Personal Selling Process

Step 1> Opening :
Example: Retail Salesperson - "...in can see that you appear to be interested in our stereo equipment. What kind of system do you have in mind?..."

Step 2> Need andProblem identification: Need analysis approach suggests that early in the sales process the salesperson should adopt a question-and-listen posture, to identify what actually the customer is looking for. salesperson should focus on questioning open ended questions rather than closed ended questions.

Step 3> Presentation andDocumentation: Benefits should be analysed at two levels: * ...the benefits which can be obtained by purchasing of a particular type of product. * ...the benefits that can be obtained by purchasing that product from a particular supplier.

NOTE: Many sales situtations involve risk to the buyer. The buyer may be reluctant to change from the present supplier or present model because doing so may lead to unforseen problems - like delievery of product may be unsatisfactory in the new model or unreliable.
There four major ways a salesperson can reduce the risk:
(a) Reference Selling
(b) Demonstration
(c) Guarantees
(d) Trial Orders

Step4> Dealing with Objections: Objections are any concerns or questions raised by the buyer, while some objectives are an exception of confusion, doubt or disagreement with the statements or information presented by the salesperson. What the buyer is asking for is further information because s/he is interested in what the salesperson is saying...!! Effective approaches for dealing with objections involve two areas: *...the preparation of convincing answers. *...the development of a range of techniques for answering objections in a manner which permits the acceptance of these answers without the loss of face on the part of buyer.

The various techiniques are as Follows:
(i) Listen and do not interrupt
(ii) Agree and Counter
(iii) Question the Objection
(iv) Trial Close
(v) Hidden Objections
(vi) The Straight Denials .......
TBConti.

BLOGGER IS BACK

It's been quite a long tym since my last post...was quite busy for soooo long...
based on the importance of this blog to my the readers..i've now decide to makeit the most happening and a bank of knowledge for the management aspirants and students....!!

Wish me luck for my "new" Start..!!

With Luv..!!
Ankur Blogger
ankur.blogger@gmail.com

Current Affairs

Colored Currents 2009

1] Whom did Rahul Gandhi refer to as "Sher-e-Punjab" and the "the pride of India" recently?
2] Who is the richest candidate to file his nomination papers in the Lok sabha elections so far?
3] How much did the Obamas pay in federal income tax for the year 2008?
4] After P. Chidambaram and Naveen Jindal, it was the turn of a which top BJP leader to face a 'flying footwear'?
5] What is the name of Hollywood actor Mel Gibsons' wife of 28 years who has recently filed for divorce?
6] Who is the present army chief of Bangladesh?
7] Who is RJD president Lalu Prasads' main rival in the Saran constituency in Bihar?
8] What is the name of the new lawyer appointed by special court to defend Mumbai terror attack accused Ajmal Qasab?
9] What is the name of new election commissioner who has succeeded N. Gopalaswami?

Keys:
i) Manmohan Singh; ii) Deepak Bhardwaj; iii) 4.2 crore; iv) L.K.Advani;
v) Robyn Denise Moore; vi) Gen. Moeen Ahmed; vii) Rajiv Pratap Rudy;
viii) Abbas Kazmi ix) Navin Chawla


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The Thrift Brigade

From raw material to salaries, from advertising to fuel burn, a clutch of disparate companies is cutting costs to stay competitive and weather the slowdown.

These Ten Companies were among the standouts in cost control.

How...??

$ Pantaloon Retail - will save Rs 125 Cr by creating One Back-End Entity for Marketing, Hr, and IT.

$ By re-negotiating a 20-4-% cut in rentals at 50 outlets, Vishal Retail has cut its rental bills from Rs 8.5 Cr to Rs 6.5 Cr.

$ Tata Chemicals is Reviewing Every Item of costs across geographies, manufacturing, supply chains and overheads.

$ ICICI Bank cut its marketing spend from Rs 416 Cr to Rs 103 Cr by Reducing Reliance On DSAS and cutting back on promotion.

$ Its leadership established, Dish TV slashed its Above-The-Line spending by 30% and upped Below-The-Line promotion.

