31 Oct

The Importance Of Market Research In Advertising

Market research should forecast the impact of an eventual advertising campaign. It is a preliminary strategy providing various indicators regarding the most efficient way to approach the advertising process and to consider selling and developing strategies within private or public companies. Regardless of the quality and creativity standards in advertising, a TV commercial or an online campaign cannot be truly efficient if the audience has no interest in the advertised product or service. Market research values a wide spectrum of indicators which gradually narrow a targeted audience. The process has its starting point in generalized information such as demographic information and can identify and interpret even financial data for a particular category of prospective consumers.

Market research is definitely a laborious process because it involves complex procedures such as collecting information, analysis, and interpretation. However, an adequate completion of the entire path results in valid and effective information, which enables advertisers and managers to reduce the failure risks and to prioritize lucratively the major assets of a business in a particular context.

Market research comprises 2 fundamental components, primary and secondary research. Primary research is considered a very dynamic process because marketers are required to collect information, which should later lead professionals to identify consumers’ behavior and profile. Secondary research interprets data that has already been gathered such as statistics on demographic indicators or authorities financial reports. We can easily notice that primary research focuses on prediction, whereas, secondary research focuses on interpretation.

Depending on the outcomes of market research, advertisers will be able to create proficient advertising concepts and to develop them in outstanding ad campaigns.

28 Oct

Nokia’s Decline Is Not Related With Marketing

Why did Nokia decline? The most nonsensical argument is that Nokia is too far away from Silicon Valley and it lost the ability to innovate and lead innovation. It can also be said that Nokia failed due to the continuous blow of Apple and Google. Especially Apple has rewritten the golden age of the traditional mobile phone manufacturers represented by Nokia.

Of course, this does not mean that Nokia will surely perish in the short term. Nokia will not get out of the Chinese market. Nokia can not be acquired in a short-term. However, Nokia’s decline has a variety of reasons. The only one that does not have to bear the important responsibility is probably Nokia’s marketing, especially China’s marketing team.

Nokia’s marketing has been very powerful. Whether channels or activities, whether endorsements or advertising, Nokia’s marketing and innovation are world-class. New Year’s Eve concert, superstar strategy, advertising campaign and the innovative application of Internet marketing, Nokia’s marketing throughout the industry is in the lead.

It is pity that Nokia who understands social media marketing is abandoned by the user. Even Nokia itself has given up Symbian and switched to Microsoft camp. The reality is so cruel. You may have not committed anything wrong, even always a plus in marketing, but the situation is hopeless. No matter what kind of marketing ideas and deeds can not change the decline of the Nokia product line.

Nokia’s decline is not much related with marketing, but Nokia’s case was enough to alert all the marketing people. Marketing is not everything. There are things more important than marketing, such as products.

Nokia’s has an absolute advantage in technology innovation. But the efficient operation of the corporate culture and cost control has become a stumbling block of innovative thinking. Nokia discarded the touch wave, just because it takes into account the risk of the high cost. It is reluctant to give up the lagged behind Symbian system early.

Although Nokia has seen competitors continually erode their market share, but Nokia is still reveling in the industry leader position in the past few years. When the rise of Apple and other smart phone threat and gradually replace its position, Nokia was awakened and rushed to find partners like Microsoft. Nokia today have lost even the hope of turning over.

Analysts of the industry say that technology innovation is the key factor of mobile phone manufacturers. Marketing is not everything. The products and technology innovation play a more important role.

26 Oct

Financial Planning – A 6-step Process

The financial planning process can be broken down into the following six steps:

1. Establishing and defining the relationship with the client

2. Gathering client’s data for the purpose of analysis

3. Analyzing and evaluating the client’s financial status

4. Developing and presenting financial planning recommendation(s)

5. Implementing the financial planning recommendations 6. Monitoring of the plan

The following are the details.

1. Establishing and defining the relationship with the client

To go through this step, the financial planner will have to define the scope of the engagement with the client. Prior to providing any financial planning service, the financial planning practitioner and the client will have to mutually define the scope of the engagement.

