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Advertising: give the uses and abuses

Author: Claudia Lopez Véliz - Chief of Mercadeando's Managerial Communications S.A.

From the point of view of the businessman, it is assumed to the advertising as something that can help in the bad moments to sell more, is like the magic wand that him is going to allow to increase his sales of an immediate way. A resource of response to a conjuncture, which is in use only when the sales fall down. Not beyond at all of the reality.

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The BENCHMARKING more than an action of "espionage", a tool of learning of better practices

Though it is true the practice of "spying" to the competition to implement constant improvements in our business it is given in an empirical way by some businessmen; the results of these practices are usually limited, slanted, not taken advantage in its entirety for his lack of planning and of a basic knowledge of the topic of learning the better thing of others, of to be able to apply the "benchmarking" in strict sense.
For definition the benchmarking is the " systematic and constant process to evaluate the products, services and processes of work of the organizations that are recognized as representatives of the best practices, with the intention of realizing improvements organizacionales " (Spendolini).
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What must businessman know before doing advertising?

Author: Claudia Lopez Véliz - Chief of Mercadeando's Managerial Communications S.A.

Before investing in advertising the businessman will have to define the following thing:

  • What do we want to achieve with our advertising?: It turns out evident that we can use the advertising for many things (to report, to persuade, to differ, to call the attention etc.), and in this sense it becomes necessary to define well and to make concrete with clarity our Advertising Aims. To effect the latter task, it drives the businessman to determine what it wants to obtain across his advertising actions, not only in intention (reputation, collaboration of the distributors, to modify attitudes etc.) but in coverage (proportion of the objective public who wants to reach) and time.
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