$ The Ashok Leyland top management has taken a voluntary salary cut, lowering wages by 20%.

$ Jet Airways plans to phase out its pool of 250 odd expat pilots, who charge 30-40% more, from its base of 1,350 pilots

$ By buying coal in the spot market, Tata Steel managed savings of $16.4 million.

$ Spice Jet pays oil companies and airport operators on-time to get discounts in return.

$ The offline-online ad mix of INFO EDGE has changed from 93:7 in 2003-04 to 29:71 in 2008-09.

General Knowledge

Some Facts & Figures of Lok Sabha Elections 2009

--------------------------------------------------------------

Number of Phases: 5

Total polling centres: 8,28,824

Total Number of voters: 71.1 crores

Total Polling Officials: 40,00,000

Details of 5 Phases:

1st Phase on April 16th in 124 constituencies

2nd Phase on April 23rd in 141 constituencies

3rd Phase on April 30th in 107 constituencies

4th Phase on May 7th in 85 constituencies

5th Phase on May 13th in 86 constituencies

Counting of the votes will be on May 16th


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Thought For The Day...!!

icoolankur.blogspot.com

"No one is Perfect...That’s why pencils have erasers...!!"

General Knowledge

Did You Know...

- The first person to win two Nobel Prizes was Madame Marie Curie - in Physics (1903) and Chemistry (1911).

- Meteorologists estimate that lightning strikes about 6,000 times per minute on Earth.

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Electronic Payment Systems [EPS]

INTRODUCTION:

An electronic payment system is needed for compensation for information, goods and services provided through the Internet - such as access to copyrighted materials, database searches or consumption of system resources - or as a convenient form of payment for external goods and services - such as merchandise and services provided outside the Internet. it helps to automate sales activities, extends the potential number of customers and may reduce the amount of paperwork.

REQUIREMENTS:

Security: payment systems are very likely to become a target for criminal attacks.
Flexibility: different models for different situations (anonymity, accountability, risk).
Computational efficiency: support for micropayment; per-transaction cost must be small enough so that they are insignificant.

PAYMENT METHODS:

Secure (or non-secure) presentation: the customer provides credit card information over a secure (or even clear) transportation means.
Customer registration: the customer gets a password or digital signature based on a credit card (hides the credit card information from the merchant, but still clears through the credit card).
Credit-debit instruments: similar to customer registration but only one bill per month either through credit card or debit check.
Electronic currency: this method has potential for anonymity but requires tamper resistant hardware.
Server scrip: the customer gets a kind of coupons from an agent that can be spend only with one particular merchant. this reduces the risk of double spending and allows off-line transactions.
Direct transfer: the customer initiates the transfer of funds to the account of the merchant. this method provides no anonymity.
Collection agent: the merchant refers the customer to a third party who collects payment using one of the methods mentioned above.

Of all models, (non-)secure presentation is the only model that has a large customer base today. all other methods require a special hardware and/or software that most potential customers don't have.

Thought For The Day...!!

icoolankur.blogspot.com

"Defeat is not defeat unless accepted as a reality - in your own mind...!!"

Promotion Mix

Your marketing plan will be executed by using the tactical elements of the Marketing Communications, or Promotions Mix. The elements of the marketing communications mix

The Marketing Communications Mix is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing a company uses to pursue its advertising and marketing objectives.

Definitions:
Advertising - Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Personal selling - Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.
Sales promotion - Short-term incentives to encourage the purchase or sale of a product or service.
Public relations - Building good relationships with the company’s various publics by obtaining favorable publicity, building up a good "corporate image", and handling or heading off unfavorable rumors, stories, and events.
Direct marketing - Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships.

Thought For The Day...!!

icoolankur.blogspot.com

"The most difficult thing in the world is to know how to do a thing and to watch somebody else doing it wrong, without comment...!!"

Thought For The Day...!!

icoolankur.blogspot.com

"If you think sky is the limit, you've got limited imagination....!!"

