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Or advertisers can make use of the various commercial mass communications media, including newspapers, magazines (both consumer and business publications), television, radio, out-of-home media (outdoor and transit), directories, and films. Some

television, and so forth, or a combination of these? Second, a decision must be made as to the class of media within a particular medium type

Accomplishing this involves, broadly speaking, three steps or decisions. First, the general type or types of media must be decided upon. That is, should the advertiser use newspapers, magazines,

and issue a news release on the results. This news release, embargoed until the first day of the IPM Conference, resulted in extensive coverage in the Daily Telegraph and other national newspapers

TPR worked with PER to devise the survey questionnaire, analyse the findings, and draft.

people may look upon media planning and selection as rather mechanical and matter of fact, but in fact, they can be as creative a part of advertising as a copywriting and art. The success of any advertising effort depends as much upon the medium as the message

Media are dynamic. Over the years, new advertising media have appeared – some successful, others not. Radio brought the voice of the advertiser into the American home and became the glamorous medium during

television, and so forth, or a combination of these? Second, a decision must be made as to the class of media within a particular medium type

The mechanical part of the media function is likely to be as routine as any record-keeping or housekeeping operation. But the planning and

the 1930s and 1940s. Then, after World War II, a new medium – television – took the limelight to revolutionize the American way of life in many ways and become a major advertising medium

Accomplishing this involves, broadly speaking, three steps or decisions. First, the general type or types of media must be decided upon. That is, should the advertiser use newspapers, magazines,

selection of the right media to match the advertiser’s marketing objectives as delineated in the marketing plan can be both an imaginative and a rewarding endeavor. It is also a vital one, because the greatest portion of all advertising dollars is spent on media

In the late 1890s, advertisers became possessed with a craze for presenting messages, where the public would least expect to find them. Bald-headed men were seated in the front row of a theater, each with one letter of a famous trade name painted on his shining dome. Processions of

selection of the right media to match the advertiser’s marketing objectives as delineated in the marketing plan can be both an imaginative and a rewarding endeavor. It is also a vital one, because the greatest portion of all advertising dollars is spent on media

But the older media have not remained static. Newspapers developed run-of-paper color for advertisers. Magazines, once

thought to be strictly national media, developed regional editions. And every so often, someone comes up with a new advertising medium idea – from skywriting to Beetle Boards (advertising painted on the bodies of privately owned Volkswagen Beetles)

The mechanical part of the media function is likely to be as routine as any record-keeping or housekeeping operation. But the planning and

costumed advertising characters paraded the avenues. Sign wagons, ringing bells and drawn by mules, dogs or ostriches, toured the residential areas of a city. At the circus, space was sold on the side of elephants and camels. Clowns made vocal announcements

The mechanical part of the media function is likely to be as routine as any record-keeping or housekeeping operation. But the planning and

television, and so forth, or a combination of these? Second, a decision must be made as to the class of media within a particular medium type

In the late 1890s, advertisers became possessed with a craze for presenting messages, where the public would least expect to find them. Bald-headed men were seated in the front row of a theater, each with one letter of a famous trade name painted on his shining dome. Processions of

costumed advertising characters paraded the avenues. Sign wagons, ringing bells and drawn by mules, dogs or ostriches, toured the residential areas of a city. At the circus, space was sold on the side of elephants and camels. Clowns made vocal announcements

Accomplishing this involves, broadly speaking, three steps or decisions. First, the general type or types of media must be decided upon. That is, should the advertiser use newspapers, magazines,

selection of the right media to match the advertiser’s marketing objectives as delineated in the marketing plan can be both an imaginative and a rewarding endeavor. It is also a vital one, because the greatest portion of all advertising dollars is spent on media

In the late 1890s, advertisers became possessed with a craze for presenting messages, where the public would least expect to find them. Bald-headed men were seated in the front row of a theater, each with one letter of a famous trade name painted on his shining dome. Processions of

television, and so forth, or a combination of these? Second, a decision must be made as to the class of media within a particular medium type

Accomplishing this involves, broadly speaking, three steps or decisions. First, the general type or types of media must be decided upon. That is, should the advertiser use newspapers, magazines,

costumed advertising characters paraded the avenues. Sign wagons, ringing bells and drawn by mules, dogs or ostriches, toured the residential areas of a city. At the circus, space was sold on the side of elephants and camels. Clowns made vocal announcements

Visits by PR personnel include speakers at civic and service club meetings to explain their firms’ goals and policies that may be of interest to the local community. Company

-sponsored events include craft fairs, youth athletic programs, and events such as Manufacturers Hanover Corporation’s corporate challenge running races. Hospitals often sponsor blood pressure screening clinics at shopping malls as part of their PR effort

Visits by PR personnel include speakers at civic and service club meetings to explain their firms’ goals and policies that may be of interest to the local community. Company

-sponsored events include craft fairs, youth athletic programs, and events such as Manufacturers Hanover Corporation’s corporate challenge running races. Hospitals often sponsor blood pressure screening clinics at shopping malls as part of their PR effort

