advertising and sales promotion

Name of InstitutionAmity Business School

Appeals

Rational InformationalEmotional AffectiveTransformational ExperientialCombination / Mixed


• Institutional advertising/Advocacy - messages that promote concepts, ideas, philosophies, or goodwill for industries, companies, organizations, or government entities.

• Public Service / Cause advertising - institutional messaging that promotes a specific viewpoint on a public issue as a way to influence public opinion and the legislative process.

• Product placement - marketers pay placement fees to have their products showcased in various media, ranging from newspapers and magazines to television and movies.

• Guerilla advertising- innovative, low-cost marketing efforts designed to get consumers’ attention in unusual ways.

CATEGORY 6


Retail Advertising

Surrogate Advertising

Celebrity Advertising

Covert Advertising

CATEGORY 7


Advertising based on Multi- usage media

a) Display advertising -Display advertising is brand, product or service advertising that appears in various sizes and positions throughout all sections of the newspapers and on all channels of the website.

b) Classified advertising - Classified advertising is product or service advertising that appears in specific sections of the newspapers under headings classifying the product or service being offered i.e. travel, lifestyle, and entertainment.

c) Sponsorship - Sponsorship is advertising that seeks to establish a deeper association and integration between an advertiser and a publisher. The most common forms of sponsorship are content sponsorship, such as sponsored supplements, columns, micro sites, and event sponsorship.

CATEGORY 8


d) Inserts advertising -Insert advertising is brand, product or service advertising that, rather than appearing on the page of the newspaper, takes the form of loose inserts, bound-in inserts, tip-ons, product inserts such as chocolate bars, or sponsored polybags containing an onset such as CD, DVD or special booklet.

e) Online advertising - Guardian Pharmacy offers a wide range of online advertising solutions from established formats, such as banners, buttons, skyscrapers and overlays, to micro site sponsorship and innovative targeting techniques such as surround sessions and behavioural targeting.

f) Recruitment advertising - Recruitment advertising encompasses all jobs advertising, which appears in the range of Guardian recruitment supplements and on guardian.co.uk/jobs.

g) Interactive Advertising


DIGITAL ADVERTISING

PHYSICAL ADVERTISING

CATEGORY 9

NICHE ADVERTISING

CROUDSOURCING


Cognitive Strategy

Presentation of rational arguments or pieces of information to consumers

1. Generic – direct promo of product or service without claims of superiority

2. Pre-emptive – claims of superiority based on specific attribute or benefit

3. Unique Selling Proposition – explicit testable claim of superiority or uniqueness

4. Comparative – direct or indirect comparison of good or service to competitor.

CATEGORY 10


Affective strategies

Invoke feelings and emotions and match them with the product, service, or company

1. Resonance – connects products with consumer’s experience to build stronger ties between product and consumer.

2. Emotional – elicits powerful emotions that lead to product recall and choice


Conative Strategies

Designed to lead more directly to some type of consumer behaviour.

1. Action-inducing – cognitive evaluation through use after sale (impulse purchase displays-buy now be happy later)

2. Promotional support – designed to support other promotions (gets consumer to take supportive action to other promotion – sweepstake or store visit)


Advertising by: Target Audience Geographical Area Purpose

CATEGORY 12


1. By Target Audience

• CONSUMER ADVERTISING

• BUSINESS ADVERTISING–TRADE–PROFESSIONAL–AGRICULTURAL


2. By Geographical Area

• LOCAL ADVERTISING• REGIONAL ADVERTISING• NATIONAL ADVERTISING• INTERNATIONAL ADVERTISING


Consumer AdvertisingIndustrial AdvertisingTrade AdvertisingRetail AdvertisingWholesale Advertising


Advertising According to Medium:Print Advertising Newspapers, Magazines,

Brochures, Fliers

Outdoor AdvertisingBillboardsKiosksTradeshows and Events

Broadcast advertisingTelevisionRadio

CATEGORY 14


Point Of Purchase: includes ads on shopping carts, cart straps, aisles, and shelves as well as promotion options such as in-store demonstrations, live sampling and instant coupon machines. Wal Mart TV run in 2500 stores and appear three times an hour.

Alternative media: Ads can now appear virtually anywhere consumers have a few spare minutes or even seconds and thus enough time to notice them. Eg: Some firms offer ad placement in fast-food restaurants, physicians waiting rooms and health clubs.

Place advertising: Ad placements to grab consumers attention in environments such as where they work, play and of course shop. Eg. billboards, product placement at public spaces and point of sale.

CATEGORY 15


INFOMERCIALS and ONLINE ADVERTISING

• Infomercial -- A full length TV program devoted exclusively to promote a particular product.

• Online ads are attempts to get potential customers to a website to learn about a product.

LG2

• Interactive Promotion -- Allows marketers to open a dialogue between buyers and sellers and let them work together to create a beneficial exchange.

CATEGORY 17

Documents

advertising and sales promotion