Advertising and Sales Essay Example for Free

Advertising and Sales Essay Assignment Q1. What is the meaning of advertising? Explain the advertising pyramid with a neat diagram. Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media to reach broad audiences† The five basic element of this pyramid are: attention, interest, desire, action and satisfaction. Attention: The first objective of advertising is to capture attention of the consumer. The job is easy as even shouting or clapping can draw attention. Therefore, the copywriter usually makes the headline very catchy by using the bigger fonts. The other techniques are to use short punch lines in conversational language. Interest: The advertisement’s next objective is to create interest in the readers about the product. After giving a good headline, their interest is retained by elaborating on the key features of the product. This is usually incorporated in the body copy. Desire: In this step, the advertisement creates a situation for the prospective customer to enjoy benefits of the product vicariously. The writer creates a situation that makes the reader feel as though there is a lot that is being missed if one does not use the product. Action: The purpose of this step is to motivate people to do something. No advertisement is successful if it cannot induce any action. This is not a difficult step because if the copy is clear then surely the reader will act. Satisfaction: The tip of the pyramid is satisfaction. After the product is bought, the buyer should have a feel of satisfaction. The customer should always feel that it has got the appropriate returns for the money spent. Q2. What do you understand by integrated marketing communication (IMC)? What are the various roles? â€Å"IMC is a strategic business process used to develop, execute, and evaluate coordinated, measureable, persuasive brand commun ications programs over time with customers, prospects, employees, associates, and other targeted relevant internal and external audiences. The goal is to generate both short-term financial returns and build long-term brand and share-holder value.† Integrated Marketing Communications (IMC) is a process involving coordination of various promotional elements and other  marketing activities that communicate with a firm’s customers. It includes managing customer relationships that drive brand value through communication efforts. The role of IMC can be discussed with the following points:  · Identifying the target audience  · Specifying promotion objectives  · Setting the promotion budget  · Selecting the right promotional tools  · Designing the promotion  · Scheduling the promotion Identifying the target audience: IMC’s first function is to identify the right audience. It is very important to deliver the message to the right audience. Specifying promotion objectives:  · Designed for a well-defined target audience  · Measurable  · Cover a specified time period Hierarchy of effects: Sequence of stages a prospective buyer goes through Use as a tool to develop objectives  · Awareness – Ability to recognize and remember the product or brand  · Interest – Increase in desire to learn about the product features  · Evaluation – Consumer’s appraisal of the product on important attributes  · Trial – Consumer’s actual first purchase and use  · Adoption – Repeated purchase and use of the product or brand Setting the promotion budget:  · Percentage of sales: Funds are allocated as a percentage of past or anticipated sales  · Competitive parity: Matching the competitor’s absolute level of spending Selecting the right promotional tools  · Specify the combination of the five basic IMC tools – advertising, Personal selling, sales promotion, public relations and direct marketing  · Promotion mix can vary  · Assess the comparative importance of the various tools Designing the promotion:  · Design of the promotion plays a primary role in determining the message that is communicated to the audience  · Design activity is viewed as the step requiring the most creativity  · Design each promotional activity to communicate the same message Scheduling the promotion:  · Determine the most effective timing  · Promotion schedule describes  · Factors such as seasonality and competitive promotion activity can influence the schedule. Q3. While developing an advertisement, some theories are useful. Discuss the two theories to design an advertisement. In developing an advertisement for an advertising campaign, several theoretical frameworks are useful. The first theory is the hierarchy of effects model. The second is a means to an end chain. Both the hierarchy of effects model and a means to an end chain can be used to develop leverage points. 1. Hierarchy-of-Effects Model Among advertising theories, the hierarchy-of-effects model is predominant. It helps clarify the objectives of an advertising campaign as well as the objective of a particular advertisement. The model suggests that a consumer or a business buyer moves through a series of six steps when becoming convinced to make a purchase. These six steps are as follows: Awareness – If most of the target audience is unaware of the object, the communicator’s task is to build awareness, perhaps just name and recognition with simple messages repeating the product name. Consumers must become aware of the brand. Knowledge – The target audience might have product awareness but may not know much more; hence this stage involves creating brand knowledge. This is where comprehension of the brand name and what it stands for become important. What are the brand’s specific appeals, its benefits? Liking – If target members know the product, how do they feel about it? If the audience looks unfavorably towards the product then the communicator has to find out why. If the unfavorable view is based on real problems, communication campaigns alone cannot do the job of erasing it. Preference – The target audience might like the product but not prefer it to others. In this case, the communicator must try to build consumer preference by promoting quality, value, performance and other features. Conviction – A target audience might  prefer a particular product but not develop the confidence about buying it. The communicator’s job is to build conviction among the target audience. Purchase – Finally, some members of the target audience might have conviction but not quite get around to making the purchase. Th ey may wait for more information or plan to act later. 2. Means-End Theory A second theoretical approach a creative (team) can use to design an advertisement is a means-end-chain. This approach suggests that an advertisement should contain a message or means that lead the consumer to a desired end state. Means – end theory is the basis of a model called the Means-End Conceptualizations of Components for Advertising Strategy (MECCAS). The MECCAS model suggests using five elements in creating advertisements.  · The product’s attributes – delicious and refreshing are the products attribute.  · Consumer benefits – delicious and refreshing are linked with the benefit of freshness and good taste.  · Leverage point – the leverage point in the advertisement is the link between the benefit of delicious drink and the personal value of choosing the right drink of an athlete.  · Personal Values – the value of the consumer, the reason of buying Coca Cola. He could value the ’refreshing’ or the ’delicious’ attributes. The marketers need to understand the personal value so that the message will hit the right target. Q4. What do you mean by public relations(PR)? What are the difference between PR and advertising? â€Å"Public relations† is used to build rapport with employees, customers, investors, voters or the general public. Public Relations (PR) is the actions of a corporation, store, government, individual etc. in promoting goodwill between itself and the public, the community, employees, customers etc. The most comprehensive definition is as follows: â€Å"Public relation is the management function which evaluates public attitudes, identifies the policies and procedures of an organization with the public interest and executes a program of action and communication to earn public understanding and acceptance.† The following are the differences between advertising and public relations. Advertising 1. The company pays for advertising the company. Hence the focus is on getting its products or  services. 2. Since you are paying for the space, you have creative control on what goes into that advertisement. 3. Advertisements can be published or run repeatedly. An advertisement generally has a longer shelf life than one press release. 4. In advertising, you get to exercise your creativity in creating new advertising campaigns and materials. 5. If you are working at an advertising agency, your main contacts are yours-workers and the agencys clients. 6. You are looking out your target audience and advertise accordingly. You would not advertise a kid’s Product in a business magazine. 7. Some industry professionals such as Account Executive have contact with the clients. Others like Copywriters or Graphic Designers in the agency may not meet with the client at all. 8. â€Å"Sales!, 20% discount, Buy this product! Act now! Call today!† These are the things you can say in an advertisement. You want to use those buzz words to motivate people to buy your product. Public relations 1. The objective is to get free publicity for space. You know exactly when that advertisement will on air to be published. 2. You have no control over how the media presents your information, if they decide to use your information at all. They are not obligated to cover your event or publish your press release. 3. You submit a press release about a new product or about a news conference once. The PR exposure you receive is only circulated once and the editor will not publish more than once. 4. In public relations, you have to have a nose for news and be able to generate buzz through that news. You exercise your creativity in the way you search for new news to release to the media. 5. In PR, the main contacts will be people in the area of publications and broadcast media. 6. It is generally not possible to segment, target or position the product or service. 7. In public relations, you are very visible to the media. PR professionals are not always called on for the good news. In an emergency you may have to give a statement or on-camera interview to journalists. You may represent your company as a spokesperson at an event. 8. You are strictly writing in a no-nonsense news format. Any blatant commercial messages in your communications are disregarded by the media. Q5. What are the four types of annalists used to develop a comprehensive model for evaluation of a sales organization? There are mainly four factors or types of analysis that are usually needed to  develop a comprehensive model for evaluation of a sales organization. They are: 1) Sales analysis 2) Cost analysis 3) Profitability analysis 4) Productivity analysis 1) Sales analysis: It is an important factor for evaluating the effectiveness of a sales organization. Sales analysis detects strengths and weaknesses of the organization. Sales analysis is described as a detailed inspection of a company’s sales data, which includes assimilating, classifying, comparing and drawing conclusions. Sales analysis is done based on the following parameters: a) Levels in sales organization: Sales analysis should be done at all levels of the sales organizations. This includes evaluation of sales performance from the company level down to the last level. b) Types of sales: The analysis of different types of sales at different organizational levels definitely increases the sales manager’s ability to detect problem areas in the company’s sales performance. For example, analysis can be done: a. Based on type of products b. By distribution channels types c. By type of customer classifications d. By size of orders 2) Cost analysis: Cost analysis is the analysis of costs that affect sales volume. The purpose of marketing cost analysis is to determine the profitability of sales control units, like market segments, sales territories and products. This is done by subtracting the marketing costs from the sales revenues, associated with the sales control units. 3) Profitability analysis: Profitability analysis of marketing units (that is, regions, branches, channels, products or customer groups) can be developed by preparing profit and loss (or income and expense) statements for marketing units. However, the question arises as to how to allocate indirect or shared expenses to various marketing units. There are two approaches for profitability analysis 4) Productivity analysis: Productivity is usually measured by ratios between outputs and inputs. For example, sales per salesperson are used by many companies as a measure of productivity. There  are other productivity ratios such as selling expenses per salesperson, sales calls per salesperson, and quotations submitted per salesperson. Q6. Describe the meaning and importance of media fix decisions. A media mix is the way various types of media are strategically combined in an advertising plan, such as using newspaper and posters to announce a new product as the iPod managers did, followed by television advertising that shows how to use the product and billboards that reminded people to look for it when they go out to the store. A media vehicle is specific TV program (Comedy Circus, CID), newspapers (The Telegraph, Mumbai Mirror), magazines (The Sport star, Elle). Media planning is the way advertisers identify and select media options based on research into the audience profiles of various media; planning also includes scheduling and budgeting. Media buying is the task of identifying specific vehicles, such as TV channels/programs or websites, negotiating the cost to advertise in them and handling the details of billing and payment. Frequency refers to the number of times a person is exposed to the advertisement. An impression is one person’s opportunity to be exposed one time to an advertisement in a broadcast program, newspapers, magazines or outdoor locations. Circulation means the number of copies sold. In the media industry, there are professionals who do both, sell and buy advertising. Media sales people work for a medium, such as a magazine or television channel and their objective is to build the best possible arguments to convince media planners to use the medium they represent. There are also media reps, who are people or companies that sell space (in print) and time (in broadcast) for a variety of media. The rate base is the real number of copies of a newspaper or magazine that gets printed and sold. Readership is the average number of readers per copy sold.

