Abstract: An outstanding guide for modern marketing people who are operating in highly cut-throat marketing environment. It shows a pathway for successful advertising, convincing people about the brand and influences them to buy it. It highlights a simple but effective process of advertising using various medias, generating business leads, carrying out follow-up to convert leads into sale orders and contribute towards the growth of the company.
The book provides a road map for product promotional activities like creating eye catching logo, brochure, banners, flyers, billboards, and contents for website / TV/Radio channel. The aim is to capture maximum share of market by aggressively advertising and launching the product at the most appropriate time. The author has emphasized that while good advertising campaign can generate lot of business leads ,it is the follow- action and negotiations that can increase business transactions.
The author has brought out that successful launch of a product is like completion of a project and it must be taken on war footing committing adequate resources in terns of money, persons, machinery /equipment, media and managed like a project. It is important to keep in focus aspects like target audience (age, sex, education, economic standard), location, time of the year, media for advertising ( Daily news paper, weekly news letter, weekly/monthly magazine, leaflets ,local radio, TV, website ), theme and contents of advertisement ( text language , layout, logo, graphics)and timing of release.
The author also lays emphasis on direct mail with impressive and friendly contents addressed appropriately by name or by status. A letter with a good company logo along with eye catching brochure could invite good response from potential customers. The aim of advertising should be to get 20% to 35%.response. For this purpose, there must be an assessment in terms of number of leads per each campaign, conversion rate of leads to transactions (average per day per customer), average dollar sale generated due to a particular campaign and profit accrued from campaign