The 10 elements of good copy (Corbett) All of the bold elements are required

1. If your advertising is in print, you need a powerful headline or anopening statement if

your advertising is electronic

According to David Garfinkel, author of Advertising Headlines That Make You Rich, an effective headline is a simple formula Present a statement that begs a question. For example, Dale Carnegies How to win friends and influence people begs the question of how to win friends or influence people. A few examples:

Real Estate:How to close on your home and make more moneySelf Defense: How to protect yourself and stay fit

The number one priority you want to keep in mind is to have a headline which begs a question and leaves something to be figured out by your reader.

2. The Basic Story

This is where you will deliver a one-sentence snapshot of what your company does. Do you sell cellular phones and electronics? Maybe it should read, Get connected instantly to your friends with our cellular phones

3. The Proposition

The proposition should reflect your powerful headline and provide a justification for your prospects why they should do business with you. Usually it is delivered in the future tense. A cellular phone shop might say, You will be broadcasting your voice the moment you leave our store.

4. The Exact Offer

The exact offer is often times the first part of your guarantee. State what you promise to do in your copy. There was a tremendously successful used car commercial running on the Las Vegas airwaves which read, His name is John Barr, hes gonna sell you a car. You cannot get any more spot on than that.

5. A Guarantee

Dont promise anything you cannot deliver, but if you can include a guarantee in your script, do so.

6. Immediacy

Call now! Act Now! Time is running out! Can you create a sense of urgency? This element is only practical if you are issuing a call to action in your ad copy and might not need to be used for all advertising copy.

7. Your Name 8. Your Location

9. Your Unique Selling Position

I discussed this briefly in the last section of, What is the purpose of local advertising and this is mandatory. What perception are you creating? How are you branding yourself to your local market? This is what you must communicate 10. Items in your business which need addressing

25.1 Introduction You have already learnt about the term sales promotion in your previous lesson. Advertising is an important technique of sales promotion used by business firms. You watch television, listen to radio, go to a cinema house to see a movie and read news papers and magazines. While doing so, you observe a number of advertisements of several products. Some of these products are cold drinks such as Pepsi, Coca-Cola, and Limca, hot drinks such as tea and coffee (Taj, Nescafe), washing powders such as Surf, Arial and Nirma, washing soaps such as Lux, Breeze, Hamam and Life Buouy, tooth pastes such as Colgate, Pepsodent, Promise, Close-up and Babool, various shampoos, cold creams, hair oils, skin care products like Dettol, refrigerators, televisions, scooters, motor cycles, cars, washing machines, computers, shoes, clothes and services such as banking and insurance. These advertisements are given by manufactures, wholesalers, retailers

and providers of services to inform their customers about their products, create demand and increase sales of the same. Advertisements provide tremendous help to business firms in successful conduct of business operations, As such, most of the business firms whether big or small, manufactures or traders, operating in public sector or private sector, make use of advertising. In this lesson we shall learn more about advertising.

25.3 Meaning of advertising Advertising is an impersonal communication of messages regarding ideas, products and services from manufacturers, wholesales and retailers (called sponsors) to a targeted group of existing and potential customers, with a view to educate and influence them to act in a manner desired by the sponsor of the message. The message may be oral or in writing, may be audio or visual or both and is paid for by the sponsor.

The characteristics of advertising may be stated as follows: (i) Advertising is an impersonal communication of message. It involves sending messages through one or more media such asAdvertising :: 65 television, radio, newspapers and magazines, etc. It is called impersonal because the message is conveyed through some media rather than a person. As such advertising is one-wa y communication. (ii) The message is regarding some idea, product or service. The

me s s a g e g e n e r a l l y c o n t a i n s i n f o rma t i o n r e g a r d i n g p r oduct characteristics, prices uses and important needs that may be satisfied by use of the product. (iii) The message is sent by manufacturers, wholesalers and retailers who are called sponsors of the advertisement. (iv) The sponsors send the message to a target group of people who are either the existing customers or the potential customers. The message is generally not sent to people who are unlikely to buy the product. (v) The purpose of sending the message is to inform the customers about their needs, availability of the product to satisfy those need, arouse their desire to have the product, and create demand for the product. Thus the aim of advertising is to make people act as desired by the sponsors. vi) The message may be sent through different media such as television, radio, news papers and magazines. Depending on the media used it may be audio or visual, or written or oral. vii) The sponsors spend money to send the message. Thus advertising is not free of cost but involves some expenditure.

