Advertising As A Tool Of Communication

Advertising is a form of mass communication with the public. It is usually one sided i.e. from the company to the buyer/potential user of the product. It is a form of communication that typically attempts to persuade the potential customers to purchase or consume more of a particular brand of product/services. As rightly defined by Bovee, “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.”

Advertising an important tool of communication is use to promote commercial goods and services, it can also be used to inform, educate and motivate the public about non-commercial issues such as AIDS, Don’t drink and drive, Polio, Save water, electricity, animals and trees etc. “Advertising justifies its existence when used in the public interest – it is much too powerful tool to use solely for commercial purposes.” – Attributed to Howard Gossage by David Ogilvy.

Advertising is most effective with products that can be differentiated from similar products based on consumer accepted quality difference. Tom Egelhoff has classified advertising in 6 types, i.e. for company image, name brands, advertising service instead of a product, business-to-business advertising, co-op advertising and public service advertising. Television, Radio, Cinema, Magazine, Journal, Newspaper, Video Game, Internet, Billboard, Transit Cards, Sandwich Board, Skywriting are the different mediums used to deliver the message. The companies choose the method according to the cost, budget, target audiences and their response. However, word of mouth advertising/ personal recommendations is an unpaid form of advertising which can provide good exposure at minimum cost.

Various new forms of advertising are growing rapidly. One of them is Social Networking Advertising. It’s an online advertising with a focus on social networking sites and use of the internet/ World Wide Web in order to deliver marketing messages and attract customers. The other is E-Mail advertising; E-Mail Marketing is often known as “opt-in-email advertising” to distinguish it from spam. “I believe ‘credibility’ is one of the biggest issues yet to be addressed by Internet advertisers. Everyone has their eye on ‘privacy’ as a critical concern, but credibility will be far more enabling or disabling to website profitability. A company can have a web presence and, unless the brand name is familiar, consumers have no way of knowing whether it’s a big company, a small company, an honest company, or a single scoundrel. I may be worried about my personal data being disclosed in violation of my privacy, but I’m far more concerned about whether or not the person or company with whom I’m dealing is reputable. Can I believe their claims? Will I have a recourse if something is wrong with the merchandise? Credibility no longer is strictly a brick-and-morter issue. I can’t judge someone by their place of business, when I conduct that business on the Internet. I can’t grasp a hand and look into their eyes to judge their veracity. Credibility is a huge issue.” – Jef Richard.

For a message to be effective keep it short, simple, crisp and easy to absorb. It is essential to translate the products/services offer into meaningful customer benefit by advertising and to build awareness and generate response. REMEMBER: – THE AIDA MODEL -ATTENTION, INTEREST, DESIRE AND ACTION.

In the modern scenario, most of the companies outsource their advertising activities to an advertising/ad agency which is a service business dedicated to creating, planning and handling advertising and sometimes also performs other forms of promotion like public relations, publicity and sales promotion for its client. Departments of the advertising agency includes: – The Creative Department (who creates an actual advertisement), Account Service (who is responsible for co-ordinating the creative team, the client, media and the production staff), Creative Service Production (here the employees are the people who have contacts with the suppliers of various creative media), Other department and Personnel. (like public relations). As said by David Ogilvy once that the relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.

Thus, I would conclude by the famous words of Bruce Barton (1955), “Advertising is of the very essence of democracy. An election goes on every minute of the business day across the counters of hundreds of thousands of stores and shops where the customers state their preferences and determine which manufacturer and which product shall be the leader today, and which shall lead tomorrow.”

Various Types Of Computer Repair Services

There are numerous computer repair services, hence before choosing a right one it is important to know if the provider will provide you the required service; otherwise all the research work will be wasted. In order to give a better judgment, you should be aware of all the types of repair services.

Mentioned below are the computer repair services that are commonly offered:

• Virus removal: In this type of service, the providers ensure that the virus will be removed without risking the data or the information. There are independent service providers that only remove viruses. You can also get this service online, besides a complete service includes everything that is required to bring the computer into a safe condition.

• Hardware repairs: This is related to many physical damages that are incurred by the computer, or its accessories. This includes any dents, paint jobs or other structural issues that might be faced by the computers.

• Accessories repair: There are numerous accessories with a computer, like scanners, and printers, etc. which might need a repair due to damage. A person specialized in computer hardware would not necessarily be aware of the techniques and methods required, as both have different components. They might also provide advisory services regarding this or any other matter.

• Data recovery: Sometimes due to certain issues, your data might get lost. This might be irrecoverable for you; but a professional can easily recover the data by tracking the information. This is an extremely sensitive matter, hence a high quality service should be chosen. A low quality work might result in permanent loss of data; making it impossible for an experienced professional to recover it.

• Troubleshooting and networking errors: These are the two most common types of services which can get complicated. They include network installation, and the related problems.

• Maintenance services: A computer requires constant updating and tune ups, as it not only enhances the working speed of the computer, but also increases its lifetime. It includes rebooting, updating, and installing the new windows or general inspections.

• Customization: This service has become less common in the current period, but you can ask a computer repair provider to build a customized computer for you with specific features. One important factor is the stability, so you should ask the provider about its stability.

• Tutoring: With the current fame of this business, many people show interest in learning about computer repair. That’s why many institutions offer tutoring services to people about different techniques and types of repair services. You can specialize in any type, or get an entire course, as it will be good for starting your own business or to save future repair costs.

Now that you are aware of the different types, you can easily choose what you require.

How To Read A Credit Card Merchant Statement – 5 Ways To Categorize Fees

Reading your merchant statement and finding the rates and fees you’re being charged can be like playing “Where’s Waldo?”. One reason is because there are nearly as many different statement formats as there are merchant acquiring companies. Also, because of how competitive the industry has become, many monthly statements don’t completely disclose the rates being charged. And sometimes they are completely hidden.

