Friday, September 11, 2009
Marketing and Advertising
1.The Definition of Advertising
“Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, service or ideas by identified sponsors through the various media” (Bovee,1992,P.7)
“Paid publicity in media for goods or services directed at consumers. It has various aims including the creation of awareness, making brand, images, forming positive associations and encouraging consumer behaviour” (McQuali, Dennis, 2005, P.547)
Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc. (www.managementhelp.org)
2.Definition of USER, CONSUMER, BUYER, TARGET MARKET, CUSTOMER, TARGET AUDIENCE
USER: somebody that uses something
CONSUMER:somebody that consumes something by eating it, drinking it, or using it up
BUYER: somebody whose job is to choose and buy goods for a company or another person
TARGET MARKET: a group of customers of a type considered likely to buy a particular product
CUSTOMER: a person or company that buys goods or services
TARGER AUDIENCE : a group of customers who become the promotion target of a particular product
3.When do people become a consumer and customer at the same time?
People become a customer when they buy a product or service and then sell it to another other person/organisation or they buy the product / service to be use by someone else. If they buy the product or service and then use it, then they could be consider as a customer and also consumer.
4.The difference between promotion and advertising
Promotion is communicating with public in an attempt to influence them toward buying products or services. Promotion is a general term. It includes all the ways available to make customer aware and buy a product or service. Advertising is just one specific action to promote a product or service.
5.The difference between promotion and marketing
Promotion is an attempt to bring a concept of a product or service to the people mind set. Marketing considered as the business activity of creating, communicating, and delivering products or services in such a way to make them desirable.