This article throws light upon the fifteen main buying motives of people. The buying motives are: 1. Achievement 2. Independence 3. Exhibition 4. Recognition 5. Dominance 6. Affiliation 7. Nurfurance 8. Succorance 9. Sexuality 10. Stimulation 11. Diversion 12. Novelty 13. Understanding 14. Consistency 15. Security. Buying Motive # 1. Achievement: The need to perform difficult tasks, exercise one's skill [...]
After reading this article you will learn about the budgetary process for advertising of products. The advertising budgeting process involves the following steps (Fig. 17.3): Step-I: Preparation of Budget: It is generally prepared by advertising manager in consultation with marketing manager. The advertising budget made is based on inputs provided by marketing research people. The budget is generally made on [...]
After reading this article you will learn about:- 1. The Evolution of Advertising Agency 2. Advertising Department within the Organization 3. Types of Advertising Agencies 4. Client Agency Relationship 5. Advertising Agency Compensation. Developing and implementing an integrated marketing communications programme is usually a complex and detailed process involving the efforts of many persons. As consumers, we generally give little [...]