This is really quite important. The process of mutually defining (and agreeing) the scope helps to spell out the type of activities that are necessary in order to carry on with the provision of the service.

This may include but not limited to

a. Identifying the services to be provided.

b. Disclosing if there is any material conflict of interest from the financial planner.

c. Disclosing the how the financial planner is to be compensated

d. Determining the client and practitioner’s responsibilities.

This first step is necessary to establish realistic understanding for both the client and the financial planning practitioner (or financial planner).

2. Gathering Client Data

This step is basically a process to find out more about the client and will cover the following areas:

a. Determining a client’s personal and financial goals and priorities.

b. Obtaining quantitative information and documents from the client.

3. Analyzing and evaluating the client’s financial status

During this step, the financial planner takes the client’s data to thoroughly analyze them. This is to gain an understanding of the client’s financial situation and then evaluating how much of the client’s financial goals and priorities can be met by the client’s resources and current action.

4. Developing and presenting financial planning recommendation(s)

The financial planner will determine and evaluate all reasonable solutions available for the client. He will then have to develop suitable financial planning recommendations, taking into account step (3) above. Once he has developed these, he then presents it to the client. The client will then consider if he wants to implement them.

5. Implement the financial planning recommendations

At this stage, the client will have agreed on certain recommendations or solutions to be implemented. The financial planner and the client will mutually agree on the type of services (if any at all) to be provided by the planner.

6. Regular review of the plan

This step involves monitoring and reviewing the recommendations and the client’s progress of the financial plan. It may also involve reviewing and discussing with the client on the changes (if any) in his personal circumstances as well other new situations e.g. changing tax laws.

Reaching your financial goals is not too hard, as long as you follow this six-step process.

25 Oct

Short Form TV Advertising

Short form TV advertising is quite popular and will likely remain that way in the future. There are some important reasons why short form TV is so popular and one of the biggest is that it is simply effective. Knowing that the advertising method you are using generates immediate cash flow as well as response will make this type of advertising even more appealing. Check out some of the basic information about short form TV to learn more about this type of advertising.

Short form TV is simply a way to advertise your product or service. The way the infomercial is set up may be just a short commercial with a call to action or else a miniature show. Short form TV uses direct response and the spots may be as short as 30 seconds in length however they may be as long as 120 seconds. Regardless of the way the ad is presented there is one thing all short form TV commercials have in common and that is the fact that they always include a phone number and/or website address in the advertisement so viewers can make a purchase immediately.

Since short form TV programming is short there can be more insertions into regular programming. This makes the product and/or service more visible to viewers as well as keeps them interested. Short form TV is usually appreciated by viewers because it increases the value of the programming. Beyond this, since short form TV programming is aired during particular times of the day to target different markets the viewers are almost guaranteed to be interested in the product or service being offered.

Another reason short form TV advertising makes sense from the marketers point of view is that the spots may be purchased up to a week in advance. Being able to plan a commercial for release on a particular day or time is important and being able to have the flexibility to change on short notice should there be a good reason to is very important.

Knowing the market and when they are watching television is incredibly important. Without knowing this you may air the short form TV spot at the wrong time and miss out on advertising to thousands or even hundreds of thousands of potential customers. Keep this information about short form TV in mind so that you can use it to your campaign’s advantage!

25 Oct

The Benefits Of Paid Search Marketing

When a company is ready to start marketing via the Internet, Paid Search Marketing (Pay Per Click or PPC) is the fastest and easiest way to to get page one visibility on the major search engines and attract qualified prospects to their site. It can be launched in a few hours, and it can produce dramatic results rapidly. It is a great way for a company to start using Internet Marketing techniques to grow their business and increase their top line. There are a number of benefits to PPC campaigns, including:

Precision: PPC enables you to be very precise in putting a targeted offer in front of a specific segment of the market. By identifying specific key words, creating unique offers, and writing tailored ads, you have a tremendous amount of control over who sees your ad, what offer they see, and where they land on your website.