Resume Building Tips For Internships

You will need a resume if you are looking for an internship and applying for the intern jobs. And remember your resume will be one of the deciding factor for getting a call for internship.

A well made resume, which identifies your goals, academic background, skills, experience (if any), and activities, is just as critical for the internship search as it will be for your job search after you complete your education. A resume or CV which is for internship may not be very different from the one that you will use for a job application - both in intent and content. However, you may include some information for the internship resume which you may not in your final resume for the job search.

Structure of an internship resume:


* Objective of Internship: Write your objective for internship (customize for internship you are applying)
* Skills: Write your skill set (relevant to internship you are applying)
* Relevant experience: Write your experience relevant for internship. This may be part time experience or other projects. Explain in detail.
* Other experience: List the other experience (not related to internship being applied for). Be brief as this is not so relevant.
* Education: (Reverse Chronological - include present course up to last semester)
* Awards and Honors: (List any awards, honors, scholarships)
* Extra curricular activities
* References: Give some academic and if possible related industry references
* Contact Information: (Name, Address, Phone, Email)

Some Tips for writing internship resume:

* Tailor your resume for internship your are applying
* Write tailored cover letter or email
* Use 'Reverse Chronological' for education and experience
* Keep the contact details latest (don't miss that one call)
* Propose your project while being flexible to change it if organization demands
* Keep it short - 1 page resume and 5 line cover letter
* Be prepared with your "Elevator Speech"

If you modify your resume based on tips above you will soon get the positive feedback from employers.

Best wishes for your internships!
iankur

Thought For The Day...!!

icoolankur.blogspot.com

"Fairy tales, are more than true. Not because they tell us that dragons exist, but because they tell us that dragons can be defeated...!!"

What is Operations Management..?

WHAT IS OPERATIONS MANAGEMENT?

Every business is managed through three major functions: finance, marketing, and operations management. Finance is the function responsible for managing cash flow, current assets, and capital investments. Marketing is responsible for sales, generating customer demand, and understanding customer wants and needs. Most of us have some idea of what finance and marketing are about, but what does operations management do?

Operations management (OM) is the business function that plans, organizes, coordinates, and controls the resources needed to produce a company’s goods and services. Operations management is a management function. It involves managing people, equipment, technology, information, and many other resources.

Operations management is the central core function of every company. This is true whether the company is large or small, provides a physical good or a service, and is for profit or not for profit. Every company has an operations management function. Actually, all the other organizational functions are there primarily to support the operations function. Without operations, there would be no goods or services to sell. Consider a retailer such as Gap that sells casual apparel. The marketing function provides promotions for the merchandise, and the finance function provides the needed capital. It is the operations function, however, that plans and coordinates all the resources needed to design, produce, and deliver the merchandise to the various retail locations. Without operations, there would be no goods or services to sell to customers.

The role of operations management is to transform a company’s inputs into the finished goods or services. Inputs include human resources (such as workers and managers), facilities and processes (such as buildings and equipment), as well as materials, technology, and information. Outputs are the goods and services a company produces.

Thought For The Day...!!

icoolankur.blogspot.com

"Dont' Raise Your Voice, Improve Your Argument...!!"

Knowledge Test - General Knowledge

1. What programming language is GOOGLE developed in?

2. What is the expansion of YAHOO?

3. What is the expansion of ADIDAS?

4. Expansion of Star as in Star TV Network?

5. What is expansion of "ICICI?"

6. What does "baker's dozen" signify?

7. The 1984-85 season. 2nd ODI between India and Pakistan at Sialkot - India 210/3 with Vengsarkar 94*. Match abandoned. Why?

8. Who is the only man to have written the National Anthems for two different countries?

9. From what four word expression does the word `goodbye` derive?

10. How was Agnes Gonxha Bojaxhiu better known?

11. Name the only other country to have got independence on Aug 15th?

12. Why was James Bond Associated with the Number 007?

13. Who faced the first ball in the first ever One day match?

14. Which cricketer played for South Africa before it was banned from international cricket and later represented Zimbabwe ?

