Covert and Public Service Advertising
February 12, 2025
It is essential for organizations to promote their brands well among the end-users not only to outshine competitors but also survive in the long run. Brand promotion increases awareness of products and services and eventually increases their sales, yielding high profits and revenue for the organization. To understand integrated marketing communication, let us first understand […]
Customer satisfaction is the overall impression of customer about the supplier and the products and services delivered by the supplier. Following are the important factors that could affect customer satisfaction: Departmentwise capability of the supplier. Technological and engineering or re-engineering aspects of products and services. Type and quality of response provided by the supplier. Supplier’s […]
You must have heard it from one and all that no Company has a choice when it comes to being present and marketing through Social Media Channels. Understanding of the various media channels, their capabilities, the kind of audience and community that participates in a particular platform helps in designing or choosing the right mix […]
International trade and commerce has existed for centuries and played a very important part in the World History. However International Retailing has been in existence and has gained ground in the past two to three decades. The economic boom in several countries, coupled with globalization have given way to Organisations looking at setting up retailing […]
The last article dealt with how Corporate Social Responsibility (CSR) evolved from its early beginnings in the 1950’s to a full-fledged business imperative by the second decade of the 21st century. If we turn our gaze to the geographical evolution of the concept i.e. the way in which businesses in different regions across the world […]
The most popular terminology used for industrial advertising is Business to Business advertising. This type of advertising generally includes a company advertising its products or services for the companies which actually uses same or similar products or services or we can say that the advertising company should produce the products which the other company needs for its productions or functions. For e.g. some mineral water companies which work on a smaller scale outsource the packaging bottles, the caps for bottles, the cover with name printed on it, etc. so for this, the advertisements of the manufacturers of bottles, caps and outer packaging paper can work.
A smaller to smaller and largest of all, every company has to do industrial advertising. For e.g. if a company is making coffee powder, it will sell its powder to the distributors who in turn will sale it to the retailers and wholesalers and also to the big companies who has a coffee machine for their employees. Thus companies manufacturing any products can be advertised to the other companies, like raw materials, the machineries used by other companies, spare parts of the machines which makes it work, anything.
The strategies used in industrial advertising differ from company to company, as different companies have different products to be advertised. So, a single rule cannot work for all the companies’ advertisements. But the basic process which can lead to a successful advertisement is: knowing the objective for advertising - identifying the target companies - researching about the market conditions and the competitors - creating the ad to be delivered - selecting media to be used - what should be the budget allotted - execution of the advertisement - getting the feedbacks from the customers.
The media generally used in the industrial advertising is print media and direct marketing.
Print Media includes business magazines, trade publications, newspapers, technical journals, etc. To make print media work efficiently, there are some do’s and don’ts to be kept in mind:
Direct Marketing includes:
The advertisers also use other ways for promoting their products like participating in trade shows, trade expos, and fairs.
Thus, the companies can use any or every type of advertising, the important motto being increase in sales, producing best quality products, maintaining good relations with the customers, and achieving the desired goal.
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