‘Advertising’ Archives
Circulation
Circulation Circulation figures represent the number of individuals who receive a publication through either subscription or store purchase. The number of copies distributed to these original subscribers or purchasers is known as primary circulation and is the basis for the magazine’s rate structure. Circulation fluctuates from issue to [...]
Readership and Total Audience
Readership and Total Audience Advertisers are often interested in the number of people a publication reaches as a result of secondary, or pass-along, readership. Pass-along readership can occur when the primary subscriber or purchaser gives a magazine to another person or when the publication is read in doctors’ waiting rooms or beauty [...]
Magazine Ads
Magazine Ads For years magazine publishers focused most of their attention on selling ads in their magazines and devoted less attention to proving the ads were effective. At many magazines, efforts at measuring effectiveness were often limited to tracking consumer response to 800 numbers that appeared in print ads. However, the carefree days [...]
Data Mining as a Marketting Strategy
Data Mining as a Marketting Strategy Internet-based marketing strategies generate extremely large data sets from customer interactions. Purchase histories, financial records, customer service records, and Web site usage are just some of the data that reside in customer databases. In order to transform this mountain of diverse data into [...]
Motivating the Sales Force
Motivating the Sales Force Regardless of how good one’s advertising, public relations, and other IMC programs are, for many companies, it is the sales force that is called on to close the deal—particularly those in the businessto- business market. As you might imagine, there is always a need for good salespeople, and companies do whatever [...]
Combining Personal Selling with the Internet
Combining Personal Selling with the Internet The Internet has been used to provide product information, generate leads, screen prospects, and build and market from databases. While many marketing managers see the Internet taking business away from channel members and direct sales, few are ready to relinquish their sales forces. Even though at [...]
Relationship Marketing
Relationship Marketing Relationship marketing is defined as “an organization’s effort to develop a longterm, cost-effective link with individual customers for mutual benefit.” Rather than focusing on a short-term sale, the sales rep tries to establish a long-term bond. And rather than just selling, the sales department works with [...]
Measuring the Effectiveness of the Sales Force
Measuring the Effectiveness of the Sales Force Probably for as long as there have been sales forces, managers have sought ways to determine whether they are effective or not. In the past, salespeople were evaluated on the basis of their sales—that is, did they reach their sales quotas? As the role of the sales force changed from being purely [...]
Types of Advertising
Types of Advertising In general, there are seven different types of advertising recognized by business ethicists. The first is pure informational advertising. Such advertising merely conveys straightforward information about the product that it is being used to promote. For example, if the product in question is a certain type of car, such [...]
Sales Training Programs
Sales Training Programs Another form of manufacturer-sponsored promotional assistance is sales training programs for reseller personnel. Many products sold at the retail level require knowledgeable salespeople who can provide consumers with information about the features, benefits, and advantages of various brands and models. Cosmetics, [...]
