Advertising is mobilizing marketing wheels. The cost of advertisement is included in the price, i.e., increased price. The good news is that you can subtract some of the taxes for advertisement and promotion. They are asked to identify them. The nineteenth century saw the introduction of magazines which also grew into a big advertising medium. -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. Advertisement awakens the public at large. You could have both publicity as well as the promotion of the same person in your company, which may create the same illusion. Image Guidelines 5. It is normal to speak broadly of three sides of advertising-advertiser, advertising agency and media owners. Soap, Kumari powder etc., it is a case of rational type. Some sales promotions are aimed at … Sales promotions take many different forms, but they all focus on persuading a target audience to become customers of a business. Different papers may be selected for the advertisement of different departments. 1. Samples help consumers verify the quality of the product. Sometimes, the answer is contained in the headline itself. This delay is obviously attributable to its late “industrialization”. Advertising is defined as any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. They carry clear meaning and felicitous phrases. The modern day of advertisement agency has its origins during this period. It is not a modem origin. Media are important and are commercial vehicles that carry advertiser’s message to his prospects. Sales promotion uses both media and non-media marketing communications for a pre-determined, limited time to increase consumer … To build brand preference (by making it more difficult for middlemen to sell substitutes). From the point of view of advertisers and consumers, advertising may fail because of the following factors, (in brief): 1. Consumer Sales Promotion When the sales promotion strategies are targeted to the end consumers, it is referred to as consumer sales promotion. 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. If you discount a $10 item to $8, you miss $2 in revenue. This is a type of advertising used at the stage of introducing a new product to the market with the aim to inform the public as to its birth and other details. It guides or helps buyers to make satisfactory purchases. Forex: a company must decide on how much coupon will reducethe retail price of a product. Multiple choice Questions on Advertising and Sales Promotion. The advertising copy is differentiated, in approach, appeal or layout and of course with different addresses of the advertiser. Letters may be sent one after another, at an interval of about two weeks, till the result is achieved or finally stopped. An enquirer may be followed regularly through correspondence till it yields a result. Sales promotion is one of the elements of the promotional mix. In new small companies, promotions work well on a budget as, during these slow first months, they will boost the cash flow. They are complementary and supplementary activities. Sales promotion budget: setting the overall promotionbudget is to determine the desired mix of advertising & salespromotion. When the advertising is done by retailers, it is a case of local (retail) advertising. Tell the aspects of product like quality, price, usefulness, special features etc. They linger in the memory for a long time. However, if marketers do not advertise, consumers are likely to forget about it and switch to other alternatives being advertised regularly. Sales promotions often attract brand switchers (those who are not loyal to a specific brand) who are looking primarily for low price and good value. It must have economy and be more efficient as compared to other means of selling. are benefited greatly by displaying advertisement. Unless consumers perceive a need for the product, it will not sell. The publication which facilitates more enquiries may be selected and the rest may be dropped. Some sales promotions are aimed at consumers. Many firms adopt the vigorous means to maintain their existence in the market, as there are many substitutes in the market. For this mass communication is needed as the population is great or the market area is wide. Now, manufacturers, businessmen, employers, institutions, new shop owners, marketers etc. Its aim is to make people, members of the advertiser’s firm. Failure to inform the salesmen and dealers about advertising. One should consider all relevant factors before taking a decision on its usefulness or waste. Advertising is aimed towards the long term building of the brand while Promotion is aimed at the short term tactical goal of moving ahead in sales. 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. In this manner, “advertising” has become indispensable in modem life. 4. : “Nescafe, the coffee that tastes so good.”. As far as the consumers are concerned, advertisement is a waste, when it conveys incomplete information or a false information. This “follow up system” is effective in concluding a sale. It has been used from immemorial period. And in return, a detailed information of the product, generally, in the form of a booklet will be sent to the interested persons. The consumers have accepted the product and the competition has moved into the market-place sooner rather than later. Opinions of both these (survey and copy) are collected from the people. The principles of advertising have been established through a good deal of research. Advertising is a purposeful attempt sponsored by the party, whereas publicity may or may not be sponsored by the party. 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. Infomercials SALES PROMOTION 1. 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 bargain headlines are commanding, declarative and that an expensive product is a bargain, with some discounts or free offers. Advertising is one of the elements of promotion while the promotion is the variable of the marketing mix. 4. A lot of consideration can be put in promotions, but it doesn't have to be. It is done with a view to sell the goods or services, offered by the advertiser. In other words, publicity involves a number of methods including advertising. For example, the holiday season is a prime time for retailers to offer promotional promotions because consumers are more likely to buy impulses. 