25.6 Advertising copy Meaning B y a d v e r t i s i n g c o p y we me a n t h e c o n t e n t s , s i z e , c o l our and presentation of the message of advertisement. The advertising copy

may make use of different forms of expression depending on the media used. In case the media of advertising is radio, the contents of the message of advertisement may be words spoken or sung, music, etc. In case of television, words, pictures, animals, machines, songs, voice, dances, drama (written or spoken) form part of the content of message. If news papers and magazines are used as media of advertising, the advertising copy may have contents similar to television except voice. Thus advertising copy refers to the form of presentation of message and its contents. It is different from the media of advertisement.

Qualities of good advertising copy : A good advertising copy is one which is seen and read. It conveys the message and is acted upon. A good advertising copy should have the following characteristics: (1) Attention value : It should be able to attract customers. (2) Suggestive value : It should suggest products which satisfy consumer needs. (3) Memorising value : It should enable consumers to remember the name of the product and the need it would satisfy. (4) Conviction value : It should be able to sufficiently convince the consumer regarding the truth of the message. (5) Educational value : It should educate the customer regarding the needs, products that satisfy these needs & uses of the same. (6) Motivational value : It should arouse a desire among consumers to possess the advertised product. Drafting an advertising copy

The task of drafting an advertising copy is very important. The copy of advertisement affects the success of advertising campaign/programme. Drafting an advertising copy requires a lot of imagination on your part. While drafting the copy, you have to decide the matter which will form part of the advertisement. You have unrestricted freedom in your task except that the advertising copy should not violate cultural values and legal laws. You can put all your imagination in the advertising copy. Matter that you can use in the advertising copy You can use different ideas in the advertising copy to convey your message. These ideas may consist of making use of songs, dialogues, dramas, dances, comedies, animals, machines, men and women, young, adult and old, oceans, rivers, sky, fields, social functions such as marriages, birthday parties, games, laboratories, factories, offices, homes, picnic spots, shops and things like that. These ideas are used to highlight72:: Business Studies the product, its name and characteristics in such as way that the advertising copy contains all the desirable features. As stated earlier, the advertising copy should have th

Using Advertising and Publicity are very effective methods to promote and create positive awareness for you and your business. But... there is a clear difference between Advertising and Publicity. Advertising is something you get by paying for it. Publicity however, is something you hope you'll get. Why? Because publicity can be generally gained at no cost to you. And... it generally has many times the credibility of advertising. Here's what we mean:

An old adage says: "Advertising you pay for, publicity you pray for". That's because publicity has at least ten times the credibility of advertising.

Advertising is the process of letting the public know of the new product or service or of any alterations to the existing one with the main aim of offering it for sale to gain profit. Advertising can be done through all sorts of media. Publicity is informing the world about news events or ground breaking developments in the company through radio, television, magazines, pamphlets, or newspapers. The publicity is usually picked up by news or industry related media and is not a paid advertisement.

Answer #1 Publicity and advertising are both quite effective methods of creating positive awareness and also promoting your business . Nonetheless, these two are very different. Advertising is simply something that you acquire through paying, while publicity is something that you hope you are going to get. Since publicity is gained without any expense to you, it is generally more credible than advertising. Find more differences below. 1. Cost Advertising requires that a person or company pays for a specified advertisement space. This means you will know precisely when the advertisement will be published or aired on television. However, publicity involves press releases and news conferences that are focused on getting the company media exposure for free. Hence, seeking publicity is cheaper that advertising. 2. Control When you are advertising, you have total control with regards to what will happen in that advert. This is not the same when dealing with publicity. This is because you have less or no creative control over how your information is presented by the media. They are not .under obligation to attend your event just because they were invited. 3. Consumer effect When consumers see or read an advert, they already know that the company is attempting to sell them a service or product. However, when someone sees a news article written concerning your product, they are essentially viewing something that a company did not pay for and thus view it in a different way than they normally do paid advertisements. 4. Creativity In advertising, the advertisers get to fully exercise their creativity as they create new materials and ad campaigns. Conversely, publicity is limited to how you look for any new information that you can give the media. When properly used advertising and publicity can assist to propel an unknown company to financial success. Consider using them today and receive vast benefits.

