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Business Resources – Impact of Colors in Advertisements

Human brain receives signals faster through eyes rather than ears. Visual appearance is supposed to be more appealing when compared to any other senses, no matter what the medium of presentation is. So, there are methods by which one can increase the visual appeal. Other senses assist visual appeal, and are also important to concentrate on.

Typical example is color when accompanied with audio, and writing. According to a study, big budget companies spend billions in the color market research, which helps in product and packaging development. Color, along with content, helps to pertain the interest of the visitor and makes him surf the website longer. A colorful article will make the reader read it till the end. Color makes things look more amiable.

Colors are known to influence the behavior of a person. Like blue color is said to have a relaxing effect. Red represents passion and love. A dating website can have red as the background color. Fast food restaurants have bright picture of food beautifully decorated pasted on the walls. This tempts the taste buds of the customer and the customer pounces on the food, eats and leaves quickly. And this is exactly the reaction expected.

Light effects can also be used to play with the mind of the on-looker. Advertisements, especially for food products, have strategically placed lights. The light effects trigger the hormones in the brain, which increases the hunger. If the same is placed in a slightly dim light, it won’t be equally tempting.

Countries around the world have different cultures that relate a color to an occasion or emotion. Climatic conditions also attribute to this. Like in America, people relate black to death and where as in Asia, white is related to death.

It’s a must for an advertiser to have the knowledge about the colors and what they refer too. Black stands for elegance, sophistication, seduction and mystery. White stands for peace, pure, clean, mild and youthful. Gold stands for prestige, luxury and elite. Silver stands for prestige, scientific and cold. Yellow stands for warmth, happiness and cheer. Orange stands for warmth, playfulness, and vibrant. Red stands for love, excitement, strength, passion, and danger. Pink stands for nurture, sweet, soft, and security. Green stands for nature, fresh, fertility and abundance. Blue stands for cool, trust, belonging and reliability. And lastly Purple stands for spiritual, royalty, and dignity.

From the advertiser’s point of view, we can conclude that colors can determine the shopping habits of customers. Black, blue, red and orange attract impulsive buyers. Smart shoppers are attracted to pink, light blue and navy blue colors. Companies use colors in logo, advertisement, etc., to pass the right message to the customer. Wal-Mart advertise has a navy blue background and its catch line is “We sell for less”, which means smart customers are their goal. Mercedes has a silver logo, true to its class.

Before designing an advertisement, the targeted customers should be recognized and the advertisers shouldn’t use the colors that are their personal favorites but according to the ad campaign. Advertisement for children should have bright and vibrant colors. Yellow, red, blue and green, which are the primary colors, are the colors, which attract the children, which is why parents buy those colors for their kids.

March 31st, 2009 Posted by Manu Hagen | advertising | no comments

Merchant Account Vocabulary

In this new age of ecommerce, more and more people, even without a formal business background, want to go into an online business. Almost all of online businesses, even the large ones, need a merchant account. Here are some of the jargons that online business owner wannabes must understand first before finally taking their baby steps in setting up their business.

Credit Card

A credit card is a small plastic card which allows a consumer to purchase a product or service through a line credit issued by a bank or a merchant account. It is activated by a Personal Identification Number (PIN) that is accessible only by the owner of the card. The card itself has an electronic system that goes into a system of payment scheme involving the merchant and the issuing bank. The size and shape of the credit card must comply with the regulations set by the ISO 7810.

Merchant Account

A merchant account is an agreement between the merchant and an acquiring bank in which the merchant could accept payments through credit cards through an extended line of credit given by the bank. The merchant account maybe provided by either a bank that is directly processes transactions with Visa and MasterCard or by an Independent Selling Organization/Member Service Provider (ISO/MSP). The costs of setting up a merchant account depend on the type of the product, expected sales and the process of how transactions are made.

3-Tier Pricing

This is the most popular pricing scheme for most merchant account providers. Depending on the situation on how was it done, the transaction will be classified into three groups: non-qualified, mid-qualified and qualified. The less qualified the transaction is, the more it will be charged. A transaction that is done according to what is set and defined by the merchant is considered to be “more” qualified.

Payment Gateway

A payment gateway, as what its name suggests, provides the channel in which encrypted information is exchanged between the consumer, the merchant account provider, the merchant, the acquiring bank and the issuing bank. This makes sure the information exchanged is accurate and that it will be exclusively used by the involved parties only.