I know of banks that don’t even send a statement out. If a merchant wants details of what they paid they have to logon to an online account to find it.

It’s War Out There!

One reason for this is the competitiveness. You have to remember that credit and debit cards make up part of a 2 trillion dollar industry. Money is like a magnet – it attracts Most merchants are being contacted continually by competing processors trying to get them to switch processors, by promising “lower rates”, etc.

So, to prevent a sales agent from another processing company from taking a merchant away – some processors make it as hard as possible for a competitor’s sales rep to walk in to a business, analyze a merchant statement, and do an ‘apples for apples’ comparison.

That being said, there are still some basic keys to look for when reading your statement. Here’s what I look for in analyzing a merchant statement, in order:

  • One: The pricing structure – how has the account been set up? Which pricing model does it employ? Is it using tiers (e.g. 3-tier; 4-tier, etc.) or – is it using “Interchange Plus”? (NOTE: most merchants are on a tier pricing model, which, in my opinion guarantees they’re being overcharged. Also, there are other pricing structures but tier pricing is by far the most common)
  • Two: The monthly fees (sometimes called “Other”) – next, I look to see what the monthly fees are. This can include: a statement fee; monthly service fee; account maintenance fee (normally, you’d only see one of these although I’ve seen two – or, you may see the equivalent fee but using a different term); PCI fee; batch fee; and gateway or access fees. Any miscellaneous, but not monthly fees can also show up here – e.g., an annual fee or semi-quarterly.
  • Three: Processing Fees – this is where the discount rates will be listed. If you are on tier pricing the best statements will print an itemized list showing the “qualified”, “mid-qualified”, and “non-qualified” (the 3 tiers) rate. If you are on Interchange Plus, you’ll see a list showing all the different cards you took, followed by the actual interchange rate for the card, the “dpi” (discount per item), plus the processors mark-up expressed as basis points and a transaction fee (or per item, depending on the term used to list it).
  • Four: Authorization Fees – here’s where you’ll find fees that go to VISA and MC. They’ll show up listed as access, authorization, and /or WATTS fees. You could also find here AVS fees (address verification); assessment fees; brand usage fee; risk fee; settlement fees, IAS fee (Issuer Access & Settlement).
  • Five: Third Party Fees – 3rd parties means networks other than VISA & MC that are included in your statement. This would include American Express, Discover, and the debit networks if you are using pin debit

Part of the problem in reading a merchant statement is different processors use different category names and different terms to identify charges. That’s why I began by saying it can be like playing “Where’s Waldo?” While there are common terms used for certain fees there is also a wide variation used, depending on the acquirer (the company you signed a merchant agreement with).

Again, part of this is due to an attempt to hide what’s being charged and make it difficult for a competitor to analyze a statement. While that’s ‘somewhat’ understandable – in my opinion it’s a disservice to the merchant. Integrity demands transparency. Maybe if processors were more merchant oriented they’d have a lower turnover and would not have to worry about competition so much. At least that’s my opinion.

The Importance of Employment Tests

It is a known fact that the success of an employer and a company as a whole depends largely on the quality and reliability of its employees. This is the reason why employers must invest time and even money in the recruitment and interview process. Doing so would ensure that only the best possible candidate will be considered for a particular job.

When it comes to screening of potential employees, no other tool does it better than employment tests. These tests can measure what is called the KSA – knowledge, skills and abilities of the job candidates. Employment tests in this context are generally written or automated tests, but also include interviews, personality tests, skill tests, psychological tests, performance tests, medical examinations, agility tests, and so on.

A hiring process that is poorly designed is much like a recruitment process based on flipping a coin. Employers are well-aware that the impact of inefficient recruitment decisions can have costly and detrimental outcomes, which may include expensive training costs, decrease in overall productivity, increase in employee replacement, and increase in legal exposure.

Benefits of Efficient Assessments Incorporating assessment tests ensure that your company is making better hiring decisions. It can determine whether or not an employee can meet your criterion for maintaining high productivity. Consequently, pre-employment tests can reduce expensive and time-consuming recruitment steps by straightforwardly narrowing down the choices that will include only candidates who are best fit for the job. Because job fitting is greatly improved, this scenario can also increase the chances of retaining your employees for far longer periods of time. Furthermore, a well-developed pre-employment testing program can present a professional and positive image for your company, and will decrease the risk of hiring complaints.

Although pre-employment tests are basically a tool that protects employers, it can be just as important for them as for the applicant. It would be a shameful waste of time, effort, and even money to prepare for the responsibilities and challenges of a new job, yet find out later on that one is not capable of performing the tasks on hand and is bound for failure.

The benefits of pre-employment testing are endless. However, employers must know that these tests have certain limitations. For one, written tests must only measure skills that are important for the job description that a candidate is applying for. For this, employers must carefully design their pre-employment testing program. Pre-employment tests not properly designed may create an impression of being discriminatory, and this is something employers must avoid at all times.

Designing testing tools take time and experience. If these two are something your company does not have, you can easily find pre-employment testing software packages on the market. These pre-employment tests have been designed by professionals with expertise and experience in the field of recruitment, and thus can efficiently evaluate the general knowledge, office skills, personality, and so on, of a potential job candidate. There are various types of pre-employment test to choose from, and there will surely be one that best fits your needs as an employer.

Clearly, organizations that have a carefully well-developed testing program that best meets their exact needs will have competitive advantage. Employment tests allow employers to make the best hiring decisions and will consequently improve business revenue, productivity, and overall business outcomes.