15. The faces of which four Presidents are carved at Mt.Rushmore?

16. Which is the only country that is surrounded from all sides by only one country (other than Vatican )?

17. Which is the only sport which is not allowed to play left handed?



HERE ARE THE ANSWERS

1. Google is written in Asynchronous java-script and XML, or its acronym Ajax .

2. Yet Another Hierarchy of Officious Oracle

3. ADIDAS- All Day I Dream About Sports

4. Satellite Television Asian Region

5. Industrial credit and Investments Corporation of India

6. A baker's dozen consists of 13 items - 1 more than the items in a normal dozen

7. That match was abandoned after people heard the news of Indira Gandhi being killed.

8. Rabindranath Tagore who wrote national anthem for two different countries one is our 's National anthem and another one is for Bangladesh- (Amar Sonar* *Bangla)

9. Goodbye comes from the ex-pression: 'god be with you'.

10. Agnes Gonxha Bojaxhiu is none other Mother Teresa.

11. South Korea .

12. Because 007 is the ISD code for Russia (or the USSR , as it was known during the cold war)

13.. Geoffrey Boycott

14. John Traicos

15. George Washington, Thomas Jefferson, Theodore Roosevelt, and Abraham Lincoln

16. Lesotho surrounded from all sides by South Africa .

17. Polo.

Thought For The DAY...!!

icoolankur.blogspot.com

"Optimism is when you fall into a river, &
.......................you start taking a bath..!!"

icoolankur.blogspot.com
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Thought for the Day...!!

icoolankur.blogspot.com

"The Utmost Pleasure is in Doing Things Which People Say YOU Cannot Do..!!"

Think out of The Box

iankur -- itips -- iankur -- itips -- iankur -- itips

Below are the Interview Questions, which were asked in HR Round.

No one will GET second chance to impress.

Very very Impressive Questions and Answers.

Question 1: You are driving along in your car on a wild, stormy night, it's raining heavily, when suddenly you pass by a bus stop, and you see three people waiting for a bus:An old lady who looks as if she is about to die. An old friend who once saved your life. The perfect partner you have been dreaming about.Which one would you choose to offer a ride to, knowing very well that there could only be one passenger in your car?

This is a moral/ethical dilemma that was once actually used as part of a job application.

* You could pick up the old lady, because she is going to die, and thus you should save her first;

* or you could take the old friend because he once saved your life, and this would be the perfect chance to ! pay him back.

* However, you may never be able to find your perfect mate again.The candidate who was hired (out of 200 applicants) had no trouble coming up with his answer. Guess what was his answer?

He simply answered:"I would give the car keys to my Old friend and let him take the lady to the hospital. I would stay behind and wait for the bus with the partner of my dreams."

Sometimes, we gain more if we are able to give up our stubborn thought limitations. Never forget to "Think Outside of the Box."

Question 2:What will you do if I run away with your sister?

"The candidate who was selected answered " I will not get a better match for my sister than you sir"

Question 3:Interviewer (to a student girl candidate) - What is one morning you woke up & found that you were pregnant.

Girl - I will be very excited and take an off, to celebrate with my husband.Normally an unmarried girl will be shocked to hear this, but she managed it well.

Why I should think it in the wrong way, she said later when asked

Question 4:Interviewer: He ordered a cup of coffee for the candidate. Coffee arrived kept before the candidate, then he asked what is before you?

Candidate: Instantly replied "Tea"He got selected.You know how and why did he say "TEA" when he knows very well that coffee was kept before.

(Answer: The question was "What is before you (U - alphabet)Reply was "TEA" ( T - alphabet)Alphabet "T" was before Alphabet "U"

Question 5: The interviewer asked to the candidate

"This is your last question of the interview. Please tell me the exact position of thecenter of this table where u have kept your files."

Candidate confidently put one of his finger at some point at the table and told that this was the central point at the table.

Interviewer asked how did u get to know that this being the central point of this table, then he answers quickly that sir u r not likely to ask any more question, as it was the last question that u promised to ask.And hence, he was selected as because of his quick-wittedness.