Sailboats cruised back and forth in front of crowded bathing beaches with signs painted on their sails. Fans and canvas caps were distributed for advertising at parades and picnics. Free

each new advertising campaign requires a new look at media and the media plan.Selecting Advertising Media. The basic problem of media selection is choosing media that reach the markets or market segments the advertiser is trying to sell to

Many of the novelty media come and go quickly, and even the more stable media are constantly undergoing change. At the same time, the product, competition, and market continue to change, so that

advertising postcards, some of them perfumed, were handed out to willing takers. The John H. Woodbury soap company started the ‘Facial Purity League,’ with buttons for all its members

Many of the novelty media come and go quickly, and even the more stable media are constantly undergoing change. At the same time, the product, competition, and market continue to change, so that

-sponsored events include craft fairs, youth athletic programs, and events such as Manufacturers Hanover Corporation’s corporate challenge running races. Hospitals often sponsor blood pressure screening clinics at shopping malls as part of their PR effort

Soon buttons became a nation-wide fad; decorated with all kinds of slang phrases and jokes, they blossomed out on the lapels of men, women

each new advertising campaign requires a new look at media and the media plan. Selecting Advertising Media. The basic problem of media selection is choosing media that reach the markets or market segments the advertiser is trying to sell to

Visits by PR personnel include speakers at civic and service club meetings to explain their firms’ goals and policies that may be of interest to the local community. Company

and children everywhere. Advertising rhymes and jingles earned equal popularity. Sheet music for advertising songs was distributed. Trading stamps were issued by department stores with each purchase and by saloons with each drink

Men with carts on which phonographs were mounted played music and gave selling spiels. At night, slide projection apparatus was used to throw captions and pictures

. on the screen of low-hanging clouds. Surprised patrons of barbershops looked up from their semireclined chairs to find advertising messages on the barbershop ceiling

Soon buttons became a nation-wide fad; decorated with all kinds of slang phrases and jokes, they blossomed out on the lapels of men, women

and children everywhere. Advertising rhymes and jingles earned equal popularity. Sheet music for advertising songs was distributed. Trading stamps were issued by department stores with each purchase and by saloons with each drink

I know that half of my advertising budget is wasted, but I’m not sure which half is a comment that was made many years ago and has now passed into advertising folklore. Accountants particularly enjoy repeating it. Setting

advertising budgets and assessing the effectiveness of advertising campaigns remains an approximate art and although techniques are available for making the whole business more scientific, some have serious weaknesses. The evaluation of advertising still relies heavily on the personal judgement of experienced executives

How creative advertising purchase differs from raw material purchase

It might be fairer to compare advertising with the purchase of capital equipment, since advertising is generally accepted as a long-term

most unusual of all, advertising costs the same whether it is of the highest quality on the lowest. Advertising percentages. Now we come to the question of advertising expenditure

Men with carts on which phonographs were mounted played music and gave selling spiels. At night, slide projection apparatus was used to throw captions and pictures

investment. But no accountant is prepared to depreciate this year’s advertising campaign over two years, never mind five, since its effect on sales cannot be precisely measured. These analogies illustrate the uniqueness of advertising as a form of expenditure

It is an investment but it cannot be depreciated. Its quality cannot be evaluated objectively. No one is quite sure how much or how little it is best to buy. And

. on the screen of low-hanging clouds. Surprised patrons of barbershops looked up from their semireclined chairs to find advertising messages on the barbershop ceiling

Advertising is a much more important cost ingredient in some markets than in others. Based on figures from the USA, which accounts for over 50% of world advertising expenditure, toys have

the highest ratio of advertising spending to sales, followed by toiletries/cosmetics and pharmaceuticals. Car and office-equipment manufacturers both spend quite large absolute sums of money on advertising, but these represent only a very small proportion of sales

How creative advertising purchase differs from raw material purchase. It might be fairer to compare advertising with the purchase of capital equipment, since advertising is generally accepted as a long-term

investment. But no accountant is prepared to depreciate this year’s advertising campaign over two years, never mind five, since its effect on sales cannot be precisely measured. These analogies illustrate the uniqueness of advertising as a form of expenditure

Every company would give a lot to know the effect of advertising on its sales, but this can rarely be done with precision, except in the case of mail-order sales. The

trouble is that advertising is only one of the many variables which affect sales. Indeed, an advertising campaign is itself influenced by four variable factors: the content of the message, the amount of money placed behind it, the choice of media and the amount of competitive activity

TPR worked with PER to devise the survey questionnaire, analyse the findings, and draft.

and issue a news release on the results. This news release, embargoed until the first day of the IPM Conference, resulted in extensive coverage in the Daily Telegraph and other national newspapers

It also secured PER the front page the IFM Conference’s own newspaper and was feature Yorkshire Post, which was circulated widely amongst delegates. In addition, TPR

trouble is that advertising is only one of the many variables which affect sales. Indeed, an advertising campaign is itself influenced by four variable factors: the content of the message, the amount of money placed behind it, the choice of media and the amount of competitive activity

Every company would give a lot to know the effect of advertising on its sales, but this can rarely be done with precision, except in the case of mail-order sales. The

adapted release for regional distribution and achieved coverage for PER in more than 20 regional dailies. The survey was also featured in key personnel magazines