Use of Conceit in The Flea, by John Donne Essay example -- The Flea Jo

Use of Conceit in The Flea, by John Donne   Ã‚  Ã‚  Ã‚  Ã‚  John Donne, an English poet and clergyman, was one of the greatest metaphysical poets. His poetry was marked by conceits and lush imagery. The Flea is an excellent example of how he was able to establish a parallel between two very different things. In this poem, the speaker tries to seduce a young woman by comparing the consequences of their lovemaking with those of an insignificant fleabite. He uses the flea as an argument to illustrate that the physical relationship he desires is not in itself a significant event, because a similar union has already taken place within the flea. However, if we look beneath the surface level of the poem, Donne uses the presence of the flea as a comparison to the presence of a baby, thus making the sub textual plot about aborting the baby.   Ã‚  Ã‚  Ã‚  Ã‚  In the first stanza of the poem, the speaker develops similarities between the fleabite and lovemaking. The first two lines of the poem, â€Å"Mark but this flea, and mark in this, How little that, which thou deny’st me, is;† I interpreted to mean that the woman doesn’t deny the flea access to her body, yet she denies the advancements of the speaker. Next the speaker uses conceit to illustrate the similarities between their lovemaking and the mingling of their blood within the flea. â€Å"Me is sucked first, and now sucks the, An in this flea our two bloods mingled be.† The speaker uses this argument to show the woman that the same physical exchange, which t...