Benefits of Market Research for Small Businesses

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arket research is the objective collection of data that can indicate whether a business

is using best practices in order to be successful. While it is a little extra work for business owners, the ongoing process of market research definitely benefits any company in the long run. Great market research would be the product of spending several hundred dollars to conduct, but returning several thousand dollars because of the decision based on the researchs findings.

Colleting the Data

Have you ever wondered why some stores ask for your zip code? Thats one of their methods of market research. By collecting geographic data, many retail locations know what regions to promote their products and services to. This is one of the many benefits of market research. By collecting data about your consumers, you will gain an understanding of who you are, and should be, communicating to and how effective that communication is. This information will give you an idea on what your next stages of promotion should be.

Best Practice
Market research will also give you an idea on the best business practices. A lot of companies rely heavily on customer feedback. While some let the review sites take all the feedback for them, other companies use Survey Head and other market research companies to get a feel for the communitys impression of the business. Based on this information, you can alter your business practices to better satisfy your customers needs.

Differentiation
If youve got a lot of competition, having market research will also help you to stand out among those other businesses. Researching how these companies conduct business will give you some idea of how you should do business without being accused of copying. This will also help you discover opportunities to address needs the competition isnt addressing. Having a successful business means finding an opportunity, then pursuing it before anyone else does.

Tracking Successes
Most importantly, market research will help you keep track of your success as a business owner. Surveying your customers once or twice every year will help you get a better idea of whether you are reaching your desired target audience, and whether you need to alter yourmarketing efforts.

Market research is cumulative and benefits a business over the long run. If your business is only steadily making it by, then it is time to dive into some market research and increase the potential for your businesss success.

Benefits of Market Research

Researching your market prior to entering is a sound decision for any business owner. Unfortunately, its often overlooked and ignored. The results can be loss of revenue and a slow start. What are the benefits of market research? 1) Will help you better communicate. Learn about your potential clients who they are and what they want the most. Nothing improves communication skills better than a little person to person contact. 2) Will help identify opportunities. Check the competition. Are they missing something you can capitalize on? What can you do better than they can? Are you clients in need of something nobody else is offering? 3) Will minimize risk. Just like any situation, if you come prepared you will be less likely to loose and more likely to win. 4) Will create benchmarks to help you measure progress. How well are you doing? By setting the standard high from the start, you will be in a better position for sustained growth.

Meaning and Scope of Marketing Research

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According to American Marketing Association, Marketing Research is the function that links the consumer, customer and public to the marketer through information-information used to identify and define marketing opportunities and problems, generate, refine and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing Research is systematic problem analysis, model building and fact finding for the purpose of important decision making and control in the marketing of goods and services.

Marketing Research is a well-planned, systematic process which implies that it needs planning at all the stages. It uses scientific method. It is an objective process as it attempts to provide accurate authentic information. Marketing Research is sometimes defined as the application of scientific method in the solution of marketing problems. Marketing Research plays a very significant role in identifying the needs of customers and meeting them in best possible way. The main task of Marketing Research is systematic gathering and analysis of information.

Before we proceed further, it is essential to clarify the relationship and difference between Marketing Research and Marketing Information System (MIS). Whatever information are generated by Marketing Research from internal sources, external sources, marketing intelligence agencies-consist the part of MIS. MIS is a set of formalized procedures for generating, analyzing, storing and distributing information to marketing decision makers on an ongoing basis. 1. While Marketing Research is done with a specific purpose in mind with information being generated when it is conducted, MIS information is generated continuously.

