A website approached me for its review. – Classical Perl Jewelry - http://www.pearl-necklace-jewelry.com/
I was curious to know that exactly what is a genuine pearl. What is the difference between a freshwater pearl and a seawater pearl and of all what in the world is AKOYA? So I took this opportunity to research various websites and find the information.
Freshwater pearls are grown in lakes, ponds and rivers. A freshwater mollusk can create up to 50 pearls at a time. A freshwater cultured pearl is started by inserting a small piece of mantle tissue as the 'pearl starter'. The mollusk then covers this tissue with natural coating called nacre. The process to grow a freshwater pearl takes between 4 to 6 years and is full of peril - risk of disease, pollution, etc. A successful harvest of freshwater pearls is a highly praised event.
With modern freshwater cultivation methods, freshwater pearls are of excellent quality - with excellent body, shape, and luster and can be on equal footing with that of Saltwater Akoya pearls.
The term "Akoya" is mostly used internationally to signify Saltwater Pearls from Japan. And so, Akoya pearls have been adopted in the industry to stand for saltwater pearls made in Japan. Akoya Saltwater Pearls are grown and cultivated in the ocean along the coast of Japan and China. The Akoya mollusk (Pinctada fucata) is implanted with a round bead along with a small piece of mantle tissue and nacre envelops around the bead. The bead implants are made from oyster shells and are usually slightly smaller than the final pearl product. The number of beads that can be inserted into the mollusk depends on the mollusk, but usually not more than 3 beads can be inserted into one mollusk.
The pearls at ‘Classical pearls’ are appraised by a IGI Graduate Gemologist and are 100% Genuine with a guarantee. Have a look at various types like blackpearlnecklace akoyapearlnecklace , and freshwaterpearlnecklace
So do visit this website and discover genuine pearls. -
The website is http://www.pearl-necklace-jewelry.com/
and do let me know about your reviews.
Saturday, September 27, 2008
Thursday, July 24, 2008
The 4P's and the 4C's
Many people who have taken a marketing course have learned about the "4 P's" of marketing. Are Product, Price, Place and Promotion elements of this marketing formula something from the past?
In today's world we have to replace the Four P's with the Four C's:
Consumer wants and needs (vs. Products)
You can't develop products and then try to sell them to a mass market. You have to study consumer wants and needs and then attract consumers one by one with something each one wants. Author of the movie Field of Dreams, J.P. Cancilla may have exclusive rights to the phrase "build it and they will come". In most cases, you have to find out what people want and then "build" it for them, their way.
Cost to satisfy (vs. Price)
You have to realize that price - measured in dollars - is one part of the cost to satisfy. If you sell hamburgers, for example, you have to consider the cost of driving to your restaurant, the cost of conscience of eating meat, etc. One of the most difficult places to be in the business world is the retailer selling at the lowest price. If you rely strictly on price to compete you are vulnerable to competition - in the long term.
Convenience to buy (vs. Place)
You must think of convenience to buy instead of place. You have to know how each subset of the market prefers to buy - on the Internet, from a catalogue, on the phone, using credit cards, etc. Lands End clothing, Amazon Books and Dell Computers are just a few businesses who do very well over the Internet.
Communication (vs. Promotion)
You have to consider the communication instead of promotion. Promotion is manipulative (ouch!) - it’s from the seller. Communication requires a give and take between the buyer and seller (that's nicer). Be creative and you can make any advertising "interactive". Use phone numbers, your web site address, etc. to help here. And listen to your customers when they are "with" you.
Developing a brand takes into account these considerations. Developing a brand is developing a promise. When you take into consideration the "4 C’s" noted above you begin the process of developing a brand!
Custom Fit Communications follows the "4 C's" approach when developing strategy for our clients.
In today's world we have to replace the Four P's with the Four C's:
Consumer wants and needs (vs. Products)
You can't develop products and then try to sell them to a mass market. You have to study consumer wants and needs and then attract consumers one by one with something each one wants. Author of the movie Field of Dreams, J.P. Cancilla may have exclusive rights to the phrase "build it and they will come". In most cases, you have to find out what people want and then "build" it for them, their way.
Cost to satisfy (vs. Price)
You have to realize that price - measured in dollars - is one part of the cost to satisfy. If you sell hamburgers, for example, you have to consider the cost of driving to your restaurant, the cost of conscience of eating meat, etc. One of the most difficult places to be in the business world is the retailer selling at the lowest price. If you rely strictly on price to compete you are vulnerable to competition - in the long term.
Convenience to buy (vs. Place)
You must think of convenience to buy instead of place. You have to know how each subset of the market prefers to buy - on the Internet, from a catalogue, on the phone, using credit cards, etc. Lands End clothing, Amazon Books and Dell Computers are just a few businesses who do very well over the Internet.
Communication (vs. Promotion)
You have to consider the communication instead of promotion. Promotion is manipulative (ouch!) - it’s from the seller. Communication requires a give and take between the buyer and seller (that's nicer). Be creative and you can make any advertising "interactive". Use phone numbers, your web site address, etc. to help here. And listen to your customers when they are "with" you.
Developing a brand takes into account these considerations. Developing a brand is developing a promise. When you take into consideration the "4 C’s" noted above you begin the process of developing a brand!
