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Advertising

Advertising is a public mode of communication. Because it is communicated simultaneously to large number of people and people know that the same communication is going to many people, they feel their motives for buying are understood by the advertiser.

Advertising messages can be repeated number of times. Buyers also can compare advertisements of various companies selling the same product. The media offers the facility to add color, sound etc. to the message and dramatize the message. But advertising cannot have dialogue with the people. People may not see and pay attention to the advertisement.

Advertising is an efficient way to reach geographically dispersed potential buyers at a low cost per exposure.


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Advertising has two recent variants. Advertorials are offer editorial content and while it is paid for by the advertiser and it will be difficult for the reader to easily make out that it is an advertisement. Similarly infomercials are TV programs that are meant for promoting the products of the company. They discuss the working of the product, benefits of the products, and user experience etc. and they may beam the message to buy the product and the address to be contacted.

Sales promotion

Sales promotion tools like coupons, contests, premiums, and the like act as communication medium and also promote sales.

They gain attention and provide information that may lead the consumer to the product. They include a distinct invitation to the consumer to do the transaction in a short period of time.

Public relations and publicity

News stories and feature articles are more authentic and credible than advertisements to readers. The articles act as testimonials. The message gets

through to the potential buyers as news and they may not turn away from it as they turn away from the advertisements.

Personal selling

Personal selling as a communicative channel involves a live, immediate, and interactive relationship between persons. Personal selling leads to relationships. The listener feels obligated to respond to the salesman at least with a polite “thank you.”

Direct Marketing

The alternatives are direct mail, Email, and telemarketing. In these cases the message is addressed to a specific person. The message can be customized. Even though mailing folders and email are normally standardized to gain efficiency. The message can be up to date. In case of telemarketing, message can be altered depending on the response. In the case of other alternatives subsequent communication can be altered depending on the response.

8 Ways to Promote Your Work Through Internet Collaboration

Mar 10 2010 by Alex Mathers |26 Comments |StumbleBookmark

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Promoting our products and services can be a time consuming and daunting task. A lot of us get tangled up in online self promotion without realising the value in collaboration more often with other people through the web. It can be a wise way to expand your network, pool resources and save time, money and work.

The internet has opened up a range of exciting possibilities for gaining value through mutually beneficial arrangements or simply interacting with others in promoting your work effectively and ultimately landing more clients.

Here are eight ways you can do this:

1. Joint Blogs/Sites

Getting a blog or simple website out there that you can use to showcase your work, build credibility in your field, promote yourself, and simply express your interests, is an important element in one’s online self-promotional strategy.

A successful blog requires regular and outstanding content to be in for a chance of attracting many visitors. Particularly for those lacking in time, it is worth considering setting up a site with one or more suitable other people. With others working on the same platform, it is now possible to build up posts quicker, combine skills and resources, and promote everyone’s work through a single site.

Some freelancers might even want to consider using a joint site as a platform to promote the combined skills of several people as a business, as opposed to promoting individual freelancers.

2. Contacts on Social Media Sites

Social media allows people to build up substantial networks of people who we’d want to know about our work. With sites like MySpace, Facebook and Twitter, it has become possible to link up with potential clients, fans, as well as key influencers and even celebrities in your industry. It’s best to add new people to these networks with appropriate personal messages.

What is extremely powerful with being connected to people who are well connected themselves, is that you are effectively ‘piggybacking’ on their networks whenever they are linked to something of yours. For example, on Facebook, if someone with connections joins your page, all their contacts will be aware of this in their newsfeeds. Linked up with key people, you can keep them in the loop with whatever you are working on, which will benefit your online visibility.

3. Content Exchanging

Getting material on someone else’s website can be a great way of having fresh new people seeing your name on the internet. You can agree to put an article or a guest post on another site in return for content for your own, or even agree to swap decent comments with someone else with a site or blog relating to yours.

One underused method of enhancing your validity online as a freelancer is to request a review/testimonial swap with someone. These can be placed visibly on your site, is mutually beneficial, and adds real value to the services etc you offer.

4. Joint Interviews

Find someone in your industry to interview in return for them interviewing yourself. Interview each other, either in written, audio or video format and upload to each other’s blogs or elsewhere. Include each other’s links at the bottom of and incorporated into interviews.

