Advertising As A Tool Of Communication

Advertising is a form of mass communication with the public. It is usually one sided i.e. from the company to the buyer/potential user of the product. It is a form of communication that typically attempts to persuade the potential customers to purchase or consume more of a particular brand of product/services. As rightly defined by Bovee, “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.”

Advertising an important tool of communication is use to promote commercial goods and services, it can also be used to inform, educate and motivate the public about non-commercial issues such as AIDS, Don’t drink and drive, Polio, Save water, electricity, animals and trees etc. “Advertising justifies its existence when used in the public interest – it is much too powerful tool to use solely for commercial purposes.” – Attributed to Howard Gossage by David Ogilvy.

Advertising is most effective with products that can be differentiated from similar products based on consumer accepted quality difference. Tom Egelhoff has classified advertising in 6 types, i.e. for company image, name brands, advertising service instead of a product, business-to-business advertising, co-op advertising and public service advertising. Television, Radio, Cinema, Magazine, Journal, Newspaper, Video Game, Internet, Billboard, Transit Cards, Sandwich Board, Skywriting are the different mediums used to deliver the message. The companies choose the method according to the cost, budget, target audiences and their response. However, word of mouth advertising/ personal recommendations is an unpaid form of advertising which can provide good exposure at minimum cost.

Various new forms of advertising are growing rapidly. One of them is Social Networking Advertising. It’s an online advertising with a focus on social networking sites and use of the internet/ World Wide Web in order to deliver marketing messages and attract customers. The other is E-Mail advertising; E-Mail Marketing is often known as “opt-in-email advertising” to distinguish it from spam. “I believe ‘credibility’ is one of the biggest issues yet to be addressed by Internet advertisers. Everyone has their eye on ‘privacy’ as a critical concern, but credibility will be far more enabling or disabling to website profitability. A company can have a web presence and, unless the brand name is familiar, consumers have no way of knowing whether it’s a big company, a small company, an honest company, or a single scoundrel. I may be worried about my personal data being disclosed in violation of my privacy, but I’m far more concerned about whether or not the person or company with whom I’m dealing is reputable. Can I believe their claims? Will I have a recourse if something is wrong with the merchandise? Credibility no longer is strictly a brick-and-morter issue. I can’t judge someone by their place of business, when I conduct that business on the Internet. I can’t grasp a hand and look into their eyes to judge their veracity. Credibility is a huge issue.” – Jef Richard.

For a message to be effective keep it short, simple, crisp and easy to absorb. It is essential to translate the products/services offer into meaningful customer benefit by advertising and to build awareness and generate response. REMEMBER: – THE AIDA MODEL -ATTENTION, INTEREST, DESIRE AND ACTION.

In the modern scenario, most of the companies outsource their advertising activities to an advertising/ad agency which is a service business dedicated to creating, planning and handling advertising and sometimes also performs other forms of promotion like public relations, publicity and sales promotion for its client. Departments of the advertising agency includes: – The Creative Department (who creates an actual advertisement), Account Service (who is responsible for co-ordinating the creative team, the client, media and the production staff), Creative Service Production (here the employees are the people who have contacts with the suppliers of various creative media), Other department and Personnel. (like public relations). As said by David Ogilvy once that the relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.

Thus, I would conclude by the famous words of Bruce Barton (1955), “Advertising is of the very essence of democracy. An election goes on every minute of the business day across the counters of hundreds of thousands of stores and shops where the customers state their preferences and determine which manufacturer and which product shall be the leader today, and which shall lead tomorrow.”

How Do You Choose The Best Auto Glass Repair Company?

The windscreen provides structural strength to the body of the car and helps keep passengers inside the car when an accident occurs. This is also what supports the performance and inflation of passenger side airbags. It therefore needs to be top quality and should be installed properly to serve its function. Specially formulated adhesives are used on the auto glass to meet safety standards. When you have a damaged glass, the next step is to find a reliable repair company that can repair it back to functionality.

Because the auto glass does so much more than just keeping you protected from the elements, you want to make sure that it is accorded the best services. There are so many repair companies offering the auto glass services, but only the best can deliver quality results with yours. You can find the best for the repairs by being attentive to factors that matter most.

Ask for certification. Your auto glass repair company ought to be certified by the auto glass replacement safety standard body relevant in your area. The organizations have developed standards that need to be met when doing the replacements and only certified company will give you that kind of reassurance for your industry requirements. Visit the company if you can and ensure that proper licensing is in place.

Check the technicians. The company may be certified, but remember that an individual technician will be responsible for the repair works. Ensure therefore that you get a technician who is also qualified and certified to get the kind of results you expect with the repair works. A good technician should take you through the repair process and help you make the right decisions with the glass and adhesive to use.

Ask the company about safe drive away time. This is the length of time you will need to allow for the adhesive to cure to safe levels before you are allowed to drive the car again. Usually the type of adhesive used will determine how long the car will need to be out of service. Some adhesives will take only an hour to cure to safe levels, whereas for others it may be three hours or more. Incline more in getting quality repair works done but also ensure that you can also do with the off-time.

