Advertising Is The Non Personal Communication Of Information Marketing Essay

Advertising Is The Non Personal Communication Of Information Marketing Essay One definition of advertising is: 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.(Bovee, 1992, p. 7) Now lets take this statement apart and see what it means. Advertising is bringing a product and service to the attention of potential and current customers. Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc. The first assumption that was queried related to purchasing itself, in terms of what advertising would achieve if it was effective. This assumption was advertising achieved the conversion. In the sense of converting loyal user of the other brand to loyal users of the brand advertised. We pointed out that this pattern, although it could on occasion be f9und in actual purchasing sequences, was actually quite rare. It also happen in this case: I have always bought brand B, but now I have the advertising for brand A has persuaded me that it is better in fulfill my requirement under the advertisement, so in future I will buy brand A The advertisement pointed out that strengthen of the product which mean its communicating with the people. First, what is non-personal advertising? There are two basic ways to sell anything: personally and non-personally. Personal selling requires the seller and the buyer to get together. There are advantages and disadvantages to this. The first advantage is time: the seller has time to discuss in detail everything about the product. The buyer has time to ask questions, get answers, and examine evidence for or against purchase. Next, the seller can easily locate potential buyers. If you enter a store, you probably have an interest in something that store sells. Street vendors and door-to-door sellers can simply shout at possibilities, like McDonalds retailer shop who call out, I say there, I would like to order food?, or knock at the door and start their spiel with an attention grabber. From there on they fit their message to the individual customer, taking all the time a customer is willing to give them. Disadvantages do exist. Personal selling is, naturally enough, expensive, since it is labor-intensive and deals with only one buyer at a time. Just imagine trying to sell chewing gum or guitar picks one-on-one; it would cost a dollar a stick or pick. In addition, its advantage of time is also a disadvantage. Personal selling is time-consuming. Selling a stereo or a car can take days, and major computer and airplane sales can take years. Nonetheless, although personal selling results in more rejections than sales, and can be nerve-racking, frustrating and ego destroying for the salesperson, when the salesperson is good it is more directed and successful than advertising. From the above, it appears that personal selling is much better than advertising, which is non-personal. This is true. Advertising has none of the advantages of personal selling: there is very little time in which to present the sales message, there is no way to know just who the customer is or how them is responding to the message, the message cannot be changed in mid-course to suit the customers reactions. Then why bother with advertising? Because its advantages exactly replace the disadvantages of personal selling and can emulate some of the advantages. First lets look at the latter. First, advertising has, comparatively speaking, all the time in the world. Unlike personal selling, the sales message and its presentation does not have to be created on the spot with the customer watching. It can be created in as many ways as the writer can conceive, be rewritten, tested, modified, injected with every trick and appeal known to affect consumers. (Some of the latter is the content of this book.) Second, although advertisers may not see the individual customer, nor be able to modify the sales message according to that individuals reactions at the time, it does have research about customers. The research can identify potential customers, find what message elements might influence them, and figure out how best to get that message to them. Although the research is meaningless when applied to any particular individual, it is effective when applied to large groups of customers. Third, and perhaps of most importance, advertising can be far cheaper per potential customer than personal selling. Personal selling is extremely labor-intensive, dealing with one customer at a time. Advertising deals with hundreds, thousands, or millions of customers at a time, reducing the cost per customer to mere pennies. In fact, advertising costs are determined in part using a formula to determine, not cost per potential customer, but cost per thousand potential customers. Thus, it appears that advertising is a good idea as a sales tool. For small ticket items, such as chewing gum and guitar picks, advertising is cost effective to do the entire selling job. For large ticket items, such as cars and computers, advertising can do a large part of the selling job, and personal selling is used to complete and close the sale. Advertising is non-personal, but effective. Facebook advertising method The red arrow showing the Facebook advertisement People treat Facebook as an authentic part of their lives, so you can be sure you are connecting with real people with real interest in your products. Facebook Ads provided CM Photographic the ability