4. Should I Consider Direct Marketing?

Every business owner should consider direct marketing. However, the type of direct marketing that will work for your business depends on your industry, your business ethics, and your budget.

29. What advertising media can you name?

One of the foremost thoughts in a businessperson’s mind is how to advertise his or her business. Many companies have specific departments setup to handle the task. Before one can make an educated decision on how to advertise his or her business, he or she must understand the different types of advertising media. Online, digital, print, television and radio advertising are all types of advertising media. Each type might not work for every business, but understanding what each one is and whom it targets will help a person decide which options are best for his or her business.

Online advertising has become increasingly popular with many businesses because of its relatively wide reach. Businesses have many options when it comes to using the Internet for advertising. Many sites allow a business to advertise using a type of bidding system that allows it to select its target market and the daily amount it would like to spend on advertising. Businesses might also choose to purchase ad space to appear on certain sites that serve their target market.

Digital advertising is a form of advertising media that allows a business to purchase ad space to appear in video games, digital video, digital radio and other forms of digital media. Although some digital advertising appears on the Internet, some of it does not. Some video games that are played on computers and video game consoles have digital advertisements.

Traditionally, print advertising has been the most popular form of advertising media. This type of advertising includes ad space in newspapers, books and magazines as well as brochures, pamphlets, flyers and business cards. Many businesses carefully weigh the cost versus the benefit of print advertising, because some businesses might not have a target market that utilizes certain print media. With that said, brochures, pamphlets, flyers, and business cards are all great tools for business owners to have on hand at all times, because many people like to have these small tidbits of information available in order to learn about the business.

Television and radio advertising are two of the more expensive advertising media options. Local television and radio channels might sell ad space to a local business that is looking to promote itself. Larger companies with a national or international base might choose to purchase ad space on network television stations or satellite radio channels because of the larger audience that these options offer.

30. What promotional activities may be used by retailers?

TRADE SHOWS. Thousands of manufacturers display their wares and take orders at trade shows. In fact, companies spend over $9 billion yearly on these shows. Trade shows provide a major opportunity to write orders for products. They also provide a chance to demonstrate products, disseminate information, answer questions, and be compared directly to competitors. Related to trade shows, but on a smaller scale, are sales meetings sponsored by manufacturers or wholesalers.

PUSH MONEY (деньги за "проталкивание" товаров) is an extra payment given to sales-people for meeting a specified sales goal. For example, a manufacturer of refrigerators might pay a $30 bonus for each unit of model A, and a $20 bonus for each unit of model B, sold between March 1 and September 1. At the end of that period, the salesperson would send evidence of these sales to the manufacturer and receive a check in return.

TRADE DEALS. (торговая сделка)

Trade deals are special price concessions superseding, for a limited time, the normal purchasing discounts given to the trade. Trade deals include a group of tactics having a common theme—to encourage sellers to specially promote a product. The marketer might receive special displays, larger-than-usual orders, superior in-store locations, or greater advertising effort. In exchange, the retailer might receive special allowances, discounts, goods, or money. In many industries, trade deals are the primary expectation for retail support, and the marketing funds spent in this area are considerable. There are two main types of trade deals: buying allowances and advertising/display allowances.

ADVERTISING ALLOWANCES. An advertising allowance is a dividend paid by a marketer to a reseller for advertising their product. The money can only be used to purchase advertising—for example, to print flyers or run ads in a local newspaper. But some resellers take advantage of the system, so many manufacturers require verification. A display allowance is the final form of trade promotional allowance. Some manufacturers pay retailers extra to highlight their display from the many available every week. The payment can take the form of cash or goods. Retailers must furnish written certification of compliance with the terms of the contract before they are paid. Retailers are most likely to select displays that yield high volume and are easy to assemble.