Custom Fit Communications follows the "4 C's" approach when developing strategy for our clients.
The four Ps
Understanding the meaning of the 4P's is just about the most important thing you can accomplish in your entire marketing program. The use of the 4P's is a part of most marketing decisions "on the street". ,ui,.
PRODUCT
the physical features of the product, or the intangible aspects of the service
covers things you do to make the product more attractive to buy sd,.
PLACE
decisions about where to sell the product
or concerns about where the customers are, and how to get to them
also includes the "channel of distribution" - meaning, all the different middlemen you use to get the product out to the customer sdc.
PROMOTION
telling the customer about the product
promotion is typically sub-divided into
Mass Selling
Advertising - which you pay for
Publicity - which is free
Sales Promotion
stuff you do in the store to get the customer to try the product
contests, coupons, free samples
Personal Selling
direct contact person2person with a potential customer
sometimes for large industrial sales sometimes for high quality consumer products, like selling a carsdcc.
PRICE
are you going to sell at a high price and make a lot of profit in the short term
are you going to sell at a low price to beat the competition and stay in the long term
PRODUCT
the physical features of the product, or the intangible aspects of the service
covers things you do to make the product more attractive to buy sd,.
PLACE
decisions about where to sell the product
or concerns about where the customers are, and how to get to them
also includes the "channel of distribution" - meaning, all the different middlemen you use to get the product out to the customer sdc.
PROMOTION
telling the customer about the product
promotion is typically sub-divided into
Mass Selling
Advertising - which you pay for
Publicity - which is free
Sales Promotion
stuff you do in the store to get the customer to try the product
contests, coupons, free samples
Personal Selling
direct contact person2person with a potential customer
sometimes for large industrial sales sometimes for high quality consumer products, like selling a carsdcc.
PRICE
are you going to sell at a high price and make a lot of profit in the short term
are you going to sell at a low price to beat the competition and stay in the long term
Marketing Basics 5
Planning with the Product Life Cycle
As we have seen, there are many components, both internal and external, that must be considered within the marketing planning process. In fact, for many marketers creating the Marketing Plan represents one of the most challenging and burdensome tasks they face. Fortunately, over the years marketing academics and professionals have put forth theories, models and other tools that aid planning. Possibly the most widely used planning tool within marketing is the Product Life Cycle (PLC) concept. The basic premise of the PLC is that products go through several stages of “life” with each stage presenting the marketer with different challenges that must be met with different marketing approaches. By understanding a product’s position in the PLC, the marketer may be able to develop more effective plans.
There have been several attempts over the years to define the stages that make up the PLC. Unfortunately, the PLC may be different for different products, different markets and different market conditions (e.g., economic forces). Consequently, there is not a one-model-fits-all PLC. Yet there is enough evidence to suggest that most products experience patterns of activity that divide the evolution of the product into five distinct stages. These stages are:
· Development – Occurs before the product is released to the market and is principally a time for honing the product offering and preparing the market for product introduction.
· Introduction – Product is released to the market and sales begin though often gradually as the market becomes aware of the product.
· Growth – If the product is accepted it may reach a stage of rapid growth in sales and in profits.
· Maturity –At some point sales of a product may stabilize. For some products the maturity phase can be the longest stage as the product is repeatedly purchased by loyal customers. However, while overall sales may grow year-over-year, percentage sales increases may be small.
· Decline – All products eventually see demand decline as customers no longer see value in purchasing the product.
As we have seen, there are many components, both internal and external, that must be considered within the marketing planning process. In fact, for many marketers creating the Marketing Plan represents one of the most challenging and burdensome tasks they face. Fortunately, over the years marketing academics and professionals have put forth theories, models and other tools that aid planning. Possibly the most widely used planning tool within marketing is the Product Life Cycle (PLC) concept. The basic premise of the PLC is that products go through several stages of “life” with each stage presenting the marketer with different challenges that must be met with different marketing approaches. By understanding a product’s position in the PLC, the marketer may be able to develop more effective plans.
There have been several attempts over the years to define the stages that make up the PLC. Unfortunately, the PLC may be different for different products, different markets and different market conditions (e.g., economic forces). Consequently, there is not a one-model-fits-all PLC. Yet there is enough evidence to suggest that most products experience patterns of activity that divide the evolution of the product into five distinct stages. These stages are:
· Development – Occurs before the product is released to the market and is principally a time for honing the product offering and preparing the market for product introduction.
· Introduction – Product is released to the market and sales begin though often gradually as the market becomes aware of the product.
· Growth – If the product is accepted it may reach a stage of rapid growth in sales and in profits.
· Maturity –At some point sales of a product may stabilize. For some products the maturity phase can be the longest stage as the product is repeatedly purchased by loyal customers. However, while overall sales may grow year-over-year, percentage sales increases may be small.
· Decline – All products eventually see demand decline as customers no longer see value in purchasing the product.
Marketing Basics 4
Types of Marketing Strategy
One of the most important concepts of the marketing planning process is the need to develop a cohesive marketing strategy that guides tactical programs for the marketing decision areas. In marketing there are two levels to strategy formulation: General Marketing Strategies and Decision Area Strategies.