to target their exact demographic 24-30 year old women whose relationship status on Facebook indicated that they were engaged. Over 12 months, CM Photographic generated nearly $40,000 in revenue directly from a $600 advertising investment on Facebook. Of the Facebook users who were directed to CM Photographic website from the ads, 60% became qualified leads and actively expressed interest in more information. I have found [Facebook Ads] SO effective. My business wouldnt be anywhere close to where it is today if it werent for Facebook, and the ads campaign. Chris Meyer, President From the information given, Facebook Ads makes it easy and cost-effective to quickly set up and manage your campaign. G5 found success setting up a series of Facebook Ad campaigns targeted to college students at 21 campuses prior to Summer break for StorQuest self-service storage facilities. Real-time suggested bids for our auction-based system provided guidance that enabled G5 to hone ad effectiveness based on their various targeting filters (age, college level and location). The results from StorQuests Facebook ad campaign were one of their highest performing online advertising efforts: Over 50% increase in total rentals versus prior year at the same store. 10% conversion rate from visits originating from Facebook Ads. On par with Google AdWords on a cost-per-lead and cost-per-customer basis. $1.25 CPC delivered $10.25 cost-per-lead. When you have a broader presence on Facebook with Facebook Pages or Facebook Events plus ads for instance, you can turn your advertising message into a trusted referral by including content from a users friends who are already affiliated with your products. ANA took this approach by creating a Facebook Page to acquire interested users for on-going messaging opportunities and developing a compelling advertising campaign. ANA used a creative grouping of keywords to target advertising to users specifically interested in traveling and Japanese culture and developed ad creative that resonated with their audience. Average campaigns for ANA result in CTR of 8 12%. Facebook Ads resulted in a 25% CTR. Conversions resulted in positive ROI which is unique for ANA considering their product is not an impulse purchase for most people and Japan is not traditionally seen as a leisure destination. If the company is running a Facebook Ad Campaign, they can choose to target Social Actions in their campaigns. With this feature enabled, those people who fan the Page may see the Ad listed among their News Feeds. Companies can also use the Facebook messaging system to communicate with their fans. Banner advertising method The Arrow showing the banner advertising method A banner ad is an image shown on a webpage for advertising purposes. Along with animation, contemporary ad banners often use simple forms of interaction as a lure, taking advantage of  plug-ins  such as  Flash  and  Shockwave  to create banner-based games. As you can see, advertisers came to the conclusion that banner ads were not as effective as full-page magazine ads or 30-second TV commercials. At the same time, there was an incredible glut of advertising space, thousands of sites had a million or more page impressions available per month, and companies like  DoubleClick  began collecting these sites into massive pools of banner-ad inventory. The economic principle of supply and demand works the same way on the Web as it does everywhere else, so the rates paid for banner advertising began to plummet. Undoubtedly you know what banner ads are; youve seen innumerable ones as youve surfed across countless websites. You may have already clicked on a number of them. Banner ads take different shapes and sizes, and many forms and styles, but they share a common goal: attracting visitors! Banner ads usually contain graphics, sometimes they are entirely text and others they use graphics and text. The main idea of a banner ad is to present an interesting idea to the surfer and have them click on it for more information, leading them to the advertisers site. Banner ads come in many sizes, the most popular, is a full banner (468 x 60), but all styles are used. Some people claim you should stay away from using full banner ads as they are already so common that most surfers avoid them. Obviously placing banners that advertise your site on other websites costs money. There are several ways of paying for this type of advertising. You may pay per click on the banner; per thousand clicks; per sales to visitors directed to you, or another form. How much banner ads work for you will depend on a variety of things? Where you place the ads, how relevant the sites hosting the ad are to your site; what your ads look like, how appealing they are; how clear they are about what you are advertising, etc. Placing the ads on sites related to yours is vitally important, i.e. people surfing for watches will probably not be interested in an ad for parachutes. Your ads should be attractive, preferably animated, clear and to the point. They should be advertising a specific product or service, not just the name of your site. People who click on the ad should be able to find the product or service in question with relative ease. Ideally, the ad should lead directly to it. Pop-up advertising method A pop-up ad is an ad that pops up in its own window when you go to a page. It obscures the Web page that you are trying to read, so you have to close