purchasing

Advertising

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. Continue reading →

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Relationship Marketing

marketing 300x188 - Relationship Marketing

 

The higher level of customer expectations that exists today is one of the reasons behind the fashion for customer relationship management (CRM) programmes. Relationship marketing has caused a great deal of excitement within the marketing industry. The big idea is that companies put their customers at the heart of their marketing efforts, asking for and listening to their wants and needs. Product-focused marketing, which often resulted in a company contacting individuals numerous times with unrelated messages about different products, is being replaced by customer-centered systems aimed at what might be called “joined-up” communications with customers and potential customers. Huge investments are being made in customer databases that collate information on all purchasing behavior. thereby, the theory goes, relationships are created that emulate the bond that customers had with their local shopkeeper in days gone by. Continue reading →

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