Consider OEM glass for the replacement. OEM parts are originals from manufacturers and they are always superior in quality. Find out whether the auto glass repair company uses the original products or aftermarket ones so you can make an informed decision. It is always a much better choice to use OEM glass that matches your vehicle perfectly.

Ask about insurance claim acceptance. Most repair shops will accept billing the replacement costs to your insurance company when you are thinking of filing a claim. Take care of the deductible and enjoy the repairs works affordably.

Think about warranty. A reliable repair company for your auto glass should be able to provide you with a written warranty and even a record for the completed work. It goes to show confidence in services offered as far as quality goes.

The Difference Between Digital Books and Ebooks

Most people today, don’t know the difference between a digital book and an ebook. In fact, many people think they are one and the same. They couldn’t be farther from the truth. They are entirely different species of the same animal.

Digital books

Digital books, sometimes also called electronic books or PDF books, are scanned, digital facsimiles of standard printed, published books. You can think of them as enhanced copies of the actual hard or paperback books we have come to know and love.

When we are talking about the digital version of newer publications, they are pretty much identical to the original. When talking about old or even ancient publication, they are much better than any original you would find on the shelf of your local library. Since they are facsimiles of the original printing, this really increases quality and helps overcome the problems of many older books, such as yellowed pages, stains, see-through or onion skin type paper, colored paper, brown inks, etc. These are scanned pages, not ‘copied’ pages, and the quality of print truly represents a better quality than the print of the original book.

The great majority of digital books come in PDF format, though Amazon offers a Kindle edition, Mobipocket offers the MOBI version, then there is the plain TEXT format, as well as many others.

Digital books are usually far less expensive than their hard or paperback counterparts, and there are hardly ever shipping costs, unless they are delivered on a CD (Compact Disk).

Ebooks

Ebooks are digital books too, but they were designed and written for the internet. Many, if not most ebooks were never officially “published” at all, unless you count posting something on the internet as publishing.

Most ebooks were meant to be written quickly, with little or no expenses except for possibly distribution. The majority are short, almost always less than 100 pages, usually under 50 pages. Some ebooks are literally slapped together in a matter of hours. Often they are little more than several short reports combined together.

Many ebooks are self-help books, or manuals of some kind, though there are some eBook works of history and fiction to be found if you look for them. More often than not, they have little or no literary value, their intentions being the distribution of facts, instructions and/or ideas.

Sometimes you may come across the eBook version of a hard or soft cover book. It will even be called the “ebook version” of whatever book. But if you look closer, you will find that this eBook version is almost always far fewer pages than the original. You may as well call the “ebook version” the “condensed version” of the book.

Though you will find many ebooks in PDF format, much like digital books, but many come as various generic interactive applications. But don’t let the initial attraction of interaction fool you. Even if this sounds like high tech education at first, you will find that there is not much to the promise of interaction. It just disguises the fact that these books are short, technically no more than a few pages, with little to no real practical, and even less academic value.

Last but not least, ebooks are often free or cheap, though you will occasionally find some specialty instruction “programs” costing hundred of dollars.

Conclusion

Technically, ebooks are digital books, though practically there is a big difference. Personally, I usually prefer a digital book to its eBook cousin.

By Thomas A. Retterbush

Define Computer Hardware

It is quite well known that the working of the computer is pulled by hardware and software. One can define computer hardware as the electronic, magnetic, and electric devices that carry out the computing functions. Hardware is the physical components of the computer like microprocessor, hard disks, RAM, and motherboard. The peripheral devices such as monitor, mouse, keyboard, printer, and speakers can also be included in the list of hardware parts. The programs that run on the computers like Windows, C++, and Photoshop are the software parts of the computer. A good example for an easy understanding of hardware-software definition is music CDs. The actual compact disk is the hardware, while the songs and music in the CD are the software parts.

There is another way to define computer hardware. Hardware devices are the executors of the commands provided by software applications. For example, let us see what happens when you click the print button of the web browsing software. The software application provides a command to the processor, which is the central part of all computer hardware. Processor in turn checks for an attached printer. If the printer is ready, the software will get a positive response from the processor. Then the software application provides instruction to the printer via the processor to print the web page. In that sense, hardware parts are the foot soldiers and software applications are the commanders in the digital operation that takes place within a computer.

The main player of computer hardware is undoubtedly the microprocessor. It is the sun in the solar system of computer hardware devices. It is the central component and all other components work around it. It is an integrated chip on which a number of functions are incorporated. Two specifications determine its efficiency. One is its processing speed, which is measured in gigahertz. The other is its bit rate. Commonly available processors are 32 bit and 64 bit. The bit rate is a measure of the efficiency of a processor to carry out multiple operations at the same time.

One cannot define computer hardware without mentioning the two types of memory used in computers. One is permanent memory. It refers to the magnetic storage capacity of hard disk. It is measured in gigabytes. The second is RAM or random access memory. This memory is able to store data only when the computer is switched on. The memory will lose all the data when the computer is switched off.

Another important product that one should mention when one defines computer hardware is motherboard. It is the electric and electronic circuit board on which all the other components are inserted. There are several other kinds of products such as sound card, video card, network card, and modem that complete the hardware spectrum.