The traditional medium for advertising is the press, comprising daily and weekly national newspapers, local newspapers, magazines and journals. Other media are commercial television, commercial radio, direct mail

promote the reputation of the organization. Once again, this emphasizes the importance of properly managing contact personnel

Customer contact personnel can be trained to use this opportunity to reduce customer uncertainty, give reassurance, reduce dissonance, and

advertising, and slides and films in cinemas and occasionally in theatres. Increasingly the latter two media are shown in long-distance public transport, such as airlines and coaches, by means of video recordings

It also secured PER the front page the IFM Conference’s own newspaper and was feature Yorkshire Post, which was circulated widely amongst delegates. In addition, TPR

adapted release for regional distribution and achieved coverage for PER in more than 20 regional dailies. The survey was also featured in key personnel magazines

Advertising’s second task is to generate a desire for the product being offered and to turn the desire into a need that must be satisfied. This

is the most controversial aspect of advertising and one that has led to much adverse criticism of advertising practice. In this area the appeal is very much to the emotions rather than to reason and to the practical worth of the product

Advertising is concerned with selling an organisation’s goods or services. It can be said to perform three main functions: to inform. Advertising

advertising, and slides and films in cinemas and occasionally in theatres. Increasingly the latter two media are shown in long-distance public transport, such as airlines and coaches, by means of video recordings

The traditional medium for advertising is the press, comprising daily and weekly national newspapers, local newspapers, magazines and journals. Other media are commercial television, commercial radio, direct mail

first task is to make the public aware of an organisation’s products or services. On the launching of a new product it will introduce the product to the potential market and will give all the information considered necessary to generate the interest of potential buyers

To convince. Having attracted attention and created the desire, advertising’s third task is a twofold one: first, to convince the potential buyer that the product advertised is the only one that will satisfactorily fill that

desire, and, second, to convince the customer that future purchases should be of the same brand as the only way of achieving continued satisfaction. This is the long-term goal of advertising

The survey, covering 121 companies, shows that more than 70 p.c. cite the skills problem as the most worrying aspect of recruitment. But more than half the companies

concede they have no clear answer to the problems and 25 said they are trying to cope by taking on old people. Almost a third said they will consider encouraging women to return to work, although only two companies say they are offering vouchers for child care or creche facilities

Advertising is purchased from an outside supplier, called an advertising agency. It is intended to add value to the product after manufacture, by increasing the consumer’s perception of its value. It cannot be equated

with the raw materials that go into a product, even though it is purchased externally and also carried the brand name, as this table shows. WORRIES about shortages of skilled workers are growing, according to a survey by PER. the recruitment consultants

Advertising’s second task is to generate a desire for the product being offered and to turn the desire into a need that must be satisfied. This

first task is to make the public aware of an organisation’s products or services. On the launching of a new product it will introduce the product to the potential market and will give all the information considered necessary to generate the interest of potential buyers

Although hawkers do not often roam the streets with their cries, they have entered the home to make their pleas on radio and television. Before long, competition

is the most controversial aspect of advertising and one that has led to much adverse criticism of advertising practice. In this area the appeal is very much to the emotions rather than to reason and to the practical worth of the product

Advertising is concerned with selling an organisation’s goods or services. It can be said to perform three main functions: to inform. Advertising

and the need for identification necessitated signs. Signs used for identifying shops, with such appropriate illustrations as a goat (for a dairy) or a mule driving a mill (for a baker), were unearthed in the ruins of Pompeii

The survey, covering 121 companies, shows that more than 70 p.c. cite the skills problem as the most worrying aspect of recruitment. But more than half the companies

concede they have no clear answer to the problems and 25 said they are trying to cope by taking on old people. Almost a third said they will consider encouraging women to return to work, although only two companies say they are offering vouchers for child care or creche facilities

There is also evidence of announcements painted on walls during this period. These included notices for theatrical performances, sports and gladiatorial

with the raw materials that go into a product, even though it is purchased externally and also carried the brand name, as this table shows. WORRIES about shortages of skilled workers are growing, according to a survey by PER. the recruitment consultants

Advertising is purchased from an outside supplier, called an advertising agency. It is intended to add value to the product after manufacture, by increasing the consumer’s perception of its value. It cannot be equated

exhibitions, advertisements of houses for rent, and appeals to tourists to visit the local taverns. Perhaps the first written advertisement, however, was this three-thousand-year-old one inscribed on papyrus and found by an archaeologist in the ruins of Thebes

Advertising’s second task is to generate a desire for the product being offered and to turn the desire into a need that must be satisfied. This

essential to modern advertising. Beginning of printed advertisements.One of the most significant events in the development of advertising was the invention of a system of casting movable type by the German, Johann Gutenberg, in 1438

The earliest of these designations was Smith. Names like Miller, Weaver, Wright, Tailor and Carpenter were the earliest means of product identification – the forerunner of the brand name so

is the most controversial aspect of advertising and one that has led to much adverse criticism of advertising practice. In this area the appeal is very much to the emotions rather than to reason and to the practical worth of the product

