Page 215 - DMGT509_RURAL MARKETING

Rural Marketing

Notes Similarly, firms wanting to do business internationally would select the right media; satellite
TV, Internet or national press of the defined countries where the firms want to do business.
Hence, it can be surmised that Advertising plays multifaceted roles in Business. Not only it
informs the target segment of customers but persuades them too to buy the product or service
offered by the Advertiser.

Since the communication is non-personal, the one drawback remains as no immediate and
direct reaction or response is available to the sponsor of the advertising.

Personal Selling

In case of consumer goods, Personal Selling effort is 20% and advertising backup support is 80%.
In case of Industrial products, personal selling is 80% and advertising support is 20%.

Personal selling Advertising
Consumer products 20% 80%
Industrial products 80% 20%

Did u know? Advertising Management today has become an important area of business
and that is why, even common man, laypersons are quite aware of the subject. However
for a professional, it is essential that not only the subject is learnt thoroughly but even
subtle nuances are understood so that the person becomes comfortable with it.

11.2 Advertising Mix Factors

Advertising is one of the Marketing Mix Factors. Let us analyze Advertising Mix Factors. There
are six sides to Advertising in totality. They are given below:
1. Advertiser
2. Advertising Agency

3. Media
4. PR Consultants
5. Ancillary Services
6. Freelance Services

Advertisers can be categorized as Profit Making Organizations and Non- Profit Making
Organizations. The first category consists of the following:
Government and government bodies including public sector companies. The government
advertises for purchasing through tenders, selling surpluses, recruitment through Public Service
Commissions.

Manufacturers advertise when they do sell direct to consumer like power, industrial raw
materials. They advertise to buy from the market what raw materials components they need to
manufacture their finished products.
1. Service Providers like travel agents, hotels, airlines, advertise to sell their services.

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