Outline and assess the usefulness of official statistics in measuring crime Essay

Sociology: Outline and assess the usefulness of official statistics in measuring crime. Crime is basically any sort of behaviour or an act which breaks laws of a society and is punished by the legal system. What is considered criminal or deviant is culturally determined. This means that what is considered criminal or deviant changes with time and place, as the values, norms and expectations change. What may not be acceptable in one society at a particular time may be acceptable in another country or acceptable at another time, for example drug cafes in Amsterdam. Police Crime Figures have been recorded and published annually by the Home Office since the year 1857. Crime statistics are compiled in the basis of â€Å"offences notified to the police†. In this respect, they provide evidence of crimes that are known to the police and officially recorded by the police. Official statistics are useful in measuring crime because they allow us to spot trends and patterns in the crime rates and the social background of criminals/victims (quantative data). Also, these statistics help inform government policy. Theories like functionalism have used official statistics to develop theories to explain patterns in the official statistics. Durkheim used statistics to measure suicide rates, a form of deviance between societies and groups and developed theories about suicide. Others, like Merton assumed that the statistics were valid and reliable and went on to develop explanations about working-class criminality. Many people now turn to victim Surveys such as the British Crime Survey (BCS) as more reliable sources of information. Victim Surveys are so called because they ask a sample of the population what crimes they have been a victim in the previous 12 months. This increases validity as they include all crimes that people have been a victim of, regardless of whether or not they reported the crime to the police. A number of crimes are not covered by the survey. These include crimes against business, crimes where there is no direct victim, such as possession of drugs, crimes against victims under 16 and crimes that have involved death. Another source of survey data on crime and deviance is self-report studies,  where people are asked if they have committed any crime. Self-report studies are similar to victim surveys except that they ask respondents to admit to crimes they have committed. This type of survey data are less widely used than BCS, but are also anonymous and representative of the population. Steven Box, a Marxist, analysed 40 self-report studies and concluded that juvenile crime was not a working-class problem but rather that the middle-class were less likely to get caught. I believe respondents may not tell the truth because they may feel embarrassed, may exaggerate or they may have forgotten the offence. To conclude, I believe the official statistics are very useful to us as they help to inform us about the rates of crime as well as government policy. They are annually published and anyone with internet access can view/download the data. These statistics cover a large part of the population and as they are collected by the state they are seen to have a great deal of validity. They can easily be compared to the previous statistics and their quantative nature allows trends and patterns to be established. The ability to go back and check the findings means that the data are reliable. However, there are some disadvantages of official statistics. It is reported Official Crime Statistics only show 30% of crimes committed. The other 70% is described as the â€Å"Hidden Figure of Crime†. Official crime statistics only show crime known to the police. In other words, not all crime is reported to the police. This may be because people may be reluctant to report a criminal incident if they do not have faith in the police to investigate and solve the crime. Another reason may be because they are scared, they could have been threatened by the criminal. Interactionism have a negative view on official statistics, they believe it as being of little worth. Cicourel stated that police are more likely to suspect and arrest some people than other due to labelling.

Set Design for Antigone and how it Helps the Audience...

Outline your set design for Antigone and say how it would help a present day audience to understand the plays themes and atmosphere. For the set design of Antigone, I need to think about how everything links together to provide a complete picture, interacting the actors with set, colour scale. If I was designing the set for a performance this play at college, I would have it performed in the theatre studio in Notre Dame college, it is a linear square space approximately 8metres x 8metres. The key themes being communicated in this play are those of power, arrogance, love, war, pride family values. As we know, the pretext of the play is the aftermath of a war, so I feel that a backdrop of the aftermath of World War I†¦show more content†¦The chorus will have stepped onto the blocks near them on line 1270 to show the shift in power, the red light will show how the blood of the dead people; Antigone, Haemon are on his hands as he writhes on the floor crying out to die whilst the darkness of the stage and chorus shows us that although he isnt alone physically, metaphorically, everyone has left him, the purple drapes ripping in half show his kingdom falling away around him and all his dreams shattering. I mentioned blocks earlier during the last scene, these blocks will be used to show the different levels, there will be blocks to the left and right of the stage about 1metre in height, they will span the length of the stage, they will represent the walls of Creons rule, when the chorus climb the blocks and look down, its symbolic of their break from his grasp, they are now outside the box literally and metaphorically as they now overpower Creon in his demise. There will also be a block centre stage, again, about 1metre in height. This is Creons throne as it were, where he can watch and command his minions, Creon will climb this when he is berating Antigone (line 506) and sentencing her to her deathShow MoreRelatedAntigone Character Analysis1122 Words   |  5 PagesAntigone is a Greek play that features a heroine that shows courage and righteousness. This is an interesting play that I believe I would enjoy having the ability to direct. The possibilities that this play can become I think would be very entertaining and meaningful to explore. If I were to direct this play I would want it to communicate that courage comes in many forms and that following one’s beliefs and morals against oppressors is one of the most courageous things that one can do. I would also