the window or move it out of the way. Pop-under ads are similar, but place themselves under the content you are trying to read and are therefore less intrusive. A typical site with two pop-up ads that appear on top of the home page A pop-up ad is a pop-up window used for advertising. When the program is initiated by some user action, such as a mouse click or a  mouse over  , a window  containing an offer for some product or service appears in the foreground of the visual interface. Like all pop-ups, a pop-up ad is smaller than the background interface windows that fill the user interface are called replacement interfaces and usually resembles a small browser window with only the close, minimize, and maximize options at the top. A variation on the pop-up ad, the pop-under  , is a window that loads behind the Web page that youre viewing, only to appear when you leave that Web site. Pop-up and pop-under ads annoy many users because they clutter up the desktop and take time to close. However, they are much more effective than banner ads. Whereas a banner ad might get two to five clicks per 1,000 impressions, a pop-up ad might average 30 clicks. Therefore, advertisers are willing to pay more for pop-up and pop-under ads. Typically, a pop-up ad will pay the Web site four to 10 times more than a banner ad. That is why you see so many pop-up ads on the Web today. Pop-up windows come in many different shapes and sizes, typically in a scaled-down browser window with only the Close, Minimize and Maximize commands. There is a strong resentment by some Web surfers towards pop-up ads. Marketers often do not realize the ill-will generated by pop-ups because it is easier to click the close button than send an email to complain. What  can often be seen is an above-average click-through rate, although some of this can come from false positives, unintentional clicks when the pop-up gets in the way of the desired target. Advertisers can get a better picture of the effectiveness of pop-up advertising by paying attention to conversion rates and return on investment (ROI). Pop-up ads are not popular with the average Web surfer, and there are several products that disable them, such as Pop-up Stopper, Pop-up Killer, and Pop-up Annihilator. One thing to look for in such a program is the ability to differentiate between user-initiated pop-up windows and others, because many other applications (such as  Webcast  s, for example) make use of pop-up windows. If a pop-up stopper utility cant tell the difference between a pop-up window that the user has requested and an unsought pop-up ad, the program may cause more problems for the user than it solves. The advantage and disadvantage of Facebook advertising method CHAN JIA JUN And remember how the way to improve this method to attract the eye of people and other u can understand The advantage and disadvantage of Banner advertising method Chan JIA JUN And remember how the way to improve this method to attract the eye of people and other u can understand The advantage and disadvantage of pop-out advertising method Chan Jia Jun And remember how the way to improve this method to attract the eye of people and other u can understand Conclusion Lai kai lin Need to cover and mention u The different between online and common advertisement What you more prefer on (common and online)+ why If only have 3 type of method that I mention, what online advertising method you will choosing Reference Link Pop-out ads method http://computer.howstuffworks.com/web-advertising.htm/printable Facebook ads mathod http://www.facebook.com/advertising/?campaign_id=217255663720placement=exactcreative=5813419712keyword=facebook+adsextra_1=334da685-4df4-51c9-6341-0000076a659a http://goabroad.zhishi.sohu.com/question/65860980.html http://www.wsu.edu:8080/~taflinge/addefine.html http://www.speedace.info/advertising.htm http://internet-business-advertising.com/ http://mk-mk.facebook.com/adsmarketing/index.php?sk=success Lai kai lin This no need do

Business Ethics Essay

This paper will focus on Benji Watson, a graduate from the Liberty University MBA program and his recruitment by a corporation that sells various vitamins, health foods and health supplements; New Gen Health Sciences. The case study that was presented provides us certain information that Benji has either gotten from his recruiter or from his own personal research. After a weekend of being at the company introduction event, Benji is presented with a dilemma as to whether to accept the lucrative offer New Gen has presented him. Throughout this paper I will take a closer look as to whether I believe Benji should or should not accept his contract offer from New Gen. Integrity One of the most important factors when looking into joining a corporation is to take a look from the top and see how the CEO runs his corporation. Benji has already had several red flags raised as to the business practices that the CEO of New Gen employs throughout his corporation. Mary C. Daly (2003) describes how a Harvard Business School case study quoted an Enron official who gave a description of Jeffrey Skilling’s decision-making process as follows: â€Å"It was all about creating an atmosphere of deliberately breaking the rules† (p. 269-270). She goes on to say that in a similar situation, Salomon Brothers encouraged extreme risk taking in the pursuit of profits that sometimes were not within the ethics or morals of the individual (p. 270). A severe lack of integrity within these corporations ultimately led to their demise. Unfortunately, it seems as if the CEO of New Gen is headed down this same path in his pursuit of profits. The CEO of New Gen claims to be a person who cares about people and making their lives better, yet he displays a total lack of integrity when he referred to the company’s customers as â€Å"fat, lazy, lethargic Americans.