General Marketing Strategies:
These set the direction for all marketing efforts by describing, in general terms, how marketing will achieve its objectives. There are many different General Marketing Strategies, though most can be viewed as falling into one of the following categories:
· Market Expansion – This strategy looks to grow overall sales in one of two ways:
o Grow Sales with Existing Products – With this approach the marketer seeks to actively increase the overall sales of products the company currently markets. This can be accomplished by: 1) getting existing customers to buy more; 2) getting potential customers to buy (i.e., those who have yet to buy); or 3) selling current products in new markets.
o Grow Sales with New Products – With this approach the marketer seeks to achieve objectives through the introduction of new products. This can be accomplished by: 1) introducing updated versions or refinements to existing products; 2) introducing products that are extensions of current products; or 3) introducing new products not previously marketed.
· Market Share Growth – This strategy looks to increase the marketer’s overall percentage or share of market. In many cases this can only be accomplished by taking sales away from competitors. Consequently, this strategy often relies on aggressive marketing tactics.
· Niche Market – This strategy looks to obtain a commanding position within a certain segment of the overall market. Usually the niche market is much smaller in terms of total customers and sales volume than the overall market. Ideally this strategy looks to have the product viewed as being different from companies targeting the larger market.
· Status Quo – This strategy looks to maintain the marketer’s current position in the market, such as maintaining the same level of market share.
· Market Exit – This strategy looks to remove the product from the organization’s product mix. This can be accomplished by: 1) selling the product to another organization, or 2) eliminating the product.
Decision Area Strategies
These are used to achieve the General Marketing Strategies by guiding the decisions within important marketing areas (product, pricing, distribution, promotion, target marketing). For example, a General Marketing Strategy that centers on entering a new market with new products may be supported by Decision Area Strategies that include:
· Target Market Strategy – employ segmenting techniques
· Product Strategy – develop new product line
· Pricing Strategy – create price programs that offer lower pricing versus competitors
· Distribution Strategy – use methods to gain access to important distribution partners that service the target market
· Promotion Strategy – create a plan that can quickly build awareness of the product
Achieving the Decision Area Strategies is accomplished through the development of detailed Tactical Programs for each area. For instance, to meet the Pricing Strategy that lowers cost versus competitors’ products, the marketer may employ such tactics as: quantity discounts, trade-in allowances or sales volume incentives to distributors.
One of the most important concepts of the marketing planning process is the need to develop a cohesive marketing strategy that guides tactical programs for the marketing decision areas. In marketing there are two levels to strategy formulation: General Marketing Strategies and Decision Area Strategies.
General Marketing Strategies:
These set the direction for all marketing efforts by describing, in general terms, how marketing will achieve its objectives. There are many different General Marketing Strategies, though most can be viewed as falling into one of the following categories:
· Market Expansion – This strategy looks to grow overall sales in one of two ways:
o Grow Sales with Existing Products – With this approach the marketer seeks to actively increase the overall sales of products the company currently markets. This can be accomplished by: 1) getting existing customers to buy more; 2) getting potential customers to buy (i.e., those who have yet to buy); or 3) selling current products in new markets.
o Grow Sales with New Products – With this approach the marketer seeks to achieve objectives through the introduction of new products. This can be accomplished by: 1) introducing updated versions or refinements to existing products; 2) introducing products that are extensions of current products; or 3) introducing new products not previously marketed.
· Market Share Growth – This strategy looks to increase the marketer’s overall percentage or share of market. In many cases this can only be accomplished by taking sales away from competitors. Consequently, this strategy often relies on aggressive marketing tactics.
· Niche Market – This strategy looks to obtain a commanding position within a certain segment of the overall market. Usually the niche market is much smaller in terms of total customers and sales volume than the overall market. Ideally this strategy looks to have the product viewed as being different from companies targeting the larger market.
· Status Quo – This strategy looks to maintain the marketer’s current position in the market, such as maintaining the same level of market share.
· Market Exit – This strategy looks to remove the product from the organization’s product mix. This can be accomplished by: 1) selling the product to another organization, or 2) eliminating the product.
Decision Area Strategies
These are used to achieve the General Marketing Strategies by guiding the decisions within important marketing areas (product, pricing, distribution, promotion, target marketing). For example, a General Marketing Strategy that centers on entering a new market with new products may be supported by Decision Area Strategies that include:
· Target Market Strategy – employ segmenting techniques
· Product Strategy – develop new product line
· Pricing Strategy – create price programs that offer lower pricing versus competitors
· Distribution Strategy – use methods to gain access to important distribution partners that service the target market
· Promotion Strategy – create a plan that can quickly build awareness of the product
Achieving the Decision Area Strategies is accomplished through the development of detailed Tactical Programs for each area. For instance, to meet the Pricing Strategy that lowers cost versus competitors’ products, the marketer may employ such tactics as: quantity discounts, trade-in allowances or sales volume incentives to distributors.
Marketing Basics 3
The Marketing Plan
The central point in planning for marketing decisions is the Marketing Plan. As we note in the How to Write a Marketing Plan Tutorial, the plan serves several functions including:
· Forcing marketing personnel to look internally in order to fully understand the results of past marketing decisions.
· Forcing marketing personnel to look externally in order to fully understand the market in which they operate.