Although hawkers do not often roam the streets with their cries, they have entered the home to make their pleas on radio and television. Before long, competition

and the need for identification necessitated signs. Signs used for identifying shops, with such appropriate illustrations as a goat (for a dairy) or a mule driving a mill (for a baker), were unearthed in the ruins of Pompeii

Paper had been invented more than a thousand years earlier by the Chinese and was introduced to Europe by the Turks in the twelfth century. Now all the

necessary components were available for mass printing. At the same time, literacy was increasing. William Caxton, an early English printer, made advertising history in 1478, when he printed a handbill now regarded as the first known printed English advertisement

There is also evidence of announcements painted on walls during this period. These included notices for theatrical performances, sports and gladiatorial

concede they have no clear answer to the problems and 25 said they are trying to cope by taking on old people. Almost a third said they will consider encouraging women to return to work, although only two companies say they are offering vouchers for child care or creche facilities

The survey, covering 121 companies, shows that more than 70 p.c. cite the skills problem as the most worrying aspect of recruitment. But more than half the companies

exhibitions, advertisements of houses for rent, and appeals to tourists to visit the local taverns. Perhaps the first written advertisement, however, was this three-thousand-year-old one inscribed on papyrus and found by an archaeologist in the ruins of Thebes

As intangible-dominant products, services are not easily advertised. The intangible is difficult to depict in advertising, whether the medium is print, television, or radio. Service advertising should thus

is the most controversial aspect of advertising and one that has led to much adverse criticism of advertising practice. In this area the appeal is very much to the emotions rather than to reason and to the practical worth of the product

For example, restaurants may stress their physical facilities – clean, elegant, casual, and so on – to provide cues as to the quality or nature of the service. Insurance firms such as Allstate and Travelers employ objects as symbols to help consumers

emphasize tangible cues that will help consumers understand and evaluate the service. The cues may be the physical facilities in which the service is performed or some relevant tangible object that symbolizes the service itself

Advertising’s second task is to generate a desire for the product being offered and to turn the desire into a need that must be satisfied. This

understand their service. Out-stretched hands (‘You’re in good hands with Allstate’), symbolize security, while the ‘Travelers Umbrella’ suggests the protection provided by Travelers’ insurance plans

Paper had been invented more than a thousand years earlier by the Chinese and was introduced to Europe by the Turks in the twelfth century. Now all the

communicating with employees.Personal selling is potentially powerful in services since this form of promotion allows consumers and salespeople to interact. When consumers enter into a service transaction, they must, as a general rule, interact with service firm employees

For example, restaurants may stress their physical facilities – clean, elegant, casual, and so on – to provide cues as to the quality or nature of the service. Insurance firms such as Allstate and Travelers employ objects as symbols to help consumers

understand their service. Out-stretched hands (‘You’re in good hands with Allstate’), symbolize security, while the ‘Travelers Umbrella’ suggests the protection provided by Travelers’ insurance plans

Advertising can have a positive effect on customer contact personnel. It can shape employees’ perceptions of the company, their job, and how management expects them to perform, and it can be a tool for motivating, educating and

necessary components were available for mass printing. At the same time, literacy was increasing. William Caxton, an early English printer, made advertising history in 1478, when he printed a handbill now regarded as the first known printed English advertisement

Although consumer service firms have the opportunity to interact with actual customers and those potential customers who contact them, they have

little opportunity to go out into the field and solicit business from all potential consumers. The very large number of potential customers and the high cost per sales call rules out such efforts

Advertising can have a positive effect on customer contact personnel. It can shape employees’ perceptions of the company, their job, and how management expects them to perform, and it can be a tool for motivating, educating and

promote the reputation of the organization. Once again, this emphasizes the importance of properly managing contact personnel

Customer contact personnel can be trained to use this opportunity to reduce customer uncertainty, give reassurance, reduce dissonance, and

communicating with employees.Personal selling is potentially powerful in services since this form of promotion allows consumers and salespeople to interact. When consumers enter into a service transaction, they must, as a general rule, interact with service firm employees

It also secured PER the front page the IFM Conference’s own newspaper and was feature Yorkshire Post, which was circulated widely amongst delegates. In addition, TPR

adapted release for regional distribution and achieved coverage for PER in more than 20 regional dailies. The survey was also featured in key personnel magazines

The mechanical part of the media function is likely to be as routine as any record-keeping or housekeeping operation. But the planning and

selection of the right media to match the advertiser’s marketing objectives as delineated in the marketing plan can be both an imaginative and a rewarding endeavor. It is also a vital one, because the greatest portion of all advertising dollars is spent on media

Media are dynamic. Over the years, new advertising media have appeared – some successful, others not. Radio brought the voice of the advertiser into the American home and became the glamorous medium during

the 1930s and 1940s. Then, after World War II, a new medium – television – took the limelight to revolutionize the American way of life in many ways and become a major advertising medium

Every company would give a lot to know the effect of advertising on its sales, but this can rarely be done with precision, except in the case of mail-order sales. The

little opportunity to go out into the field and solicit business from all potential consumers. The very large number of potential customers and the high cost per sales call rules out such efforts

But the older media have not remained static. Newspapers developed run-of-paper color for advertisers. Magazines, once

thought to be strictly national media, developed regional editions. And every so often, someone comes up with a new advertising medium idea – from skywriting to Beetle Boards (advertising painted on the bodies of privately owned Volkswagen Beetles)

