On Friday dated
29th march, 2018; People from different parts of Nepal celebrated
the National Paddy Day marking one of the important event as the beginning of
paddy plantation in monsoon season as people of Nepal mostly depend rainfall
for agriculture.
This special
occasion is celebrated annually on 15th day of Ashadh (Nepali: असार or आषाढ़)
according to lunar calendar since 2005 showing nation as one of the dominated
nation on agriculture. Especially farmers gather and plant rice sapling with
joy and have fun with dance and singing traditional folk songs, splashing with
mud to each other.
On the 15 km
away from a Ring Road of capital, a special rice plantation program was
organized in Lele village of Lalipur district by a Tourism Promotion Organization
Village Tourism Promotion Forum Nepal (VITOF) (Xinhua, June 29th,
2018).
On this special
Occasion, people especially from Kathmandu Valley (Local Newars) have a special
tradition of eating special sweet food known as “Dahi Chiura”- Curd and Beaten rice including different fruits.
References:
Xinhua,
(June 29th, 2018). Nepalis observe national paddy day with fanfare. In Asia&pacific edition. Retrieved
from: http://www.xinhuanet.com/english/2018-06/29/c_137290633.htm
Kathmandupost,
(June 29th,2018). National paddy day marked (in photos). In the ekantipur.com. Retrieved from: http://kathmandupost.ekantipur.com/news/2018-06-29/national-paddy-day-marked-in-photos.html
Things
to Consider when Selecting Advertising Agencies
When we
establish any business organization our ultimately goal would be to achieve the
main objectives of an organization. They will ultimately target to sale their
products or services and they are more aware on the marketing mix of 4Ps such
as product, place, price and promotion. Among them promotion is one of the
important element of market to known to the eyes of consumer and it is also
important to promote the product more effectively so they can increase their
customer and they trust over their products. Marketer see the advertising as a
part of a promotion strategies therefore marketers should follow some method
when selection of agency (William, Weigold, & Arens, 2013). Advertising
agencies are independent business organization composed with creative and
business people who develop and prepare and place advertising media for sellers
to find the customer for their goods and services. Here are some few to be
considered when selection of agencies and they are as follows.
·
Selection of Agency
There
are various types of agency. Some can be full-service agency whereas other can
be part- service agency. Each type of agency has different outlook and
advertisement activities. The selection of agency depends on the marketer wants
full service agency or part-time agency. Full service agency involves in
complete advertising functions and has large number of expert employees. It
looks upon the customers as key clients and communicates with prospective
purchasers. Where part time agency is offers services on free of cost or
project basis. They perform various outside activities and coordinate the
activities.
·
Compatibility
The
selection of advertisement agency also depends upon the compatibility of the
agency. As per the company requirement, the company hire the advertisement
agency. For that they might visit various agencies in the search of its merits
or demerits, services types. It is the method of handling the accounts and
using the available opportunities.
·
Agency Team
Under
this, the marketer might select the advertisement agencies depend on the agency
team. The Agency team includes management specialists, market researchers,
copywriters, media and design experts, production managers and directors. As
per the agency team’s experiences, thinking and attitude and their
personalities have positive effect on the selection process.
·
Services
Different
advertisement agency provide various services and the services provided by the
agency can evaluated with a view to chose the best advertisement agency. The
services such as accounting, general agreements, project estimation, selling
attitudes and other services perform by advertising agencies are considered in
evaluation on their efficiency and credibility in performing.
·
Creativity
Creativity
is an important part of advertising. When the advertisement agency are capable
to provide great effort on the creativity there will be more chance on the
selection of such advertisement agency. Many business marketers don’t want to
ignore such type of agencies and have willingness to work with such agencies.
·
Problem-solving
Approach
Advertisement
agencies which have capability on problem solving approach can be more useful
and superior for the selection of the agencies. When a business organization
has problem with the promotion of any products they might search to such agency
which have probability in solving the problems.
Some other
method in selection on agencies can be years of experiences, location of
advertising agencies, images, their past performances, attitude and approach,
skill and experiences, Cost and recognition.
References
Selection of an advertising agencies (n,d) from www.drypen.in Retrieved from http://www.drypen.in/advertising/selection-of-an-advertising-agency.html
Moriarty, S., Mitchell, N. D., Wells, W. D.,
Crawford, R., Brennan, L., & Spence-Stone, R. (2014). Advertising:
Principles and practice. Pearson Australia.
William, A., Weigold, M., & Arens, C. (14th-
2013).Contemporary Advertising.New York: McGraw-Hill.