Targeting: Another aspect of precision is the ability to target your market geographically, demographically, and by time of day and day of the week. When combined with keyword specificity, unique offers and well written ads, you can focus very tightly on the target market you are trying to reach. This ensures that the majority of people viewing your ads are qualified prospects.

Speed and Simplicity: This can be looked at two ways. First, while doing PPC right can be somewhat complex and time consuming, planning and executing a campaign can be accomplished in hours. Also, this refers to how quickly and easily a prospect can move through the buying process, a matter of a few minutes, when clicking through to a well designed landing page and taking the desired action.

Financial Control: PPC provides the advertiser with complete control over how much money is being spent. A daily budget can be allocated, then changed depending on results of the campaign, and to take advantage of changing business conditions as they occur.

Length and Scope of Campaign: A PPC campaign can run for any length of time and can be very narrowly or broadly targeted. This enables the advertiser to use a campaign to accomplish different things, from delivering targeted offers to a narrow market segment for a short period of time, to more broad based branding and awareness.

Monitor and Measure: With the excellent analytics tools available today, PPC campaigns provide complete transparency and make it easy to monitor the progress of a campaign as well as the results to date and ROI.

So, when you are ready to start marketing via the Internet, a great place to start is with paid search marketing. You can start up a campaign in a matter of hours, deliver a tailored offer to a precisely targeted market segment bringing them to your website, you can have complete visibility into the results of the campaign, control your budget, and you can start or stop at any time. What are you waiting for?

25 Oct

Mobile And Internet Advertising Set To Boom

Mobile advertising is the form of advertising using mobile phones or using other mobile devices. Mobile advertising is a part of mobile marketing. Mobile advertising is closely related to online advertising or internet advertising. Mobile advertising involves displaying text, graphic image and animated ads on data enabled mobile devices. The worlds wireless infrastructure is moving in the right direction, and the catalog required attracting mobile advertisers increasing. There are different ways of advertising on mobile phones, like SMS, calls, MMS, blue tooth, internet gaming, screensaver or wallpaper logos.

The current mobile advertising India, on the other hand, is estimated to be just Rs 0.6 crore. It includes broadcast SMS, brand jingles as caller ring back tones (CRBT), product placements in mobile phone games and banner advertisements on Internet-accessed through mobile phones. India’s online advertising is expected to reach an inflection point by 2009-end – a time when mobile advertising is predicted to grow at a roasting speed. Mobile advertising is going in a slow but fixed pace. The reason is that marketing people and consumers have to understand the benefits and the technology has to be sold at a low price. Mobile advertising as a product to mobile marketers is also somewhat upsetting: There are a lot of new concepts for marketers to learn.
However, its said that there is more of talking then action in mobile marketing.
Mobile advertising grows bigger than any other form of digital advertising or internet advertising.The number of people that uses mobile increasing rapidly.
Chances of seeing an ad in mobile is higher using SMS or MMS or WAO Applications.The response rate is higher on mobile as compared to other advertising devices
.
Advertisers can arrive at their target audience more accurately.
The biggest challenge for mobile advertising India or internet advertising now is educating the system that mobile is not the same as the Internet, bcoz of the advanced functionality of phones and networks.

Mobile advertising and internet advertising has gone away from the testing stage by brands, which now see it as a reasonable option for the promotional dollars, says Laura Marriott, executive director of the Mobile Marketing Association (MMA). The operators have played a vital role in helping the association develop guidelines for internet advertising India or mobile advertising India. Over the past few years mobile advertising has become a reasonable advertising channel. This is due to the fact that unlike email over the public internet, the carriers who control their own networks have set guidelines and best practices for the mobile advertising industry (including mobile marketing). The IAB (Interactive Advertising Bureau) and the Mobile Marketing Association, as well, has established guidelines regarding the use of the mobile channel for marketers. No doubt internet advertising India is going to be the worlds toppest advertising techniques within couple of years.