Appearing as an interviewee on another, ideally popular website, is an excellent self promotional method because, apart from appearing a separate site, an interview is a great endorsement of you and will add value to you as a professional.

5. List Promotion

If you send out a newsletter to a mailing list that you’ve built up, you can use this to promote other people and get your name on other lists. Having a feature, link, article about you on someone else’s newsletter is possible through polite asking. However, it’s even more possible through agreeing with relevant people who

have mailing lists to swap content like articles or even simply a link in a newsletter so that you and your work get seen by a new and targeted audience.

6. Joint Products

By ‘products’ I mean both physical products such as giclee prints, and non-physical, like information products or audio downloads. Creating products like ebooks are one way of gaining exposure, especially if it is something that will spread through people are sharing it with others.

Obviously, sharing the knowledge, skills and work load with one or more partners is an excellent way of getting a high quality product together faster and to each collaborator’s already established contacts. You might also consider making products to give away for free for the promotional value within them.

7. Exchanging Links

A straightforward but useful promotional tactic is in agreeing to place a link on your site to someone’s work who has done the same for you on their site. People do click on links featured on or recommended by sites and by having many of your web links on key sites around the web, this will benefit your exposure.

8. Working with Others on Collaborated Projects

These can be paid projects, but it is also an option to create an interesting, self initiated project with others that you can add to your portfolio. Pooling skill and talent in this way will lead to high quality projects that will greatly boost the value of your personal portfolio and support your self-marketing efforts.

Really aim for a piece of work that is remarkable as you make use of the benefit of combining talents with others. The ideal partner to collaborate with is obviously someone who is well known in the first place, so that you can ‘piggy-back’ on their success and promote via the contacts they have as well.

THE BEST BUSINESS PROMOTION THROUGH FACEBOOK

Facebook may be used for not just advertising of your enterprise page but additionally with the aim of marketing. Facebook provides you with the possibility of making your commercials in several easy actions. Nicely handled expert SEO companies in India can outcome in large targeted traffic in your Facebook page as well as in the end to your internet site. The reputation of Facebook never demonstrated any kind of signals of sinking and also its upwards development even now carries on despite traversing the 200 million tag. A number of organizations who are able to deservedly declare to always be the very best SEO company such as Bigmouthmedia, Vertical-leap of UK and Alkemi of Australia have got a lot to provide.

Specialized SEO solutions from their store can definitely assist a enterprise obtain plenty of brand new clients as well as develop company status through Facebook on it’s own. They work with the next strategies for your enterprise:

Development of Company Page

That is the initial step of enterprise marketing as a result of Facebook. The company page on Facebook just isn’t simply a weblog as you will find a whole lot of programs for user interactivity apart from becoming open up to go looking applications for instance Google and Yahoo whenever somebody sorts in the appropriate key phrases.

Growth of Enterprise System

The company community on Facebook is created by welcoming individuals to sign up your Facebook page. If individuals that have joined up with you on Facebook checklist you as preferred or catalog themselves as your supporters, any weblog which you create inside your user profile or any kind of switch that you create in your page will display in their own pages. You may look at to obtain as numerous individuals to include your enterprise page within their buddies checklist on Facebook.

Business enterprise Marketing

The information tab on the business enterprise profile web page of Facebook provides you the possibility to allow a link to your corporation’s web site right after some info about the organization. In case there’s a corporation’s weblog, the content articles published there may be very easily brought in to the Facebook profile for marketing. The targeted traffic could be tremendously improved when a devoted team supplying professional SEO products and services can there be to assist you. Some top organizations providing SEO products and services in India also supply SMO strategies for this kind of Facebook promotion.

The Facebook Market place

Facebook particularly offers for promoting services and products thru what is known as Facebook Marketplace. It really is a free choice to advertise your online business and help to make product sales. You may relate your organization web-site for the possible clients to visit and also learn much more about the services and products or perhaps learn a lot more about the internet business.

Facebook Advertising

Facebook provides you complete promotion alternatives and it is very similar as being the pay per click or even per thousands of impressions as run by Google. You are able to set up your advert in basic steps to get traffic to your websites.

