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දළ දේශීය නිෂ්පාදිතය

දළ දේශීය නිෂ්පාදිතය යනු ජාතියක සමස්ත ආර්ථික ක්‍රියාකාරකම්වල පුළුල් මිනුමකි. දළ දේශීය නිෂ්පාදිතය යනු නිශ්චිත කාල සීමාවක් තුළ රටක දේශසීමා තුළ නිපදවන සියලුම නිමි භාණ්ඩ හා සේවාවන්හි මූල්‍ය වටිනාකමයි.

දළ දේශීය නිෂ්පාදිතයට සියළුම පුද්ගලික හා පොදු පරිභෝජනය, රජයේ වියදම්, ආයෝජන, පුද්ගලික ඉන්වෙන්ටරි එකතු කිරීම, ගෙවන ලද ඉදිකිරීම් පිරිවැය සහ වෙළඳාමේ විදේශීය ශේෂය (අපනයන එකතු කරනු ලැබේ, ආනයන අඩු කරනු ලැබේ) ඇතුළත් වේ. එය දළ ජාතික නිෂ්පාදිතයට (GNP) වඩා වෙනස් විය හැකිය, එය විදේශයක ජීවත්වන අය ඇතුළුව ආර්ථිකයේ පුරවැසියන්ගේ සමස්ත නිෂ්පාදනය මනිනු ලබන අතර විදේශිකයින්ගේ දේශීය නිෂ්පාදනය බැහැර කරනු ලැබේ. දළ දේශීය නිෂ්පාදිතය සාමාන්‍යයෙන් වාර්ෂික පදනමින් ගණනය කරනු ලැබුවද, එය කාර්තුමය පදනමකින් ද ගණනය කළ හැකිය..

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✨️ What is the BRAND AWARENESS ✨️✨️

Brand awareness is the probability that consumers are familiar about the life and availability of the product. It is the degree to which consumers precisely associate the brand with the specific product. It is measured as ratio of niche market that has former knowledge of brand. Brand awareness includes both brand recognition as well as brand recall. Brand recognition is the ability of consumer to recognize prior knowledge of brand when they are asked questions about that brand or when they are shown that specific brand, i.e., the consumers can clearly differentiate the brand as having being earlier noticed or heard. While brand recall is the potential of customer to recover a brand from his memory when given the product class/category, needs satisfied by that category or buying scenario as a signal. In other words, it refers that consumers should correctly recover brand from the memory when given a clue or he can recall the specific brand when the product category is mentioned. It is generally easier to recognize a brand rather than recall it from the memory.

Brand awareness is improved to the extent to which brand names are selected that is simple and easy to pronounce or spell; known and expressive; and unique as well as distinct. For instance - ⭕Coca Cola has come to be known as Coke.

There are two types of brand awareness:

✔️Aided awareness- This means that on mentioning the product category, the customers recognize your brand from the lists of brands shown.

✔️Top of mind awareness (Immediate brand recall)- This means that on mentioning the product category, the first brand that customer recalls from his mind is your brand.

The relative importance of brand recall and recognition will rely on the degree to which consumers make product-related decisions with the brand present or not. For instance - In a store, brand recognition is more crucial as the brand will be physically present. In a scenario where brands are not physically present, brand recall is more significant (as in case of services and online brands).

Building brand awareness is essential for building brand equity. It includes use of various renowned channels of promotion such as advertising, word of mouth publicity, social media like blogs, sponsorships, launching events, etc. To create brand awareness, it is important to create reliable brand image, slogans and taglines. The brand message to be communicated should also be consistent. Strong brand awareness leads to high sales and high market share. Brand awareness can be regarded as a means through which consumers become acquainted and familiar with a brand and recognize that brand

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According to the study’s findings, your Facebook habits classify you as a relationship builder, a town crier, a selfie, or a window shopper. Which one are you? Here’s the breakdown:

Relationship builders: Users who post and respond to others in an attempt to enhance relationships outside of their virtual world. “They use it as an extension of their real life, with their family and real-life friends,” Robinson told Eurekalert. People who fell into this group related strongly to statements such as “Facebook helps me to express love to my family and lets my family express love to me.”

Town criers: As their name suggests, these folks experience a larger gap between their real and virtual worlds. They’re less concerned with sharing posts, photos, and other details on their wall and view it more as a means of informing others of what’s going on in the news or in their day-to-day life.

Selfies: Self-promotion is the main priority for this type of Facebook user. They post pictures, videos, and text updates mainly for attention-seeking purposes. Study participants in this category identified strongly with the statement “The more ‘like’ notification alarms I receive, the more I feel approved by my peers.”

