In my last Advertising class I studied the High involvement vs Low involvement products and what kind of Advertising that will match both of products.
First High Involvement products are those that we take a long time in decision making about buying them or not. Wrong decision making may harm my financial & social status and my ego.
Low Involvement products are those that doesn't require effort & energy in purchase decisions. Wrong decision making won't affect my reputation or my social status.
There's two kinds of involvement, First High Involvement/rational: such as Technological devices, real estates, cars and other business purchases. In advertising it requires to address the benefits of the product.
Second High Involvement/emotional: such as Jewelry, restaurants, wedding and holiday plans. In advertising it requires to use music and visuals to touch the audience emotions.
Third Low Involvement/rational People buy products out of habit such as local Macdonalds sandwiches, office supplies and medicines. In advertising we should address people to try or to switch brands.
Fourth Low Involvement/emotional such as movies, candies and magazines. In advertising we should promise benefits.
Generally, in Low involvement products all we need in advertising is just to remind people of the brand, packaging is important. There's a low differentiation between brands so we don't have to state the benefits of the product from time to time like Nestle mineral water is pure and healthy, well all mineral waters are pure and healthy. What's new? but we should promise benefits such as a discount or low prices or adding a free sample.
As for High Involvement products It is important to give more information about the product and its advantages, techniques for advertising is offering brochures mentioning the benefits of the product.
My case study for H&M It is as a clothing store included in the High Involvement product category/ emotional. So in Advertising I should press on Music, hot models to play on the consumer emotions, and I should be mentioning H&M benefits in the ads.(e.g. clothes are comfortable, big sizes, casual & practical)
Thursday, November 4, 2010
Tuesday, November 2, 2010
Employment life
I started to go to work last week, I've experienced uptill now five days of my traning month. First two days were boring I spent it listening and observing how work is going with my sales team. I paid attention to sales calls, I wrote notes and read more about the magazine. I felt the urge of calling a client as all of them were talking about work and clients and I am the only one who doesn't understand anything.
Yesterday one of the team members who had the longest experience suggested my full time coworker to provide me with clients' contacts for a trial. I started to call clients some of them didn't answer. Then only one client answered it was a travel agency and I was suposed to sell them ads for Travel Mag.
My bad luck that the man who replied hated the magazine, he believed that it doesn't have a good publicity and it doesn't reach abroad. He told me that his main target is outside Egypt and he is not looking for egyptian market. I should reply to him, others thought that I should have hunged up the phone especially when our magazine is targeting egyptians who are passionate about travelling.
I told him that in Egypt there is egyptians and foreigners so the magazine is read by foreigners who can travel abroad and read about his own agency and when they think of Egypt they can travel through his agency. Also we are planning to expand our business outside Egypt in the near future and he websie of Travel Mag is under construction but he can advertise with us through it.
He told me that the only condition he can advertise with us only when we expand our business outside Egypt.
My opinion that he is narrowing his business and he has a short vision, beause travel agencies' primary focus is organizing trips outside Egypt so Travel mag is a good communication mean to reach to the audience who are interested in travelling especially when it talks about other countries, other cultures & tourism.
And that was my first sale call and it didn't repeated again, I called several clients but they are either outside Egypt or not at their office or they didn't reply.
Today I had improvised sales calls with my coworker. It was really fruitful and I've discovered that this job is not easy at all and to grap a client to advertise it may take months. And I understood what does it mean that 6 months aren't enough for a work experience it should be at least one year.
I arrive work by 9:10 am I start checking my emails, facebook, twitter, sign in to msn and then I start to research about my clients, read more about my magazine, write notes, ask questions. I drink tea sometimes I order lunch with my team and sometimes I stick to the cookies.
I don't blog or tweet or read business articles like before. Of course I stopped watching movies, only The Vampire diaries cause the episode is short.