Chargeback

A chargeback often results from a dispute between the customer and the merchant. This is when a transaction is returned by the costumer into the acquiring bank, and ultimately, to the merchant. A customer files a chargeback when he/she finds that the product does not meet his/her expectation, when the product was not delivered properly or was not delivered at all, or when the transaction itself is fraudulent. The merchant may avail a chargeback insurance to protect himself/herself in the event of a chargeback.

Electronic Commerce

Electronic Commerce or eCommerce basically refers to the commercial activities that are carried out through the internet. Aside from selling, it also includes activities like inventory management, supply chain management, exchange of business information and management of online funds. Due to the increased flux of businesses taking advantage of the accessibility of the internet, there was also an increase of ecommerce merchant account providers.

Some ecommerce merchant account providers do more than managing the transactions between the consumers, the acquiring bank and the issuing bank. They also take care of the technical side of putting up the online store, like website hosting, maintenance and design.

March 31st, 2009 Posted by Bobbie McKee | adsense | no comments

Athens Greece Vacation Activities

With a Greece vacation seemingly full of things to do, a single, short visit to the country may not do justice at all. But in order to take full advantage of even the limited schedule afforded for your vacation in Greece, visiting Athens should be a priority. Not only that, having a good idea of the main places to visit in the city may be important in order to fully maximize your time and cover all the important places of note in the city. Here are some suggestions of the things that you might be able to do while in the city of Athens.

Visit Acropolis No visit to Athens will be complete without going to Acropolis. This prominent hill in Athens is more than just a landmark. It has been honored as a UNESCO World Heritage Site. The Acropolis is the site of the ancient fortified town of Athens which date back to as early as the Late Bronze Age. The acropolis is also the site of the country’s best buildings from the Greek Classical Age. In this hill tourist can find the Parthenon, the Erectheion and the Temple of Athena Nike.

The Ancient Agora After visiting the acropolis, tourists can then head out to the site of the Ancient Agora. This location provides tourists one of the best possible views of the Acropolis. On the Ancient Agora tourists may be able to visit the Temple of Hephaestus, one of the best preserved temples of the ancient Greeks. Also located in the Agora is the Attalos Stoa museum which is a reconstructed ancient Greek building.

Head to Lykavittos Hill This is one of the more prominent of the dozen hills located in the city of Athens. It is a 200 meter hill that borders the Kolonaki district. It can be reached either by hiking towards the peak or by through a funicular railway for a fee. At the top, one may enjoy the scenery at one of the many restaurants and cafes. This is a site worth going to since it provides a picturesque view of Athens that stretches towards the sea.

Weekend Old Athens Bike Tour For those who wish to go around the ancient parts of Athens, there is a free bike tour scheduled for every Saturday and Sunday that will take the participants in and around the old and ancient section of Athens. The bike tour usually starts at 10:40 in the morning outside the Thissio metro station. And of course, each one is obliged to bring his or her own bike.

Head For The Beaches If the weather permits, tourists can also head out south of Athens and in the outskirts towards the city’s beaches. There are buses from the Sygrou station that will take tourists to the destination. Tourists can then check out the magnificent coastline of Greece from any point of the beaches. There are also beach-side cafes that offer refreshments to tourists in the area.

Go For A Cruise If looking from the beaches is not enough of a Greece vacation for you, you can take a look at Athens and explore the other islands by sea. There are also a variety of cruises available that would take tourists to the surrounding Greek islands such as Mykonos, Paros and Syros.

March 31st, 2009 Posted by Bobbie McKee | adsense | no comments

Business Resources – Research in Advertising

Research in advertising is done in order to produce better advertisements that are more efficient in motivating customers to buy a product or a service. The research can be based on a particular advertising campaign or can be more generalized and based on how advertisements create an effect on people’s mind. Lots of approaches are involved to go about conducting an advertising research like economical, psychological, demographical and sociological.

When designing an advertisement for a particular product many things should be researched like where it should be displayed, whether the advertisement can be printed in newspapers or magazines or broadcasted on television or radio or published on the Internet. Many methods are undertaken to collect relevant information. The research itself is of two kinds, syndicated and customized. Syndicated research is a single research done by the company that is available to other companies as well.

