Infomercials SALES PROMOTION 1. 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. Sometimes, the answer is contained in the headline itself. Advertising is mobilizing marketing wheels. The advertising copy is differentiated, in approach, appeal or layout and of course with different addresses of the advertiser. It is a programme or series of activities necessary to prepare the message and bring it to the intended persons or market. 9. Soap, Kumari powder etc., it is a case of rational type. Advertising is a paid method of mass advertising, which may take the form of TV, radio, magazines, and the internet. Promotion can be launched directed at consumer or trade. The advertiser receives enquiries from customers in response to the advertisement made. as the result of facts known to others through advertising. It aims not only to increase revenue in the short and medium-term but also to improve its brand identity and its goods and services to grow long-term revenues and loyalty to customers. Personal Selling is described as a promotional tool whereby a sales representative, presents the product before the potential customers and informs them about its quality and functionung by directly visiting them. If furnishes necessary information to the consumers. Sales promotion is mainly intended to make advertising and personal selling more effective. Advertising is a purposeful attempt sponsored by the party, whereas publicity may or may not be sponsored by the party. These forms of advertising use electronic media like, TV, radio, video, audio-cassettes, etc. An advertisement with the higher number of enquiries is considered favourable. At other times, advertising may sometimes focus more on brand awareness than increasing immediate sales. Advertising, on the other hand, is any paid form of non- personal presentation and promotion of ideas, goods and services. Though the message is not assertive, it makes a statement. 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. If you have a product which is new in the market or which is not receiving a lot of attention, then you can promote this product to customers via sales promotion. The methods, generally, adopted to evaluate communication of advertising are: The number of enquiries received against advertisement is a test to know the effectiveness of advertising. The advertiser has to pay for advertisement. This “follow up system” is effective in concluding a sale. The consumer faces the question, “Which brand should I buy?” Generally, in the early stages of competition, the combined total effect of competitors creates significant growth for the product category. A coupon may be left with the advertisement with a request to make enquiries along with coupons. The role of advertising message in this stage is to furnish product knowledge, change existing habits, develop new usage, cultivate new standards of living, and implant a new way to look at existing approaches of problem solution. An effective advertising naturally necessitates mass production, thereby reduces unit cost by lowering the price of goods in favour of consumer. There is greater for truthful advertising for measuring the effectiveness of advertising in general, and for socially responsible advertising. Media Introductions 1. Make a decision of the advertising media and type of advertisement copy. Let us have a look at the significant differences between advertising and sales promotion: Ad responds to the wants and desires of a target market and seeks to reassure potential clients of their company's importance. It attempts to measure the communication effectiveness through a survey. It creates an atmosphere of urgency in the text. The success of advertising greatly depends upon effective advertising programme. Tell the aspects of product like quality, price, usefulness, special features etc. Most firms are promoting such deals over particular periods when customer demand is expected to be stronger than average. 1. The standard of living of the public is raised by introducing modern products and the latest techniques through advertising. Letters may be sent one after another, at an interval of about two weeks, till the result is achieved or finally stopped. Some consumers like it and some others don’t like it, or may be neutral. (Difference between Advertisement and Sales Promotion - Advertising … The evolution of printing technology and the changes of the marketing policies have been greatly utilized and many are benefited from advertising. These are typical internet based advertisements, which are delivered to individual consumers who have access to the World Wide Web. VIM can change DIM into SUPER WHITE. Advertisement aims at creating and maintaining the demand of the company. When the objectives of an advertisement are not realized, then the amount spent on advertising is a waste. Advertising is necessary in the modem business world. The copy of the advertisement is defined as “all the written or spoken material in it, including the headline, coupons and advertiser’s name and address, as well as the main body of the message.” An advertisement copy is the written or spoken message in an advertisement including words, sentences, figures aimed to convey a desired message to the public. Commercial advertising or business advertising is concerned with selling products or ideas to increase the sales volume. Thus any sponsored communication designed to influence buyer’s behaviour is advertising because advertiser pays for it. Promotions include free samples, special events or sales, discounts, coupons, etc. Radio 1. Multiple choice Questions on Advertising and Sales Promotion. In short, the written matter and message used by the advertiser to convey his desired idea is known as advertisement copy. Sales Promotion. 