essence of advertising in promotion mix

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Page 1: Essence of advertising in promotion mix
Page 2: Essence of advertising in promotion mix
Page 3: Essence of advertising in promotion mix

We take this opportunity to express our profound gratitude and deep regards to our greatest guide, respected Subho Sir (Mr. Subhabrato Chatterjee) and not to forget Mr. Anish Chattopadhyay for their exemplary guidance, monitoring and constant encouragement throughout the course of this Project.

Page 4: Essence of advertising in promotion mix
Page 5: Essence of advertising in promotion mix

Promotion refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty.

To promote means to publicize something in order to sell it.

Promotion refers to all those communication activities intended to increase the sales of a product. Thus, the Promotion Mix has now come to be known as the Communication Mix.

Page 6: Essence of advertising in promotion mix

•Advertising

• Public relations

• Sales promotion

• Direct marketing

• Personal selling

Page 7: Essence of advertising in promotion mix

What is Advertising?

Advertising is any paid form of non personal

presentation and promotion of ideas, goods or

services by an identified sponsor.

Paid Form Non-personal

Promotion

Identified Sponsor

Persuasive

Mass Communication

Page 8: Essence of advertising in promotion mix

In

form

•To provide information and create awareness about a new product, brand, new usage of an existing product.

Persu

ad

e •To persuade customers to buy a particular brand.

•It encourages Brand switching and creates preference for a particular brand.

Rem

ind •To remind the

customers about a product that they may overlook.

•Advertising a mature product.

Page 9: Essence of advertising in promotion mix

Advertising seeks to move potential buyers through these stages:

A – G a i n A t t e n t i o n a n d c r e a t e A w a r e n e s s

I – C r e a t e a n d h o l d I n t e r e s t

D – D e v e l o p a d e s i r e

A – A c t i o n s t h a t E n c o u r a g e c u s t o m e r s t o b u y

AIDA

Page 10: Essence of advertising in promotion mix
Page 11: Essence of advertising in promotion mix

Classification of Advertising

On basis of Demand :

Primary demand

Selective demand

On Geographical basis :

Global

National

Regional

Local

On Target Group basis :

Consumer

Industrial

Trade

Professional

Based on objectives:

Product Advertising

Service Advertising

Institutional Advertising

Public service Advertising

On Timing of response basis:

Direct action Advertising

Indirect action Advertising

Page 12: Essence of advertising in promotion mix

5 M’s ofAdvertising

Mission

Money

MessageMedia

Measure

Page 13: Essence of advertising in promotion mix

Product Life Cycle

Introduction

Growth

Maturity

Saturation

Decline

Advertising

Informative

Persuasive

Reminder

AIDA

Attention

Interest

Desire

Action

All 4

Objectives

Increase in sales

Increase in market share

Corporate Image

Page 14: Essence of advertising in promotion mix
Page 15: Essence of advertising in promotion mix
Page 16: Essence of advertising in promotion mix

Provides Information Induces Trial and Repetitive buying.Builds Brand ImageHelps to build Brand preference and LoyaltyReduces Product PricePersuades and Reminds peopleReinforces Buyer’s decision

Page 17: Essence of advertising in promotion mix

Advertisement is essential in today’s cut throat competition of Business

world because of the following reasons:

• To inform consumers of various goods or products and what these goods

or products can do for them. In a market of Perfect Competition

consumers are required to have Perfect knowledge. Advertisements helps

consumers in gaining this knowledge.

•In order for a new business to penetrate an already saturated market, a

systematic regiment of advertising plan is of utmost importance.

•Advertisements are also necessary for many forms of media to survive.

Television programs are mainly funded through advertising, as are most

websites.

Page 18: Essence of advertising in promotion mix

https://www.google.co.in/search

en.wikipedia.org/wiki/Promotional_mix

Page 19: Essence of advertising in promotion mix