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This is where you'll find a comprehensive resource on Scottish accommodations. Electric Scotland's Article Service where you can both read articles and post your own. Beth's Newfangled Family Tree is a monthly publication giving genealogy advice as well as what's hapening on the Scottish Scene around the world. This is where you'll find around 300 books on Scottish history that we've published on the site. Our pages where you'll find books and articles about Robert Burns and his work. Gives you some information on the business scene in Scotland. This is where you can view Scottish events around the world and add your own. Learn about the history of Clans and Families of Scotland and the Scots-Irish. The personal site of Alastair McIntyre where he's posted his own mini biography as well as his travel journals. 5 volumes worth of biographies relating to Significant Scots. A weekly newsletter about the political scene in Scotland from the Scots Independent Newspaper. Lots of Scottish recipes along with contributions from our visitors. Play our collection of online games. 6 volume Gazetter on the place names of Scotland. This is our page for trying to give you advice on Genealogy. A FAQ where you go to get answers to frequently asked questions. Information and pictures about Historic places in Scotland such as castles and other properties. Main index page for our very large history section. Children resources including over 800 children's stories and lots of online and offline games. A bit of a catch-all page where you find loads of pages about music, haggis, scots language, culture, religion, humor and lots more. Our nature page where you can explore information on Scottish Wildlife, Plants, Flowers and lots more. Our weekly newsletters archive. Thousands of pictures of Scotland for you to enjoy. Loads of poetry and stories for you to enjoy with many contributions from visitors to our site. Our very own Webcard program which you can use to send online postcard to friends and relatives. Huge resources about the Scots Diaspora around the world and here is where you can find this information. A continually building information resource on the Scots-Irish who emigrated to Ulster and then onto many parts of the world, especially the USA. Create your own family tree with our special software. You can also import and export gedcom files. Our web-based scottish search engine which is a free resource for Scottish companies as well as Scottish organisations around the world. Current Scottish News headlines and links to Scottish news resources. A range of services, both big and small, that we currently offer. Our Tartan pages, giving you access to information on Tartans as well as tartan search engines. Sponsored by House of Tartan. Our travel section where we have loads of suggested tours of Scotland as well as old historic travel books. A wee collection of videos some of which we've produced ourselves. Learn about the last 100 pages we've added to our site which is updated daily.

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A Short Marketing Course
Advertising Agencies and Media

Role and Functions

Services

  • Study clients product/service for advantages/disadvantages and in relation to competition
  • Analyze present and potential market
  • Knowledge of factors of distribution and sales and methods of operation
  • Knowledge of all available media
  • Formulation of a definite plan
  • Execution of plan
  • Co-operation with clients sales force

Functions

  • To help client plan the advertising campaign
  • To prepare the advertisements
  • To place advertisements in most suitable media

Advertising campaigns should be regarded as an integral part of the overall marketing plan.

Agencies departments

  • Research
  • Media
  • Creative
  • Accounts
  • Internal services
  • Obtaining business

Relationship

Agency and Client

  • Client should give information on product or service
  • Product/Market/Consumer awareness shared responsibility
  • Agency creates message but decision is clients
  • Client will check all detailed work

Main Media

The Press

  • Cheapest method of reaching large audience
  • Accept copy at short notice
  • Large circulation
  • Can include coupons

TV & Radio

  • Several TV Areas
  • Variations in audience ratings
  • Air time scheduling

Direct Mail

  • Can mail every prospect
  • Selective
  • Personalized
  • Any time

Cinema, Billboard & Posters

Planning an advertising campaign

The more the firm can pinpoint exact objectives and target audience the better.

Advertising opportunity

  • Can campaign generate enough extra sales to cover costs and boost profits
  • Primary - Introduce new products or open up new market
  • Selective - Promotes awareness and sales of a brand or service
  • Defining goals is a key requirement
  • Goals
    • Exposure - Per period to audience
    • Awareness - Have they seen it
    • Attitudes
    • Sales
  • Qualities of Objective
    • Must be precise
    • Must be communication oriented
    • Must relate to sales and profit
  • Creating the message
    • Theme - clear differential advantage makes the theme stand out.
    • Message generation - Finding effective things to say about a product or service to a target audience
    • Message evaluation - Desirability, exclusiveness, believability
    • Message execution - Sales pitch, Demonstration, Mood
    • Brand Image and Unique Selling Proposition
      • Brand Image - meets self image
      • U. S. P. - Must make definite proposition which is strong, attractive and unique
    • Media selection - depends on
      • Promotion objectives
      • Target market
      • Available funds
    • Factors to be considered
      • The market
      • Distribution
      • Creative strategy
      • Circulation
      • Audience
      • Media costs
      • Editorial
      • Advertising usage