Although consumer service firms have the opportunity to interact with actual customers and those potential customers who contact them, they have

trouble is that advertising is only one of the many variables which affect sales. Indeed, an advertising campaign is itself influenced by four variable factors: the content of the message, the amount of money placed behind it, the choice of media and the amount of competitive activity

It also secured PER the front page the IFM Conference’s own newspaper and was feature Yorkshire Post, which was circulated widely amongst delegates. In addition, TPR

television, and so forth, or a combination of these? Second, a decision must be made as to the class of media within a particular medium type

It is an investment but it cannot be depreciated. Its quality cannot be evaluated objectively. No one is quite sure how much or how little it is best to buy. And

most unusual of all, advertising costs the same whether it is of the highest quality on the lowest. Advertising percentages. Now we come to the question of advertising expenditure

Accomplishing this involves, broadly speaking, three steps or decisions. First, the general type or types of media must be decided upon. That is, should the advertiser use newspapers, magazines,

adapted release for regional distribution and achieved coverage for PER in more than 20 regional dailies. The survey was also featured in key personnel magazines

Visits by PR personnel include speakers at civic and service club meetings to explain their firms’ goals and policies that may be of interest to the local community. Company

trouble is that advertising is only one of the many variables which affect sales. Indeed, an advertising campaign is itself influenced by four variable factors: the content of the message, the amount of money placed behind it, the choice of media and the amount of competitive activity

The mechanical part of the media function is likely to be as routine as any record-keeping or housekeeping operation. But the planning and

-sponsored events include craft fairs, youth athletic programs, and events such as Manufacturers Hanover Corporation’s corporate challenge running races. Hospitals often sponsor blood pressure screening clinics at shopping malls as part of their PR effort

Every company would give a lot to know the effect of advertising on its sales, but this can rarely be done with precision, except in the case of mail-order sales. The

selection of the right media to match the advertiser’s marketing objectives as delineated in the marketing plan can be both an imaginative and a rewarding endeavor. It is also a vital one, because the greatest portion of all advertising dollars is spent on media

In the late 1890s, advertisers became possessed with a craze for presenting messages, where the public would least expect to find them. Bald-headed men were seated in the front row of a theater, each with one letter of a famous trade name painted on his shining dome. Processions of

advertising postcards, some of them perfumed, were handed out to willing takers. The John H. Woodbury soap company started the ‘Facial Purity League,’ with buttons for all its members

Sailboats cruised back and forth in front of crowded bathing beaches with signs painted on their sails. Fans and canvas caps were distributed for advertising at parades and picnics. Free

costumed advertising characters paraded the avenues. Sign wagons, ringing bells and drawn by mules, dogs or ostriches, toured the residential areas of a city. At the circus, space was sold on the side of elephants and camels. Clowns made vocal announcements

Visits by PR personnel include speakers at civic and service club meetings to explain their firms’ goals and policies that may be of interest to the local community. Company

-sponsored events include craft fairs, youth athletic programs, and events such as Manufacturers Hanover Corporation’s corporate challenge running races. Hospitals often sponsor blood pressure screening clinics at shopping malls as part of their PR effort

Soon buttons became a nation-wide fad; decorated with all kinds of slang phrases and jokes, they blossomed out on the lapels of men, women

advertising postcards, some of them perfumed, were handed out to willing takers. The John H. Woodbury soap company started the ‘Facial Purity League,’ with buttons for all its members

Sailboats cruised back and forth in front of crowded bathing beaches with signs painted on their sails. Fans and canvas caps were distributed for advertising at parades and picnics. Free

and children everywhere. Advertising rhymes and jingles earned equal popularity. Sheet music for advertising songs was distributed. Trading stamps were issued by department stores with each purchase and by saloons with each drink

It is an investment but it cannot be depreciated. Its quality cannot be evaluated objectively. No one is quite sure how much or how little it is best to buy. And

most unusual of all, advertising costs the same whether it is of the highest quality on the lowest. Advertising percentages. Now we come to the question of advertising expenditure

Advertising is a much more important cost ingredient in some markets than in others. Based on figures from the USA, which accounts for over 50% of world advertising expenditure, toys have

the highest ratio of advertising spending to sales, followed by toiletries/cosmetics and pharmaceuticals. Car and office-equipment manufacturers both spend quite large absolute sums of money on advertising, but these represent only a very small proportion of sales

Many of the novelty media come and go quickly, and even the more stable media are constantly undergoing change. At the same time, the product, competition, and market continue to change, so that

and children everywhere. Advertising rhymes and jingles earned equal popularity. Sheet music for advertising songs was distributed. Trading stamps were issued by department stores with each purchase and by saloons with each drink

Soon buttons became a nation-wide fad; decorated with all kinds of slang phrases and jokes, they blossomed out on the lapels of men, women

each new advertising campaign requires a new look at media and the media plan. Selecting Advertising Media. The basic problem of media selection is choosing media that reach the markets or market segments the advertiser is trying to sell to

