Project Report on Advertising Effectiveness [Advertising/Sales

Promotion/Sales Management]

ADVERTISING EFFECTIVENESS
CONCEPTUAL STUDY OF PROMOTION MIX

People no longer buy shoes to keep there 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. 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-ordinated 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 than conflicting with it.

ADVERTISING
The word Advertising has its origin from a Latin word Adventure which
means to turn to. The dictionary meaning of the word is to announce
publicity or to give public concerned to a specifi