Marketing Concepts

The Gap Model of Service Quality

The Gap Model of Service Quality  has been developed by Parasuraman and his colleagues which helps to identify the gaps between the perceived service qualities that customers receive and what they expect.

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The Gap Model of Service Quality  identifies five gaps:

  1. Consumer expectation — management perception gap.
  2. Management perception — service quality expectation gap.
  3. Service quality specifications — service delivery gap.
  4. Service delivery — external communications to consumer’s gap.
  5. Expected service — perceived service gap.

Gap — 5 is the service quality shortfall as seen by the customers, and gaps 1-4 are shortfalls within the service organization.… Read the rest

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Objections Against Advertising

Economic objections against Advertising

The criticisms leveled against modern advertising on economic grounds can be summarized as follows:

  1. Advertising creates monopolistic tendencies: It is argued that skillful and forceful advertising tends to create semi-monopolies particularly for branded goods. Their plea is that the advertisements create new demands so that one product is preferred to the exclusion of others. But this allegation is baseless. Monopoly is not possible in a competitive market. Advertising stimulates competition. Very often many small advertisers complete successfully against the bigger traders.
  2. Advertising is unproductive: It is often argued that advertising is unproductive since it does not produce any tangible products.
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Approaches to Measuring Advertising Effectiveness

There are two approaches  to measuring advertising effectiveness, viz,, experimental method and survey method. Under experimental method, consumers are given a controlled exposure to the message and the effects are measured on the basis of the change in opinion or attitude. A base line is observed with the use of a control group not exposed to the advertising campaign.  The results of the exposure in almost all the situations are recorded. The alternative effects of each exposure are considered for comparison and with a view to establishing a relationship between the exposure and the effects. Field experiments are conducted to measure the effects of mass communication.… Read the rest

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Evaluating Advertising Effectiveness

An advertising measurement is adopted both before and after an advertising campaign is launched. After a campaign has been launched, it is essential to know how far the advertising plans, strategies and programmes are successful in achieving the objectives so that they may be modified and redesigned for better performance if needed. This process is known as evaluating advertising effectiveness.

Some advertisers do not bother to measure advertising effectiveness. They expect that the sales will ultimately increase by reason of advertising. But, recently, problems and difficulties have compelled them to measure advertising effectiveness. The producers also adopt a measuring device because they incur a sizable amount of expenditure on advertising.… Read the rest

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Advertising Agency

An advertising agency is an independent organization set up to render specialized services in advertising in particular and in marketing in general. Advertising agencies started as space brokers for the handling of the advertisements placed in newspapers. Over the years, the function of the agencies has changed. Their main job today is not to aid media but to serve advertisers.

An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. An advertising agency is independent from the client and provides an outside point of view to the effort of selling the client’s products or services.

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Advertisement Copy Testing

Almost every firm spends thousands of rupees on advertising every year; it is very much pertinent to know the effectiveness of the advertisement copy. The main purpose of every advertising is to arouse the interests of the people in the firm €Ÿs product can everyone be perused by the same advertisement? Or will the same advertisement satisfy all types of people? The simple answer is in negative because people differ so greatly in their wants, in the economic and other motives which actuate them, and in the various ways by which their interest is aroused. It is why some advertisements are more effective than others.… Read the rest

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