Advertising and personal selling will be used as complementary or supplementary market-communications activities by Flower World. Their respective roles depend on company products, customers, and markets. Often they are used in a complementary manner, with advertising paving the way for personal-selling activities. In other situations, such as in making industrial sales, personal selling is usually the most important component, while advertising may be a supplementary activity that helps create awareness. In either case, both should be coordinated by marketing managers. Salesmen should be aware of advertising plans and programs, and advertising campaigns should be developed within the boundaries of sales tasks, both of which should be viewed as mutually supporting functions.
Audience characteristics are also important in determining what is communicated. People select what they watch or hear. The result is selective exposure followed by selective perception and retention. Communications that agree with predispositions are more likely to be heard than those that do not. This self-selection can be either deliberate or subconscious. As audiences also misinterpret messages by evading or misperceiving those that counter their predispositions, communications are most effective when they reinforce existing inclinations.
Messages are interpreted or decoded and hence conditioned by the predispositions of potential consumers. For instance, the actual physical shape of a product, its color, or the choice of words in the promotion, condition the effectiveness of the communications. Educational levels also affect the impact of media; the lesser educated rely more on pictures and aural media and the higher more on print. Psychologists call these intervening variables (“ Is it possible for brands” 2008). The message will be: “ Be really free with Flower World like a Bird” For people do not automatically stand willing and able to buy goods and services.
The marketing mix, therefore, becomes an essential building block of markets.
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