advertising, sales promotion

of 18/18
Advertising, Sales Promotion The best advertising is done by satisfied customers. The term ‘Advertising’ is derived from latin word “Advertere” Yuvaraj.D

Post on 13-Nov-2014




50 download

Embed Size (px)


As Per Anna University MBA Curriculum


  • 1. Advertising, Sales Promotion The best advertising is done bysatisfied customers.The term Advertising is derived fromlatin word AdvertereYuvaraj.D

2. The learning objectivesAdvertisingSales PromotionMarketing promotion toolsYuvaraj.D 3. AdvertisingAdvertising is any paid form of nonpersonalpresentation and promotion of ideas, goods, orservices by an identified sponsor. AMAAdvertising is to give public notice or to announcepublicity. WebsterAdvertising has taken itself the task of interpretingthe qualities of a product in terms of consumer needsand wants. Prof.SandgeYuvaraj.D 4. Advertising ObjectivesA specific communication task to be accomplishedwith a specific target audience during a specificperiod of time.Informative advertising- Aims to create Brand Awareness andknowledge of new products. - HavellsPersuasive advertising- Aims to create liking, preference, conviction,and purchase of a product / service- Ujala fabric whitner, comparative adYuvaraj.D 5. Advertising ObjectivesReminder advertising- Aims to stimulate repeat purchase ofproduct/Service- Coco Cola, Pepsico, Bike adsReinforcement Advertising- Aims to convince current purchasers that theymade the right choice- Automobile AdsYuvaraj.D 6. Functions of AdvertisingYuvaraj.D 7. The 5Ms of AdvertisingYuvaraj.D 8. Developing the Advertising CampaignFive Ms ofAdvertisingReasonMission What are our advertising objectives?Money How much can we spend?Message What message should we convey?Media What media should we use?Measurement How should we evaluate results?Yuvaraj.D 9. Types of AdvertisingYuvaraj.D 10. Classification of Advertising MediaIndoor Ad Outdoor Ad Direct Ad Promotional Ad1. Newspaper1. Hoardings/Bill Board1. Sales Letter 1. WindowDisplay2. T.V 2. Posters 2. CircularLetter2. InteriorDisplay3. Radio 3. ElectricDisplays3. Booklet 3. Exhibitions4.Magazine4. PaintedDisplays4. Brochures 4. Showrooms5. StorePublication.Yuvaraj.D 11. Factors influencing Selection of MediaFactors ReasonThe class of people influencedEx: FormerClassification of media will depend upon thenature of product and its marketDeciding on Reach, Frequency, &ImpactReach and Frequency are needed to achieveadvertising objectivesThe reputation of the media Print Media & Mass MediaThe Cost of Space Large Fund TVMessage brief billboardMass Marketing - newspaperExtent of Competition It has to be consider the competitorsproduct/service AdvertisementTiming of Media Ex: For Summer A/c, fridgeFor Winter Medicine, UmbrellaYuvaraj.D 12. Evaluating Advertising EffectivenessCommunication Effect Research What is the main message you get from this ad? What do you think they want you to know, believe, or do? How likely is it that this ad will influence you to undertake the action? How does the ad make you feel? What works well in the ad and what works poorly?Sales Effect Research Share of expenditure Share of voice Share of minds/hearts Share of Market.Yuvaraj.D 13. 1.Promotion toolsAdvertisingSales promotionPublic relations and publicityPersonal sellingYuvaraj.D 14. Sales promotion Sales Promotion, a key ingredient in marketingcampaigns, consists of a collection of incentive tools,mostly short term, designed to stimulate quicker orgreater purchase of particular products / services byconsumers or the trade. Short-term incentives to encourage the purchase orsale of a product or service.Yuvaraj.D 15. Objectives of Sales PromotionTo introduce new productsTo attract new customersTo induce present customers to buy moreTo help firm remain competitiveTo increase sales in off seasonTo increase the inventories of business buyersTo develop patronage habits among customersTo educate customersTo stimulate salesTo facilitate coordinationYuvaraj.D 16. Major Consumer & Trade promotion toolsConsumer Tools Trade ToolsSample Price Off (Off-invoice / off-list)Coupon AllowanceCash refund(offer) Free GoodsPremiumPatronage rewardPoint-of purchase(POP)Contests sweepstakes gamesDiscountYuvaraj.D 17. Difference - Advertising and SalesPromotionDifference Sales Promotion AdvertisingApproach Both Personal andimpersonal ApproachImpersonal ApproachNature of Status Supporting Role, Fill thegaps by personal andimpersonal effortsAdvertising and salespromotion are purelyindependentAchievement of Goals Policies are short term Policies are long termMeans used Free samples, coupons,special prices, contests.Different medias likeindoor, outdoor anddirect.Efforts involved Two way successApproachOne side approachYuvaraj.D 18. Major DecisionsYuvaraj.D