Promotion involves mentioning the brand or new product launch, through both paid and free marketing activities. These advertisements are uniform across the nation and are released through national media covering the nation. As far as the consumers are concerned, advertisement is a waste, when it conveys incomplete information or a false information. This involves stiff competition amongst the producers. Sales Promotion - Marketing aptitude questions Q1. Infomercials SALES PROMOTION 1. Social advertising is a widely adopted method. Scientific advertising programme is drawn by considering all relevant factors connected with advertising. 4. The promotional cycle demonstrates the advantages and benefits of goods and services in contrast to the products and services provided by rivals. Advertising will be used only when it can fetch good result. It is the era of creativity, and the more creative you are, the better your advertisement strategy will be. (d) It is paid for by advertiser to publisher. Television and/or Movies 1. Samples are defined as offers to consumers of a small amount of a product for trial. 3. 6. Media selection is an important step, since it costs time, space and money. To build brand preference (by making it more difficult for middlemen to sell substitutes). To popularize some change in marketing strategy (change in price, improvement in the product etc.). For instance, when you take the case of a book-seller, he sends his salesman from college to college to sell his books and this is more effective than advertising. Thus any sponsored communication designed to influence buyer’s behaviour is advertising because advertiser pays for it. The standard of living of the public is raised by introducing modern products and the latest techniques through advertising. There is greater for truthful advertising for measuring the effectiveness of advertising in general, and for socially responsible advertising. The power of sales promotions lies in accompanied incentives. Advertising is used to make the salesmen acceptable to the people. formula; Attention, Interest, Desire and Action is very important here. ASP - Advertising & Sales Promotion Co AAAI - Advertising Agencies Association of India CAG - Commercial Artists Guild DAVP - Department of Advertising and Visual Publicity MICA - Mudra Institute of Comm. 7. Advertising is a purposeful attempt sponsored by the party, whereas publicity may or may not be sponsored by the party. Institutions like colleges, universities, missionary of charities and large corporates bring out these advertisements. 10. It has been used from immemorial period. Advertising is a part of the promotion. When the business focuses on health care and cosmetics, a manufacturer will send you 50 samples of a new lotion. The positive developments during 1950’s were the emergence of television, the application of psychology and research in advertising, and invention of the concept of Unique Selling Proposition (USP) by Reeves. E.g. The nineteenth century saw the introduction of magazines which also grew into a big advertising medium. Sales promotion is mainly intended to make advertising and personal selling more effective. Slogans are short catchy phrases used in advertisement. 2. The first function of a headline is to attract the reader’s attention to the advertisement. The purpose of such advertising is to create a positive goodwill, which will ultimately contribute towards achieving to overall marketing and brand building goal of the organization. This type is again divided into primary and selective. You could have both publicity as well as the promotion of the same person in your company, which may create the same illusion. By giving different addresses to different media, and when enquiries are received, it can easily be found out through scrutiny which publication fetches more enquiries. Generally, there arises a problem in choosing “how to advertise”. At the front of your store, you can set up a table where customers can try the items, give the samples away. We can adopt sales promotion and advertising as tools to mobilize the marketing machinery. Participants: Medium or large sized companies. It gives importance to the firm and wants to create a good impression about a particular manufacturer or a shopkeeper. Forex: a company must decide on how much coupon will reducethe retail price of a product. 6. It is paid for by a seller (sponsor). American Marketing Association defines advertising as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor”. The decade 1910-1980 is referred to as the positioning era, as it saw the emergence of the concept of positioning developed by Ries and Trout. Discounts, sample offerings and contests are some common forms of this type. The consumers have accepted the product and the competition has moved into the market-place sooner rather than later. traduzione di sales promotion advertising nel dizionario Inglese - Francese, consulta anche , esempi, coniugazione, pronuncia (3) To adopt a proper and effective communication mix and media mix. 24. Advertising is one of the elements of promotion while the promotion is the variable of the marketing mix. These advertisements are carried out in local and vernacular media to promote the product in a local region. A short-term tactic is a promotion. These advertisements are brought out for a social cause like against AIDS, child-labour, women trafficking. Sales promotion is designed to be used as a short-term tactic to boost sales it is rarely suitable as a method of building long-term customer loyalty. 8. Narrow margins require you to sell a higher volume of goods to generate strong profits. Here, a copy, which is recognised by a large number of readers, is considered more effective. A coupon may be left with the advertisement with a request to make enquiries along with coupons. If you discount a $10 item to $8, you miss $2 in revenue. Littlefield defines it as “Advertising is mass communication of information intended to persuade buyers as to maximize profits.”, Hall defines it as “Salesmanship in writing, print or pictures or spreading information by means of the written and printed word and the pictures.”, Stanton says, “Advertising consists of all the activities in presenting to a group a non-personal, oral or visual, openly sponsored message regarding a product, service or idea.”. Therefore, it can be said that advertising is also an act of promoting the product. (Difference between Advertisement and Sales Promotion - Advertising … 9. Advertising is as old as trade and commerce. Confused?? A business without advertisement cannot be thought of. Upon sending reply, if nothing is heard from the enquirer again he is approached by writing letters. So an advertising programme should be prepared very carefully in order to serve the purpose fully. : “Nescafe, the coffee that tastes so good.”. Its purpose is to inform or influence them in order to increase the sales of the advertiser. Whatever the form of advertisement-spoken, written or visual, it is directed at a mass audience and not at the individual as in personal selling. Product analysis is necessary as to its acceptance by the customers. 5. Sales Promotion. as the result of facts known to others through advertising. Starting as agents for newspapers, the agency diversified into other services such as copy-writing, and played the role of consultants to advertisers.
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