La orientación por comportamiento es una excelente manera de describir el número creciente de técnicas que permiten a los anunciantes realizar un seguimiento de dónde navega en la web para que puedan mostrarle anuncios relevantes. Como comentamos en otra parte de este libro, esto es muy conveniente, y los anuncios adaptados a sus intereses obviamente serán menos intrusivos y más valiosos para usted, pero ¿a qué costo?
Advertising is the promotion of a company’s products and services though different mediums to increase the sales of the product and services. It works by making the customer aware of the product and by focusing on customer’s need to buy the product. Globally, advertising has become an essential part of the corporate world. Therefore, companies allot a huge part of their revenues to the advertising budget. Advertising also serves to build a brand of the product which goes a long way to make effective sales.
In advertising the term media refers to communication vehicles such as newspapers, magazines, radio, television, billboards, direct mail, and the Internet. Advertisers use media to convey commercial messages to their target audiences, and the media depend to different degrees on advertising revenues to cover the cost of their operations. While the media are valued for their informational and entertainment functions, they also provide an important business function as a vehicle for advertising.
One of the basic concepts of marketing is the marketing mix, which is said to be the set of controllable variables and their levels which marketer uses to influence the target market (Kotler, 1997). The tools used in order to reach and control the target market, are collectively known as the elements of the marketing mix, or the four Ps, including product, price, place, and promotion. (Zeithamal, Bitner, 1996) Promotion, also referred to as marketing communication, is the way of communicating the information of product, price, and place to the consumers (Wells, Burnett & Moriarty, 2000).
Advertising is still all about the ‘ifs and buts of a product’, presented in a glowing rainbow like picture trying to attract consumers….but what is the future of advertising in coming years ?
Lets go way back when the idea of advertising a product was regarded as some kind of a big deal. Then the advertisements were very limited, and it took lots and lots of efforts to make a single advertisement. And the customers then, had no option other than watching those advertisements. Now, time has changed. Since last 20 years or lets just consider last 10 years, there has been a dramatic change in the world of advertisement. And this will not have a stopage in coming years.
Offer, presentation, campaign, advertisement, sales promotion, public relations, etc. are the trends of advertisement and marketing communications. There is nothing wrong in these types of communication unless they do not portray a wrong image, convey unethical message or harm the reputation of an individual/firm.
Many people confuse the terms marketing and advertisement. They think, both are the same and used interchangeably. But there are distinctive differences between the two. This chapter describes the difference between marketing and advertisement.
However, to understand the differences between them, let us discuss it one-by-one −
Advertisement is a technique to create awareness about a particular product/service to the existing and new customers. One advertisement promotes only one product/service. Every ad has to be unique and creative. For example, advertisement of a soap must be different from the advertisement of a cold drink.
An ad uses the following mediums −
● Print Media − For example, newspaper, magazine, etc.
● Electronic/broadcasting Media − For example, radio, tv, internet, etc.
● Outdoor Media − For example, hording, flyers, billboard, etc.
On the other hand, marketing is a comprehensive term that involves many other activities including advertisement. Some of the important activities of marketing are −
● Planning
● Developing Strategy
● Research
● Public Relations
● Advertisement
● Budgeting
● Customer service
● Feedback and Analysis
The following image summarizes the comparison between Marketing, Advertising, Public Relations, and Branding −
● What do you understand by marketing?
● What do you understand by advertising?
● How is marketing different from advertising?
● Make a list giving examples of advertisement and marketing that you observed in your city.
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While shopping or planning to shop, many of us are stuck with a particular brand. For example, I wear only Woodland shoes, I buy only Blackberry trousers, I like only Apple laptop, etc.
“Communication leads to community, that is, to understanding, intimacy, and mutual valuing.”
− Rollo May
What is Corporate Communications?
Corporate Communications is a technique that involves all communication activities generated by a company to achieve the planned objective.
Corporate Communications is an important activity because it creates strong and appealing ideas, views, and position on which a company can rely. Ultimately, it helps to grow your business.
How Does Corporate Communications Work?
Corporate Communications works through −
● Organization − Need to harmonize the internal and external activities of the company.
● Management − Need to manage the company’s communications with its own employees and audience/customers.
● Marketing Communications − Development and application of strategic marketing communications.
Types of Corporate Communications
Normally, Corporate Communications is categorized as −
● Internal − It includes employees, Stakeholders, etc.
● External − It includes agencies, channel partners, media, government, educational institutions, general public, etc.
Tools of Corporate Communications
Following are the tools of Corporate Communications −
● Company Logo
● Company Design (including fonts and typefaces)
● Company stationary (e.g. letter heads, visiting cards, greetings, etc.)
● Internet Branding
● Code of Conduct (including HR conduct)
● Customer relations
● Rewards, appraisals, and recognitions
● Advertisement, campaign, direct marketing, etc.
● Site signage
● Personal and commercial vehicle branding
Responsibilities of Corporate Communications
Corporate communications has the following significant responsibilities −
● Management of corporate communications
● Practical corporate communications planning
● Dealing with internal and external audiences
● Dealing with the media
● Persuasion and dissemination of corporate information
● Brand management
● Monitoring and regulation of market and audience responses
● Crisis management
● Giving advice to employees and executives
● Dispute resolution
● Coordination with the stakeholders and other overseas customers/clients
Marketing Communications vs. Corporate Communications
The following table illustrates the differences between Marketing Communications and Corporate Communications −
Marketing Communications
Corporate Communications
It has customers
It has multiple stakeholders
It is defined by a set of channels
It is defined by the multiple channels
It emphasizes on a product or service
It emphasizes on the whole organization
More creativity
Less creativity
Communication is controlled
Variety of communications
It is required to be consistent with the product/service attribute
It is required to be consistent with corporate identity
Check Your Progress
● What are the works of corporate communications?
● What do you understand by corporate communications?
● Define various responsibilities of corporate communications.
● What are the differences between marketing communication and corporate communications?
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In today’s world, if a company focuses on delivering good products/services at competitive prices, it does not necessarily guarantee success. Modern marketing system has various distinct components that need to be taken care of. And, it is possible only by thorough “Research”.
Sabemos donde vives Los anuncios violan nuestra privacidad. La orientación por comportamiento es una excelente manera de describir el núme...