Using Banner Advertising to Promote Your Product Or Service

Looking for an effective way to promote your product or service? Let me suggest that you consider the use of banner advertising. A banner ad is a graphic image that is either static or animated in nature. Such an ad may contain pictures of the product, descriptions of its benefits, descriptions of the service and benefits and/or the company name. If your ad contains animated objects or flashing words that describes the product, they generally are seen as more eye-catching. The link should not be broken so that your advertising strategy won't be wasted. Yourbanner should be clickable, which is to say that it should be a hyperlinked, and should transfer the viewer who clicked on it, to a landing or sales page of the product or service. This link is critical to your advertising strategy.

Should you decide to use banner advertising for the promotion of your product or service, I offer below some useful hints and practical tips for your consideration. Some may seem very basic but it is surprising how often the basics are forgotten:

1. Always post banner advertising on the pages of websites or blogs that are connected to the product you are promoting.

2. Always show the specific product or service you are offering in the content (graphic) of thebanner advertising.

3. Always connect your banner with a direct link to the product that it is advertising. If, for example, you are showing the customers a soap product; the link should take them directly to the product sales page itself instead of your website's home page.

4. It is advisable, where possible, to place your banner "above the fold" that is to say it should be seen when the page is first opened instead of the viewer having to scroll down. Again, where possible, it should be placed at the top part of a web page to facilitate the viewer's eye. Animation also really helps the banner to stand out.

5. Try to use modern and catchy graphics as well as relevant key words and/or phrases in yourbanner advertising. The more individual the style, content and maybe animation of your banner the more your potential customers will be interested on your product or service. Any individual animated characters that you utilize in your ad campaign should always be identifiable with the product.

6. If you use too large or complicated graphics in your banner this could impact the time it takes for the web page to open. You want your ad to be large enough to be noticed but not too large as to slow down the page.

7. Carefully check your links before you publish on the web. Again brevity of connection is important.

It is vital for banner advertising to be effective to include interesting graphics and appealing words and phrases. Like many other things, the nature of advertising is changing, and you must be prepared to change with it. This dictates that vendors need to try new methods to promote their products and services.

Email MarketingSending marketing messages through email or Email marketing is one of the most widely used direct-marketing methods. One reason for email marketing's popularity is that it is relatively inexpensive to design, test, and send an email message.[citation needed] It also allows marketers to deliver messages around the clock, and to accurately measure responses.[citation

needed]

Online ToolsWith the expansion of digital technology and tools, direct marketing is increasingly taking place through online channels. Most online advertising is delivered to a focused group of customers and has a trackable response.

Display Ads are interactive ads that appear on the Web next to content on Web pages or Web services. Formats include static banners, pop ups, videos, and floating units. Customers can click on the ad to respond directly to the message or to find more detailed information. According to research by eMarketer, expenditures on online display ads rose 24.5% between 2010 and 2011.[11]

Search: 49% of US spending on Internet ads goes to search, in which advertisers pay for prominent placement among listings in search engines whenever a potential customer enters a relevant search term, allowing ads to be delivered to customers based upon their already-indicated search criteria.[12] This paid placement industry generates more than $10 billion dollars for search companies. Marketers also use search engine optimization to drive traffic to their sites.

Social Media Sites, such as Facebook and Twitter, also provide opportunities for direct marketers to communicate directly with customers by creating content to which customers can respond.

MobileThrough mobile marketing, marketers engage with prospective customers and donors in an interactive manner through a mobile device or network, such as a cell phone, smart phone, or tablet. Types of mobile marketing messages include: SMS: (short message service) — marketing communications are sent in the form of text messages, also known as texting. MMS: (multi-media message service) — These messages use elements such as images, video, and audio; Mobile Applications: Smartphone-based mobile apps contain several types of