† Benji needs to ask himself, is this the type of boss I want to work for? To make matters worse and to once again bring the CEO’s integrity into question, he harshly asked another potential employee whose infant child was crying to leave the room as to not bother the others who were in the room. I would caution Benji to take into consideration these actions when he makes his decision. Julia Sferlazzo (2012) describes two types of business ethics theories and the debate that focuses on whose interest’s managers should consider when they are making decisions (p. 772). The two theories, shareholder and stakeholder theories respectively, both take a different approach in how they go about implementing their business ethics. The shareholders theory basically involves when the only duty of the manager is to pursue profit and that the only obligations they have are to act within the confines of the law. This theory was favored in the early 1900’s but over the past several decades this theory has fallen out of favor in terms of government regulation due to the corruption and corporate greed. In the stakeholders theory, a balance is placed on what is in the best interest of the shareholder, employees, the community, and as society. This theory of professional ethics is accepted the most amongst academics (Sferlazzo, 2012, p.772-773). Based on the theories I have outlined above, I believe that New Gen more closely falls in line with the shareholder theory, and one that could lead down the path of corruption. Although New Gen is not ethically doing anything illegal, they are falsely marketing their company as a leader in ethics when in reality they are only in pursuit of the maximum amount of profit. â€Å"For the love of money is the root of all evil; which while some coveted after, they have erred from the faith, and pierced themselves through with many sorrows. But though, O man of God, flee these things; and follow after righteousness, godliness, faith, love, patience, meekness† (Timothy 6:10-11, NIV). Strategic Ethics vs. Real Ethics In Dobson’s (n.d.) critique, he states several times that although a business’ actions may appear moral, it is clear that the motivation can sometimes only be material. This question is are these companies only saying they are running an ethical business as motivation to attract investors or are they taking action on what they are saying by their real ethics they are imploring. When Benji was conversing with his recruiter about New Gen’s industry leading ethics code, the recruiter basically told him that it was a strategy that the company had to say in order to ensure  government regulations were met and they could entice investors. This should be a red flag for Benji that this company may be employing a strategic ethic instead of real ethics in order to attract new investors rather than doing the right thing. These dishonest business practices along with not being able to adhere to real ethics and using them only to their strategic advantage will eventually ca tch up to this company and its financials will struggle if these practices continue. â€Å"Beware of false prophets who come to you in sheep’s clothing but inwardly are ravaging wolves† (Matthew 7:15, NIV). Benji would be wise to heed the advice that Jesus gave to Matthew when advising him on how to enter the kingdom of heaven. Spiritually, Benji has to make a conscience effort to continue to research and investigate on whether this is a wise decision for him to accept a job from a potential dishonest corporation. Is New Gen a corporation that values its consumers and employers both ethically and spiritually or are they a corporation that only uses their â€Å"industry leading ethics code† as a strategic ploy to attract their investors? These are the questions Benji must consider when deciding on accepting this contract offer. The Decision From both a spiritual and an ethical perspective there is no way that I would advise Benji to accept this job offer. Although this job appears lucrative from the outside looking in, upon further research Benji should realize that this company’s foundation is based upon furthering the profit for the CEO and not taking into consideration of the stakeholders. Furthermore, New Gen is a company that is dishonest and shows a total disregard to the integrity that a reputable business would display. In no way would I advise Benji to accept this job offer. References Daly, Mary C. (2003). INTEGRITY IN THE PRACTICE OF LAW: TEACHING INTEGRITY IN THE PROFESSIONAL RESPONSIBILITY CURRICULUM: A MODEST PROPOSAL FOR CHANGE. Fordham Law Review, 72, 261-277. Dobson, John (n.d.). Virtue Ethics as a Foundation for Business Ethics: A â€Å"MacIntyre-Based Critique† Retrieved May 15, 2013, from http://www.stthomas.edu/cathstudies/cst/conferences/antwerp/papers/dobson.pdf Sferlazzo, Julia (2012). Learning Legal Ethics From MBAs: How a Comparison of Legal and Business Ethics Could Promote Ethical Professional Behavior. Georgetown Journal of Legal Ethics, 25, 769-786.