· Setting future goals and providing direction for future marketing efforts that everyone within the organization should understand and support.
· Serving as a key component in obtaining funding to pursue new initiatives.
The scope of the Marketing Plan depends on the company and industry. A small technology startup company may, for instance, have a less elaborate plan that is highly flexible (e.g., does not identify exactly where advertising money is spent) to meet the needs of a rapidly changing market. A more established marketing organization, such a large consumer products firm, may create a very structured plan that clearly identifies all activities that take place over a 12-month period.
Whether the marketer is creating a short plan intended to cover a narrow timeframe or a full-blown document laying out plans for a year or more, any plan requires undertaking significant market research to better understand the market. With knowledge of the market, the marketer can then begin to build the plan which will include the following key concepts:
· Organizational Mission – Represents the guiding force of an organization by identifying the long-run vision for what the organization hopes to achieve. The mission comes from the top leaders of the organization and often remains unchanged for many years.
· Objectives – Reflects what the organization expects to achieve with its marketing efforts. As with the mission, objectives also flow from the top of the organization down to the marketing department. Objectives can be in the form of financial goals (i.e., profits) or marketing goals (e.g., achieve certain level of market share).
· Marketing Strategy - Achieving objectives requires the marketer engage in marketing decision-making which indicates where resources (e.g., marketing funds) will be directed. However, before spending begins on individual marketing decisions (e.g., where to advertise) the marketer needs to establish a general plan of action that summarizes what will be done to reach the stated objectives.
· Tactical Programs – Marketing strategy sets the stage for specific actions that will take place. Marketing tactics are the day-to-day actions that marketers undertake and involve the major marketing decision areas. As would be expected, this is the key area of the Marketing Plan since it explains exactly what will be done to reach the organization’s objectives.
· Marketing Budget – Carrying out marketing tactics almost always means that money must be spent. The marketing budget lays out the spending requirements needed to carry out marketing tactics. While the marketing department may request a certain level of funding they feel is required, in the end it is upper-management that will have final say on how much financial support will be offered.
The central point in planning for marketing decisions is the Marketing Plan. As we note in the How to Write a Marketing Plan Tutorial, the plan serves several functions including:
· Forcing marketing personnel to look internally in order to fully understand the results of past marketing decisions.
· Forcing marketing personnel to look externally in order to fully understand the market in which they operate.
· Setting future goals and providing direction for future marketing efforts that everyone within the organization should understand and support.
· Serving as a key component in obtaining funding to pursue new initiatives.
The scope of the Marketing Plan depends on the company and industry. A small technology startup company may, for instance, have a less elaborate plan that is highly flexible (e.g., does not identify exactly where advertising money is spent) to meet the needs of a rapidly changing market. A more established marketing organization, such a large consumer products firm, may create a very structured plan that clearly identifies all activities that take place over a 12-month period.
Whether the marketer is creating a short plan intended to cover a narrow timeframe or a full-blown document laying out plans for a year or more, any plan requires undertaking significant market research to better understand the market. With knowledge of the market, the marketer can then begin to build the plan which will include the following key concepts:
· Organizational Mission – Represents the guiding force of an organization by identifying the long-run vision for what the organization hopes to achieve. The mission comes from the top leaders of the organization and often remains unchanged for many years.
· Objectives – Reflects what the organization expects to achieve with its marketing efforts. As with the mission, objectives also flow from the top of the organization down to the marketing department. Objectives can be in the form of financial goals (i.e., profits) or marketing goals (e.g., achieve certain level of market share).
· Marketing Strategy - Achieving objectives requires the marketer engage in marketing decision-making which indicates where resources (e.g., marketing funds) will be directed. However, before spending begins on individual marketing decisions (e.g., where to advertise) the marketer needs to establish a general plan of action that summarizes what will be done to reach the stated objectives.
· Tactical Programs – Marketing strategy sets the stage for specific actions that will take place. Marketing tactics are the day-to-day actions that marketers undertake and involve the major marketing decision areas. As would be expected, this is the key area of the Marketing Plan since it explains exactly what will be done to reach the organization’s objectives.
· Marketing Budget – Carrying out marketing tactics almost always means that money must be spent. The marketing budget lays out the spending requirements needed to carry out marketing tactics. While the marketing department may request a certain level of funding they feel is required, in the end it is upper-management that will have final say on how much financial support will be offered.
Marketing Basics 2
Importance of Marketing Planning
As we have seen throughout the Principles of Marketing Tutorials, marketers consider many factors when making decisions. Of course the main factors are those directly associated with how customers (including distribution partners) respond to an organization’s marketing efforts, such as how they may react to changes in a product, new advertisements, special pricing promotions, etc.
But when making decisions marketers face other concerns that are not directly customer related. For instance, we have discussed how marketing decisions (e.g., lowering price) may place pressure on other areas of the organization (e.g., production, shipping). Other examples include:
· As we noted in our definition of marketing back in the What is Marketing? Tutorial, decisions must be made with an understanding of the value these provide not only to customers but to the marketing organization. Consequently, marketers must be well aware of how their decisions fit with the overall objectives of the company. For example, a company whose goal is to be the low-price leader may have concerns if the company’s marketing department wants to market a very high-end product, since this would go against the reputation and core strengths of the company.