This is What Interviewer expects from the Interviewee."

THINK OUT OF THE BOX"

MYTHS ABOUT ADVERTISING

Myth: Advertising is an unethical and dishonorable profession.
Working in advertising is, in fact, a very respected profession. Unfortunately, there are those that think because you are trying to sell something through advertising that you're trying to trick or deceive the public.

Advertising actually follows very specific rules that ensure all advertising messages are on the up and up. The last thing an advertising agency wants to do is to harm their client's reputation by producing materials that could be misconstrued as deceptive advertising.

Myth: Everyone in advertising makes a fortune.
Yes, it's true, you can make a lot of money working in advertising but not everyone is making six figures. A majority of people working in the field started at the bottom rung of the ladder, interning for free, possibly even making minimum wage just to get their start in the industry.

Just as with any profession, in advertising you pay your dues and you work your way up. What you make of your advertising career is completely up to you.

Myth: It's really hard to get started in advertising.
There are plenty of opportunities for those who want to get started in the field. This doesn't mean you're going to get that corner office with a view, the prestigious income and creative control of advertising campaigns with your first job.

There's a lot of legwork you're going to have to do. But if you're serious about your career in the industry, you can break in.

Myth: Working in advertising is just like working in public relations.
These two industries are commonly tagged as being the same profession. While advertising and public relations can go hand-in-hand, their focus is far different. You can use your advertising skills to get a job in PR and vice versa but just because you work in one industry does not mean you automatically know everything there is to the other.

Myth: You'll finally be able to put all those great ideas to good use.
There's a certain process to every advertising campaign. Some clients give the advertising agency a basic concept and they let the agency run with it. Some leave everything to the agency's expertise and let them handle every aspect. Other clients want to be more involved in the agency process.

In most agencies, you'll have meeting after meeting after meeting about any given ad campaign no matter what department you're in. You can exercise some of your ideas to an extent but they may not make it to the client.

As part of the agency team, there are many levels of red tape your ideas and even your materials will have to go through before the project will be complete. The great copy you wrote on Tuesday may end up back on your desk with a bunch of changes by Wednesday. You resubmit it Thursday and by Friday you've got even more changes.

Most agencies welcome your creative ideas but don't get your feelings hurt if those ideas are dashed. It's not personal, it's just business. The idea you may throw around in a creative meeting may be the complete opposite of what a client has told their Account Executive they want or what was decided in a previous meeting with other execs within your agency.

Myth: It's a glamorous, fun-filled career. Every day is a day at the beach.
Don't you love those movies and television shows where the characters work in advertising and they seem to be having so much fun? Bosom Buddies, Thirty-Something, Friends, Nothing in Common, Bounce - these are just some of the examples of shows or movies whose characters have a career in advertising. And that's just what they are: characters in a fictional story.

Oh yes, it's great fun to create an ad campaign and it's rewarding to be a part of the team. However, there are days you will work extremely long hours, even weekends, and there are days your project may do a 180 and everything you previously worked on is now trashed. Sometimes the best days in advertising are the days when that difficult project finally leaves your hands for the last time.

Source: http://advertising.about.com/

"The six keys to success".

1. Attitude
Bloom where you are planted. You have a choice to get back up after temporary set backs. Attitude is a small thing that makes a big difference!

2. Direction
If you don't know where you are going, any road will get you there. Write your short term goals down on paper. I have discovered and continue to discover that putting your dreams and goals down on paper lock in or focus your belief that they can be achieved--even if you have to take a course correction in achieving your goals. Success comes in cans, failure comes in can'ts.

3. Values
Explore what is important to you. Maybe it is family, friends, your spirituality or working hard at any given task. I can assure you that your priorities will change as you grow older. Very important that you value yourself and treat yourself like the valuable gift from God that you are.

4. Interests
Birds of a feather flock together. This is to say that if you are hanging around winners or others with a "can do" mind-set, you'll likely adapt to this same kind of thinking. Remember--"SUCCESS LEAVES CLUES!

