File Name: advertising and sales promotion notes .zip
Advertising and sales promotions are two of the key components of a business, but they are distinct concepts that people often misunderstand. Advertising promotions are done to build brand image, and the results become apparent though the passage of time. Sales promotions are much more immediate and focus on getting revenues into the business bank account right now.
We have updated all the necessary books and Study materials which will be required at the time of preparation. In this article, we are concentrating on the subject Advertising and Sales Promotion. Advertising is a form of communication for marketing and used to encourage, persuade or manipulate an audience viewers, readers or listeners; sometimes a specific group to continue or take some new action. Sales Promotion includes activities that seek to directly induced, or indirectly serve as incentives to motivate, the desired response on the part of the target customer. This is a pressure task job. To excel in this field candidate must have a broad knowledge of the subject.
In marketing, promotion refers to any type of marketing communication used to inform target audiences of the relative merits of a product, service, brand or issue, most of the time persuasive in nature. It helps marketers to create a distinctive place in customers' mind, it can be either a cognitive or emotional route. The aim of promotion is to increase awareness, create interest, generate sales or create brand loyalty. It is one of the basic elements of the market mix , which includes the four Ps, i. Promotion is also one of the elements in the promotional mix or promotional plan. These are personal selling , advertising , sales promotion , direct marketing publicity and may also include event marketing , exhibitions and trade shows.
Some sales promotions are aimed at customers, and others are targeted at intermediaries and at the firm's sales force. When undertaking a sales promotion, there are several factors that a business must take into account:. Sales promotion techniques are used to achieve the objectives that are as follows:. The techniques of sales promotion used by firms are discussed as under:. The product is offered at a price that is lower than the normal price.
All the students who are doing MBA, the following notes will help fast understanding of the fundamentals of Advertising and Sales Promotion. The core courses in an MBA program cover various areas of business such as accounting, finance, marketing, human resources, operations, and statistics, etc. Advertising is a powerful communication force, highly visible, and one of the most important tools of marketing communications that help to sell products, services, ideas, and images, etc. Many believe that advertising reflects the needs of the times. One may like it or not but advertisements are everywhere. Advertisements are seen in newspapers, magazines, on television and the internet and are heard on the radio.
Sales promotion is defined as activities which include advertising and publicity aimed at stimulating consumer purchasing and effective selling by dealers. Sales promotion includes free samples, a premium on sale and dealer incentive, contests, fairs and exhibitions, public relations activities, etc. Sales promotions are those activities, other than advertising and personal selling that stimulate market demand for a product. The basic purpose is to stimulate on the spot buying by potential customers through short-term incentives. These incentives are essentially temporary and non-recurring nature.
Marketing is the process of maximizing the profitability and sales of the organization by identifying the needs and wants of the customers and convincing them how they can fulfill their needs though our product. Past Marketing: In past advertisement used to be done on the mass media like televisions, newspapers, etc. Mass media was very popular and useful as the marketing medium till late 80s but after that it lost its grip. Now, the emergence of new technology, the growth in the internet usage, rapidly changing environment, changing way of communications, fragmentation of mass markets, growing economies, and globalization has changed the overall marketing to use different other communication mediums and techniques with the old ones newspapers, TV, Radio, etc. These new techniques are as follow:.
Sales promotion refers to the activities which supplement and co-ordinate personal selling and advertising to attract customers to buy a product. Sales promotion methods include displays, demonstrations, expositions, exhibitions and other non-recurrent selling efforts which aim at impelling spot buying action by prospective customers. Sales promotion, as part of the total distribution system, plays a vital role in inducing the consumer to buy your product.
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