The expenditure on ADVERTISING in a period expressed as a percentage of the total sales for the period.  Most manufacturers believe that best promotion in newspapers and magazines for their products is a flattering copy in the editorial sections of the publication. More people make purchasing decisions on the basis of the prosaic recommendations of a well-respected correspondent than on the strength of a dazzlingly beautiful advertisement. A major part of the job of PUBLIC RELATIONS is to encourage such copy.

 

A way of achieving this at a price is to make advertisements look like editorial. Such “advertorials” are appearing in an increasing number of lifestyle magazines and always have the word “Advertisement” at the top.

AFFINITY MARKETING

 

A partnership deal between a service company and a membership organization whereby the former is given access to the membership list of the latter to offer them their services. The deal is mutually beneficial in that the membership organization. be it a football supporters club, a charity or a university alumni association is able to offer its members added service while gaining a return for a percentage of the profits generated by the service offering – often a customised credit card. For its part. the credit card company gets access to the member list.

 

AFFLUENT MATERIALIST

 

They used to be called the Jone’s, the people that everyone felt under pressure to keep up with. Now affluent materialists are a category of the consumer in a usual new classification of pan-Europian lifestyles.

 

AFTER-SALES SERVICE

 

A service provided by a manufacturer to a consumer after the consumer has bought the manufacturer’s PRODUCT. After-sales service has been particularly significant in the MARKETING of consumer durables like washing machines, heating systems, and personal computers. It includes regular checks. repairs, supplying spare parts, and so on. Such a service may be provided under the terms of a specific maintenance agreement (separate from the purchase) for which the consumer pays a regular fee.

 

As manufacturers become more QUALITY conscious, after-sale service becomes less important. Cars, for instance, need servicing much less frequently than they used to. However, it is argued that such service agreements are useful in the establishment of a relationship between the manufacturer and the customer, creating increased loyalty.  This could play an important role in future purchasing decisions by the customer at the end of their product’s lifecycle.

 

 

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