Use of Advertising

Use of Advertising 

Promoting Products or Organizations 

Institutional Advertising promotes organizations, images, ideas or political issues.

Stimulating Primary and Selective Demand 

First to introduce product needs to stimulate primary demand. Pioneer Advertising informs people about the product

Offsetting Competitors Advertising

Defensive advertising, offset to lessen the effect of competitors advertising

Making salespersons more effective

Tries to presell product to buyers by informing them of uses, features & benefits-                                                                                                      

Increasing use of product

Consumer can consume only so much of a product, this limits absolute demand. May  need to convince the market to use the product in more than one way

Reminding and reinforcing customers

Reminder, need to keep company/product name at the forefront of consumers' minds in the competitive marketplace.

Reducing Sales fluctuations 

Increase sales during slow periods will help increase production efficiency

ADVERTISING

Advertising as a discrete form is generally agreed to have begun with newspapers, in the seventeenth century, which included line or classified advertising. Simple descriptions, plus prices, of products served their purpose until the late nineteenth century, when technological advances meant that illustrations could be added to advertising, and color was also an option.

An early advertising success story is that of Pears Soap. Thomas Barratt married into the famous soap making family and realized that they needed to be more aggressive about pushing their products if they were to survive. He launched the series of ads featuring cherubic children which firmly welded the brand to the values it still holds today. he took images considered as "fine art" and used them to connote his brand's quality, purity (i.e. untainted by commercialism) and simplicity (cherubic children). He is often referred to as the father of modern advertising.World War I saw some important advances in advertising as governments on all sides used ads as propaganda. The British used advertising as propaganda to convince its own citizens to fight, and also to persuade the Americans to join. No less a political commentator than Hitler concluded that Germany lost the war because it lost the propaganda battle: he did not make the same mistake when it was his turn. One of the other consequences of World War I was the increased mechanization of industry - and hence increased costs which had to be paid for somehow: hence the desire to create need in the consumer which begins to dominate advertising from the 1920s onward.

DEFINITION - ADVERTISING

Advertising is

·        paid form

·        a way of promoting products, services or information

·        a form of communication (between manufacturer and consumer)

·        a physical commodity

·        an integral part of pop culture

·        an important economic force

·        a part of our urban landscape

            Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries

1.   The non-personal communication of information usually paid for & usually persuasive in nature, about products (goods & services) or ideas by identified sponsor through various media. (Arenes 1996)

2.   Any paid form of non-personal communication about an organisation, product,service, or idea from an identified sponsor. (Blech & Blech 1998)

3.   Paid non-personal communication from an identified sponsor using mass media to persuade influence an audience. (Wells, Burnett, & Moriaty 1998)

4.   The element of the marketing communication mix that is non personal paid for an identified sponsor, & disseminated through channels of mass communication to promote the adoption of goods, services, person or ideas. (Bearden, Ingram, & Laforge 1998)

5.   An informative or persuasive message carried by a non personal medium & paid for by an identified sponsor whose organization or product is identified in some way. (Zikmund & D'amico 1999)

6.   Impersonal; one way communication about a product or organization that is paid by a marketer. (Lamb, Hair & Mc.Daniel 2000)

7.   Any paid form of non-personal presentation and promotion of ideas,goods or services by an identified sponsor. (Kotler et al, 2006)

Benefits from Employee Training and Development

Benefits from Employee Training and Development

• Increased job satisfaction and morale among employees.
• Increased employee motivation.
• Increased efficiencies in processes, resulting in financial gain. 
• Increased capacity to adopt new technologies and methods. 
• Increased innovation in strategies and products. 
• Reduced employee turnover.   
• Enhanced company image.

OFF THE JOB METHODS

OFF THE JOB METHODS :-

Because one of the fact that on the job techniques have their own limitations, these off the job techniques are considered important to these gaps. The following are some of the important off the job techniques.

1.    The case study.

2.    Incident method

3.    Role playing

4.    In basket method

5.    Business game

6.    Sensitivity training

7.    Simulation

8.    Grid training

9.    Conferences

          10.   Lectures

The case study: -

Cases are prepared on the basis of actual business situations that happened in various organizations. The trainees are given cases for discussing and deciding upon the case. Then they are asked to identify the apparent and hidden problems for which they have to suggest solutions.