5. Commitment
Feelings may change, commitments do not. "Success is getting up one more time than you fall." I have often wanted to give up, and then I must think to myself about what the consequences of giving up will be. Generally, this is more than enough of a motivation to make us stick to the task at hand even if we don't feel like it. When the task is achieved, Whow!--IT FEELS GREAT!

6. Encouragement
Be an encourager and comforter to friends that are feeling discouraged. I promise that you will not regret this as you will be encouraged by one, if not many, when you are feeling down. Encouragement and love are contagious qualities that can change the minds of the most stubborn and "hard-to-get- along-with" people you know. I have seen it happen over and over again.

"CHiLL YAAR" Stress Busters

LETTER FROM A MOM to HIS SON

Pyare Puttar,
Vahe Guru.

I am in a well here and hoping you in the same well there. I'm writing this letter slowly, because I know you cannot read fast.

We don't live where we did when you left home. Your dad read in the
newspaper that most accidents happen 20 miles from home, so we moved 20
miles. I wont be able to send the address as the last. Sardar who stayed here took the Address Plate with them for their new house so they would not have to change their address. Hopefully by next week we will be able to take our earlier address Plate here, so that our address will remain same too.

This place is really nice. It even has a washing machine, situated right above the commode. I am not sure it works. Last week I put in 3 shirts, pulled the chain and haven't seen them since.

The weather here isn't too bad. It rained only twice last week. The first time it rained for 3 days and second time for 4 days.

The coat you wanted me to send you, your Aunt said it would be a little too heavy to send in the mail with all the metal buttons, so we cut them off and put them in the pocket.

Your father has another job. He has 500 men under him. He is cutting the grass at the cemetery.

Your sister had a baby this morning. I haven't found out whether it is a girl or a boy, so I don't know whether you are an Aunt or Uncle.

Your uncle, Jetinder fell in a the nearby well. Some men tried to pull him out, but he fought them off bravely and drowned. We cremated him and he burned for three days.

Your best friend, Balwinder, is no more. He died trying to fulfil his
father's last wishes. His father had wished to be buried at sea after he died. And your friend died while in the process of digging a grave for his father.

There isn't much more news this time. Nothing much has happened.


Faqat,

Twadi Maa.


P.S : I was going to send you some money but the Envelope was already sealed. Also, when the letter reaches you, please put the stamp on it otherwise the postman will not give it to you.

"CHiLL YAAR" Stress Busters

FART

farting Related to Personality Types =) ............... Read & Keep ur Worries Aside

A Courteous person >>> woo says excuse me before farting nd sorry ftr tht
Dishhonest >>> who farts nd thn blames' ones' dog
Foolish >>> who supresses a fart for hrs
Knowledeable >>> who knows when to fart
Mysterious >>> who exhudes undetectable farts
Nervous >>> who stops in the middle of a fart
Proud >>> who thinks his farts are extremely pleasent
Sadastic >>> who farts in bed nd fluffs th covers over his bed mate
Shy >>> who releases silent farts nd thn blushes
Sterotype >>> who farts regularly
Stupid >>> who frst farts nd thn takes deep breathe to balance up
Thrifty >>> who has farts in reserve
Vain >>> who loves the smell of ones' own farts
Amiable >>> who loves the smell of othr ppls' farts
Anti-Social >>> who excuses hmslf nd farts in complete privacy
Aquatic >>> who farts in the bath tub and bursts the bubbles
Honest >>> who admits he has farted but offers a good medical reason
Intelligent >>>who determines th smell of neighbours' farts
Unfortunate >>> WHO TRIES TO FART BUT SHITS INSTEAD

INNOVATION STRATEGY

For presentations on OM|MM|HRM||FM --- Please Mail or Write Comment. Your Request will be MAILED to U within 23 Hours...!!! Keep Visiting

Strategy Innovation is about challenging existing industry methods of creating customer value in order to meet newly emerging customer needs, add additional value and create new markets and new customer groups for the sponsoring company.

• How To Implement Innovation Strategy In An Organization

Ø Broaden the organizations vision.