23 Oct

Life Term Insurance- Know 3 Best Insurance Companies In India

If you are reading this article then you must be interested in knowing about the 3 best insurance companies in India. Over the years, the market for the online term life insurance has been heating up with more number of players getting into the fray and the existing ones planning to take the pricing down.

HDFC Life

HDFC Life is one of the significant private life insurance companies that the country has today. Today, HDFC has its online life term insurance plans like HDFC Life Click2Protect which provides a range of benefits including tax benefit and discounts on non tobacco user and healthier individuals. HDFC life insurance online offer you life cover of up to 100 crore at a nominal cost. Hence, you can secure the future of your family in easy and quick steps.

The other plans or offerings of HDFC life insurance include HDFC term assurance plan, HDFC loan cover term assurance plan, HDFC SL YoungStar Super Premium, HDFC Savings Assurance Plan, HDFC Life Sampoon Samridhi Insurance Plan, HDFC SL ClassicAssure Insurance Plan, HDFC Single Premium Whole Of Life Insurance Plan, HDFC SL ProGrowth Maximiser, HDFC SL Crest, HDFC SL ProGrowth Super II and HDFC SL New Money Back Plan etc.
It would be advised to compare the HDFC life insurance quotes with your needs and requirements in order to select the right plan.

SBI Life

SBI Life brings a wide variety of insurance products which are specifically designed in accordance to the different requirements of the customers. SBI Life offers different products including pension plans, money back plans, saving plans, protection plans, child plans, and unit linked plans are all available for the patrons. SBI Life even provides a range of group products like Group Plans, Health Plan, Unit Linked Plans, Money Back Plans, Pension Plans, and Saving Plans etc.

SBI Life enjoys an unusual multi-distribution model which encompasses retail agencies, bancassurance, corporate solution, institutional alliances etc. If you are interested in SBI life insurance products, make sure you compare the SBI life insurance quotes to find out the best plan for you.

LIC term insurance
The Life Insurance Corporation of India is a familiar name in the insurance market. Perhaps, LIC is one of the major players in the insurance business offering different policies to public. This is a government undertaken organization. Each year Life Insurance Corporation produces several new policies to offer insurance a new look. This is mainly to focus on the life insurance sector. Each policy has its limits and rules. It is an advice to customer or user not to purchase policy directly. First of all, you must check out the policy details and then go forward for buying.

Today, different insurance companies are found in the market to offer good facilities to its dearest patrons but only a few offer good facilities to their customers. Out of the few, LIC Insurance Corporation has been one of the leading companies in the present market.

21 Oct

Instant Outdoor Advertising Campaigns Made Easy

An instant outdoor advertising campaign is one of the most cost effective ways to communicate your message to your potential and current clients who live and work in the area. Signs work to remind people you are there, implant thoughts, sharpen an identity and state a brief message. They are the original Geo-targeted advertising!

Many small businesses think outdoor advertising is just for big brands. The think the cost is prohibitive and never even consider it as part of their advertising mix. That is a big mistake.

Dollar for dollar and pound outdoor advertising is is one of the most cost affective methods you could use to target local markets.

Instant advertising campaigns can be set up where your customers live work and play in …well in an instant. The artwork is often included in a monthly fee for leasing a location and it doesn’t have to be a full size billboard costing thousands a month. Prices start as low as $50.00 a month for things like bus benches and usually reflect the traffic flow. Competition for return on investment guarantees this media is priced right because unlike newspaper advertising and other print media there is a limit to the number of locations available.

Street furniture like bus benches and recycling bins can be found in hundreds of cities in Canada and the US displaying advertising to local markets.

Outdoor advertising like this is a great place to start an advertising campaign, drive traffic to a website, build a local brand and remind your customers you are there for them.

Many of the businesses using this method start with one unit and scale up as businesses increases.

Does it work?
Well I manage advertising campaigns in 263 locations for over 100 clients. Most of them stay with me year after year, on average more than 5 years on a single location and some have been on several locations for more than 25 years.

