"The Advertising and Selling Program of the Avon Cosmetics Inc."
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CHAPTER I. DISCUSSION OF TOPIC I. INTRODUCTION A. Overview One of the most visible areas in which psychology contributes to organizational life today involves the relationship between the producers of goods and services and the consumers. No matter how high the level of production or the quality of a company's products, the company will not be successful unless the public is made aware of the product and persuaded to buy it. Thus, a company's survival depends on its ability to promote, advertise, and market its product. For a product, a service, or even a political candidate to sell, people must be made aware and persuaded that they should, indeed, must have it. Pick up a magazine, turn on the radio or television, and drive down a highway-almost everywhere you will be bombarded by advertising messages. Of course, we cannot adequately attend to so many messages, nor should we, if we want to maintain our sanity. Many ads are blocked out because they are not perceived. We simply do not hear or see them. Most people are able to react to only about a dozen of them. But whether or not we see or hear these messages, they are there, cluttering the media. Even if we remain unaware of specific ads, we are most certainly aware that the process of advertising is going on all around us. In terms of the end result sought, advertising and selling have an identical objective. Both aim persuade potential consumers to purchase products or avail themselves of services. The fundamental difference between advertising and selling inheres in the personal component of the latter. The salesman does not make a blanket appeal to a mass audience. Instead, he seeks to discover the individual buyer's needs and emphasizes product features appropriated to those needs in order to close the sale. It is not our purpose to add further to the to controversy over the broad social implications of advertising and selling.
It offers the most spectacular use of lights to attract attention and has shown special effectiveness in getting a name known. Forms of Outdoor Advertising Outdoor advertising is composed of two types of standardized outdoor signs. They are poster panel and the painted bulletin. Poster Panel The backbone of the outdoor advertising industry is the poster panel or simply poster. Posters are available in every metropolitan area nationwide and in many smaller communities. Painted Bulletins Painted bulletins are permanent structures, larger costlier than posters. Erected at choice locations, these structures are made of prefabricated steel with a standardized or specially constructed border trim. The advertisements are either hand-painted on site or mounted on separate panels in the shop and then assembled at the bulletin site. Trends in Outdoor Advertising First, outdoor will be better-researched and easier to buy. The second trend in outdoor advertising will involve new technology and greater diversity of outdoor displays. Finally, outdoor will provide a mass appeal media alternative to the narrowly defined audience of other communication vehicle. 7. Transit Advertising As we travel in buses, commuter trains, or subways, we find ourselves reading and rereading the overhead advertising cards facing us. As we wait for a train at the station or walk to a plane through the airport, we glance at the posters and displays. All of these are transit advertising. It includes car cards, outside displays, and station posters that reach millions of riders of public transportation in urban areas. Like outdoor advertising, transit advertising offers frequent exposure to large numbers of people at low cost. Its limitations are brevity of message and an environment low in prestige. ADVERTISING TO THE CONSUMER National advertising National advertising is the most general type. It rarely carries specific prices, directions to buy the product, or special dealer services associated with the product purchase. National advertising seeks to establish demand for a product, especially one sold through self-service outlets. When most people speak of advertising, they usually are referring to national advertising.
With passion, we seek to make good service better 'til better becomes best, as we aspire to keep all our Avon Customers-forever." V. COMPANY GUIDELINES The company's independent sales force is composed to Franchise Managers, Franchise Dealers (FD) and Certified Beauty Counselors (CBC). Franchise Managers recruit, train, and motivate their group of FDs. Franchise Dealers are the ones who purchase from Avon, sell to customers and collect payments. They are given discount privileges. The CBCs are under the FDs they get products from FDs and sell to customers. It's like a network. VI. PROGRAMS Every month, Avon has different programs running to ensure that they keep their sales up. They have different advertising gimmicks as well. They have incentive programs and reward programs like instant prizes for a certain sales achievement, raffle coupons, scratch cards, free trip, win appliances, etc. For advertisement, they are supported by TV commercials, newspaper ads/prints, and radio announcement and through word of mouth by their sales force. CHAPTER III. PSYCHOLOGY IN THE ADVERTISING AND SELLING PROGRAM OF AVON COSMETICS INC. As we know, the Avon Cosmetics Inc., primarily, deals with cosmetics. Cosmetics are a style business. Its continuous flow of new colors, new make-up preparations, new vogues in packaging, keep pace with the rest of the style world. Cosmetics add an extra touch of satisfaction to life by making a woman feel that she is appearing at her best. No great harm may result from not using green eye shadow, but the advertising strategy of the company points out how it may improve a woman's entire personality. One of the main reasons behind the success of Avon Cosmetics Inc. is their advertising strategy. Being in a "style" business they consider advertising as an indispensable factor in this industry because people tend to forget (or doubt) what beauty aids can do for them. Keeping people alert to the satisfactions of cosmetics is the continuing role of advertising. It is also one of the reasons why a greater percentage of sales cost goes into the advertising program of the company.
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