Ø Scan and monitor the source of innovation opportunity.

Ø Create a personal future-scan system.

Ø Integrate future-scanning with the organizations idea management system.

Ø Strategize the organizations’ place in the first mover and fast follower race.

Factors On Which Innovation Strategies Of An Organization Depends

Ø Govt. support and policies for technology and innovation

Ø Risk taking abilities of the organization

Ø Risk taking attitude of top management

Ø Organizational goals and policies

Ø Degree of technological changes

Ø Degree of competition

Ø Availability of funds/budgetary support

Age of organization viz. new vs. old organization

INNOVATION

Welcome to icoolankur.blogspot.com ||



• Innovation means a first attempt to carry an idea into process.
• It is the process of converting knowledge & ideas into better ways of doing business or into new or improved products & services that are valued by the community.
• The goal of innovation is positive change, to make someone or something better.
• Innovation leading to increased productivity is the fundamental source of increasing wealth in an economy.

icool Management Courses Material

Advertising is an important part of an organization’s promotional activities, with a clear view as to whether the retailer or the consumer is to be targeted and whether it is the product or the organization which is to be promoted.

Many medium –sized and large organizations seek the specialist services of and advertising agency. Agencies provide expert advice and carry out or mange a number of tasks, including copywriting; design and layout; film production for television or cinema use; space buying in medial and other outlets, such as billboards; and evaluation.

One of the major decisions associated with an advertising campaign concerns choice of media. Channels of communication include newspapers, magazines, television and radio, cinema, and displays. To ensure that the marketplace is adequately covered, it is often appropriate to use a mix of media.

Newspapers

Every modern society has a large coverage of national tabloid and broadsheet newspapers, with a vast daily readership.

Significant indicators of readership include age, sex, career, income and so on. This sort of information helps to determine where an advertisement should be placed so as to have the most impact on its target audience.

Advertising agencies can give advice by profiling readership profiles for newspapers which identify typical buyers in terms of social class and income. Also, newspaper themselves give advice on the best days to place detriment. Regional and local free newspapers also provide extensive coverage. They often group after advertisements can be confident that their advertisement will be read by those who are most interested.

Magazines

In most countries there are a wide range of magazines aimed at the mass market, including many that target women. Again, considerable variations exist in the age and gender of readerships .

As for newspapers, advertising agencies can give on readership profiles and supply details of other types of the magazines, such as those produced by produced by professional associations, those aimed at particular retail and trade groups and those covering specialist hobby and leisure interests. One of the major advantages of placing an advertisement in a magazine, rather than a newspaper, is that the publication is likely to have a longer ‘life’: it may be reread over many months and seen by many more people among the target audience

Television

The vast majority of households have television, making it an important advertising medium. It is particularly attractive to advertisers as it allows a combination of music, speech and pictures, as well as the use of jingles, well-known personalities and mini-dramas as aids to the creation of brand interest and identity.

The effectiveness of television advertising depends on a large number of the target group of consumers watching the advertisement at the same time. Therefore, its placement in an appropriate programme slot is vital. ‘Prime time’ programme, especially soap operas, provides some of the most ‘penetrative’ opportunities for advertising to a mass market.

Radio

Radio has the advantage over television of having much lower production costs. Local radio can help to develop a strong community feeling which small local business may benefit from in buying advertising.

China is a country with large rural areas, some of them are too remote to be covered by TV programs , or the residents in some areas are unable to afford to buy TV sets, radio is quite an efficient means of advertising. In some cased, radios can deliver advertisements to some special groups of people of customers, such as taxi drivers, passengers on buses and trains, which are hard to be reached in some period of time.

Cinema

The introduction of multi-screen cinemas and the consequent revival in cinema attendance has benefited advertising in the 1990s. Cinemas provide advertisers with a captive audience, which can be reached relatively cheaply. As a medium, it is of particular value to local retailers, businesses, hotels and restaurants.

Outdoors display

Use may be of parking meters, sandwich boards, taxis, buses and tube trains, telephone kiosks, hoardings and flashing signs.