Performance
You must know
Proposed activities
Evaluation
Remember
Self-Assessment
Glossary
Performance
Today advertising is configured as a strategic element within the marketing techniques. Marketing is an economic activity that seeks to optimize sales strategies, achieve maximum benefit and increased business efficiency.
In this process, advertising would be part of the product promotion techniques, along with others such as direct marketing or merchandising or advertising at the point of sale. This has become very important with the replacement of small businesses, by trading large stores that have professional teams specialized in this type of promotion.
You must know
Advertising is an activity within a more general business activity, which is known as marketing and encompasses a number of other actions such as market research, product design, pricing, control and commercial distribution and sale.
Marketing is a form of commercial activity characteristic of the consumer society, by which it intends to place on the market the largest number of products with the best economic performance, overcoming competition from other producers.
Advertising is a key element in marketing to create a brand image that may be attractive to consumers.
The marketing has to do with business: getting to sell more products and get the most benefits. also it has an internal dimension aimed at increasing the productivity of the company. It is therefore a purely economic activity that does not care about generating ethical values.
The merchandising technique over marketing that aims to increase sales of products at the point of sale. For this purpose carried out various measures that are intended to attract customer's attention and lure you to the product consumption, such as location, presentation, promotions, advertising posters, tastings, PA system, etc.
It is also understood as distributing promotional merchandising objects that aims to spread a particular event as the emergence of a new company, the premiere of a film or the release of a new album. Flip advertising event is used to increase revenue with sales of other items such as shirts, key chains, toys, etc. which refer to the product being promoted.
Proposed activities
Block 7 Viewing Video Advertising
We suggest you carefully see block 7 Video Advertising (min. 30.04 to 31.07). Comentad group the role of advertising and merchandising within the technical and marketing strategies.
From business to consumer
This activity intends to make in practical terms some of the activities performed in the commercial marketing. To do this we will imagine an activity that is very common in schools: sell a product to get financing for weekend trip course. We use marketing techniques to maximize economic performance. We will organize in small groups and design a trading strategy.
First we decide what the product will market, it may be a product made by ourselves or (as usual) a product purchased on the market. Some companies offer products at good price to pay to assure a significant number of sales. The process will be as follows:
Study of the socioeconomic environment in which we want to sell the product: economic, social, competitive environment.
Information on the potential market: sales, consumption, preferences, etc.
Consumer Knowledge: needs, wants, demands, motivations, etc.
The product: characteristics, ability to meet needs, etc.
Price: not only must take into account the cost-price sale price but about the perception of buyers relationship.
Product distribution: chain distribution and sales methods (home, shops, mail, etc.).
Promotion: personal selling, advertising, mailing, merchandising, etc.
Given all these sections will make a report (briefing) and take the relevant decisions to market our product.
It is appropriate that specific individuals accountable for each of the proposed items, which make the report and assume its tasks.
If we really effect the sale of the product we must make an assessment of the process to see how it worked every element of the process and the people responsible for each area.
Visit to a hypermarket
Especially supermarkets and superstores are an ideal place to study field merchandising techniques place. Almost all of these malls have advertising leaflets listed prices and usually organized by sections.
In some cases, it may even appear a map with the location of the products in the store, which greatly facilitate research. In any case we can make a simple plan that will include the names of the various sections and products offered in each of them, which could produce a small group on a previous visit. We can organize in groups and make a distribution of tasks. They will be observed, including the following aspects:
Where the different sections are located.
Analyze whether this location can have some consumerist intentionality.
Observe how the products are placed on shelves to encourage purchases.
Check how deals, batteries, containers, etc. are organized
Analyze the use of the public address system: music, promos, etc.
Observe layout and typesetting of posters, displays, etc.
Check for tastings or other promotion at the point of sale.
See where the entrance stands and boxes, as well as products that are placed next to them.
If possible can be performed interviews with employees responsible section or cashiers / as (something not always easy to get) to complete the information.
Then each group will reorganize the information obtained and will present its conclusions in a brief report. You can be made explanatory panels using the images of the products listed in the catalogs that are distributed in the schools.
Evaluation
1. Indicate which of these effects are attributable to marketing and what not. Explain your answer:
Increases sales.
Increases profits.
Search employees live better.
Consider the buyers people.
Lowers production costs.
It makes the work more effective.
Creates wealth.
Generates new jobs.
He worries that buy only what is necessary.
Discount prices.
Increases the cost of the product.
You can add and comment on other effects that you consider appropriate.
2. Indicate what you observed merchandising techniques in a supermarket or hypermarket in your neighborhood, you recently visited.
3. Make a short report explaining how they affect your life marketing techniques.
4. Make a personal definition of marketing
Remember
 marketing is an activity that carries out activities such as market research, product design, pricing, control and commercial distribution and sale.
It is intended to place on the market the largest number of products with the best possible performance económicoÂ.
Advertising is a key element in the marketing, to create a brand image that can be attractive to consumers.
It is therefore an economic activity that does not care about ethical criteria.
The merchandising  aims to increase sales of products at the point of sale.
merchandising is also the distribution and sale of objects to spread a particular event as the emergence of a new company, the premiere of a film or the release of a new album.
Self-Assessment
OUTSTANDING EXERCISE PROGRAM
Glossary
Marketing: Set of business aimed at increasing sales effectiveness and economic activities.
Merchandising: set of actions, which are carried out at the mall, to increase sales loas.
Promotional: Activities that seek to increase sales from an event that is considered to have social impact.
Briefing: Report reflects summarizes the most important elements to consider to launch an advertising campaign.
Display: advertising support used in shopping malls to highlight a product. They can be furniture or audiovisual character.