Window shoppers: Like town criers, window shoppers feel a strong sense of obligation to be on Facebook, though not for the purpose of inundating other users. They want to browse and follow along with other people’s activities, in a similar fashion to real-life people watchers.

Not totally sure which category you fall under? Researchers note that many users may identify with more than one category. For example, most users will relate to the selfie category to some degree; however, many will find that they gravitate toward one group more than the others. If nothing else, this gives you an idea of which type of Facebook user you might be and decide if you’re happy with that. Make sure you know what your social media profiles could be saying about you.

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Make The Most Of Your Message With Framing

Framng method :

1) Pre - Franing
2) Re - Framing
3) De - Framing

Pre-framing

Pre-framing is a very powerful tool that allows you to let someone know in advance what is going to happen and what they should make it mean. We all know that two people experiencing the same event will often come away with two very different meanings about what happened; people decide what something means to them based on their individual past experiences and their general life attitudes. It is also true that people will always find what they are looking to find. For many people, when they are faced with something new or something that makes them feel uncertain or uncomfortable, their initial reaction will be to reject whatever has triggered that feeling. By letting people know in advance what to look for in your message you are paving the way for your message to be well received. A well done pre-frame can eliminate potential doubts, objections, hesitations, disagreements, etc. With a pre-frame you are giving yourself the advantage of handling challenges while they are small or even non-existent.

Here is an example: If you know that your price is slightly higher than you competitors, then you should bring it up first so you can pre-frame it and establish what it means. "I know you are a sharp business person, so I am sure you have already done your homework and found that our price is slightly higher than our main competitor's. Well that may be true on the surface, but let me share with you the reality. With our product, you also get X, Y, and Z service and support, which is worth ____ to you over the next year. With our competitor you only get X and they charge you for Y and Z, meaning over the next year you will actually pay more for their product than ours. So the reality is our product actually costs less."

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Above The Line (ATL) and Below The Line (BTL) advertising are two terms that are bandied around often these days in the advertising world and often have the lay person confused as to what they stand for. It might be worth our while to begin this by defining what constitutes the metaphoric ‘Line’. To quote Michael John Baker from The Marketing Book , the terms ‘Above The Line’ and ‘Below The Line’ came into existence way back in 1954 with the company Proctor and Gamble paying their advertising agencies a different rate and separately from the agencies who took on the other promotional activities.

What are ATL and BTL activities? They seem simple enough. Above The Line (ATL) advertising is where mass media is used to promote brands and reach out to the target consumers. These include conventional media as we know it, television and radio advertising, print as well as internet. This is communication that is targeted to a wider spread of audience, and is not specific to individual consumers. ATL advertising tries to reach out to the mass as consumer audience.
Below the line (BTL) advertising is more one to one, and involves the distribution of pamphlets, handbills, stickers, promotions, brochures placed at point of sale, on the roads through banners and placards. It could also involve product demos and samplings at busy places like malls and market places or residential complexes. For certain markets, like rural markets where the reach of mass media like print or television is limited, BTL marketing with direct consumer outreach programmes do make the most sense. Says Raghu Khanna, CEO, CASHurDRIVE, “When budget is issue and the brand wants to have a consumer connect BTL has better ROI.”

Other BTL activities could include roadshows, or moving hoardings with the ad of the product, and vehicles with promotional staff interacting with people demonstrating the product and distributing literature on the product. BTL advertising is advertising that uses less conventional methods of advertising that the specific channels of advertising that may or may not be used by ATL advertising to promote products and services. According to Iya Malhotra Bhatia, Marketing Professional, “BTL is a preferred tool when test marketing a product, sampling and also in case of a targeted campaign in related to another bigger phenomenon. Also when TG is very niche, BTL makes more sense.”

BTL promotion might include direct mail promotional campaigns, PR and sales promotions which are handled directly by the company itself or outsourced to specifically PR agencies and sales promotion agencies and may or not be related to the advertising campaign. BTL advertising might include email campaigns, telemarketing, etc with targeted groups of potential clients. Says Megha Ghosh, Account Director, Client Services at Encompass, “BTL is preferred on several occasions but the foremost would be when you need to have a personal interaction with the consumer.”

Says Kapil Taneja, Regional Head, North, FUN Cinemas (Esselgroup company), “Sometimes BTL is preferred over ATL due to budget issues, the need to physically display the product, to conduct a hand on product contest as well as for new launches and teasers campaigns.” Companies prefer adopting BTL as a means of reaching out to their target consumers when their product is something they need to engage the consumer in a touch and feel experience with.