It is an investment but it cannot be depreciated. Its quality cannot be evaluated objectively. No one is quite sure how much or how little it is best to buy. And

the highest ratio of advertising spending to sales, followed by toiletries/cosmetics and pharmaceuticals. Car and office-equipment manufacturers both spend quite large absolute sums of money on advertising, but these represent only a very small proportion of sales

Advertising is a much more important cost ingredient in some markets than in others. Based on figures from the USA, which accounts for over 50% of world advertising expenditure, toys have

on the screen of low-hanging clouds. Surprised patrons of barbershops looked up from their semireclined chairs to find advertising messages on the barbershop ceiling

Men with carts on which phonographs were mounted played music and gave selling spiels. At night, slide projection apparatus was used to throw captions and pictures

most unusual of all, advertising costs the same whether it is of the highest quality on the lowest. Advertising percentages. Now we come to the question of advertising expenditure

Men with carts on which phonographs were mounted played music and gave selling spiels. At night, slide projection apparatus was used to throw captions and pictures

on the screen of low-hanging clouds. Surprised patrons of barbershops looked up from their semireclined chairs to find advertising messages on the barbershop ceiling

Every company would give a lot to know the effect of advertising on its sales, but this can rarely be done with precision, except in the case of mail-order sales. The

trouble is that advertising is only one of the many variables which affect sales. Indeed, an advertising campaign is itself influenced by four variable factors: the content of the message, the amount of money placed behind it, the choice of media and the amount of competitive activity

It is an investment but it cannot be depreciated. Its quality cannot be evaluated objectively. No one is quite sure how much or how little it is best to buy. And

most unusual of all, advertising costs the same whether it is of the highest quality on the lowest. Advertising percentages. Now we come to the question of advertising expenditure

Although consumer service firms have the opportunity to interact with actual customers and those potential customers who contact them, they have

and issue a news release on the results. This news release, embargoed until the first day of the IPM Conference, resulted in extensive coverage in the Daily Telegraph and other national newspapers

TPR worked with PER to devise the survey questionnaire, analyse the findings, and draft.

desire, and, second, to convince the customer that future purchases should be of the same brand as the only way of achieving continued satisfaction. This is the long-term goal of advertising

To convince. Having attracted attention and created the desire, advertising’s third task is a twofold one: first, to convince the potential buyer that the product advertised is the only one that will satisfactorily fill that

little opportunity to go out into the field and solicit business from all potential consumers. The very large number of potential customers and the high cost per sales call rules out such efforts

Advertising is concerned with selling an organisation’s goods or services. It can be said to perform three main functions: to inform. Advertising

is the most controversial aspect of advertising and one that has led to much adverse criticism of advertising practice. In this area the appeal is very much to the emotions rather than to reason and to the practical worth of the product

Citibank, as illustrated in Figure 6, parallels the freshness of strawberries with the timeliness and fullness of its financial information and services. Customer contact personnel are an important secondary audience for service advertising. We have seen that variability

first task is to make the public aware of an organisation’s products or services. On the launching of a new product it will introduce the product to the potential market and will give all the information considered necessary to generate the interest of potential buyers

Advertising’s second task is to generate a desire for the product being offered and to turn the desire into a need that must be satisfied. This

in service quality, which arises from the labor-intensive nature of many services, is a problem for service marketers. We have also seen that customers often associate the service with the service provider

Advertising’s second task is to generate a desire for the product being offered and to turn the desire into a need that must be satisfied. This

is the most controversial aspect of advertising and one that has led to much adverse criticism of advertising practice. In this area the appeal is very much to the emotions rather than to reason and to the practical worth of the product

Advertising is purchased from an outside supplier, called an advertising agency. It is intended to add value to the product after manufacture, by increasing the consumer’s perception of its value. It cannot be equated

desire, and, second, to convince the customer that future purchases should be of the same brand as the only way of achieving continued satisfaction. This is the long-term goal of advertising

To convince. Having attracted attention and created the desire, advertising’s third task is a twofold one: first, to convince the potential buyer that the product advertised is the only one that will satisfactorily fill that

with the raw materials that go into a product, even though it is purchased externally and also carried the brand name, as this table shows. WORRIES about shortages of skilled workers are growing, according to a survey by PER. the recruitment consultants

Having attracted attention and created the desire, advertising’s third task is a twofold one: first, to convince the potential buyer that the product advertised is the only one that will satisfactorily fill that

of factors including the market aimed at and the type of product being promoted. How advertising differs from other outside purchases

Posters on hoardings and other sites are also a much used medium, their function being more to remind than to persuade. Which medium to choose depends upon a number

desire, and, second, to convince the customer that future purchases should be of the same brand as the only way of achieving continued satisfaction. This is the long-term goal of advertising

Citibank, as illustrated in Figure 6, parallels the freshness of strawberries with the timeliness and fullness of its financial information and services. Customer contact personnel are an important secondary audience for service advertising. We have seen that variability

in service quality, which arises from the labor-intensive nature of many services, is a problem for service marketers. We have also seen that customers often associate the service with the service provider

To persuade. Advertising’s second task is to generate a desire for the product being offered and to turn the desire into a need that must be satisfied. This

exhibitions, advertisements of houses for rent, and appeals to tourists to visit the local taverns. Perhaps the first written advertisement, however, was this three-thousand-year-old one inscribed on papyrus and found by an archaeologist in the ruins of Thebes

