Advertising As A Tool Of Communication

Advertising is a form of mass communication with the public. It is usually one sided i.e. from the company to the buyer/potential user of the product. It is a form of communication that typically attempts to persuade the potential customers to purchase or consume more of a particular brand of product/services. As rightly defined by Bovee, “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.”

Advertising an important tool of communication is use to promote commercial goods and services, it can also be used to inform, educate and motivate the public about non-commercial issues such as AIDS, Don’t drink and drive, Polio, Save water, electricity, animals and trees etc. “Advertising justifies its existence when used in the public interest – it is much too powerful tool to use solely for commercial purposes.” – Attributed to Howard Gossage by David Ogilvy.

Advertising is most effective with products that can be differentiated from similar products based on consumer accepted quality difference. Tom Egelhoff has classified advertising in 6 types, i.e. for company image, name brands, advertising service instead of a product, business-to-business advertising, co-op advertising and public service advertising. Television, Radio, Cinema, Magazine, Journal, Newspaper, Video Game, Internet, Billboard, Transit Cards, Sandwich Board, Skywriting are the different mediums used to deliver the message. The companies choose the method according to the cost, budget, target audiences and their response. However, word of mouth advertising/ personal recommendations is an unpaid form of advertising which can provide good exposure at minimum cost.

Various new forms of advertising are growing rapidly. One of them is Social Networking Advertising. It’s an online advertising with a focus on social networking sites and use of the internet/ World Wide Web in order to deliver marketing messages and attract customers. The other is E-Mail advertising; E-Mail Marketing is often known as “opt-in-email advertising” to distinguish it from spam. “I believe ‘credibility’ is one of the biggest issues yet to be addressed by Internet advertisers. Everyone has their eye on ‘privacy’ as a critical concern, but credibility will be far more enabling or disabling to website profitability. A company can have a web presence and, unless the brand name is familiar, consumers have no way of knowing whether it’s a big company, a small company, an honest company, or a single scoundrel. I may be worried about my personal data being disclosed in violation of my privacy, but I’m far more concerned about whether or not the person or company with whom I’m dealing is reputable. Can I believe their claims? Will I have a recourse if something is wrong with the merchandise? Credibility no longer is strictly a brick-and-morter issue. I can’t judge someone by their place of business, when I conduct that business on the Internet. I can’t grasp a hand and look into their eyes to judge their veracity. Credibility is a huge issue.” – Jef Richard.

For a message to be effective keep it short, simple, crisp and easy to absorb. It is essential to translate the products/services offer into meaningful customer benefit by advertising and to build awareness and generate response. REMEMBER: – THE AIDA MODEL -ATTENTION, INTEREST, DESIRE AND ACTION.

In the modern scenario, most of the companies outsource their advertising activities to an advertising/ad agency which is a service business dedicated to creating, planning and handling advertising and sometimes also performs other forms of promotion like public relations, publicity and sales promotion for its client. Departments of the advertising agency includes: – The Creative Department (who creates an actual advertisement), Account Service (who is responsible for co-ordinating the creative team, the client, media and the production staff), Creative Service Production (here the employees are the people who have contacts with the suppliers of various creative media), Other department and Personnel. (like public relations). As said by David Ogilvy once that the relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.

Thus, I would conclude by the famous words of Bruce Barton (1955), “Advertising is of the very essence of democracy. An election goes on every minute of the business day across the counters of hundreds of thousands of stores and shops where the customers state their preferences and determine which manufacturer and which product shall be the leader today, and which shall lead tomorrow.”

Differences Between Products And Services

What are some of the main differences between products and services? And when are these relevant?

Tangibility versus Intangibility

Products are tangible. You can buy pork as a tangible product. You buy it, you ship it and sell it. In the same way as you buy stamps, cigarettes and cars.

Financial service companies however, make it possible to exchange pork bellies Futures, on the Chicago Mercantile Exchange (CME). A future is (not the most simple example of) a service with which you can hedge your risk. In this last case, most of the people trading on the CME will never see or smell the pork bellies.

The ownership between products and services is different. A stock could be called a financial product that you own. You can place a stock order which might result in a transaction later on. Your bank services a depot fee for saving you a lot of work. You cannot own a service.

Where the product is much more standardized, the service is tailor-made. Companies differentiate in offering products and services, but the variations between similar products of different producers are less prominent than the variations between services.

