Transcript
Page 1: Advertising, sales promotion

Advertising, Sales Promotion

The best advertising is done by satisfied customers.

The term ‘Advertising’ is derived from latin word “Advertere”

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The learning objectives

AdvertisingSales PromotionMarketing promotion tools

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Advertising

Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. – AMA

Advertising is to give public notice or to announce publicity. – Webster

Advertising has taken itself the task of interpreting the qualities of a product in terms of consumer needs and wants. – Prof.SandgeYuvaraj.D

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Advertising Objectives

A specific communication task to be accomplished with a specific target audience during a specific period of time.

Informative advertising- Aims to create Brand Awareness and

knowledge of new products. - HavellsPersuasive advertising

- Aims to create liking, preference, conviction, and purchase of a product / service

- Ujala fabric whitner, comparative adYuvaraj.D

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Advertising Objectives

Reminder advertising- Aims to stimulate repeat purchase of

product/Service- Coco Cola, Pepsico, Bike ads

Reinforcement Advertising- Aims to convince current purchasers

that they made the right choice- Automobile Ads

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Functions of Advertising

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The 5M’s of Advertising

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Developing the Advertising Campaign

Five M’s of

Advertising

Reason

MissionWhat are our advertising objectives?

Money How much can we spend?

MessageWhat message should we convey?

MediaWhat media should we use?

MeasurementHow should we evaluate results?Yuvaraj.D

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Types of Advertising

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Classification of Advertising Media

Indoor Ad Outdoor Ad Direct Ad Promotional Ad

1. News paper

1. Hoardings/ Bill Board

1. Sales Letter

1. Window Display

2. T.V 2. Posters 2. Circular Letter

2. Interior Display

3. Radio 3. Electric Displays

3. Booklet 3. Exhibitions

4. Magazine

4. Painted Displays

4. Brochures

4. Showrooms

5. Store Publication.

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Factors influencing Selection of Media

Factors Reason

The class of people influencedEx: Former

Classification of media will depend upon the nature of product and its market

Deciding on Reach, Frequency, & Impact

Reach and Frequency are needed to achieve advertising objectives

The reputation of the media Print Media & Mass Media

The Cost of Space Large Fund – TVMessage brief – billboardMass Marketing - newspaper

Extent of Competition It has to be consider the competitor’s product/service Advertisement

Timing of Media Ex: For Summer – A/c, fridge For Winter – Medicine, Umbrella

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Evaluating Advertising Effectiveness

Communication 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.

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1.Promotion tools

AdvertisingSales promotionPublic relations and publicityPersonal selling

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Sales promotion

Sales Promotion, a key ingredient in marketing campaigns, consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products / services by consumers or the trade.

Short-term incentives to encourage the purchase or sale of a product or service.

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Objectives of Sales Promotion

To 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

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Major Consumer & Trade promotion tools

Consumer Tools Trade Tools

Sample Price Off (Off-invoice / off-list)

Coupon Allowance

Cash refund(offer) Free Goods

Premium

Patronage reward

Point-of purchase(POP)

Contests sweepstakes games

Discount

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Difference - Advertising and Sales Promotion

Difference Sales Promotion Advertising

Approach Both Personal and

impersonal Approach

Impersonal Approach

Nature of Status Supporting Role, Fill

the gaps by personal

and impersonal efforts

Advertising and sales

promotion are purely

independent

Achievement of Goals Policies are short term Policies are long term

Means used Free samples,

coupons, special

prices, contests.

Different medias like

indoor, outdoor and

direct.

Efforts involved Two way success

Approach

One side approach

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Major Decisions

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