The man-slave, Shem, having run away from his good master, Hapu the Weaver, all good citizens of Thebes are enjoined to help return him. He is Hittite, 5’2" tall, of ruddy complexion

is the most controversial aspect of advertising and one that has led to much adverse criticism of advertising practice. In this area the appeal is very much to the emotions rather than to reason and to the practical worth of the product

There is also evidence of announcements painted on walls during this period. These included notices for theatrical performances, sports and gladiatorial

and brown eyes. For news of his whereabouts, half a gold coin is offered. And for his return to the shop of Hapu the Weaver, where the best cloth is woven to your desires, a whole gold coin is offered

The earliest of these designations was Smith. Names like Miller, Weaver, Wright, Tailor and Carpenter were the earliest means of product identification – the forerunner of the brand name so

concede they have no clear answer to the problems and 25 said they are trying to cope by taking on old people. Almost a third said they will consider encouraging women to return to work, although only two companies say they are offering vouchers for child care or creche facilities

There is no doubt that advertising flourished in this period, but with the fall of the Roman Empire and the onset of the Dark Ages, advertising temporarily declined in importance to Western

essential to modern advertising. Beginning of printed advertisements.One of the most significant events in the development of advertising was the invention of a system of casting movable type by the German, Johann Gutenberg, in 1438

The survey, covering 121 companies, shows that more than 70 p.c. cite the skills problem as the most worrying aspect of recruitment. But more than half the companies

civilization. Early English Advertising. Perhaps the oldest relic of advertising among English-speaking people is family names referring to the various specialized crafts

It advertised a book he had printed, the Salisburi Pye, rules for the clergy at Easter. The advertisement read:If it please ony man spirituel or temporel to bye ony pyes of two and thre comemoracios of Salisburi use enpryntid after

the forme of this present lettre whiche ben wel and truly correct, late hym come to Westmonester in to the almonestrye at the reed pale and he shal have them good chepe. Supplied stet cedula. The Latin phrase at the end translates, ‘Let this notice stand.’

Paper had been invented more than a thousand years earlier by the Chinese and was introduced to Europe by the Turks in the twelfth century. Now all the

necessary components were available for mass printing. At the same time, literacy was increasing. William Caxton, an early English printer, made advertising history in 1478, when he printed a handbill now regarded as the first known printed English advertisement

Although hawkers do not often roam the streets with their cries, they have entered the home to make their pleas on radio and television. Before long, competition

and the need for identification necessitated signs. Signs used for identifying shops, with such appropriate illustrations as a goat (for a dairy) or a mule driving a mill (for a baker), were unearthed in the ruins of Pompeii

The survey, covering 121 companies, shows that more than 70 p.c. cite the skills problem as the most worrying aspect of recruitment. But more than half the companies

concede they have no clear answer to the problems and 25 said they are trying to cope by taking on old people. Almost a third said they will consider encouraging women to return to work, although only two companies say they are offering vouchers for child care or creche facilities

For example, restaurants may stress their physical facilities – clean, elegant, casual, and so on – to provide cues as to the quality or nature of the service. Insurance firms such as Allstate and Travelers employ objects as symbols to help consumers

understand their service. Out-stretched hands (‘You’re in good hands with Allstate’), symbolize security, while the ‘Travelers Umbrella’ suggests the protection provided by Travelers’ insurance plans

There is also evidence of announcements painted on walls during this period. These included notices for theatrical performances, sports and gladiatorial

exhibitions, advertisements of houses for rent, and appeals to tourists to visit the local taverns. Perhaps the first written advertisement, however, was this three-thousand-year-old one inscribed on papyrus and found by an archaeologist in the ruins of Thebes

It advertised a book he had printed, the Salisburi Pye, rules for the clergy at Easter. The advertisement read:If it please ony man spirituel or temporel to bye ony pyes of two and thre comemoracios of Salisburi use enpryntid after

communicating with employees.Personal selling is potentially powerful in services since this form of promotion allows consumers and salespeople to interact. When consumers enter into a service transaction, they must, as a general rule, interact with service firm employees

Advertising can have a positive effect on customer contact personnel. It can shape employees’ perceptions of the company, their job, and how management expects them to perform, and it can be a tool for motivating, educating and

in service quality, which arises from the labor-intensive nature of many services, is a problem for service marketers. We have also seen that customers often associate the service with the service provider

Citibank, as illustrated in Figure 6, parallels the freshness of strawberries with the timeliness and fullness of its financial information and services. Customer contact personnel are an important secondary audience for service advertising. We have seen that variability

the forme of this present lettre whiche ben wel and truly correct, late hym come to Westmonester in to the almonestrye at the reed pale and he shal have them good chepe. Supplied stet cedula. The Latin phrase at the end translates, ‘Let this notice stand.’

It advertised a book he had printed, the Salisburi Pye, rules for the clergy at Easter. The advertisement read:If it please ony man spirituel or temporel to bye ony pyes of two and thre comemoracios of Salisburi use enpryntid after

the forme of this present lettre whiche ben wel and truly correct, late hym come to Westmonester in to the almonestrye at the reed pale and he shal have them good chepe. Supplied stet cedula. The Latin phrase at the end translates, ‘Let this notice stand.’