You can count products in the same way as you can count your money (or have your bank service you this information). A service is not countable, but is “leveled;” better than the best service is not possible. There is a limit in what a service can offer.

A product is produced by a manufacturing process. A service is offered by the utility element of companies; you subscribe to a service in the same way as you subscribe to your gas and electricity supplier.

And this brings us to the essential of these differences; changing from one (product approach) to the other (service offering) is very complex, because of the last mentioned differences. Not only the process is different but the style change you need to support this change… Good Luck.

© 2006 Hans Bool

Benefits of Free Classified Ads

Of late there has been a much debate on relevance and usefulness of Free Classified Ads from the business perspective. Free classified ads are a sort of boon for small businesses who cannot afford to pump up large bucks into other forms of paid advertising.

Hands down, a classified ad is the cheapest way to spread the word about your company in order to connect with your potential audience. On the whole, below are some general benefits of using classified sites for advertising.

So, are they really useful? Yes, they are useful. But there is a catch; it depends on your requirement.

Time and Money:

While you can post your ad for free in many sites, the cost to access the popular classifieds sites which attract traffic is not costly too; in fact, it is nothing in comparison to the ROI it entails. Moreover, posting an ad is a simple process that doesn’t demand a lot of time. A simple ad copy is all you need.

Simple and Easy:

While other forms of internet marketing techniques demand a dedicated time and effort, classifieds posting is as simple and easy it can be. Preparing an ad and posting it could be a manual job,but there are sites which automates this process for you; Some of them even help you in preparing a better ad copy specific to each type of posting.

Reachability:

Targeting a good number of sites carefully selected depending on the context of the service, an online business can enjoy a tremendous reachability through classifieds. True that you need a good quality of sites to achieve that, as we have discussed before, access to such sites is cheap too.

High Return on investment:

Not only because it is very affordable but also due to its inherent nature of getting the word out a quality pace, Classified ads offer one of highest return on investment among other internet marketing strategies.

As we have said at the start of this post, though Classified ads seem like the best choice among all its counterparts, but it depends on the requirement of the user. While each method has its own set of positives and negatives and is suitable for particular type of strategy,we can say that Classified ads are the safest possible option to get a considerable exposure.

Most people who visit a classified site are search of the services, so as a service provider it is the best place to feature your advert. All you have to do is choose a good site that attract a lot of traffic and write an attractive ad copy.

Different Types of Computer Repair Services

Our dependency towards technology is increasing day by day. Even a minor problem in the operating system disrupts our life and hampers our work. With the development of new technology, there also comes many technical problems such as virus infections, spyware attacks on the operating system, networks issues, and hardware failures. Therefore, fast and efficient troubleshooters are always needed to fix all your technical problems without disrupting your work.

With the indispensable use of computers in our daily lives, we can not imagine encountering an issue that will leave us without our personal computers thus; we seek to have the computer service immediately. But due to the busyness of life, it is not possible for us to go to a computer service centers every time and get the system repaired leaving you days without a computer. Seeing today’s need, there are many efficient and fast troubleshooters available online that will solve your problem in a fraction of time. Many of us don’t understand need for professional computer repair services and try to solve the system related problem by themselves. Before going to any of the computer repair service sites, it is very important to be aware of the various types of services that are offered by the computer repair service centers:

1. IT services like network installation and configuration (LAN/WAN setup).

2. Virus & spyware removal. Installation of anti-virus software for a proactive approach to external attacks.

3. Hardware repair: Laptop/Mac/PC, printer, scanner, motherboard; CD/DVD ROM installation etc.

4. Problems related to Website development and presentation, graphic designing

5. Firewall and email security setup.

6. Windows OS installation and troubleshooting

7. Data backup and recovery

8. Tutorials to employees for solving small problems in-house

So, These are some of the services offered by the service providers. Before hiring any of the online computer repair services, it is very important to check the various types of services offered by them. So that you do not need to switch to different computer repair services sites for different services. It is also very important to check that there is a team of expert technicians for solving computer related problems individually, as this will help in solving the problem fast and efficiently. It is better to switch to such online computer repair services that avail you with the guarantee of fixing the problem fast else money back. As such, promises will pressurize the technicians to work efficiently and fix the problem quickly.