International Publicity: Concepts and Applications - Assignment Example

International Publicity: Concepts and Applications A salesperson is always required to push products across a channel. If this salesperson does not do it well, then there are problems which need to be solved. This is so said because a salesperson has the task of representing a product as a human figure and s/he is essentially the custodian behind it. Now if this salesperson does not seem interested in pushing the product or in terms of creating a need, then there ought to be serious problems which require a solution. Since he is the one who will decide whom to sell the product, it is his duty to make it possible in essence (Moorhouse, 2010). Now which tools he employs remains an important manifestation of his work tasks. It is this salesperson who eventually decides what discourse to be adopted, what alternative mechanisms shall be employed and what the modus operandi there would be in order to bring about a sale. In essence, when he creates a need for the product, it is half the job done on his part. Now the other half is accomplished when he is able to sell it through to the right audience or perhaps create a new audience altogether. It is also a fact that the type of product which is being looked after by this salesperson remains an important ingredient behind its eventual selling. Example is of a condom brand which can only be advertised to people from a particular age segment. It cannot be sold to children under 20 years or people above 50 years. Plus onus is on letting them choose which condom they require and then establish a better alternative in the form of this product for which the salesperson is available. A sales professional expects that he shall be paid over and above his salary. This implies that he is more interested in drawing commissions and incentives which come along with the field of sales. This is the reason why many sales professionals earn over what they are actually allowed to get at the end of the month. They are drawing commissions based on the amount of sales that they have made during a particular period. Hence the expectation of a sales professional is to have processes under his realms and that he is able to manifest his role in such a way that sales shall be reinforced positively. This is so required so that his work domains get easier and that he can show it to the management that the requisite sales figures have been met adequately well (Smith, 2004). I would be definitely interested in a position of a sales professional because it offers me a chance to negotiate with the customers and showcase my abilities and skills in a proper manner. It would also give me a chance to understand the customer psyche and to document my role within the growth and development levels of the business of which I am a vital part of. I say this because I have been interested in the role of a sales professional for a long period of time now. I see people asking for details and then my role comes in when I have to make sure that the customer enters the purchase cycle which is half the job done. Indeed need establishment is required to draw the customer towards the product in the first place and this shall be done through my words, gestures and the convincing power which lies in my attitude and personality. I will be able to tackle the customer queries with ease because experience would be handy under such a situation. The policy that shall be used here is to remain fair and simple - to manifest my actions in such a way that ethics is apparent. Since advertising is a field where there is a chance to do unethical things for attaining business goals and objectives, taking a stance to bring morality into the fray will do wonders for my character (Cohn, 2005). I have always believed in being fair within my means, and this is the reason why I shall be proactively driven to remain ethical. It will resolve ambiguities and highlight how good things can be brought in even amongst scenarios which are difficult to understand. I will listen to everyone as a part of my policy to keep away from unethical means. This would mean that I am giving everyone a chance to express their truest selves. This is important because it would highlight who I am and what I bring to the table as far as the advertising realms are concerned. I ensure that a policy based on fairness would reap rich results and hence the advertising tasks would be handled amicably well. This is the basis of knowing how ethics will win many favors from people who usually do not believe in having such measures within their entireties. I am confident that someone has to take the first step and I will be glad if I am the one who takes it. This policy shall reap fruit because it is the basis of knowing that things get done in a manner which is close to the heart. My conscience will be ably supported by my actions and I will feel good about making my way within the world of advertising in the end. There is a slight difference when one compares and contrasts public relations, publicity and corporate advertising. Since public relations is at times the paid form of advertising and hence it undergoes different dimensions of marketing which is different from advertising in essence. Public relations builds trust and confidence amongst the potential customers and the marketing circles since this is important. It is imperative to know that public relations adds value towards the overall dimension of marketing. Similarly, publicity is closely related with public relations and both the terms are often interchangeably employed. Publicity works to the advantage of a brand or a company and may be negative at times. Publicity adds an opinionated discourse which works well for the brand under question. Corporate advertising is the advertising done as a whole, i.e. part of the corporate set up (Weinberger, 2010). It forms a basis for telling the customers and potential ones what the corporate or business is going to offer and hence build on the long term reputation of the company. The value that public relations adds is going to play a solid role since it has an opinion or backing which means a reason to purchase a good or avail a service. Similarly, publicity forms up the reasoning or builds upon the evidence which will play a huge role in terms of sales and value creation. Corporate advertising builds value since it oversees the different dimensions of the business from a strategic perspective. It forms the core basis upon which the business is built. The role of publicity adds interest within the minds of the marketers as they know for certain that they are doing something worthwhile for marketing. Publicity holds interest because it builds on the trust and confidence premise of the people, who can be bracketed as the customers - both potential and repeat ones. As far as the future is concerned, publicity is going to play a major role within the marketing and advertising circles (Burnley, 1998). This is because it has a positive and long-lasting impact on building up perceptions for the people. It aims to oversee tasks which might not seem pivotal but essentially are in the long run. The factors that were considered in developing my response with regards to publicity depend a great deal on how it has played a huge role as compared to advertising and other facets of marketing which are employed to this day for any brand or organization. References Burnley, R. (1998). International Publicity: Concepts and Applications. Marketing Intelligence & Planning, 16(2) Cohn, D. (2005). Current Ethical Dilemmas of Advertising Professionals. Research in Ethical Issues in Organizations, 6 Moorhouse, A. (2010). Purchasing Professional Services: Which Decision Criteria? Management Decision, 48(2) Smith, A. (2004). Exploring the need for emotional intelligence and awareness among sales representatives. Marketing Intelligence & Planning, 22(1) Weinberger, M. (2010). Marketplace Footprints: Connecting Marketing Communication and Corporate Brands. European Journal of Marketing, 44(5) Read More