2. MIS is continuous entity while Marketing Research is a ad-hoc system.

3. While in Marketing Research information is for specific purpose, so it is not rigid; in MIS information is more rigid and structured.

Marketing Research is essential for strategic market planning and decision making. It helps a firm in identifying what are the market opportunities and constraints, in developing and implementing market strategies, and in evaluating the effectiveness of marketing plans. Marketing Research is a growing and widely used business activity as the sellers need to know more about their final consumers but are generally widely separated from those consumers. Marketing Research is a necessary link between marketing decision makers and the markets in which they operate. Marketing Research includes various important principles for generating information which is useful to managers. These principles relate to the timeliness and importance of data, the significance of defining objectives cautiously and clearly, and the need to avoid conducting research to support decisions already made.

Marketing Research is of use to the following:1. Producers a. b. c. d. e. 2. To know about his product potential in the market vis--vis the total product; New Products; Various brands; Pricing; Market Structures and selection of product strategy, etc.

Business and Government Marketing Research helps businesses and government in focusing attention on the complex nature of problems faced by them. For example: a. b. c. d. e. Determination of Gross National Product; Price indices, and per capita income; Expenditure levels and budgeting; Agricultural Pricing; The economic policies of Government; and Operational and planning problems of business and industry.

3.

Market Research Agencies Marketing Research is being used extensively by professionals to help conducting various studies in Marketing Research. Most prominent agencies being:-

a. Linta India Ltd;

b. c. d. e. 4. British Market Research Bureau (BMRB); Hindustan Thompson Associate Ltd; eSurveysPro.com; MARG

Managers

How Market Research Can Help Your Business

By Susan Oakes 6 Comments

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Market research is one of the best ways to gather information on your competitors, market and customers. In fact it is one of the best business marketing tools you can use to help you grow your business. However it seems with market research is not perhaps used often enough by us in small businesses. Market research can help you make better business decisions and it can provide you with new or better ideas. Why Use? Gain a better understanding of how customers think, feel and behave. The more you understand these areas the easier it is to meet their needs better than your competitors You can test customers responses to new ideas or concepts and even get them to be involved in the development of new products or services It can take the guesswork out when you are planning to do a new marketing initiative When to use? When you are launching a new product or service Trying to improve and update customer service levels When you want to see if there have been changes in your customers problems, needs, behaviour and attitudes Looking for ways to get the jump on your competitors Today we are lucky as there are many online surveys that are free or have a minimal cost such as Survey Monkey which takes you step by step through the process of setting up a survey. One of the best ways to conduct market research with your customers is to talk with them. Why not set yourself a goal that each time you talk with them you find out one aspect that you didnt know about their business, needs, problems etc. Do you have any tips to share?

Wage payment systems

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Wage Payment Systems are the different methods adopted by organizations by which they remunerating labour. There exist several systems of employee wage payment and incentives, which can be classified under the following heads : Time Rate Systems Time Rate System: Under this system, the worker is paid by the hour, day, week, or month. High Wage plan: Under this plan a worker is paid a wage rate which is substantially higher than the rate prevailing in the area or in the industry. In return, he is expected to maintain a very high level of performance, both quantitative and qualitative.

Measured day work : According to this method the hourly rate of the time worker consists of two parts viz, fixed and variable. The fixed element is based on the nature of the job i.e. the rate for this part is fixed on the basis of job requirements. The variable portion varies for each worker depending upon his merit rating and the cost-of-living index.

Differential time rate : According to this method, different hourly rates are fixed for different levels of efficiency.

Payment by Results Piece Work

Straight piecework system : The wages of the worker depend upon his output and rate of each unit of output; it is in fact independent of the time taken by him.

Differential piece work system: This system provide for higher rewards to more efficient workers. For different levels of output below and above the standard, different piece rates are applicable. Taylor Differential Piece Work System Merrick Differential Piece Rate System

Combination of Time and Piece Work

Gantt task and bonus system: the system consists of paying a worker on time basis if he does not attain the standard and on piece basis(high rate) if he does.

Emersons efficiency system: Under this system minimum time wages are guaranteed. But beyond a certain efficiency level, bonus in addition to minimum day wages is given.