messages. Push Notifications are direct messages sent to a user either automatically or as part of a campaign. They include transactional, marketing, geo-based, and more. Rich Push Notifications are full HTML Push Notifications. Mobile apps also contain Interactive ads that appear inside the mobile application or app; Location-Based Marketing: marketing messages delivered directly to a mobile device based on the user's location; QR Codes (quick-response barcodes): This is a type of 2D barcode with an encoded link that can be accessed from a smart phone. This technology is increasingly being used for everything from special offers to product information. Mobile Banner Ads: Like standard banner ads for desktop Web pages but smaller to fit on mobile screens and run on the mobile content network[edit]Direct MailMain article: Advertising mailSee also: Direct mail fundraisingThe term "direct mail" is used to refer to communications sent to potential customers or donors via the postal service and other delivery services. Direct mail is sent to customers based on criteria such as age, income, location, profession, buying pattern, etc.Direct mail includes advertising circulars, catalogs, free-trial CDs, pre-approved credit card applications, and other unsolicited merchandisinginvitations delivered by mail to homes and businesses. Bulk mailings are a particularly popular method of promotion for businesses operating in the financial services, home computer, and travel and tourism industries.In many developed countries, direct mail represents such a significant amount of the total volume of mail that special rate classes have been established. In the United States and United Kingdom, for example, there are bulk mail rates that enable marketers to send mail at rates that are substantially lower than regular first-class rates. In order to qualify for these rates, marketers must format and sort the mail in particular ways – which reduces the handling (and therefore costs) required by the postal service. In the US, marketers send over 90 billion pieces of direct mail per year [13]

Advertisers often refine direct mail practices into targeted mailing, in which mail is sent out following database analysis to select recipients considered most likely to respond positively. For example, a person who has demonstrated an interest in golf may receive direct mail for golf-related

products or perhaps for goods and services that are appropriate for golfers. This use of database analysis is a type of database marketing. The United States Postal Service calls this form of mail "advertising mail" (admail for short).

[edit]TelemarketingAnother common form of direct marketing is telemarketing, in which marketers contact customers by phone. The primary benefit to businesses is increased lead generation, which helps businesses increase sales volume and customer base. The most successful telemarketing service providers focus on generating more "qualified" leads that have a higher probability of getting converted into actual sales.The National Do Not Call Registry was created in 2003 to offer consumers a choice whether to receive telemarketing calls at home. The FTC created the National Do Not Call Registry after a comprehensive review of the Telemarketing Sales Rule (TSR).[14] The do-not-call provisions of the TSR cover any plan, program, or campaign to sell goods or services through interstate phone calls. The provisions do not cover calls from political organizations, charities, telephone surveyors, or companies with which a customer has an existing business relationship.[15]

Canada has its own National Do Not Call List (DNCL). In other countries it is voluntary, such as the New Zealand Name Removal Service.[edit]Voicemail MarketingVoicemail marketing emerged out of the market prevalence of personal voice mailboxes, and business voicemail systems. Voicemail marketing presented a cost effective means by which to reach people directly, by voice. Abuse of consumer marketing applications of voicemail marketing resulted in an abundance of "voice-spam," and prompted many jurisdictions

to pass laws regulating consumer voicemail marketing. More recently, businesses have utilized guided voicemail (an application where pre-recorded voicemails are guided by live callers) to accomplish personalized business-to-business marketing formerly reserved for telemarketing. Because guided voicemail is used to contact only businesses, it is exempt from Do Not Call regulations in place for other forms of voicemail marketing. Voicemail courier is a similar form of voicemail marketing with both business-to-business and business-to-consumer applications.[edit]Broadcast FaxingBroadcast faxing, in which faxes are sent to multiple recipients, is now less common than in the past.[citation needed] This is partly due to laws in the United States and elsewhere which regulate its use for consumer marketing. In 2005, President Bush signed into law S. 714, theJunk Fax Prevention Act of 2005 (JFPA), which allows marketers to send commercial faxes to those with whom they have an established business relationship (EBR), but imposes some new requirements. These requirements include providing an opt-out notice on the first page of faxes and establishing a system to accept opt-outs at any time of the day. Fax senders must begin complying with these new requirements, which are described in this fact sheet. Roughly 2% of direct marketers use fax, mostly for business-to-business marketing campaigns.[16]Also, due to the popularity of a variety of digital communication methods, the overall use of faxes is less than in the past.[edit]CouponingCouponing is used in print and digital media to elicit a response from the reader. An example is a coupon which the reader receives through the mail and takes to a store's check-out counter to receive a discount.Digital Coupons: Manufacturers and retailers make coupons available online for electronic orders that can be downloaded and printed. Digital coupons are available on company websites, social media outlets, texts, and email alerts. There are an increasing number of mobile phone applications offering digital coupons for direct use.Daily Deal Sites offer local and online deals each day, and are becoming increasingly popular. Customers sign up to receive notice of discounts and offers, which are sent daily by email. Purchases are often made using a special coupon code or promotional code. The largest of these sites, Groupon, has over 83 million subscribers.[17]