I miss sitting with my family, I rarely see them. Sometimes I return back home by 10 pm when I have a diploma after work. or when I return back early I find them watching talkshows and then each one of us head to bed. I miss going out with friends. It seems like workplace is my home, my hangouts and the coworkers should be my friends and my family!
What I really like the most about the workplace are the design and editorial team, their work requires a talent. If I ever went for my talent and made it my career path. I guess that would make a huge difference.
The good part of my life is the Advertising project I'm working on. It is about designing and advertisement for a product. I picked H&M store as my product, I prepared a questionnaire and started my marketing research.
Yesterday one of the team members who had the longest experience suggested my full time coworker to provide me with clients' contacts for a trial. I started to call clients some of them didn't answer. Then only one client answered it was a travel agency and I was suposed to sell them ads for Travel Mag.
My bad luck that the man who replied hated the magazine, he believed that it doesn't have a good publicity and it doesn't reach abroad. He told me that his main target is outside Egypt and he is not looking for egyptian market. I should reply to him, others thought that I should have hunged up the phone especially when our magazine is targeting egyptians who are passionate about travelling.
I told him that in Egypt there is egyptians and foreigners so the magazine is read by foreigners who can travel abroad and read about his own agency and when they think of Egypt they can travel through his agency. Also we are planning to expand our business outside Egypt in the near future and he websie of Travel Mag is under construction but he can advertise with us through it.
He told me that the only condition he can advertise with us only when we expand our business outside Egypt.
My opinion that he is narrowing his business and he has a short vision, beause travel agencies' primary focus is organizing trips outside Egypt so Travel mag is a good communication mean to reach to the audience who are interested in travelling especially when it talks about other countries, other cultures & tourism.
And that was my first sale call and it didn't repeated again, I called several clients but they are either outside Egypt or not at their office or they didn't reply.
Today I had improvised sales calls with my coworker. It was really fruitful and I've discovered that this job is not easy at all and to grap a client to advertise it may take months. And I understood what does it mean that 6 months aren't enough for a work experience it should be at least one year.
I arrive work by 9:10 am I start checking my emails, facebook, twitter, sign in to msn and then I start to research about my clients, read more about my magazine, write notes, ask questions. I drink tea sometimes I order lunch with my team and sometimes I stick to the cookies.
I don't blog or tweet or read business articles like before. Of course I stopped watching movies, only The Vampire diaries cause the episode is short.
I miss sitting with my family, I rarely see them. Sometimes I return back home by 10 pm when I have a diploma after work. or when I return back early I find them watching talkshows and then each one of us head to bed. I miss going out with friends. It seems like workplace is my home, my hangouts and the coworkers should be my friends and my family!
What I really like the most about the workplace are the design and editorial team, their work requires a talent. If I ever went for my talent and made it my career path. I guess that would make a huge difference.
The good part of my life is the Advertising project I'm working on. It is about designing and advertisement for a product. I picked H&M store as my product, I prepared a questionnaire and started my marketing research.
How To Advertise Your Small Business On a Tight Budget
Read an article talking if you are starting your own business and fresh in the market, don't advertise in radios or press when you have a tight budget. Some people fall in the mistake that they advertise in any kind of media buying short schedules just because they think that they have to advertise.
If you don't have enough money to advertise, raise awareness about your product or service through networking. Building relationsips matters through attending events& conferences, participating in volunteer work or networking through scoial media.
People will remember you if you provided them a service when they need it. You should show loyalty to them and always remember them through phone calls, short notes from time to time.
One of my favorite examples of networking comes from a friend of mine who started her own business from home a few years ago. She had joined the local chamber, became active within the organization, and had even been awarded the “Newcomer of the Year”. Even though she had made many contacts, her business was still struggling to get over the hump between just making it and being where she hoped she would be. Trying something bold, she decided to send out notes and cards to her core group of contacts and told them the situation she was in, and asked if they would help her to find a business deal that would bring her over that hump. She wrote in each note that she was looking for a company to do some contract work for, she needed so many hours per week to make it worthwhile for the client and for her, and she would be willing to work with them in negotiating a fair price depending on the length of the contract. Within a couple of days she was negotiating her largest contract ever because of a referral from a person from her core group of contacts that she had sent out. Awareness, timing, and sincerity.
