Entries for February 2010

Marketing activities, in some companies are divided along functional lines such as advertising, sales, marketing research, product planning, etc. The advertising manager looks after all promotional activities concerned with the company’s products ad services, including, budgeting, creation of ads and their production, media schedules and sales promotions, but excluding sales management.

Under the centralized system the certain basic functions are performed. These include Planning...

An understanding of why people collect information can help advertisers in designing ads that will gain increased attention of the target audience. In general, there are four reasons for attending to different types of information.

Information that may be highly useful for a person, such as advertising messages about products or services that will help people make better purchase decisions. For example, consumers will tend to reduce cognitive dissonance by exposing themselves...

Promotion Planners need a basic of understanding of consumer decision making process and the factors influencing this process. Companies spend large sums of money on advertising and face a major challenge in influencing the purchase behavior of consumers is favorably towards their products or service. While the final goal is to influence the purchase behavior of consumers, most companies realize that purchase behavior of consumers is the end result of a long process of consumer decision-making....

Advertising being a powerful communication tool is often used to influence special interest groups and sway public. Environment issues, population explosion, declining and natural resources, road safety measures, child labour, human rightsa, dowry, equalstatus to women and many other issues are examples for which mass media advertising has increased in recent years.

Idea advertising often generates controversies because many of the issues trigger heated discussions laden with emotions....

Communication is a process in which two or more persons, consciously or unconsciously, attempt to influence each other through some use of symbols. In any communication there are four basic components .These are a source, a destination, a medium and a message. The source, as the initiator or the sender of the message, may wish to communicate a feeling, an attitude, a belief, or some fact to another person or persons. To accomplish this, the initiator must find some way to “encode” the message that...