Assuming that a buyer is impacted by four sources of information such as media, sales calls, exhibitions and direct mail, it implies that several people in the firm are engaged in influencing purchases. Sales people are not able to come in contact with all people that impact sales decisions but firms get information from different sources. The buying process is considered to be quite complex as there is a great deal of commercial uncertainty relative to the purchase outcomes. Specifications have to be drawn in regard to characteristics of design and processes relating to operating conditions, size, weight, performance etc.
Potential suppliers will provide product details and evaluation plans, and after trials by the firm, the supplier will be selected. Advertisement Goals The uniqueness of any product is determined by its complexity and the commercial uncertainty relative to its purchase outcome. It was believed for several years that advertising is a simple process whereby the firm simply advertised and customers took note of the message and made decisions accordingly in keeping with their aspirations and needs.
However, the process is very exhaustive, in that before any objectives can be set for advertising, the firm has to take decisions about advertising budget and determine who will be its target audience. Decisions have to be taken about advertisement content, which media to use, the frequency of the advertisement and what measure will be used to determine the effectiveness of the advertisement (Kaiser et al, 2009). It is known through research that companies set advertising goals that cannot be achieved with advertising alone.
Many companies realize that even after spending heavily on advertising that focuses on the reliability and high quality of products, very little headway is made in the market. Research has revealed that advertisement does not work in isolation because customers may be dissatisfied because of issues relating to customer service and delivery. This is an example of how advertising is wasted because other customer issues are ignored (Edelman, 2009). A major issue for firms, relative to advertising, is to frame realistic objectives in regard to the advertising strategy.
Marketing objectives cannot be achieved with advertising only and advertisements should be resorted as a practice only if they supported with other strategies such as sales promotion and public relations. Media advertising has the potential to impact perceptions and attitudes, provide the required information, create aspirations, establish connection, give reassurance and generate enquiries.
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Journal of Industrial Organization 27 (2): pp.292–301, 2009.
Edelman, Benjamin. The Dark Underbelly of Online Advertising, Harvard Business
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