If you don't have enough money to advertise, raise awareness about your product or service through networking. Building relationsips matters through attending events& conferences, participating in volunteer work or networking through scoial media.
People will remember you if you provided them a service when they need it. You should show loyalty to them and always remember them through phone calls, short notes from time to time.
One of my favorite examples of networking comes from a friend of mine who started her own business from home a few years ago. She had joined the local chamber, became active within the organization, and had even been awarded the “Newcomer of the Year”. Even though she had made many contacts, her business was still struggling to get over the hump between just making it and being where she hoped she would be. Trying something bold, she decided to send out notes and cards to her core group of contacts and told them the situation she was in, and asked if they would help her to find a business deal that would bring her over that hump. She wrote in each note that she was looking for a company to do some contract work for, she needed so many hours per week to make it worthwhile for the client and for her, and she would be willing to work with them in negotiating a fair price depending on the length of the contract. Within a couple of days she was negotiating her largest contract ever because of a referral from a person from her core group of contacts that she had sent out. Awareness, timing, and sincerity.
Saturday, October 30, 2010
First weekend
I'd like to share how did I spend my first weekend after work.
Thursday I finished work by 5 pm, my brother drove me home and the traffic was horrible I arrived home in an hour and half.
Thursday night was supposed to be special but the traffic screwed it and I spent the night instead watching Celebrity Apprentice, reading magazines and chatting with friends. And I slept by 4 am as I missed sleeping lately since the two days I started work.
Friday I had loads of plans! all of them were screwed by spending three hours at the hairdresser though I didn't want to straighten my hair and I don't really know how did I survive those three hours, they were playing loudly a sick arabic movie and I waited for a kid who had long hair reached to under her waist.
Then I went to my cousin's wedding and it was horrible! the bride wore tons of makeup on her face that she looked like a clown and had dirty yellow highlights. I couldn't bear to stay more than an hour and I went home. I watched telly of course Celebrity Apprentice and then I headed to bed just because I wanted to experience sleeping early to wake up late.
Saturday morning: I woke up at 9:00 am on nosiy rings of the telephone, I don't really know who was calling in such early hour.
Achievements of the day:
Watched first episode of Vampire Diaries' second season
Cleaned Brownie's litterbox
Baked m&m, chocolate chip & plain coffee cookies.
Thursday I finished work by 5 pm, my brother drove me home and the traffic was horrible I arrived home in an hour and half.
Thursday night was supposed to be special but the traffic screwed it and I spent the night instead watching Celebrity Apprentice, reading magazines and chatting with friends. And I slept by 4 am as I missed sleeping lately since the two days I started work.
Friday I had loads of plans! all of them were screwed by spending three hours at the hairdresser though I didn't want to straighten my hair and I don't really know how did I survive those three hours, they were playing loudly a sick arabic movie and I waited for a kid who had long hair reached to under her waist.
Then I went to my cousin's wedding and it was horrible! the bride wore tons of makeup on her face that she looked like a clown and had dirty yellow highlights. I couldn't bear to stay more than an hour and I went home. I watched telly of course Celebrity Apprentice and then I headed to bed just because I wanted to experience sleeping early to wake up late.
Saturday morning: I woke up at 9:00 am on nosiy rings of the telephone, I don't really know who was calling in such early hour.
Achievements of the day:
Watched first episode of Vampire Diaries' second season
Cleaned Brownie's litterbox
Baked m&m, chocolate chip & plain coffee cookies.
Thursday, October 28, 2010
Tylenol 1982 Case Study
Yesterday at my Advertising class, We were discussing the Product Loyalty issue. And how consumers are loyal to their products. Loyalty is basically due to three reasons. First: Habit, most of consumers buy that brand as a result of habit, they got used to buying that brand and they are too lazy to change it.
