چکیده:
Purpose: The aim and objective of this report is to identify the benefits of interactive communication channels and to advice the FMCG business on how these new methods are better than the conventional methods.Design/ Methodology/Approach: In this research article facts about advertisement and its effectiveness were collected from different surveys conducted by various agencies. Mainly secondary data is used for this research. The present conceptual paper also demonstrates the previous literature and findings.Findings: For FMCG business, Interactive communication channels are far better than traditional methods and they create brand awareness and brand differentiation among other FMCG brands. Although traditional methodshave their own advantages but their effectiveness could not be measured, while it is possible in case of modernmethods of advertisements. Moreover, people are becoming more accustomed to modern methods due to advancements of technologies.Research implications/limitations: This research will provide guidelines to managers and policy makers ofFMCGs Corporations on effective use of all types of communication channels to increase their sales. This research has various limitations. It is only conducted on secondary data. To fill this gap future research can beconducted on primary basis. Only few formats of communication were discussed in this paper. More advancedformats (e.g. Enhanced Text) could be explored in future research by specifying any region or circumstances. Originality/value: Considering the previous literature on advertisement and communication channels, this research study provides the conceptual comparative analysis of traditional channels of communication and Modern tools of communication for selling of any product particularly FMCGs products. This study depicts the usefulness of modern technological tools in today's world in both retail and FMCGs businesses
خلاصه ماشینی:
Keywords: Fast Moving Consumer Goods (FMCG), Communication/Advertisement channels, Interactive communication channels, Traditional methods of communication, Comparative analysis between new and old channels of communication INTRODUCTION Communication is very important element of the business as Fill (2005) argued that in business effective communication is the guarantee of success; however, there are many different channels of communication for example TV, Radio, Newspaper, internet, SMS, etc (Danaher and Rossiter, 2011).
While concluding this part it can be argued that with the rapid development in internet industry marketers have found many new interactive methods of communication with the consumers which are highly time and cost effective.
Users 15 minutes Free time preferred activity by TNS USA Study, 2007 % 17% 17% 14% 10% 9% 7% 1% Social Talk on Cell Watch Tv Surf the Play console IM Listen to Listen to the Networking internet video games MP3 player Radio Figure 4: Consumers’ interest for social network sites Source: You've got a friend: Measuring the value of brand friending on social networks Advantages of New Methods of Technology According to Chaffey et al (2009) the main purpose of the advertising is to create awareness and to generate the direct response by consumers (as shown in figure 5) whereas, Menke (2007) argued that the traditional methods of communication are not as effective as new interactive methods are.
However, on the other hand population on the online market is increasing and consumers are also spending more time as compare to past whereas these interactive communication channels are effective for creating brand awareness (Chaffey et al, 2009).