Where Does Advertising Fit Into the Marketing Mix?

Many people get confused about the role of advertising in the marketing mix so here’s a simple view of where it fits in.

In the traditional marketing model, we talk about the 4 P’s

o Product

o Pricing

o Place

o Promotion

The last section – Promotion is what we mean when we say you are “doing your marketing”. It’s your communications or your actual marketing activities.

But first, let’s get clear about the PURPOSE of marketing and why you want to get good at it.

“The PURPOSE of marketing or it’s biggest task is to

persuade prospects to visit you online or offline so you

can present your offer. Done well they come waving their

credit card and ready to buy so there’s no need for hard sell.”

Whenever and wherever you get in front of your potential market is your marketing opportunity – you are communicating or getting your message across.

You could say this started as far back as Babylon when the Town Crier was the only delivery method! They went around town shouting out to people to go to the marketplace and you went to the marketplace with your goods to “present your offer”.

With the invention of print and other technologies you now have a smorgasbord of delivery methods or media to reach people such as

o Print – newspapers, magazines, catalogues, newsletters

o Phone, mail, fax

o Radio & TV,

o Internet – through websites, blogs, social networking sites, email, video & Audio podcasts

o Teleseminars & webinars

o Mobile media – Blackberrys and mobile or cell phones

o And lets not forget in person public speaking and networking

Now that range adds a level of complexity. But choice is good and you don’t have to use all of these but they are available to you.

In any event you’ll either be speaking or writing. Simply narrow down what makes sense for you and your business and use your strengths to work out a plan.

JUST remember the marketing principles remain the same no matter the medium – so the PURPOSE of your marketing is still the same. To persuade prospects to visit you online or offline so you can present your offer.

So where does advertising fit into this?

Advertising is simply a subset of your marketing activities it’s the SALES function when you make the sales pitch or “present your offer”. This could be verbal or written in all the same media you use for your marketing communications. What adds to the confusion is sometimes big companies use image based ads for awareness so the “sales pitch” isn’t obvious.

But the primary purpose of advertising is to SELL.

So you create ads in one form or another and get them in front of your audience.

Small businesses can’t afford to waste money on image advertising that is designed for the masses to promote a well known brand. It simply isn’t designed to sell, NOW.

What I do and recommend is Direct Marketing which is based on one-on-one relationships and uses proven direct response advertising techniques instead of mass advertising.

The purpose of a direct response advertisement is to get a response, NOW! Which means these ads actually ask the prospect to DO something.

Whether you’re building a list, selling a product or service, an appointment or even something you are giving away – you still need to “sell” it to your prospect. And ask them to take the action you want them to take to move them through the sales process.

In a nutshell, advertising is a subset of marketing and direct response marketing and advertising is the champion for small business.

Advantages of the Online Auction Business Model

Online auctions have become a popular way for many people to make money. The online auction business model includes one party that sells products and services, while another party bids to purchase them.

There a number of advantages of this online auction business model. A few of them are listed below.

No geographical limitations: This is a strength of the online auction business model that is inherent by the fact that it is “online.” The Internet allows sellers and bidders to participate in online auctions from anywhere in the world. A seller in Japan can put up a doll on an online auction site that can be bid on by bidders that reside in the U.S. The “cost” of participating in an auction is essentially zero. This advantage also increases the number of products and services that can be listed, leading to an increased number of sellers and bidders.

No time constraints: Items can be posted on auction sites at any time of the day, and bids can be made on items any time of the day as well. And since items are listed for usually one to 10 days, potential bidders have a lot of time to ponder their bid.

Many bidders: Since online auctions allow for the potential to find a wide variety of items at lower-than-retail prices, it draws many consumers to try their hand at getting a bargain through an online auction. The ease of the bidding process also attracts consumers, who can bid from their computers in the comfort of their own home.

Many sellers: On the other hand, the potential to sell items at higher-than-retail prices also draws many sellers. Selling their items through online auctions also reduces their selling costs, and is also very simple and easy to do.

