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ADVERTISMENT:
Introduction:
People no longer buy shoes to keep their feet warm and dry.
They buy them because of the way the shoes make them
feel masculine, feminine, rugged, different, sophisticated,
young, glamorous, "in" buying shoes has become an
emotional experience . Our business now is selling
excitement rather than shoes. - Francis C. Rooney
Modern marketing calls for more than developing a good
product it attractively and making it accessible to target
customers. Companies must also communicate with their
present and potential customers. Every company is
inevitably cast into the role of communicator and promoter.
What is communicated however should not be left to
change. To communicate effectively; companies hire
advertising agencies to develop effective ads; sales
promotion specialists to design sales incentive programmes
and public relations firms to develop the corporate image.
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They train their sales people to be friendly and
knowledgeable. For most companies, the question is not
whether to communicate but rather what to say, to
whom.Promotion influences demand by communicating
product and company message to the market. A promotion
Techniques involves the co-ordination of all communication
efforts aimed at a specific audience; consumer and
shareholder. The most critical promotional question is the
proper mix of advertising, personal selling, sales promotion
and publicity. The promotion mix is usually co-ordinate on a
campaign basis, taking the campaign may efforts include a
total campaign with one unified theme. All promotion
messages tie in to this theme in one way or the the, rather
Vision:
(A) Radio:
Advertisers using the medium of radio may also be classified
as National or Local advertisers. The radio is a prominent
vehicle of advertising in our country and accounts for a large
sum of the total advertising budget. The radio serves
principally local rather than national or large regional
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markets. Many small advertisers use the radio. So do some
large organizations.
When T.V. became a factor in the advertising scene, some
industry observers felt that radio advertising might become
insignificant or even disappear. This has not been so, for
radio operators have responded to the challenge by offering
programmers that features music etc.
(B) Television:
Late in India, a growing class of advertising media has been
the TV. In our country, commercial advertising on TV is
severely limited because broadcast timings are only in the
evenings. The TV is a unique combination timing of sight
and sound and achieves a deeper impact than the other
media do. This is particularly advantageous for advertisers
whose product require demonstration. TV advertising offers
advantage of impact, mass coverage, repetition, flexibility
and prestigious. In our country not everyone has a TV set;
therefore it does not reach everyone. Moreover, in rural
India where 76.31% of our population lives. There are hardly
any TV sets, except at the community centers where
electricity is available. Moreover, TV programmers in our
country do not offer much selectivity. The translation is
limited; any centers do not have TV towers.
TV appeals to both the senses of sound and of sight. As a
result is combines the two to produce high-impact
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commercials. Finally, the fact that product or service is
promoted on TV may build a prestigious image of the
product and its sponsor. The pleasure derived from watching
TV is at least potentially transferable to the advertising
message delivered through the medium.
(A) Newspaper:
A sizable share of the total advertising budget is spent on
advertising in newspapers. Newspapers in our country
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virtually reach most of the homes in the cities. Since
newspapers are local, marketers can easily use them to
reach particular markets. This selectivity is easily rigorous.
Some are in the twelve-hour range. From the viewpoint of
the advertiser, newspaper offers several advantage, they
are local in content and appeal and provide opportunity for
direct communication between a product and its local
dealers or distributors. Because newspapers supply news,
they offer an atmosphere of factual information and of
currency that may be favourable for some advertising
situations.
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(B) Magazines:
Magazines are also mean of reaching different market, both
original and matinal and of general and specific interest. An
organization may approach national markets through such
publication as Business India, Famina, Sports week, India
Today, Business World and Film fare. Some marketers divide
their market on the basis of such variable as age,
educational level and interest magazines. Magazines are
divided into those parts that serve business, industrial
consumers, ladies, sports etc. The diversity of magazines is
tremendous. Some offer news or together "General Interest"
content to huge audience. Others are highly specialized,
technical or even exotic. In general, magazines offer
advertiser the opportunity to reach highly selective
audience. The primary advantage of magazine advertising is
selectivity of market targets; quantity reproduction long life;
the prestige associated with some magazines; and the extra
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service offered by many publications.
SALES PROMOTION
According to the American Marketing Association, Sales
Promotion consists of those marketing activities other than
personal advertising and publicity that stimulate consumer
purchasing and dealer effectiveness, such as displays shows
and expositions, demonstration and various non-recurrent
selling efforts not in the ordinary routine.
Sales promotion activities are impersonal and usually non-
recurring and are directed at the ultimate consumers,
industrial consumers and middlemen. These activities tend
to supplement the advertising and personal selling efforts.
Examples of sales promotion are free product samples,
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trading stamps, store displays, premiums, coupons and
trade shows.
PUBLICITY
Publicity is a means of promoting the mass market and is
similar to advertising, except that it is free, is found in the
editorial portion of news media and pertains to newsworthy
events. The most common type of publicity are news release
(also know as press release), photographs and feature
stories. Marketers have less control over the nature of the
publicity that their organization and products receive than
they have over their advertising, personal selling and sales
promotions messages. Upon receiving a news release, for
instance, the editor or broadcast station programme director
may choose to throw the release in the waste paper basket,
change the hording, or print or broadcast it in the original
form. The disposition of the news release is entirely in the
hands of the media and cannot be dictated by the marketer.
PERSONAL SELLING
Personal selling consists of persons to communication
between the sales persons and their prospects. Unlike
advertising, it involves personal interactions between the
sources and the destination. Advertising aims at grouping
the shotgun approach, while personal selling aims at
individuals the right approach. Sales persons are in the
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position to tailor their messages according to the unique
characteristics of each prospect. Further, by observing and
listening, sales persons receive immediate feedback on the
extent to which their messages are getting across. If
feedback indicates that the message is not getting across,
the sales person may quickly adjust it or the method of its
presentation.
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PUBLIC RELATIONS
Marketers engage in public relations in order to develop a
favorable image of their organization and products join the
eyes of the public. They direct this activity to parties other
than target consumers. These "other" include the public at
large labour unions, the press and environmental groups.
Public relations activities include sponsoring, lobbying and
using promotion message to persuade members of the
public to take up a desired position. The term public
relations refers to a firm's communication and relationships
with the various sections of the public. These sections
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include the organization customers, suppliers, share holders,
employees, the government, the general public and the
society in which the organization operates.
ADVERTISING EFFECTIVENESS:
Advertising is an art not a science. Effectiveness of which
cannot be measured with a mathematical or empirical
formula some advertisers argue that advertising efforts go
to waste, but every advertiser is keenly interested in
measuring or in evaluation of ad. effectiveness. Testing for
the effectiveness of ad. will lead advertisement testing must
be done either before or after the ad has done in the media.
It is of two types, pretesting which is done before the ad. has
been launched and one is referred to as cost testing which is
done before the ad. has been launched and one is referred
to as cost testing which is done after launching the
advertising campaign. The basic purpose of advertising
effectiveness is to avoid costly mistakes, to predict the
relative strength of alternative strength of alternative
advertising strategies and to increase their efficiency.
Sales-Effect:
Communication-effect advertising research helps advertisers
assess advertising's communication effects but reveals little
about its sales impact. What sales are generated by an ad
that increases brand awareness by 20% and brand
preference by 10%? Advertising's sales effect is generally
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harder to measure than its communication effect. Sales are
influenced by many factors besides advertising, such as the
product's features, price, availability and competitors'
actions.
PROGRESS TESTS:
These assess the various stages of buyer awareness,
preference, buying intention and the actual purchase in
relation to ad. effort. They are called sales effect tests.
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Controlled Experiment: In experimental market, any
difference in sales.
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