7. formula; Attention, Interest, Desire and Action is very important here. Promotions are generally used as a short — term measures only and help increase sales. Sales Promotion and Advertisement: Sales promotion and advertisement are two different forms of promotion. Consumers know the comparative benefits. Samples are defined as offers to consumers of a small amount of a product for trial. This generally happens in the growing stage of a product’s life cycle. The reader knows who is behind the advertising as the sponsor is openly identified in the advertisement itself Payment is made by the sponsor to the media, who carry the message. 10. The promotional cycle demonstrates the advantages and benefits of goods and services in contrast to the products and services provided by rivals. E.g. To be brief, both, advertising and publicity make a non-personal presentation to the masses. Sales promotion. Types of promotion and advertising . Its purpose is to inform or influence them in order to increase the sales of the advertiser. It includes activities like direct marketing, sales promotion, personal selling, advertising and public relation. Product analysis is necessary as to its acceptance by the customers. The decade 1960-1970, ushered in a creative revolution in advertising. Sales Promotions are tools, which help the company increase the sales volume. (c) It persuades the general public to purchase the goods or services, advertised. In particular, it enables the marketer to add time urgency and other behavioral influences to the promotion campaign. To persuade the buyers the advertiser makes his products buyer-satisfying. The development of printing has greatly boosted the ideas of advertising through newspapers, magazines, hand-books etc. Copyright 10. Advertising campaigns are created to create a brand identity, and the effects are noticeable over time. These headline exploit human emotions. The first function of a headline is to attract the reader’s attention to the advertisement. Below the line promotion: All other promotion. A group of buyers consists of children, grown-ups, students, women or men. emphasized the creative side of advertising and developed campaigns that stood out for their creative brilliance. 2. Advertising is just one method of marketing communications, which is the umbrella for many methods.TYPES OF ADVERTISING – MASS MEDIA 1. Manufacturers use large-scale advertising for impressing people with the utility of their products. Non-sensible preparation of advertising copy, lack of thinking and time etc. Awake and stimulate the interest of the buyers. 10. This concept has wide application in advertising today. 3. Prohibited Content 3. A particular product with its brand is promoted through advertising. A country like ours, is developing in all fields, and this is because of advertising of new and developed ideas. In case of publicity, it is not a necessity. Starting as agents for newspapers, the agency diversified into other services such as copy-writing, and played the role of consultants to advertisers. Attract primary and initial attention of the buyers. It attempts to measure the communication effectiveness through a survey. It is a deliberate and planned attempt at creating the right mood as the body copy also pours out emotions. To do the entire selling job (as in mail order marketing). This marked the beginning of the modem-day, full service and agency. Advertising And Sales Promotion; Page 1; Advertising and Sales Promotion. Sales promotion may also help in increasing the effectiveness of advertising. 5. 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. Advertising is a paid method of mass advertising, which may take the form of TV, radio, magazines, and the internet. 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. Attitudes toward a brand result from a combination of _____ attitude-formation processes. Advertisements and sales promotion are the two main elements of a business but are distinct terms that people sometimes understand wrongly. At other times, advertising may sometimes focus more on brand awareness than increasing immediate sales. The evolution of printing technology and the changes of the marketing policies have been greatly utilized and many are benefited from advertising. 2. Preparation of advertising budget by analyzing the competition in the market, area to be covered and defined objectives to the firm. We hope it was clear to you, and you will find it beneficial. Suggest and lead to specific response. 9. Increasing literacy, modem techniques of printing, stiff competition etc., add to the necessity of advertisement. Sales promotions naturally limit your per-transaction revenue opportunities. 9. But all advertisings may not be successful. Because of their large promotional expenditures, companies such as Molson Coors (Tim Hortons) and Canada Goose remain in the minds of millions of Canadians. Radio 1. primary and secondary; linear and non-linear; associative and non-associative; central- and peripheral-route; None of the above. Promotion can be launched directed at consumer or trade. This type of advertising is used when the market is loaded with similar products. Mass production followed by large-scale consumption facilitates to earn more profits. These messages are directed towards retailers, wholesalers and distributors. Advertisement aims at creating and maintaining the demand of the company. Salesmen 1. This is possible by “Keying” the advertising. The standard of living of the public is raised by introducing modern products and the latest techniques through advertising. 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. Advertising alone almost never “sells” products, services or ideas. The aim of advertisement is to promote sales of products or service. Some consumers like it and some others don’t like it, or may be neutral. Sales promotion can also be used to achieve other objectives, such as widening distribution or ‘shelf facing’. For example, pressure cookers, bicycles, scooters etc. 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. 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. The ‘message’ is known as advertisement. Participants: Medium or large sized companies. Advertising is a paid form and hence commercial in nature. We may sell a house, raise funds, sell products, buy second-hand products, launch a new product, employ people, find a pen-friend etc. This type is also known as competitive advertising. It is not delivered by actual person. Advertising is as old as trade and commerce. This type of headline makes a bold positive statement, which is obvious in itself. Thus any sponsored communication designed to influence buyer’s behaviour is advertising because advertiser pays for it. 1. The aim is to persuade people to buy more. 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