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广告与面对面销售的优缺点

时间:2015-12-23 17:20来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
如果制造一支广告并放置在媒体上,就必须支付用于媒体产生的制造、时间和空间上的费用。这是广告与对外宣传之间的一个重要领域。如果可以在媒体上购买到时间和空间,这些广告(只要它们遵循良好的品味、合法的产品和服务等原则来播放)就自然而然出现了,并不会出现什么问题。缺点是广告显然旨在颂扬产品和公司的优点,而消费者认为任何广告都有部分吹捧和夸大。出售东西有2种基本的方法:面对面销售和不是面对面的销售。面对面销售需要卖方和买方召集在一起。这有优点也有缺点。第一个好处是时间:卖方有时间详细讨论有关产品的一切。买方有时间提出问题,得到答案,并验证卖方提供的情况是否属实或反复斟酌放弃购买。面对面销售的另一个优点是,卖方可以看到顾客。最后一点是,卖方可以很容易地找到潜在的买家。如果一些人进入一家商店,他们可能对商店出售的东西有兴趣。街头小贩和距离很近的卖家可以简单地通过叫卖来达到销售的可能性,就像那些打电话推销的海德公园供应商。在那里,他们把自己的信息与客户匹配,他们可以在顾客愿意给他们的时间里侃侃而谈。从以上几点看来,面对面销售比广告这种不是面对面交流的销售方式要好得多。这是真的。广告没有面对面销售所带来的好处:没有什么时间来展示销售信息,没有办法知道顾客是谁,或是顾客如何回应这些消息的,也无法在中途根据客户的反应来改变调整信息。
 
摘要-Abstract
 
If an ad is created and placed in the media, the costs of creation and time or space in the media must be paid for. This is a major area in which advertising departs from public relations. Advertising doesn't have that problem. If time or space is bought in the media, the ads (as long as they follow the guidelines set down for good taste, legal products and services, etc.) will appear. The drawback is that ads are clearly designed to extol the virtues of products and companies, and any ad is perceived by consumers as at least partly puffery. There are two basic ways to sell anything: personally and non-personally. Personal selling requires the seller and the buyer to get together. There are advantages and disadvantages to this. The first advantage is time: the seller has time to discuss in detail everything about the product. The buyer has time to ask questions, get answers, and examine evidence for or against purchase. A second advantage of personal selling is that the seller can see them. Finally, the seller can easily locate potential buyers. If they enter a store, they probably have an interest in something that store sells. Street vendors and door-to-door sellers can simply shout at possibilities, like the Hyde Park vendors who call out. From there on they fit their message to the individual customer, taking all the time a customer is willing to give them. From the above, it appears that personal selling is much better than advertising, which is non-personal. This is true. Advertising has none of the advantages of personal selling: there is very little time in which to present the sales message, there is no way to know just who the customer is or how she is responding to the message, the message cannot be changed in mid-course to suit the customer's reactions.(责任编辑:cinq)


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