Consumer involvement can be defined
as the state of mind of consumer that motivates them to identify the products
or services they are offering, their pattern of consumption and consumption
behaviour. Involvement creates within consumers an urge to look for and think
about the product/service category and the varying options before making
decisions on brand preferences and the final act of purchase. Involvement
affects the consumer decision process and sub process such as information
search, processing and information transmission. It can also say that
involvement is the key aspect of consumer behaviour related to motivational
state. Consumers are faced with purchasing decision every day. However, all the decision is not treated as
same. Some are more complex than others and some might need more efforts by the
consumer. Involvement comes from what we think about consumer’s mind about the
product or services. We have generally two types of involvement that consumer
brings to the purchase decision and they are described below.
High Involvement
Purchase Decision
Talking from the split brain theory
(Alessandro, 2015), There brain have two sides which is generally say Left
hemisphere and right hemisphere. High involvement are generally comes through
the left hemisphere of the brain because it consider about the rational
thinking, realistic, reading, verbal information speaking, Cognitive activities
based. Same product might have different ways of involvement by different
consumer for example Yoghurt. For high involvement decision maker, they can
think as healthy food group where as for low involvement decision maker, it can
be just a snack food group. Likewise some other High involvement products can
be Clothes, TV, laptop, cars, mobiles, and washing machine because they show
social approval and more expensive and they are not purchases in regular basis.
High involvement decision making hierarchy goes from Cognition to attitude and
goes to behaviour act. In high involvement decision making the consumer first
thinks about the product and forms an attitude towards the product and they
finally act on the buying process. The consumer of the high involvement is
active consumers means they are actively involved.
Low Involvement
Purchase Decision
As we talked about the two side of
brain i.e. right hemisphere and left hemisphere and left hemisphere involved in
high decision making process which include their ration thinking, realistic,
reading, and so on does not means low involvement is bad. It is just the
different way of thinking in which the right hemisphere brain uses the non-
verbal, holistic information, emotional, impulsive and watching TV ads
(Alessandro, 2015). As discussed bellow same product might have different ways
of involvement by different consumer for example Yoghurt. Similarly another can
be wine. For low involvement decision maker it can be party drink situation and
for high involvement decision maker it can be wine buff. Other examples of low
involvement products can be Soap, tooth paste, exercise book, breakfast cereal,
tea and coffee because consumer frequently purchases these products but not
always. They can also be high involvement as they purchases rationally. In the
low involvement decision making the consumer goes on hierarchy or Cognition to
behaviour and to Attitude. In low involvement decision making consumer first
think about the product and we act on buying process and last they form the
attitude towards the products in the base of their experiences and result.
Consumer of the low involvement is passive consumers. They do not participate
actively.
References:
William, A., Weigold, M., & Arens, C. (14th-
2013).Contemporary Advertising.New York: McGraw-Hill.
Sahney, S. (n,d) Consumer
behaviour. Module-6. Kharagpur, India: Vinod Gupta School of Management.
Consumer behaviour (n,d). Consumer Involvement and buying behavior | Types of Consumer
Involvement From www.accountlearning.com Retrieved from: http://accountlearning.com/consumer-buying-behavior-types-of-consumer-involvement-in-purchasing/
Alessandro, S.D. ( 2015, April 20). Lecture 8: Learning and consumer involvement.
[Video file]. Retrieved from https://www.youtube.com/watch?v=U83M-8vdBYw
The
every product (tangible or intangible) follows all the logical product life
cycle therefore, it is important for marketers to understand and plan for the
various stages and also their unique challenges. They should have research on
the life cycle of the product they are creating. We have certain life phases of
the products that includes introduction phases, growth phases, maturity phases,
and decline phases. The four phases are explained more in detailed below.
Introduction:
When a business organization
introduces the product in the market, in that period the sales growth is slow.
During this phase, early adaptors or innovators would be the buyers of the
product or brand. Their first aim of the business would be to promote the
product and create awareness and develop a market of the product. Therefore, in
such introduction phase, when the advertising company does advertisement of the
product they are make advertisement with concerned with the awareness or the
use of the product and develop market of the product. Just like when there is introduction of first
apple mobile in the market.
Growth:
In this stage the product is stage
of growing up. Competitors are attracted in the market with similar offering.
And in growth stage, the firm seek to build brand preference and increase
market share. The marketer maintains the price to increase the demand with
little competition. Therefore, in such growth phase, when the advertising
company does advertisement of the product they are make advertisement with
concerned with the aimed to increase the number of audience for the use of
their product.
