Your Questions About Direct Marketing Strategies

Jere answers:

The first web page (below) will help you as it describes THE HISTORY OF ADVERTISING

Modern Advertising: An American Phenomenon

Industrial mass production began in England, but the assembly line and other innovations pushed the United States into the forefront of industrialized nations in the early nineteenth century. Similarly, consumer culture began in the court of the Sun King, Louis XIV, at the beginning of the eighteenth century. Later it spread to the general population of France and England in the expositions and department stores of the nineteenth century. But consumption, like production, found its most fertile ground in North America.

As America became more industrialized, especially from the 1880’s to the 1920’s, mass-appeal advertising paralleled the mass production of goods. Nationwide advertising directed the public’s attention to the increasing variety and quantity of products distributed on a nationwide basis. Mass production gave urgency to the creation of a mass market, so that all that was made could be sold, rather than piling up in warehouses. Agencies appeared in France and the United States in the 1840’s. By the 1870’s, they were using relatively sophisticated marketing surveys and marketing strategies.

The Evolution of a Cultural Institution

Most advertising during this period focused on the product — its construction, its performance, its uses, its price, and its advantages. Product-information advertising aimed both to familiarize the newspaper reader with the national brand and to introduce new products and educate the consumer as to their purposes. Many of the claims made for products were excessive and often mendacious, bringing advertising into disrepute well before the turn of the century.

After the 1920’s, the product information model was replaced by a model of competitive mass advertising that stressed product imagery and product personality. This advertising placed commodities within natural or social settings — a garden, a home, a party attended by sophisticated people, etc. — in order to project the meanings and values associated with those settings onto the commodities. Similarly, product-personality advertising equated the personal attributes of individuals with the qualities of the commodity: “The cigarette of discriminating smokers”.

Influenced by the new forms of advertising, the meaning of the commercial exchange altered fundamentally: people paid money for product image and personality instead of product utility, as in earlier transactions. A combination of factors interacted to promote the mergence of product-image and product-personality advertising between the 1920’s and the early 1950’s. Among the most significant were technological innovations, especially photography and radio, the rise of parity products — manufactured items so nearly identical that special efforts had to be exerted to discriminate one brand from the other — and the beginnings of statistically-based audience demographics and market segmentation strategies.

The technological developments offered better opportunities for product presentation. Radio’s sound transcended distance and time limitations in transmitting commercial messages. The realistic representations of photography conveyed images in ways that the older forms of illustrations could not. Advertisers used the possibilities of photography by intensifying the symbolic association between goods and the consumer’s self-image. These possibilities in advertising stimulated the development of emotional, affective, or “mood” advertising. Under the influence of photography, facts about the product had to give way to product fictions, and utility became less important than fantasy. Likewise, marketers exploited the potential of radio by commercializing its content and revolutionizing advertising’s form.

Second web page presents New Consumer Products of the 1920’s

Jere answers:

Public relation or PR is an area which is aimed at improving the relation with the public by means of effective communication. Media serves as a platform for communication.

More you got here: http://www.qwhatis.com/what-are-public-relations/

Jere answers:

There are many ways that China’s government uses to attract FDI. Basically there could be?
1. Good tax favour policies
2. Massive administrative supports
3. Vast market entry favours for any promising product that the hi-tech generates
4. Convenient chain supplies from raw material, human resources, logistics and so forth…
…
You can name a lot. But the point is that the government knows what FDIs want from China, and they will give what they want, or even better options. In China the industrial protectionism can be removed with a finger snap, while in the West, that could be very complicated. So want a quick success without much political infulence but the money? Then go to China, and you will be on the top within a couple of years…

Jere answers:

If liquidity is an issue over the next 12 months, stick with Money Market funds or Certificates of Deposit (CD’s). If you can afford to invest for long-term returns, a solid growth mutual fund will give you the return you seek.

Jere answers:

Marketing is Marketing no matter what field you choose. Basically you need to understand your potential customers, their needs, wants, and their budget ranges. The best way to understand this is to be part of the sales force. Then you can transfer into marketing and test your understanding through direct contact or focus groups. Next you develop the strategy you believe will lead them to action and test that strategy in a limited market (geographical -social) that you believe represents the broader market in general. If it works then you put in place the marketing programs to implement the strategy or you review where the strategy needs to be changed and implement those changes.