Second: Performance, consumers are loyal to their brands because they perform well.
Third: Prestige, consumers stick to buy a $90 normal cotton tshirt due to it provides them with the required prestige they want. It makes them feel better.
A case study that shows consumers loyalty, Tylenol crisis.
In the fall of 1982, McNeil Consumer Products, a subsidiary of Johnson & Johnson, was confronted with a crisis when seven people on Chicago's West Side died mysteriously. They found out that The Extra-Strength Tylenol capsules were each found to contain 65 milligrams of cyanide.
Surprisingly, The sales volume didn't fall down, The Public relations team was really successful. First thing they did, they announced through the media for people to stop using Tylenol if they already purchased it. And for those who didn't purchase it, they shouldn't buy it. Then they recalled all Tylenol capsules from the market.
By that move they gained consumers' trust and people didn't stop using Tylenol as they distributed new one through the shelves.
The question is... If that actually happened in Egypt, do you think that the sales volume won't drop? even if Johnson and Johnson removed all the products from the shelves and warned people not to use it?
Second: Performance, consumers are loyal to their brands because they perform well.
Third: Prestige, consumers stick to buy a $90 normal cotton tshirt due to it provides them with the required prestige they want. It makes them feel better.
A case study that shows consumers loyalty, Tylenol crisis.
In the fall of 1982, McNeil Consumer Products, a subsidiary of Johnson & Johnson, was confronted with a crisis when seven people on Chicago's West Side died mysteriously. They found out that The Extra-Strength Tylenol capsules were each found to contain 65 milligrams of cyanide.Surprisingly, The sales volume didn't fall down, The Public relations team was really successful. First thing they did, they announced through the media for people to stop using Tylenol if they already purchased it. And for those who didn't purchase it, they shouldn't buy it. Then they recalled all Tylenol capsules from the market.
By that move they gained consumers' trust and people didn't stop using Tylenol as they distributed new one through the shelves.
The question is... If that actually happened in Egypt, do you think that the sales volume won't drop? even if Johnson and Johnson removed all the products from the shelves and warned people not to use it?
Wednesday, October 27, 2010
First Day Work
Believe it or not! Today was my first day work... I'm excited. I work as an advertising sales executive in What Women Want magazine.
I woke up at 7:30 am had a quick breakfast watching Terminator Salvation, then dressed in smart casual.
Took a white cap and I spent 45 minutes in traffic heading to Maadi.
I arrived late by 15 minutes, I won't describe how much I liked my coworkers, they are friendly, cooperative& funny.
I loved the spirit of the work place. I sat with my coworker Mona, she's pretty tall girl with brown curly hair. She explained to me briefly how work goes. then I spent the time chatting with my sales team breaking the ice to get to know them more. The time had passed fixing my internet connection. I've a simple oragnized desk.... as simply it has nothing but a pc screen and a Siemens telephone (yea Siemens is there wherever I go).
I ordered a Chipsy from the supermarket... I think that will be a problem in the near future to get use to eat junk food (where's Siemens? They had their own restuarant providing us with healthy meals)
I loved my work nature so far from hearing the sales calls before even applying it. I've always loved magazines and publishing.
I left work by 5 pm and God the traffic was horrible, my dear brother drived me home in half an hour and I had only 15 minutes to change clothes and pray to catch up with my friend to go to our Advertising class. I didn't have lunch though I wasn't exhausted or sleepy (Thank God).
In the Advertising Class I've an assignment to prepare a questionnaire for marketing research for H&M clothing store *exhaling* let's see what we can do!
I woke up at 7:30 am had a quick breakfast watching Terminator Salvation, then dressed in smart casual.
Took a white cap and I spent 45 minutes in traffic heading to Maadi.
I arrived late by 15 minutes, I won't describe how much I liked my coworkers, they are friendly, cooperative& funny.