· In the Managing External Forces Tutorial, we showed that marketers’ decisions may affect peripheral stakeholders who are not directly connected to the marketing organization but have the potential to impact the organization if issues arise that draw their attention.
· Marketing decisions also directly affect an organization’s financial condition. Marketers’ efforts generate the funds (i.e., sales) needed for the company to survive, but do so while using company resources, in particular, expenditure of funds. Controls must be put in place to insure the results of what the organization spends through marketing (i.e., return on investment) meet expectations.
Because marketing decisions have both internal and external impact, marketers are wise to make their decisions only after engaging in a careful, disciplined planning process. Marketers who make hasty, off-the-cuff decisions without regard to the implications are taking risks that may lead to problems. Instead, marketing decisions should be made with consideration of how these affect others and the resources (e.g., funds) required to carry out the plan.
As we have seen throughout the Principles of Marketing Tutorials, marketers consider many factors when making decisions. Of course the main factors are those directly associated with how customers (including distribution partners) respond to an organization’s marketing efforts, such as how they may react to changes in a product, new advertisements, special pricing promotions, etc.
But when making decisions marketers face other concerns that are not directly customer related. For instance, we have discussed how marketing decisions (e.g., lowering price) may place pressure on other areas of the organization (e.g., production, shipping). Other examples include:
· As we noted in our definition of marketing back in the What is Marketing? Tutorial, decisions must be made with an understanding of the value these provide not only to customers but to the marketing organization. Consequently, marketers must be well aware of how their decisions fit with the overall objectives of the company. For example, a company whose goal is to be the low-price leader may have concerns if the company’s marketing department wants to market a very high-end product, since this would go against the reputation and core strengths of the company.
· In the Managing External Forces Tutorial, we showed that marketers’ decisions may affect peripheral stakeholders who are not directly connected to the marketing organization but have the potential to impact the organization if issues arise that draw their attention.
· Marketing decisions also directly affect an organization’s financial condition. Marketers’ efforts generate the funds (i.e., sales) needed for the company to survive, but do so while using company resources, in particular, expenditure of funds. Controls must be put in place to insure the results of what the organization spends through marketing (i.e., return on investment) meet expectations.
Because marketing decisions have both internal and external impact, marketers are wise to make their decisions only after engaging in a careful, disciplined planning process. Marketers who make hasty, off-the-cuff decisions without regard to the implications are taking risks that may lead to problems. Instead, marketing decisions should be made with consideration of how these affect others and the resources (e.g., funds) required to carry out the plan.
Marketing Basics 1
In this section of the Principles of Marketing Tutorials we take all that has been discussed to this point and see how marketers use this information to manage business decisions. In particular, we focus attention on the importance of marketing planning with special attention given to the role marketing strategy plays in the planning process.
For marketers planning is an essential task that must be continually undertaken. As we will see, shifting market conditions, including changing customer needs and competitive threats, almost always insure that what worked in the past will not work in the future, thus requiring revisions in how a product is marketed.
Marketing planning is also important since it is often a prerequisite for obtaining funding whether one is a marketer in a large corporation seeking additional money for his or her department or is part of a small startup company looking for initial funding.
To aid in our understanding of planning we introduce a key concept in marketing: the Product Life Cycle. We will see the Product Life Cycle offers valuable insight and guidance for marketing decisions. In this tutorial we also discuss different types of marketing strategy that can be followed to meet marketing objectives. Additionally, we look at how innovative products are adopted within a market and how this impacts marketing planning.
For marketers planning is an essential task that must be continually undertaken. As we will see, shifting market conditions, including changing customer needs and competitive threats, almost always insure that what worked in the past will not work in the future, thus requiring revisions in how a product is marketed.
Marketing planning is also important since it is often a prerequisite for obtaining funding whether one is a marketer in a large corporation seeking additional money for his or her department or is part of a small startup company looking for initial funding.
To aid in our understanding of planning we introduce a key concept in marketing: the Product Life Cycle. We will see the Product Life Cycle offers valuable insight and guidance for marketing decisions. In this tutorial we also discuss different types of marketing strategy that can be followed to meet marketing objectives. Additionally, we look at how innovative products are adopted within a market and how this impacts marketing planning.
Saturday, June 14, 2008
The Basics
Hair Color: Black
Eye Color: Brown
Height: 5-11
Profession: Advertising
Relationship Status: Married
Religious Views: Believe in the Supreme Power
My Favorites Favorite Color: Blue, white
Favorite Car: Ferrari
Favorite Movie: The Lake House
Favorite Hobby: Water colours
Favorite Song/Singer: Phill Collins - Groovy kind of Love
Favorite Book/Author: Richard Bach - Illusions
Favorite School Subject: Geography
Favorite Vacation Destination: Harihareshwar
Favorite Food: Chinese
Favorite Restaurant: Mainland China
Favorite Animal: Dog
Favorite Store: Carrefour
Favorite Celebrity : Jason Sataham
Favorite Childhood Friend: Ballu - Ashish Chiwhane
Favorite Childhood Memory: Catching Crabs (in Mumbai with earthworm sticks)
Favorite Baby Name: Aseem and Antaraa
Favorite Person In Your Life: My appi
Favorite Facebook Application : Pokey - Dog
This or That Chocolate or Vanilla: Chocolate
Big Mac or Whopper: Big Mac
Coke or Pepsi : Coke
Beer or Wine: beer
Coffee or Tea: Coffee
Apple Juice or O.J.: Apple Juice
Facebook or MySpace: facebook
Summer or Winter: winter
Windows or Mac: Windows
Cats or Dogs: Dogs
Boxers or Briefs: Briefs
Rain or Shine : Rain
Chips or Popcorn: Chips
Salty or Sweet: salty
Plane or Boat: Plane
Morning or Night: Morning
Movie or Play:
Play
Walk or Drive:
walk
Money or Love:
Love
Breakfast or Dinner:
Dinner
Forgiveness or Revenge:
Forgiveness
Paint or Wallpaper:
wallpaper
House or Apartment:
House
Do You?
