Demand formation and sales promotiongoods in market conditions is an important factor in the success of the enterprise. And it is advertising that serves as an instrument, using which an enterprise can carry out a modification of the behavior of potential buyers, attract their attention, create a positive image and show its social value. Formation of demand and promotion of sales for mass consumption and production products are carried out in different ways. On the basis of this division of goods, different methods of advertising influence on potential buyers are used.
Let's consider in more detail the goodsproduction purposes. These goods are designed to produce and stimulate the sale of services, and hence to generate profits. However, the demand and supply of factors of production are formed not by those who work for them. The decision to purchase factors of production takes the owner. In addition, the decision to purchase such goods is usually carried out collectively, and, at the highest level of leadership, often passing the process of long discussion. This is due to the fact that the acquisition of production equipment, which, moreover, costs a good deal can lead to tangible financial losses and a decrease in the enterprise's ability to compete in the market.
There is a misconception that advertising asThe tool that implements the formation of demand and the stimulation of the marketing of manufactured goods must be directed to the direct specialist. However, it does not take into account that the decision is made by the manager. Even if in the past the head of the enterprise was a good specialist, in any case the matter will first be considered from the point of view of economic and organizational expediency. In this regard, the advertising of production factors in the first place should be aimed at managers and businessmen who, thanks to it, may be interested in the use of the product, and the prospective benefits of its use.
That is why the formation of demand and the promotion of sales should be considered "the eyes of the buyer."
To close the transaction for the purchase of productionequipment is not enough information about the characteristics of the proposed products, such as reducing labor costs, materials, improving the indicators of the production process. After offering their goods, the enterprise often tries to persuade a potential buyer to make a rejection of the supplier with which the buyer is already working. And this entails caution or distrust.
To form demand and promote saleswas successful, we need reasoned, truthful and not provoking proofs, which confirm that the characteristics of the goods correspond to the claimed. Arguments will inspire confidence if they are supported by the conclusions of independent organizations that carry out testing and certification of such factors of production.
Although in comparison with the buyers of goodsmass consumption of potential buyers of production goods is much less, but still their number is significant enough. In this regard, advertising and marketing promotion in respect of goods that are intended for production purposes can also be costly and voluminous, both for mass-produced goods. If we talk about minimizing the costs for marketing activities and advertising for production products, the best channels for promotion will be: direct mail (direct mailing), advertising in profile magazines of a certain industrial area, advertising in business publications for managers. Thanks to them, the company will be able to communicate with potential customers of the target group.