Top Essay Writing Samples for Upsc Secrets

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Jane Austen s Pride And Prejudice And A Vindication Of...

Was Marriage, based on love or lust during the 19th century? Or, was it established because of one’s wealth or status? These are questions that everyone thought, but no one dear to asked. At this time, women had a low value in society; they had no future without marriage being in the equation. For some, marriage was seen as the pinnacle of their life and even for Mothers as they anticipated the day their little girl(s) got married. Not only did women face challenges acquiring properties, but also, endeavoring to survive living alone. This resulted in marriage being their only route to a successful life and society insured this. Women became vulnerable, depending on a man the way a child would rely on his mom. However, they often aimed to†¦show more content†¦In my opinion, Mr. Collins pursues marriage because he was told to and with no intention of it being established on true love. This is shown by him wanting to marry Jane (oldest sister), to having an unsuccessful proposal with Elizabeth, and lastly, settling with Charlotte. In addition, Mrs. Bennet tries to plan a marriage between Elizabeth and Mr. Darcy and Lady Catherine tried to plan a marriage between her daughter and Mr. Darcy. Austen uses Mr. Bennet to set the example as to what a parent should do when their child is choosing a mate. He says, â€Å"I now give it to you, if you are resolved on having him† (Austen 254). This implies that he has no intention of telling Elizabeth who should be her significant other, but rather gives her the choice and has confidence that she would choose wisely. Charlotte and Mr. Collins are fundamentally the same as in their reasoning. She marries simply just for satisfaction and he marries her to accomplish his goal in not being single any longer. As I would like to think, Charlotte is indeed rational in her decision to marry Collins, since all she want is to secure a proper standard of living. In addition, she recognizes that the odds are against her being old and not having daddy’s money/wanting to be a burden to the family anymore. Nevertheless, Austen uses Charlotte best friend, Elizabeth, to criticize the way Charlotte view marriage and to marry without no romance involved. She also uses Elizabeth toShow MoreRelatedJane Austen’s Novel Pride and Prejudice Essay874 Words   |  4 PagesRecipe for Happiness â€Å"A large income is the best recipe for happiness I ever heard of† (Austen). The bluntness of this quote fully encompasses the main theme of an advantageous marriage for the English novelist, Jane Austen. Her realism, biting irony and social commentary have gained her historical importance among scholars and critics (Southam). Austen’s major novels, including Pride and Prejudice, were composed between the years 1795-1815. During those twenty years England was at the height ofRead MoreElizabeth And Lydia And The Social Context Of Pride3806 Words   |  16 Pagesopenness of their transgressions as related to the social context of Pride, it is possible to understand why Austen favors Elizabeth as her heroine. Elizabeth asserts agency, but follows protocol (though she exploits it for her own ends). Lydia, on the other hand, openly goes against conventions and, though she ends up married to Mr. Wickham, a glimpse at her future suggests that she will not have a happy li fe. As previously stated, Austen could not be too revolutionary in her writing and needed to conformRead MoreFeminist Theory And Gender Inequality1731 Words   |  7 Pagesbeen addressed by people, such as Mary Wollstonecraft, a woman writer who advocates from women to break from the gender constructs and have more equal rights and opportunities as their male counterparts in her article A Vindication of the Rights of Women. However, feminist theory can be further broken down into three waves. Writers, such as Wollstonecraft, fit in the first wave feminism, which â€Å"highlight the inequalities between the sexes† and women having equal rights as men (Owl Purdue). The second