Customer contact personnel can be trained to use this opportunity to reduce customer uncertainty, give reassurance, reduce dissonance, and

little opportunity to go out into the field and solicit business from all potential consumers. The very large number of potential customers and the high cost per sales call rules out such efforts

Although consumer service firms have the opportunity to interact with actual customers and those potential customers who contact them, they have

promote the reputation of the organization. Once again, this emphasizes the importance of properly managing contact personnel

I know that half of my advertising budget is wasted, but I’m not sure which half is a comment that was made many years ago and has now passed into advertising folklore. Accountants particularly enjoy repeating it. Setting

in service quality, which arises from the labor-intensive nature of many services, is a problem for service marketers. We have also seen that customers often associate the service with the service provider

Media are dynamic. Over the years, new advertising media have appeared – some successful, others not. Radio brought the voice of the advertiser into the American home and became the glamorous medium during

the 1930s and 1940s. Then, after World War II, a new medium – television – took the limelight to revolutionize the American way of life in many ways and become a major advertising medium

Citibank, as illustrated in Figure 6, parallels the freshness of strawberries with the timeliness and fullness of its financial information and services. Customer contact personnel are an important secondary audience for service advertising. We have seen that variability

advertising budgets and assessing the effectiveness of advertising campaigns remains an approximate art and although techniques are available for making the whole business more scientific, some have serious weaknesses. The evaluation of advertising still relies heavily on the personal judgement of experienced executives

How creative advertising purchase differs from raw material purchase. It might be fairer to compare advertising with the purchase of capital equipment, since advertising is generally accepted as a long-term

investment. But no accountant is prepared to depreciate this year’s advertising campaign over two years, never mind five, since its effect on sales cannot be precisely measured. These analogies illustrate the uniqueness of advertising as a form of expenditure

But the older media have not remained static. Newspapers developed run-of-paper color for advertisers. Magazines, once

thought to be strictly national media, developed regional editions. And every so often, someone comes up with a new advertising medium idea – from skywriting to Beetle Boards (advertising painted on the bodies of privately owned Volkswagen Beetles)

Although consumer service firms have the opportunity to interact with actual customers and those potential customers who contact them, they have

little opportunity to go out into the field and solicit business from all potential consumers. The very large number of potential customers and the high cost per sales call rules out such efforts

Accomplishing this involves, broadly speaking, three steps or decisions. First, the general type or types of media must be decided upon. That is, should the advertiser use newspapers, magazines,

of corporate cost savings could have a field day in challenging the basis of advertising appropriations in most companies

Tradition and guesswork play an important part in the setting of advertising budgets. Any sharp accountant in search

television, and so forth, or a combination of these? Second, a decision must be made as to the class of media within a particular medium type

Many of the novelty media come and go quickly, and even the more stable media are constantly undergoing change. At the same time, the product, competition, and market continue to change, so that

each new advertising campaign requires a new look at media and the media plan. Selecting Advertising Media. The basic problem of media selection is choosing media that reach the markets or market segments the advertiser is trying to sell to

TPR worked with PER to devise the survey questionnaire, analyse the findings, and draft.

of possible choices and combinations makes this no simple task. But even more important is the complexity of the problem behind media selection – the marketing plan itself. ‘Advertising’ 4th edition, Mandell (Prentice Hall)

In the case of women’s magazines, should it be McCall’s, or the Ladies’ Home Journal, or Good Housekeeping, or some combination of these? For network television, should it be ‘As the World Turns,’ ‘Cheers,’ or ‘NFL Football’? The number

thought to be strictly national media, developed regional editions. And every so often, someone comes up with a new advertising medium idea – from skywriting to Beetle Boards (advertising painted on the bodies of privately owned Volkswagen Beetles)

But the older media have not remained static. Newspapers developed run-of-paper color for advertisers. Magazines, once

and issue a news release on the results. This news release, embargoed until the first day of the IPM Conference, resulted in extensive coverage in the Daily Telegraph and other national newspapers

Sailboats cruised back and forth in front of crowded bathing beaches with signs painted on their sails. Fans and canvas caps were distributed for advertising at parades and picnics. Free

advertising postcards, some of them perfumed, were handed out to willing takers. The John H. Woodbury soap company started the ‘Facial Purity League,’ with buttons for all its members

Men with carts on which phonographs were mounted played music and gave selling spiels. At night, slide projection apparatus was used to throw captions and pictures

of possible choices and combinations makes this no simple task. But even more important is the complexity of the problem behind media selection – the marketing plan itself. ‘Advertising’ 4th edition, Mandell (Prentice Hall)

In the case of women’s magazines, should it be McCall’s, or the Ladies’ Home Journal, or Good Housekeeping, or some combination of these? For network television, should it be ‘As the World Turns,’ ‘Cheers,’ or ‘NFL Football’? The number

on the screen of low-hanging clouds. Surprised patrons of barbershops looked up from their semireclined chairs to find advertising messages on the barbershop ceiling