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. Samples are one of the most important tools of sales promotion. The words and pictures in the copy must win the hearts of readers. ), Farm advertising – relating to farm products. It means, the price of the product is decreased, thereby consumers are satisfied and dividend rate is increased, thereby shareholders are satisfied. All businessmen aim to make profit by increasing the sales at a remunerative price policy. The consumers have accepted the product and the competition has moved into the market-place sooner rather than later. 4. You can use various techniques like giving discounts on the product, offering 1 + 1 free schemes, etc etc. Employers advertise for applications for various vacancies in their companies for selecting the best of the applicants. These are new forms of advertising in which brands are placed inside the film and actors are shown using these products during the movie for increasing the usage among the audience. The purpose of such a sales promotion may be to spread awareness about the product, or to nudge the customer into making a purchase. This marked the beginning of the modem-day, full service and agency. Publicity and marketing often have parallels and are also accompanied by promotional methods, such as advertising campaigns, to improve the campaign's general effectiveness. It must have economy and be more efficient as compared to other means of selling. 5. All these happen because of advertising. Sales promotion is the process of persuading a potential customer to buy the product. 20+ Sales Promotion Examples and Ideas That You Can Steal. To remind users to buy the product (retentive strategy). Advertising is identifiable with its sponsoring authority or advertiser. Thus advertising is the means by which we make known what we have to sell or what we want to buy, so that we can sell or buy to our best advantage. (e) Advertising messages are identified with the advertiser. A headline is defined as a word or a phrase that is prominent and catchy, when compared to the other elements of the advertisement copy. The job of advertising is to introduce the idea that the product is better able to meet the consumer needs than the existing ones. Create an impression in buyers to have memory value. A country like ours, is developing in all fields, and this is because of advertising of new and developed ideas. This headline is used indirectly to attack the competition and redirect the consumer to the advertisers product. Needs and desires of the consumers are to be studied. 5. It means, in publicity, the person passing the message may not come to the stage: someone or a third person initiates the publicity; for instance good or bad remarks appearing in newspapers about anything-a film, a book, a policy, an adventure etc. © 2008-2020 Creative Thinks Media Hand Krafted with by Creative Thinks Media. The readers have also read other advertisements, including the one tested. 5. A short-term tactic is a promotion. (2) To plan for future improved decisions. Advertising is done to build brand image and increase sales, whereas Promotion is used to push short-term sales. In the present business world, suitable publicity is done through advertising, which is adopted by commercial and industrial undertakings and almost all types of concerns. This type is also known as competitive advertising. Businessmen advertise inviting individuals to invest money in their concerns. To do the entire selling job (as in mail order marketing). To improve the morale of dealers and/or sales people (by showing that the company is doing its share of promotion). Practice for BBA or MBA exams using these MCQ. And the primary goal of advertising is to build a long-term brand picture, and the main target of advertising is to achieve optimum sales rapidly. In earlier periods, advertisement was displayed in the form of sign boards, writing on historical buildings or inscriptions on stones, stone-pillars, stone walls etc. Discounts, sample offerings and contests are some common forms of this type. Free samples are given to consumers to generate their interest in the product. Advertisements and sales promotion are the two main elements of a business but are distinct terms that people sometimes understand wrongly. For example, prestige pressure cookers, HMT watches, rallie cycle, Rajdoot bike etc. When the business focuses on health care and cosmetics, a manufacturer will send you 50 samples of a new lotion. Promotions are generally used as a short — term measures only and help increase sales. Content Guidelines 2. Sales Promotions are tools, which help the company increase the sales volume. The good news is that you can subtract some of the taxes for advertisement and promotion. It has been used from immemorial period. The readers are encouraged to fill the coupons with address and return them to the advertiser. Suggest and lead to specific response. Some sales promotions are aimed at … Advertising creates desire for new products. When advertising is sponsored by manufacturers or producers, it is a case of national (general) advertising. Advertising is a part of the promotion. Based on the concept of product life cycle, one may differentiate the stages: In this stage, the marketer develops a new product and there is no assurance that consumers will perceive a need for it. The message is clear and direct. 9. In the field of competition, advertising is a good helper to the producer to boost his products. An enquirer may be followed regularly through correspondence till it yields a result. However, there were some positive developments during this period such as the introduction of radio as an advertising medium and the application of research in advertising. Disclaimer 9. Sales promotion. In earlier periods, it was used only in a limited manner. This concept has wide application in advertising today. It may also draw the readers or viewers to act favourably towards the idea or institutions featured. 