I loved the spirit of the work place. I sat with my coworker Mona, she's pretty tall girl with brown curly hair. She explained to me briefly how work goes. then I spent the time chatting with my sales team breaking the ice to get to know them more. The time had passed fixing my internet connection. I've a simple oragnized desk.... as simply it has nothing but a pc screen and a Siemens telephone (yea Siemens is there wherever I go).
I ordered a Chipsy from the supermarket... I think that will be a problem in the near future to get use to eat junk food (where's Siemens? They had their own restuarant providing us with healthy meals)
I loved my work nature so far from hearing the sales calls before even applying it. I've always loved magazines and publishing.
I left work by 5 pm and God the traffic was horrible, my dear brother drived me home in half an hour and I had only 15 minutes to change clothes and pray to catch up with my friend to go to our Advertising class. I didn't have lunch though I wasn't exhausted or sleepy (Thank God).
In the Advertising Class I've an assignment to prepare a questionnaire for marketing research for H&M clothing store *exhaling* let's see what we can do!
Tuesday, October 26, 2010
Media Class Oct 25th
Yesterday's Media class we talked about Media Campaigns. I've learned that Media Campaigns can be through different media channels, using TV, Radio and Press together. But there's a Newspapaer campaign, a Radio campaign specified for certain media channels carrying a specific message.
It is more effective to use different media channels in the same time delivering same message more than using different media channels on long term, launched in different time spams( TV this month and radio next month)
A lot of companies launch at first a media campaign and then they vary the media type on long term for the same message.
The instructor asked us what do we think about Magdi Yaakoub heart care center commercials? I said that I think that Magdi yaakoub doesn't need Yousra or Naguib Sewiras to advertise for his heart care center, he's well known enough. The argument went as follows, Magdi Yaakoub is not well known for a lot of Egyptians and they don't know how he looks like. I said that it is enough to display his name in the commercial.
But another important point made me more convinced is that some people love Yousra so that will play on their emotions to like the cardio care center. Others believe that Magdi Yaakoub is christian so he is promoting his care center for christians only, when they find Ali Gomaa speaking passionatly about the center and its achievements they will get convinced that it is promoted for all people regardless what are their beliefs.
Then we moved into an important definition PSAs or Public Service Announcements and they are the kind of advertisements that sells ideas or awareness campaigns such as Breast Cancer, Tax new law, the new campaign of 'Wa2fa Masria'.
For TV commercials, I've learned that in Egypt, prime time on TV is from 9pm untill 12 am, it is the most time that can be effective for broadcasting commercials. However media planners pick the time to broadcast their commercials based on Talkshows like El 3ashera and 90 minutes or arabic TV series.
It is more effective to use different media channels in the same time delivering same message more than using different media channels on long term, launched in different time spams( TV this month and radio next month)
A lot of companies launch at first a media campaign and then they vary the media type on long term for the same message.
The instructor asked us what do we think about Magdi Yaakoub heart care center commercials? I said that I think that Magdi yaakoub doesn't need Yousra or Naguib Sewiras to advertise for his heart care center, he's well known enough. The argument went as follows, Magdi Yaakoub is not well known for a lot of Egyptians and they don't know how he looks like. I said that it is enough to display his name in the commercial.
But another important point made me more convinced is that some people love Yousra so that will play on their emotions to like the cardio care center. Others believe that Magdi Yaakoub is christian so he is promoting his care center for christians only, when they find Ali Gomaa speaking passionatly about the center and its achievements they will get convinced that it is promoted for all people regardless what are their beliefs.
Then we moved into an important definition PSAs or Public Service Announcements and they are the kind of advertisements that sells ideas or awareness campaigns such as Breast Cancer, Tax new law, the new campaign of 'Wa2fa Masria'.
For TV commercials, I've learned that in Egypt, prime time on TV is from 9pm untill 12 am, it is the most time that can be effective for broadcasting commercials. However media planners pick the time to broadcast their commercials based on Talkshows like El 3ashera and 90 minutes or arabic TV series.
Subscribe to:
Comments (Atom)