[edit]Direct Response TV

Direct marketing via television (commonly referred to as DRTV) has two basic forms: long form (usually half-hour or hour-long segments that explain a product in detail and are commonly referred to as infomercials) and short form, which refers to typical 30-second or 60-second commercials that ask viewers for an immediate response (typically to call a phone number on screen or go to a website). TV-response marketing — i.e. infomercials — can be considered a form of direct marketing, since responses are in the form of calls to telephone numbers given on-air. This allows marketers to reasonably conclude that the calls are due to a particular campaign, and enables them to obtain customers' phone numbers as targets for telemarketing. One of the most famous DRTV commercials was for Ginsu Knives by Ginsu Products, Inc. of RI. Several aspects of ad, such as its use of adding items to the offer and the guarantee of satisfaction were much copied, and came to be considered part of the formula for success with short-form direct-response TV ads (DRTV)[edit]Direct Response RadioIn direct response radio, ads contain a call to action with a specific tracking mechanism. Often, this tracking mechanism is a "call now" prompt with a toll-free phone number or a unique Web URL. Results of the ad can be tracked in terms of calls, orders, customers, leads, sales, revenue, and profits that result from the airing of those ads.[edit]Insert MediaAnother form of direct marketing, insert media are marketing materials that are inserted into other communications, such as a catalog, newspaper, magazine, package, or bill. Coop or shared mail, where marketing offers from several companies are delivered via a single envelope, is also considered insert media.[edit]Out-of-HomeOut of home direct marketing refers to a wide array of media designed to reach the consumer outside the home, including transit, bus shelters, bus benches, aerials, airports, in-flight, in-store, movies, college campus/high schools, hotels, shopping malls, sport facilities, stadiums, taxis — that contain a call-to-action for the customer to respond.[edit]Direct Response Magazines and NewspapersMagazine and newspaper ads often include a direct response call-to-action, such as a toll-free number, a coupon redeemable at a brick-and-

mortar store, or a QR code that can be scanned by a mobile device — these methods are all forms of direct marketing, because they elicit a direct and measurable action from the customer.[edit]Direct SellingDirect selling is the sale of products by face-to-face contact with the customer, either by having salespeople approach potential customers in person, or through indirect means such as Tupperware parties.[edit]Grassroots/Community MarketingThe door-to-door distribution of flyers and leaflets within a local community is a business-to-consumer form of direct marketing used extensively by restaurants, fast food companies, and many other business focusing on a local catchment. Similar to direct mail marketing, this method is targeted purely by area and community, and costs a fraction of the amount of a mailshot, since it is not necessary to purchase stamps, envelopes, or address lists with the names of home occupants.

Abstract

Financial service providers possess a great deal of information about their customers. Customer information is used to serve customers and deliver the right messages to the right customer groups. Owing to the nature of financial services – that is, the need for credibility, long-term commitment and involvement of sensitive personal information – the planning and implementation of suitable marketing is extremely important. Financial services are offered through multiple channels, but electronic channels have increased in importance both for customer acquisition and retention purposes. In addition, electronic channels offer personalization possibilities that did not exist before. In this study, we examine, with the help of electronic focus group interviews, the kind of channels customers prefer when promotional messages include different types of personalization. In addition, the acceptance of promotional messages in the online banking context is explored. The results indicate that the channel preferences of customers diverge depending on the type of personalization used in the message. Furthermore, based on the opinions of customers concerning several authentic online banners, a personalization matrix was developed. The findings show that preference-matching personalization with informative content is accepted by the

majority of customers. The article offers financial managers new perspectives on bank marketing in general, and online bank marketing in particular.

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