Have Any Pets:
Nope
Have Any Children:
yes
Smoke:
Never
Drink:
occassionaly - Socially
Exercise:
yes
Spend Your Life On Facebook:
yes
Play On A Sports Team:
not really
Belong To Any Organizations:
yes
Love Your Job:
very much
Like To Cook:
yup
Play An Instrument:
Sax
Sing:
In Bathroom
Dance:
when high (with a couple of them in..)
Speak Multiple Languages:
yes
Ice Skate:
no - Inline mostly
Swim:
a little
Paint:
Watercolour
Write:
my life story
Ski:
want to
Juggle:
hmm - thats going on since a long time - with my life
Have You Ever
Stolen Anything:
heart
Been Drunk Before Noon:
carried forward of the earlier night - may be
Had Sex In A Public Place:
no - dream of
Got Caught Telling A Lie:
ya
Got A Speeding Ticket:
no
Been Arrested:
never
Littered:
no
Fantasized About A Co-Worker:
not yet
Cheated On A Test:
never
Cheated In A Relationship:
no
Failed A Class:
yes
Screened Your Phone Calls:
no
Eaten Food Off The Floor:
ya
Stuck Gum Under A Desk:
yup
Wished You Were Someone Else:
no
Cried During A Movie:
ya
Had A One Night Stand:
not yet
Other
Describe Yourself In One Word: happy
Biggest Fear: lose my appi
Biggest Mistake: many small ones
Your Proudest Accomplishment: Presidents Scout
#1 Priority In Your Life: My family
Dream Job: With a celebrity managing event across the world
Causes You Believe In: Live and let live
Special Talents: multiple
Where Are You Right Now: Dubai
Where Would You Rather Be: Home
Famous Person You Want To Meet:Richard Bronson
Place To Visit Before You Die: Himalayas
Song Played At Your Funeral: Ashi pakhare yeti - (marathi)
Eye Color: Brown
Height: 5-11
Profession: Advertising
Relationship Status: Married
Religious Views: Believe in the Supreme Power
My Favorites Favorite Color: Blue, white
Favorite Car: Ferrari
Favorite Movie: The Lake House
Favorite Hobby: Water colours
Favorite Song/Singer: Phill Collins - Groovy kind of Love
Favorite Book/Author: Richard Bach - Illusions
Favorite School Subject: Geography
Favorite Vacation Destination: Harihareshwar
Favorite Food: Chinese
Favorite Restaurant: Mainland China
Favorite Animal: Dog
Favorite Store: Carrefour
Favorite Celebrity : Jason Sataham
Favorite Childhood Friend: Ballu - Ashish Chiwhane
Favorite Childhood Memory: Catching Crabs (in Mumbai with earthworm sticks)
Favorite Baby Name: Aseem and Antaraa
Favorite Person In Your Life: My appi
Favorite Facebook Application : Pokey - Dog
This or That Chocolate or Vanilla: Chocolate
Big Mac or Whopper: Big Mac
Coke or Pepsi : Coke
Beer or Wine: beer
Coffee or Tea: Coffee
Apple Juice or O.J.: Apple Juice
Facebook or MySpace: facebook
Summer or Winter: winter
Windows or Mac: Windows
Cats or Dogs: Dogs
Boxers or Briefs: Briefs
Rain or Shine : Rain
Chips or Popcorn: Chips
Salty or Sweet: salty
Plane or Boat: Plane
Morning or Night: Morning
Movie or Play:
Play
Walk or Drive:
walk
Money or Love:
Love
Breakfast or Dinner:
Dinner
Forgiveness or Revenge:
Forgiveness
Paint or Wallpaper:
wallpaper
House or Apartment:
House
Do You?
Have Any Pets:
Nope
Have Any Children:
yes
Smoke:
Never
Drink:
occassionaly - Socially
Exercise:
yes
Spend Your Life On Facebook:
yes
Play On A Sports Team:
not really
Belong To Any Organizations:
yes
Love Your Job:
very much
Like To Cook:
yup
Play An Instrument:
Sax
Sing:
In Bathroom
Dance:
when high (with a couple of them in..)