Pre-testing or copy testing is a type of customized research that determines the in-market efficiency of an advertisement before it is released or before the final production. The more the pre-testing is done the more likely that it will be a successful advertisement and apiece pre-testing should be applied number of times. This can done by studying the level of attention the customers have, motivation, brand linkage, communication and entertainment. Flow of emotions and flow of attention are broken down and studied individually. The results are applied on the advertisement that is still being developed to recognize the weak points and replace them. A reliable feedback loop can guide the researchers, client and the agency to work in harmony. Tests should be applied during the storyboard stage of ad making. This is an primeval stage and the results are highly predictive. During this process images are selected and used as integrated campaign print ad.

Post-testing or ad tracking studies are either syndicated or customized. Studies are done over a period of time or continuously. The in-market research is done to understand a brands linkage, performance, awareness, and preference along with product attitudes and usage. They are done by, conducting interviews either on phone or Internet. Testing the finished advertisement provides the confidence and gives an idea whether it is following the strategy.

All the above studies should assist the client’s advertisement development make the end product easier to achieve. The study should contain rational information having not only surface knowledge but also wage deep in-sight that will open window to a customer’s mind. The customer, too, should wage precise information based on facts and not based on imaginary thinking and self-delusion. He should be healthy to explain the role of advertisement in the whole marketing plan. Working in vacuum doesn’t get the desired result.

The basis is to wage in-depth understanding about the consumers for improving on the advertisement techniques and other marketing decisions. The traditional methods of qualitative and decimal techniques have been improved to analyze the information with good insight.

The rapidly changing likes and needs of the customers are difficult to track, but should be studied in order to increase the quality of advertisement. The changes are because of the huge number of options offered to them by the market.

March 30th, 2009 Posted by Jan Maurer | advertising | no comments

Merchant Account Risk and Security

Merchant processing through merchant accounts is the way of paying through electronic payment for the business owners. Getting a merchant account and merchant processing involve gathering sales information, obtaining authorization for the transaction, collecting funds from the card-issuing bank, and reimbursing the business owner.

There are risks in opting for merchant processing. Whenever it has something to do with finance, if something goes wrong, someone will definitely lose money. Through merchant processing, it is important that nothing gets wrong with the processing or acquiring banks, or business owners who are with these banks under their merchant accounts can find themselves in mud.

But if the bank is adept management and can control the risks, then merchant accounts can be safe and business can prosper. There can three major or primary risks: strategic risk, credit risk and transaction risk.

Strategic risk is more on the side of bank who is offering the merchant account services. If the bank management lacks the overall business plan and strategic direction then the bank may encounter some strategic risks.

The second risk is called the credit risk. Credit risk can arise from chargebacks. Chargebacks have significant effects and risks to the acquirer/ processing bank and to the business owners themselves. Acquirers or bank processors experiences risk to their earnings and capital.

What are chargebacks?

Chargebacks are when customers or persons who have purchased the product would like to refund the purchase from the bank who have issued their credit card. Reasons for refund can different depending on the situation, but commonly, refunds are attributed to dissatisfied customers. With chargebacks, the buusiness owner is not contacted by the dissatisfied customer to resolve the issue.

For service providing banks, chargebacks mean that the merchant or the business owner do not have enough money or have declared private.

There are businesses, by their nature, have higher chargebacks compared with other businesses. Reasons for higher chargeback rates can be brought about by the products themselves that these businesses are selling. High priced and high in demand, like high end electronic devices and jewelry.

Other businesses that are considered to be high risk are adult book stores, adult entertainment, adult novelties, adult video stores, advanced sales, check cashing services, child pornography, collection agencies, credit repair services, dating/escor, diet marketers/ programs, exotic dancing establishments, multi-level marketing, interned pharmacies, pornography, sexual encounters firms, telemarketing, time share, travel clubs/tours/guides and vacation packages.

As protection for these kinds of risks, processing or acquiring banks get a special account called the reserve and put some business owner’s funds there. In cases when a business owner declared bankruptcy or closes down, processing bank are unable to process future chargebacks. So what they do is set up a reserve account to that the processing bank can access the funds held in reserve to cover the chargebacks.

Another risk is called the transaction risk. Processing banks are always facing daily transaction risks whenever they are processing credit cards for the business owners. The risk is mainly around the process of transmitting sales information to the card-issuing bank for collection and reimbursement. Other transaction risks are employee errors, system breakdown of the bank or natural calamity.

Merchant accounts can also have risks in balance with their benefits. There are different ways to counter the risks, but the most effective medicine is early detection.

March 30th, 2009 Posted by Bobbie McKee | adsense | no comments