Advertisement

Md. Abdur RobB PHARM, MBA, PGD in DP

Market communication mix:

• Personal Selling is preferred for pharmaceuticals, because it is so effective - but, it is expensive sometimes to contact everybody in this way

• Advertising is not as direct as personal selling, but you can reach a lot of people

Advertisement

• Advertisement is any paid form of non-personal presentation of ideas, goods, services, by an identified sponsors.

Relationship between Advertising and the Product Life Cycle

Brand AwarenessKnowledgeNew featureBenefitScope of useof existing product

CreateLiking PreferenceConviction Comparison

Stimulate repeat purchase More usage

Developing and managing an advertisement program

Evaluating Advertising Effectiveness

• Communication Effect Research

– Consumer feedback method

– Portfolio tests

– Laboratory tests

• Sales-Effect Research

Planning The Best Message

“A I D A”

A - Attention

I - Interest

D - Desire

A - Action

Advantages and Disadvantages of the Various Advertising Media

Media Advantages Disadvantages

Newspapers Flexibility Short lifespanCommunity prestige Hasty readinglocal mkt coverage Poor reproductionReader control of exposurehigh believability

Magazines Selectivity (geo and demo) Lack of flexibilityQuality reproductionLong lifePrestige associated withsome magazinesExtra services

Television Great impactMass CoverageRepetition High costFlexibility High clutterPrestige Lack of selectivity

Media Advantages Disadvantages

Radio Low cost Temporary nature ofPractical audience messageselection Little research informationMobility

Outdoor Quick communication of Limited audience Advertising simple ideas No creative

RepetitionAbility to promote productsavailable for sale nearby

Direct Mail Selectivity High cost per personIntense coverage Dependence on quality ofSpeed mailing listFlexibility of format Consumer resistanceComplete informationPersonalization

Advantages and Disadvantages of the Various Advertising Media

Major Sales Promotion Tools

Sample

Coupons

Cash Refunds

Price Packs

Premiums

Trial amount of a product

Savings when purchasing specified products

Refund of part of the purchase price

Reduced prices marked on the label or package

Goods offered free or low cost as an incentive to buy a product

Patronage Rewards

Point-of-Purchase

Contests

Sweepstakes

Game

Cash or other rewards for the use of a certain product

Displays and demonstrations that take place at the point of sale

Consumers submit an entry to be judged

Consumers submit their names for a drawing

Presents consumers with something every time they buy

Major Sales Promotion Tools

Steps in Effective Selling

Prospecting/Qualifying

Preapproach

Approach

Presentation

Overcoming objections

Closing

Follow-up

Thank You