Joy of winning: Part of the fun pertaining to the entire bidding process is seeing whether or not you will “win” the auction and get the desired item. This aspect of the online auction process attracts many bidders who find the win just as rewarding as the

Benefits of Free Classified Ads

Of late there has been a much debate on relevance and usefulness of Free Classified Ads from the business perspective. Free classified ads are a sort of boon for small businesses who cannot afford to pump up large bucks into other forms of paid advertising.

Hands down, a classified ad is the cheapest way to spread the word about your company in order to connect with your potential audience. On the whole, below are some general benefits of using classified sites for advertising.

So, are they really useful? Yes, they are useful. But there is a catch; it depends on your requirement.

Time and Money:

While you can post your ad for free in many sites, the cost to access the popular classifieds sites which attract traffic is not costly too; in fact, it is nothing in comparison to the ROI it entails. Moreover, posting an ad is a simple process that doesn’t demand a lot of time. A simple ad copy is all you need.

Simple and Easy:

While other forms of internet marketing techniques demand a dedicated time and effort, classifieds posting is as simple and easy it can be. Preparing an ad and posting it could be a manual job,but there are sites which automates this process for you; Some of them even help you in preparing a better ad copy specific to each type of posting.

Reachability:

Targeting a good number of sites carefully selected depending on the context of the service, an online business can enjoy a tremendous reachability through classifieds. True that you need a good quality of sites to achieve that, as we have discussed before, access to such sites is cheap too.

High Return on investment:

Not only because it is very affordable but also due to its inherent nature of getting the word out a quality pace, Classified ads offer one of highest return on investment among other internet marketing strategies.

As we have said at the start of this post, though Classified ads seem like the best choice among all its counterparts, but it depends on the requirement of the user. While each method has its own set of positives and negatives and is suitable for particular type of strategy,we can say that Classified ads are the safest possible option to get a considerable exposure.

Most people who visit a classified site are search of the services, so as a service provider it is the best place to feature your advert. All you have to do is choose a good site that attract a lot of traffic and write an attractive ad copy.

The Benefits of Vegetarian Culinary Schools

Learning the Basics When you attend vegetarian culinary schools, you learn about the basics of cooking a vegetarian meal. You will learn about making the food look appealing. You learn how to prepare some of the fancier vegan foods. The schools operate in a kitchen and a classroom. You spend all your time learning how to become the best chef. You will learn about the different seasonings and spices as well as how to use them with different vegetables.

The vegetarian culinary schools only select so many people. You cannot just enter the culinary schools vegetarian classes if you have had no prior cooking experience in most cases. Most schools require some basic knowledge of cooking even if it is not strictly vegetarian style. The vegan chef school is a great way to take a step up in some of the fancier dinning establishments. It is possible to work in a high-class country club or even for a government catering organization.

Once you start the class, you will see how easy it is to make a vegetarian meal and make it so tasty that no one will care if it is a vegetarian meal. This is quite important if you want to be a chef. You have to learn how to garnish the food to make it look appealing. Color is another part of learning. Culinary schools, vegetarian schools included teach you how to garnish with color to entice the palate. You learn everything you need to make so many different foods.

Graduating from Vegan Chef School Once you complete your degree, you will be able to find work almost anywhere a chef is needed. Many clubs and restaurants look for chefs right out of school because they are fresh and have some skills that some of the older chefs may not have. Vegetarian chef schools will guide you on how to approach the establishments and what is expected of you as a resume. You will not submit a paper resume, but you will make a scrumptious meal as your test before being considered for a position.

When you attend vegetarian culinary schools [http://www.vegetarian-culinary-schools.com/vegetarian-culinary-schools.html], you will learn so much about cooking with different types of foods. You will learn how to make a vegetarian lasagna that no one will ever guess is just a vegan dish. You will take pride in your work and know just how to make the perfect dinner or even a breakfast for anyone that enjoys the delights of vegetarian foods and even those that do not, will be delighted.