->role of advertising in a developing economy
It is in this background that one must look at the place of advertising in a developing society. The major part of the developing world belongs ot the world of capitalism system. It is within the orbit of the global market. At the same time, it is obvious that the socio-cultural and economic situation is not the same in the developing countries as in the advance countries. The requirements are also different. Hence, it is necessary to understand first what development means in the context of the developing countries. Development is the transition from one stage of social progress to another, from simpler to a more complex production, economic and political system and socio-cultural relations. The are three facets to the development process - economic, political and social. The transition today in most cases is from a pre industrial to a industrial society and economy. In the era of the scientific and technological revolution, particularly in the field of communication, the transition is at the same time to what is being characterized as the post-industrial or information society. In such a transitional stage, often many different stages of human society co-exist, depending on different forms of production, from handicrafts to space equipment's. -------------------------------------------------
One must appreciate the fact that a transitional society is not something conclusively established, but is in a state of constant movement or formation. Furthermore, this transition is taking place when the communication revolution has broken the barriers of time and space. Today the taste of affluence prevailing in developed and more established societies is brought right into your home. Just as the practice of democracy increases the urge for greater rights and privileges, similarly increasing literacy is accentuating the desire for change, for consumption enjoyed at the moment by the few. There is an explosion of expectations - expectations of upward social and cultural mobility. There is constant movement and changes and conflict. This is all part of development process, discarding some concepts that are no longer useful enough and acquiring new concepts, that meet new requirements.
* Where does advertising fit in 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
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 • Print - newspapers, magazines, catalogues, newsletters
• Phone, mail, fax
• Radio & TV,
• Internet - through websites, blogs, social networking sites, email, video & Audio podcasts • Teleseminars & webinars
• Mobile media - Blackberrys and mobile or cell phones
• 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...
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