Marketing

Definition: Print Advertising refers to advertisements published in hard copy in large-volume publications like newspapers, magazines, journals, brochures etc. It aims to gather the attention of the target audience when they go through with the particular publication. This ultimately persuades them to try the product at least once. At present, no newspaper, magazine or journal … [Read more...] about Print Advertising

Definition: Unique Selling Proposition, abbreviated as USP, is a one-line statement that businesses choose to stand for. It makes your business beat the competition and build a distinct identity in front of the customers. The distinct benefits the company promotes that the customers derive from consuming the product or service. It could be related to the product quality, price, … [Read more...] about Unique Selling Proposition (USP)

Definition: The bullwhip effect is a concept of supply chain management. It explains how minute fluctuations in demand at the retail end can result in a very large fluctuation in demand at the wholesaler, manufacturer and supplier end. It is an internal (firm) response to external (environmental) stimuli. A bullwhip effect takes place when retailers react actively to the … [Read more...] about Bullwhip Effect

Definition: Advertising Campaign Planning refers to the planning of an advertising campaign, which is a combined effort of the advertiser and the advertising agency. The advertiser gives all the information regarding the product, distribution channel, competitors, target audience, company etc. to the agency. However, the advertising agency researches and gathers data from … [Read more...] about Advertising Campaign Planning

Definition: An advertising campaign or ad campaign is a systematically planned course of action that aims to promote a company, cause, person, idea, product or service. In the advertising industry, an ad campaign is a short-term communication programme that makes use of different media directed towards a specific group of people. It encompasses a group of promotional … [Read more...] about Advertising Campaign

Definition: Integrated Marketing Communication is a concept that makes certain that all forms of communication and messages are intelligently linked together. It is a process of managing customer relationships. This is because it increases brand value by making use of communication efforts. It includes cross-functional processes that build and maintains fruitful … [Read more...] about Integrated Marketing Communication (IMC)

Definition: Advertising implies the circulation of information regarding the product or service using mass media to achieve the desired result. The 5 M's of Advertising are nothing but the different important decisions which an organization has to take at the time of drafting the advertising campaign. The use of 5 M's of Advertising is for the explanation of advertisement … [Read more...] about 5 M’s of Advertising

Definition: Suggestive Selling refers to an approach that companies use nowadays to promote sales. In this, the sales executives interpose to add complementary items to their initial purchase or persuade them to purchase a higher-priced item. They do so by presenting its features and comparing it with the item they were originally interested to buy. It aims at increasing the … [Read more...] about Suggestive Selling

Definition: The word 'distribution' means the allocation of something to its recipients. Hence, the term, 'channels of distribution refers to the various mediums used for the purpose of distribution. Channels of Distribution or Distribution Channel can be defined as the path taken by the good or service when they move from manufacturer to the end consumers. The movement of … [Read more...] about Channels of Distribution

Definition: Consumer Behaviour is the sum total of the decision taken by the consumers concerning the search, selection, purchase, usage, evaluation and disposal of the product and service, which are expected to satisfy their needs. In simple words, consumer behaviour can be defined as the conduct of the individual directly concerned with making decisions as to the investing … [Read more...] about Types of Consumer Behavior