOGRAPHY, HEADLINES THAT COMMUNICATE
  43. WORKSHEETS:DEMOGRAPHICS OF YOUR TARGET, YOUR COMPETITOR
  44. GLOSSARY OF ADVERTISING:ACCOUNT EXECUTIVE, PROOF, VOICE OVER
  45. CONCEPT OF AN AD:HOW TO DEVELOP A CONCEPT OF AN AD