Some people would consider ATL and BTL antiquated terminologies in an era which uses the internet and lightening speed changes in modes of communication to reach out to the consumer. “When you are communicating with a niche audience BTL is better. However, digital media has more or less broken these boundaries of ATL versus BTL as digital communication can address both at the same time.,” says Namrata Rana, Director, Futurescape.

Interestingly, there is a new phrase called Through the Line, or TTL, which integrates both ATL and BTL activities. BTL communications from brands is rapidly becoming a dying form of reaching out to the audience with agencies and clients going adopting the Integrated Communication approach.

To end with a quote O&M’s Piyush Pandey, from a previous interview, on the two forms of brand communication, Below-the-line is extremely important, but then when wasn’t it? It is just that till now it was taken a bit for granted and not too many innovations were made. I am glad the industry is planning to revolutionise this game. It is not a question of mass media versus below-the-line. It is an era of mass media plus below-the-line.”
Above The Line (ATL) and Below The Line (BTL) advertising are two terms that are bandied around often these days in the advertising world and often have the lay person confused as to what they stand for. It might be worth our while to begin this by defining what constitutes the metaphoric ‘Line’. To quote Michael John Baker from The Marketing Book , the terms ‘Above The Line’ and ‘Below The Line’ came into existence way back in 1954 with the company Proctor and Gamble paying their advertising agencies a different rate and separately from the agencies who took on the other promotional activities.

What are ATL and BTL activities? They seem simple enough. Above The Line (ATL) advertising is where mass media is used to promote brands and reach out to the target consumers. These include conventional media as we know it, television and radio advertising, print as well as internet. This is communication that is targeted to a wider spread of audience, and is not specific to individual consumers. ATL advertising tries to reach out to the mass as consumer audience.
Below the line (BTL) advertising is more one to one, and involves the distribution of pamphlets, handbills, stickers, promotions, brochures placed at point of sale, on the roads through banners and placards. It could also involve product demos and samplings at busy places like malls and market places or residential complexes. For certain markets, like rural markets where the reach of mass media like print or television is limited, BTL marketing with direct consumer outreach programmes do make the most sense. Says Raghu Khanna, CEO, CASHurDRIVE, “When budget is issue and the brand wants to have a consumer connect BTL has better ROI.”

Other BTL activities could include roadshows, or moving hoardings with the ad of the product, and vehicles with promotional staff interacting with people demonstrating the product and distributing literature on the product. BTL advertising is advertising that uses less conventional methods of advertising that the specific channels of advertising that may or may not be used by ATL advertising to promote products and services. According to Iya Malhotra Bhatia, Marketing Professional, “BTL is a preferred tool when test marketing a product, sampling and also in case of a targeted campaign in related to another bigger phenomenon. Also when TG is very niche, BTL makes more sense.”

BTL promotion might include direct mail promotional campaigns, PR and sales promotions which are handled directly by the company itself or outsourced to specifically PR agencies and sales promotion agencies and may or not be related to the advertising campaign. BTL advertising might include email campaigns, telemarketing, etc with targeted groups of potential clients. Says Megha Ghosh, Account Director, Client Services at Encompass, “BTL is preferred on several occasions but the foremost would be when you need to have a personal interaction with the consumer.”

Says Kapil Taneja, Regional Head, North, FUN Cinemas (Esselgroup company), “Sometimes BTL is preferred over ATL due to budget issues, the need to physically display the product, to conduct a hand on product contest as well as for new launches and teasers campaigns.” Companies prefer adopting BTL as a means of reaching out to their target consumers when their product is something they need to engage the consumer in a touch and feel experience with.

Some people would consider ATL and BTL antiquated terminologies in an era which uses the internet and lightening speed changes in modes of communication to reach out to the consumer. “When you are communicating with a niche audience BTL is better. However, digital media has more or less broken these boundaries of ATL versus BTL as digital communication can address both at the same time.,” says Namrata Rana, Director, Futurescape.

Interestingly, there is a new phrase called Through the Line, or TTL, which integrates both ATL and BTL activities. BTL communications from brands is rapidly becoming a dying form of reaching out to the audience with agencies and clients going adopting the Integrated Communication approach.

To end with a quote O&M’s Piyush Pandey, from a previous interview, on the two forms of brand communication, Below-the-line is extremely important, but then when wasn’t it? It is just that till now it was taken a bit for granted and not too many innovations were made. I am glad the industry is planning to revolutionise this game. It is not a question of mass media versus below-the-line. It is an era of mass media plus below-the-line.”

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