Maturity:
In this stage, the product is
reached to higher level of stage. In these sales becomes steady. Competition is
appearing similar product. The strong growth in sale also start gets
diminishing. The market in this case sees to defend market share while maximizing
profit. The price of product gets lower due to lots of competitions. Therefore,
in such maturity phase, when the advertising company does advertisement of the
product they are make advertisement with concerned with product differentiation
to gain competitive advantage.
Decline:
This stage of the product’s life
cycle is downturn in the market. Product sales decrease as the shifts in
consumers’ preference or technological innovations. There is intense price
cutting and many more products are withdrawn in the market. As a sales decline
the firm have to make the strategies where to add new features and gain
customer for losing, reduce the cost and continue the offer or discontinue the
product. Those who want to move to innovation the product in such decline phase,
when the advertising company does advertisement of the product they are make
advertisement with concerned with product awareness of new features of same
product.
For example,
when a company create the new product that is CD in the market, in the first
stage they do advertising to people about the use of CD. Then in order to
increase market share, they might advertise their product in broader audience.
And as they reach to maturity level the company sale might get reduce due to
competitors. Therefore, they might advertise their product with differentiation
with their competitors and why it is best. And when in the decline stage they
might make a strategy and add new features with high space CD which can format.
And can do advertising on the new feature in the market to increase sales and
number of customer.
References:
William, A., Weigold, M., & Arens, C. (14th-
2013).Contemporary Advertising.New York: McGraw-Hill.
Impact of the Product Life Cycle on
Marketing Strategy (n,d). From www.boundless.com
Retrieved from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/products-9/product-life-cycles-69/impact-of-the-product-life-cycle-on-marketing-strategy-348-10771/
Things to Consider when Selecting Advertising Agencies
When
we establish any business organization our ultimately goal would be to achieve
the main objectives of an organization. They will ultimately target to sale
their products or services and they are more aware on the marketing mix of 4Ps
such as product, place, price and promotion. Among them promotion is one of the
important element of market to known to the eyes of consumer and it is also
important to promote the product more effectively so they can increase their
customer and they trust over their products. Marketer see the advertising as a
part of a promotion strategies therefore marketers should follow some method
when selection of agency (William, Weigold, & Arens, 2013). Advertising
agencies are independent business organization composed with creative and
business people who develop and prepare and place advertising media for sellers
to find the customer for their goods and services. Here are some few to be
considered when selection of agencies and they are as follows.
There
are various types of agency. Some can be full-service agency whereas other can
be part- service agency. Each type of agency has different outlook and
advertisement activities. The selection of agency depends on the marketer wants
full service agency or part-time agency. Full service agency involves in
complete advertising functions and has large number of expert employees. It
looks upon the customers as key clients and communicates with prospective
purchasers. Where part time agency is offers services on free of cost or
project basis. They perform various outside activities and coordinate the
activities.
·
Compatibility
The
selection of advertisement agency also depends upon the compatibility of the
agency. As per the company requirement, the company hire the advertisement
agency. For that they might visit various agencies in the search of its merits
or demerits, services types. It is the method of handling the accounts and
using the available opportunities.
·
Agency Team
Under
this, the marketer might select the advertisement agencies depend on the agency
team. The Agency team includes management specialists, market researchers,
copywriters, media and design experts, production managers and directors. As
per the agency team’s experiences, thinking and attitude and their
personalities have positive effect on the selection process.
·
Services
Different
advertisement agency provide various services and the services provided by the
agency can evaluated with a view to chose the best advertisement agency. The
services such as accounting, general agreements, project estimation, selling
attitudes and other services perform by advertising agencies are considered in
evaluation on their efficiency and credibility in performing.
·
Creativity
Creativity
is an important part of advertising. When the advertisement agency are capable
to provide great effort on the creativity there will be more chance on the
selection of such advertisement agency. Many business marketers don’t want to
ignore such type of agencies and have willingness to work with such agencies.
·
Problem-solving
Approach
Advertisement
agencies which have capability on problem solving approach can be more useful
and superior for the selection of the agencies. When a business organization
has problem with the promotion of any products they might search to such agency
which have probability in solving the problems.
Some other
method in selection on agencies can be years of experiences, location of
advertising agencies, images, their past performances, attitude and approach,
skill and experiences, Cost and recognition.
References
Selection of an advertising agencies (n,d) from www.drypen.in Retrieved from http://www.drypen.in/advertising/selection-of-an-advertising-agency.html
Moriarty, S., Mitchell, N. D., Wells, W. D.,
Crawford, R., Brennan, L., & Spence-Stone, R. (2014). Advertising:
Principles and practice. Pearson Australia.
William, A., Weigold, M., & Arens, C. (14th-
2013).Contemporary Advertising.New York: McGraw-Hill.