Instant outdoor advertising campaigns are custom made for businesses on the street looking to master local markets. All kinds of businesses.

Our services are custom built for shop owners, doctors, lawyers, dentists, plumbers, real estate agencies, pharmacies, drug stores, dry cleaners, restaurants, garden centers, boutiques, publishers, physical trainers, pool cleaners, grocery stores, bookkeepers, therapists, insurance brokers and anyone else with a business, service or store with walk in traffic.

20 Oct

Invest In A Life Insurance Policy This Valentine’s Day

On the 14 February each year the world celebrates Valentine’s Day. According to Wikipedia, ‘St. Valentine’s Day began as a liturgical celebration of one or more early Christian saints named Valentinus. The day first became associated with romantic love in the circle of Geoffrey Chaucer in the High Middle Ages, when the tradition of courtly love flourished. By the 15th century, it had evolved into an occasion in which lovers expressed their love for each other by presenting flowers, offering confectionery, and sending greeting cards.’ If you are not sure what to buy your spouse or partner this Valentine’s Day, consider giving them the gift of a life insurance policy. Find out why.

You and your partner or spouse have built a life together. You have dreams for your childrens future, for holidays you would like to take, renovations you would like made to the family home and the retired life you will one day settle into.

Your family relies on the salaries that you and your partner earn. Your joint income covers everything from the bond on the family home to school and medical fees and daily living expenses. It also has to take care of your savings, your retirement savings and your unpaid debt.

Stop for a moment and think about how your partner or spouse would cope without your monthly salary. Would he/she have to sell the family home and buy a smaller home in a cheaper neighbourhood? What sort of schools would the children be able to attend? What would happen to your annual family holidays? What sort of medical care would the family be able to afford?

Enter life insurance. Also known as life cover, a life insurance policy is the protection that your family and spouse or partner need against your death and the loss of your income. In the event of your death the beneficiaries of your life insurance policy will receive a lump sum pay-out. These funds can be used to replace the salary that you earned and cover everything from living expenses to medical aid premiums. Depending on the size of your pay-out, your beneficiaries might even be able to use it to pay off some of your unpaid debt.

By investing in a life insurance policy you are investing in peace of mind for your partner or spouse. Do not leave your loved ones financially stranded in the event of your death. Do the right thing today and speak to your broker or insurance company about a life insurance policy.

20 Oct

How an advertising media is important in a promotion activity

By advertising we refer to any promotion activity whose primary objective is to drive sales of the product or service. Besides sales, the objective of an advertising activity is to create buzz about the product and to keep the customers informed about its presence in the market place through various ways. Some advertising activities are time bound while most of the ads are not time bound and are available to customers for a longer period of time.

Whether it is a print ad or broadcast ad, what is important is to provide valuable brand information to the customers by the advertiser. For this, it is important to study the various factors which are required to launch the ad campaign. An advertising medium is considered one of the significant factors of a brand promotion activity. Let us find out how, through the following paragraphs.

What is an Advertising medium?

An advertising medium is any kind of media or tool through which the ad message of a particular brand or service is delivered to the potential customers. An advertising medium plays one of the most important roles in an overall brand promotion activity. Whether it is a print ad, broadcast ad or an outdoor ad display, the medium is what is important to transmit the brand message on the customers. Effective delivery of brand message is important for any ad campaign for which the advertising media plays an important role.

What are the various advertising mediums?

A list of advertising mediums of brands include the following-
-Print media such as newspaper ads, magazine ads, flyers, brochures, pamphlets etc.
-Broadcast media such as television, radio, internet
-Internet and mobile media
-Outdoor media such as billboards, digital signages, posters, kiosks, lamp post, moving vehicles etc.
As mentioned above, the effectiveness of an advertising campaign depends upon the advertising media to a great extent. So, advertisers should select the right advertising medium to launch his promotion campaign so that it provides the desired results.