Speak Multiple Languages:
yes
Ice Skate:
no - Inline mostly
Swim:
a little
Paint:
Watercolour
Write:
my life story
Ski:
want to
Juggle:
hmm - thats going on since a long time - with my life
Have You Ever
Stolen Anything:
heart
Been Drunk Before Noon:
carried forward of the earlier night - may be
Had Sex In A Public Place:
no - dream of
Got Caught Telling A Lie:
ya
Got A Speeding Ticket:
no
Been Arrested:
never
Littered:
no
Fantasized About A Co-Worker:
not yet
Cheated On A Test:
never
Cheated In A Relationship:
no
Failed A Class:
yes
Screened Your Phone Calls:
no
Eaten Food Off The Floor:
ya
Stuck Gum Under A Desk:
yup
Wished You Were Someone Else:
no
Cried During A Movie:
ya
Had A One Night Stand:
not yet
Other
Describe Yourself In One Word: happy
Biggest Fear: lose my appi
Biggest Mistake: many small ones
Your Proudest Accomplishment: Presidents Scout
#1 Priority In Your Life: My family
Dream Job: With a celebrity managing event across the world
Causes You Believe In: Live and let live
Special Talents: multiple
Where Are You Right Now: Dubai
Where Would You Rather Be: Home
Famous Person You Want To Meet:Richard Bronson
Place To Visit Before You Die: Himalayas
Song Played At Your Funeral: Ashi pakhare yeti - (marathi)
Friday, June 13, 2008
History of Advertising
Advertising as a discrete form is generally agreed to have begun with newspapers, in the seventeenth century, which included line or classified advertising. Simple descriptions, plus prices, of products served their purpose until the late nineteenth century, when technological advances meant that illustrations culd be added to advertising, and colour was also an option.
An early advertising success story is that of Pears Soap. Thomas Barratt married into the famous soap making family and realised that they needed to be more aggressive about pushing th
eir products if they were to survive. He launched the series of ads featuring cherubic children which firmly welded the brand to the values it still holds today. he took images considered as "fine art" and used them to connote his brand's quality, purity (ie untainted by commercialism) and simplicity (cherubic children). He is often referred to as the father of modern advertising.
An early advertising success story is that of Pears Soap. Thomas Barratt married into the famous soap making family and realised that they needed to be more aggressive about pushing th
eir products if they were to survive. He launched the series of ads featuring cherubic children which firmly welded the brand to the values it still holds today. he took images considered as "fine art" and used them to connote his brand's quality, purity (ie untainted by commercialism) and simplicity (cherubic children). He is often referred to as the father of modern advertising. Profile of Barratt
Selection of ads
History of Bubbles
However, it was not until the emergence of advertising agencies in the latter part of the nineteenth century that advertising became a fully fledged institution, with its own ways of working, and with its own creative values. These agencies were a response to an increasingly crowded marketplace, where manufacturers were realising that promotion of their products was vital if they were to survive. They sold themselves as experts in communication to their clients - who were
then left to get on with the business of manufacturing.World War I saw some important advances in advertising as governments on all sides used ads as propaganda. The British used advertising as propaganda to convince its own citizens to fight, and also to persuade the Americans to join. No less a political commentator than Hitler concluded (in Mein Kampf) that Germany lost the war because it lost the propaganda battle: he did not make the same mistake when it was his turn. One of the other consequences of World War I was the increased mechanisation of industry - and hence increased costs which had to be paid for somehow: hence the desire to create need in the consumer which begins to dominate advertising from the 1920s onward.
Advertising quickly took advantage of the new mass media of the first part of the twentieth century, using cinema, and to a much greater extent, radio, to transmit commercial messages. You can listen to some early radio advertising her
e (RealPlayer req'd). This was beginning to show signs of working effectively in the 1920s but the Wall St crash put an end to widespread affluence, and the Great Depression and World War Two meant that it was not really until the 1950s that consumers had enough disposable income to really respond to the need creation message of advertisers.The 1950s not only brought postwar affluence to the average citizen but whole new glut of material goods for which need had to be created. Not least of these was the television set. In America it quickly became the hottest consumer property - no home could be without one. And where the sets went, the advertisers followed, spilling fantasies about better living through buying across the hearthrug in millions of American homes. The UK and Europe, with government controlled broadcasting, were a decade or so behind America in allowing commercial TV stations to take to the air, and still have tighter controls on sponsorship and the amount of editorial control advertisers can have in a programme. This is the result of some notable scandals in the US, where sponsors interfered in the content and outcome of quiz shows in order to make their product seem, by association, more sexy. See the excellent Quiz Show (1994), directed by Robert Redford which deals with the disillusionment of the American people.
Unhappy with the ethical compromise of the single-sponsor show, NBC executive Sylvester Weaver came up with the idea of selling not whole shows to advertisers, but separate, small blocks of broadcast time. Several different advertisers could buy time within one show, and therefore the content of the show would move out of the control of a single advertiser - rather like a print magazine. This became known as the magazine concept, or participation advertising, as it allowed a whole variety of advertisers to access the audience of a single TV show. Thus the 'commercial break' as we know it was born.
Todays Advertising world.
What do consumers expect? They expect their car repairs to be done quickly, correctly and at a fair price. They also count on superior customer service, drop-off and pickup services, and some fresh coffee while they wait for assistance. Most importantly, today's consumer, who lives a time-crunched lifestyle, requires all aspects of their car repair experience to be convenient and hassle-free or else they won't be happy. How, then, do automotive service businesses effectively market their services to these harried, demanding consumers? According to Roper Starch Worldwide, a firm that conducts marketing, public opinion, advertising and media research in the United States and around the world, the answer is threefold: understand what motivates consumers, simplify life for them and solve their problems.