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. Advertising is the easiest and most economical means of tapping the wide market. The commanding headline urges the reader to some action. Trade incentive could be price off, free goods and allowances. Non-sensible preparation of advertising copy, lack of thinking and time etc. Advertising covers a vast area. Content Filtrations 6. Salesmen 1. Market usually consists of groups of buyers for a product or service. 3. This delay is obviously attributable to its late “industrialization”. Page 6. We want to introduce the most popular of these, like coupons, gift cards, discounts or free products. Sales promotions naturally limit your per-transaction revenue opportunities. Samples help consumers verify the quality of the product. Promotion is an incentive tool used to drive up short term sales. A particular product with its brand is promoted through advertising. The bargain headlines are commanding, declarative and that an expensive product is a bargain, with some discounts or free offers. This is possible by “Keying” the advertising. By sending a mere reply it does not come to an end. It may be prosaic, poetic etc., depending on the type of product and atmosphere that has to be created. Advertising agency is an independent concern, acting as a specialist in advertising. Now, manufacturers, businessmen, employers, institutions, new shop owners, marketers etc. 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 simple answer to the question “Why do we advertise?” Is that either we have something to sell or some one has something we want to buy. Small-sized companies 3. The power of sales promotions lies in accompanied incentives. The skateboarding business will also concentrate on the price of the board and incentives available if customers bought more than one board if it were to engage in sales promotions. For instance in election, the expenses of popularizing a candidate may or may not be paid by the candidate. Promotion of Goods: Advertising and Sales Promotion – Explained! We can adopt sales promotion and advertising as tools to mobilize the marketing machinery. It is an art of influencing the human action to possess one’s product. For instance, a skateboarding company interested in ads might discuss the type of board content, the rotating capacity of board wheels, and the various kinds of skaters. Media to be evaluated through its cost, effect and result. An advertisement can prove successful in the market when the characteristics of the product can satisfy the main requirements of the customers for whom it is meant. Because of their large promotional expenditures, companies such as Molson Coors (Tim Hortons) and Canada Goose remain in the minds of millions of Canadians. 10. C. Mitchell 1999 defines sales promotion as a process of convincing a prospective client to buy the item And it includes several communications activities that try to provide additional worth or rewards to consumers, wholesalers, sellers, or other organizational consumers to promote instant sales. Mass production followed by large-scale consumption facilitates to earn more profits. They are complementary and supplementary activities. When publicity is made to effect a lady look like a cinema star, associated with a charming beauty, it is a case of emotional type. For example, a search engine advertisement budget or advertisements on panels in your community might be set aside. You could have both publicity as well as the promotion of the same person in your company, which may create the same illusion. 7. The great depression of the 1930’s saw a temporary setback in advertising growth. The aim of advertisement is to promote sales of products or service. In India, advertising, as a potent means of sales-promotion, was accepted hardly three decades ago. Copyright 10. It is normal to speak broadly of three sides of advertising-advertiser, advertising agency and media owners. The early twentieth century was the golden age of advertising. Many firms adopt the vigorous means to maintain their existence in the market, as there are many substitutes in the market. To build brand preference (by making it more difficult for middlemen to sell substitutes). The important classifications of advertising are: Product and Institutional. In most cases, corporations use ads to convey the particular sales plan that is superior to the ones that their competitors offer. Marketers may not feel much need for competitive advertising, as consumers already know all about the product. The key objective of advertising is to clearly and convincingly differentiate the company’s brand and effectively communicate its position. Advertising is an indirect approach to present a product and persuade customers to use it. Expert opinions may be sought to understand the effectiveness of alternative media, length of message etc. 3. Upon sending reply, if nothing is heard from the enquirer again he is approached by writing letters. 8. For example, the holiday season is a prime time for retailers to offer promotional promotions because consumers are more likely to buy impulses. Its aim is to make people, members of the advertiser’s firm. Close touch between consumers and producer is facilitated. -When advertising the product as per normal, it is aimed at attracting ultimate consumers, whereas when sales promotion is added to the product it is aimed at attracting not only consumers but retailers and wholesalers as well. It includes activities like direct marketing, sales promotion, personal selling, advertising and public relation. The main goal of promoting is the short-term growth of revenue. 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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