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As Per Anna University MBA Curriculum
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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
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
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
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
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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