These consumer needs are expected to continue well into the next decade as baby boomers work more hours and commit more to family and community obligations, therefore creating severe time deficits for themselves. As a result, consumers will spend less time on comparing prices, use technology to reduce transaction time, and patronize businesses that make life easier. Already, the Bureau of Labor Statistics projects that computer expenditures will soar to $666 billion by 2006, as compared to 2.1 billion in 1986.
Top of MindThe ultimate goal of any marketing and advertising done by service businesses is to be "top-of-mind" of these busy consumers. This means that the name of your business (or your name) is the first thing that pops into their head when their vehicle needs maintenance or repair, or whenever they have an automotive-related concern. To get to this position, shops must understand their market and consumers' needs, have a consistent, ongoing advertising program and stay up-to-date with new advertising mediums, both traditional and non-traditional.
A 1998 AutoInc. study of shop advertising showed that 84 percent of the mechanical repair businesses that belong to the Automotive Service Association (ASA) advertise their businesses, while 83 percent of ASA collision repair businesses have an advertising program. For 1999, mechanical shops surveyed anticipated a budget of $17,446 for advertising and collision shops expected to spend an average of $21,558 on advertising in 1999.
Beyond word-of-mouth, the majority of mechanical shops surveyed use the Yellow Pages, followed in descending order by direct mail, newspaper, radio, the neighborhood shopper and the Internet. Those who listed the Internet as an advertising medium totaled 14 percent, up from the 1997 figure of 10 percent. Collision shops also overwhelmingly use the Yellow Pages, followed by radio, newspaper, the Internet and the local neighborhood shopper. For this segment, Internet advertising grew from 12 percent in 1997 to 16 percent in 1998.
Even though Yellow Pages are the most used advertising medium by ASA shops, their publisher - the Yellow Pages Publishers Association - recently announced a $24 million national advertising campaign to make Yellow Pages top-of-mind for consumers everywhere, and to increase usage by repositioning how consumers think about the Yellow Pages in the information age.
Internet AdvertisingAs the AutoInc. survey showed, more automotive service businesses are using Web sites on the Internet as a means to reach today's "connected" consumer. The Computer Industry Almanac reports that by the year 2000, 327 million people around the world will have Internet access. According to Roper Starch Worldwide, America has the fastest growing number of Internet users. As of early 1999, there were already more than 4.3 million Web sites, and experts predict that customers will increasingly turn to the World Wide Web for a sense of community between buyers and sellers, information suppliers and consumers, friends and family.
Some automotive service Web sites have sophisticated features including online appointment setting, online daily or hourly status reports and estimate forms. The Web site for Hillmuth Certified Automotive, Columbia, Md., (http://www.hillmuth.com) allows customers to make appointments online. According to Doug Hillmuth, co-owner, the site has been up for about eight months and is now starting to receive customer attention. "We are getting real positive responses from our clients and the appointment feature is now starting to take hold. Customers like the convenience of being able to make appointments for their vehicles as they research our services on the Web," said Hillmuth.
Other sites have customer testimonials and surveys, a frequently asked question section, staff and business credentials, employment opportunities, business philosophies, a variety of consumer tips and directions to the shop. "Undoubtedly, communication via the Internet will dramatically increase and will become a major marketing tool for both large and small businesses," said Bob Jones, owner of Quality Transmission Service, Inc., Tempe, Ariz. (http://www.quality-trans.com). "A Web site provides the ability for a business to expose themselves in far greater detail than any other means of advertising," said Jones.
It also opens your business to the world and this exposure may lead to a large number of visitors and inquiries. At the Salem Brothers Web site for the company's automotive repair business also in Tempe, Ariz., the counter that tracks visitors reads 221,993. A message on the site indicates that more than 100 e-mails are received daily from people asking for help on car repairs.
Another type of Internet advertising that some automotive businesses are starting to use is banner advertising. Many Web sites, such as sites for particular cities or areas, sell banner advertising. For example, a visit to the Web site for the City of Arlington, Texas, and its category of automotive repair shops not only gives visitors a list of businesses to choose from, it also runs a banner ad for Midas.
Non-traditional advertisingShops also report using a range of other less-traditional mediums for advertising including shopping carts, church bulletins, Little League team and golf tournament sponsorships, referral cards and Welcome Wagon participation. Although shops aren't likely to be too involved in what's called "out of home media," there is a growing onslaught of untraditional advertising where ad messages are showing up on virtually everything, from airport baggage carousels and cash machines to rental cars, floors, and even on apples, bananas, oranges and grapefruit in supermarkets. The basics
When creating an advertising message remember that 90 seconds is the maximum amount of time spent on any traditional ad. It's best to use only one idea or message at a time and to use brief, catchy headlines. If you're using print advertising, try to stick with a consistent appearance and type style. It's also important to remember that just about any aspect of your business is part of your overall advertising. This includes everything from parking, shop signage and customer services, to the appearance of waiting areas and employees, business cards, letterhead and the condition of the vehicle when it's returned to the customer.
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