The situation is generally described in comprehensive manner and the trainees has to distinguish the significant facts from the insignificant analyze the facts; identify the different alternative solutions select and the best.

Incident Method:-

This method was developed by Paul Pigors. It aims to develop the trainee in the areas of intellectual ability, practical judgment and social awareness.

Incidents are prepared on the basis of actual situations which happened in different organizations. Each employee in the training group in asked to study the incident and to make in short term decisions in the role of persons who has to cope with incident and takes decisions relating to incident, based on the group interaction and decision take by each member. Thus, this method is similar to a combination of case method and in basket method.

 Role Playing:-

A problem situation is simulated by asking the participants to assume the role of particular person in the situation. The participants interact, with other participants assuming different roles. Mental set of the role is described but no dialogue is provided. The whole may be tape recorded and the trainee may thus be given the opportunity to examine his or her own performance. This method teaches human relations skill through actual practice.

 In basket method:-

The trainee are first given back ground information about a simulated company , its products , key personnel , various memoranda , requests and all data pertaining to the firm. The trainee has to understand all this, make notes, delegate tasks and prepare memos with in a specified amount of time. Abilities this kind of exercise develops are (1) situational judgment in being able to recall details, establish priorities and determine need for more information, (II) social sensitivity in exhibiting courtesy in written notes, scheduling meetings with personnel involved.

 Business Games:-

Under this method, the trainee are divided in to groups are different teams. Each team has to discuss and arrive to decisions concerning such subjects as production, pricing, research expenditure etc. the other team assume themselves as competitor and react to the decision. This immediate feed back helps to know the relative performance of each team.

Sensitivity Training:-

The main objective of sensitivity training is the “development of the awareness of and sensitivity of behavioral patterns of oneself and others” this development result in the

(I)                    increased openness with others ,

(II)                  greater concerns for others

(III)                 less ethnic prejudice

(IV)                understanding of group processes

It is a laboratory situation where one gets a chance to know more about himself and the impact of his behavior on others. One of the limitations of sensitivity training is exacts a huge emotional cost from the manger.

Simulation:-

Under this technique the situation is duplicated in such a way that it carries a closer resemblance to the actual job situation. The trainee experiences feeling that he is actually encountering all those conditions. Then he is asked to assume a particular role in the circumstances and solve the problems by making a decision. He is immediately given a feedback of his performance.

One of the limitations of this method is that is that it is very difficult to duplicate the situation to the extent of making the trainee feel the pressures and realities of actual decision –making on the JOLE. The very fact the trainee knows that it is an artificial situations prevents him from experiencing all that he experiences in the job situations

Managerial Grid:-

It is a six phase programme lasting from three to five years. It starts with upgrading managerial skills continues  to group relations , goes in to corporate planning , develops implementation method and ends with an evaluation phase. The grid represents several possible leadership styles. Each style represents a different combination of two basic orientations – concern for production.

Conferences:-

A conference is a meeting of several people to discuss the subject of common interest. But contribution from members can be expected as each one builds upon ideas of their participants. This method is best suited when a problem has to be analyzed and examined from different viewpoints.

It helps the members develop their ability to modify their ability to modify their attitudes. Participants enjoy their method of learning as they get an opportunity to express their views.

The success of the conference depends on the conferences leader. In order to make the conferences a success, the conferences leader must be able to see that the discussion through and concentrate on the central problem by encouraging all the participants to develop alternatives and present their viewpoints and by preventing domination by a few participants.

Lectures:-

It is the simplest of each technique. This is the best techniques to present and explains series of facts, concepts, and principles. The lectures organize the matrices and give it to a group of trainee in the form of talk. The main uses of lectures in executive development are

(I)            It is direct and can be used for a larger group of trainee.

(II)          It represents the overview

(III)         It presents the principles, concepts and policies in the shortest time, thus, it is time saving technique.

The lectures don’t give scope for student participation and may sometimes he boring which in term hinders learning skills can be learnt only by doing and therefore lectures are of no use for technique skills.