Beruflich Dokumente
Kultur Dokumente
PREPARED BY
R. GAYATHRI
MLM.,MHRM.,
Asst Professor
ADVERTISING AND SALES PROMOTION
UNIT – I
INTRODUCTION
They are:-
1. Advertising
2. Personal Selling
4. Publicity
(i) To stimulate sales amongst present, former and future consumers. It involves
a decision regarding the media, e.g., TV rather than print ;
(iii) To retain the loyalty of present and former consumers. Advertising may be
used to reassure buyers that they have made the best purchase, thus building
loyalty to the brand name or the firm.
(iv) To increase support. Advertising impliedly bolsters the morale of the sales
force and of distributors, wholesalers, and retailers, ; it thus contributes to
enthusiasts and confidence attitude in the organizational. :
A. Pioneering Advertising
B. Competitive Advertising
C. Retentive Advertising
3. Functional Classification
B. Institutional Advertising
C. Product Advertising
A. Consumer Advertising
B. Industrial Advertising
5. Trade Advertising
A. Retail Advertising
B. Wholesale Advertising
A. National advertising
B. Local advertising
C. Regional advertising
o awareness,
o comprehension,
o conviction and
o action.
• Establish a reputation
• Assist the sales team in increasing sales, opening new avenues, getting
prominent sales and display positions, building the morale of the sales team, etc.
• Increase sales: Advertising informs the consumer about the product, thereby
securing more consumption, or attracting attention towards a new product.
Advertising gives an impetus to the consumer to buy the product, thus
increasing the sales and in turn, higher profits. Advertising helps to build up and
encourage demand and expand the market.
• Introduce a new product: Advertising is the ideal and probably the only way
to introduce a new / improved product to the consumer. Thus passing on
information about the product as fast as possible to the consumer – and creating
a demand.
• Helps dealers: Advertising makes it easier for the dealer, retailer to sell
products faster, thus increasing their profits. Dealing with such well advertised
goods has become quite prestigious for the dealers, as the names of their outlets
also appear in the advertisement as dealers of the product. Thus the dealers get
free publicity for their outlet.
• Increase of business: Where advertising makes way for a demand for the
product, it in turn increases sales, which makes way for an increase in
production, thus expanding business. Advertising also creates goodwill in the
market and an increase in the volume of sales. This reduces manufacturing cost,
which in turn makes way for more profit for the company and its shareholders.
• Pride for the workers: Advertising increases demand and thus there are
higher sales, in turn, more production. All this creates a sense of pride in the
workers that the product that they manufacture is so highly accepted in the
market. It builds a certain pride in the workers and eggs more commitment to
their work and its quality.
• Better employees: The company, with larger profits, can create the best pool
of employees from the market. The employees, on the other hand, are attracted
by the prospect of working for a reputed and famous company and enhancing
their talent. Almost everyone desires to work for reputed and leading companies
like Tatas, Bajaj Auto, Godrej, ICICI Bank and so on.
• Encouragement for the salesman: Advertising makes it much easier for the
salesman to meet the targets set by the management. Advertising eases the job
of the salesman as regards the technical and other specific details of the product.
A good part of the selling is already done by the advertisement.
MARKET SEGMENTATION
Geographic segmentation
Geographic segmentation targets customers based on a predefined geographic
border. Differences in interests, values, and preferences vary dramatically
throughout cities, states, and countries, so it is important for marketers to
recognize these differences and advertise accordingly.
Demographic segmentation
Demographic segmentation divides a market through variables such as age,
gender, education level, family size, occupation, income, and more. This form
of segmentation is a widely used strategy due to specific products catering to
obvious individual needs relating to at least one demographic element.
Psychographic segmentation
Unlike geographic segmentation and demographic segmentation, psychographic
segmentation focuses on the intrinsic traits your target customer possesses.
Psychographic traits can range from values, personalities, interests, attitudes,
conscious and subconscious motivators, lifestyles, and opinions. To understand
your target customers on this level, methods such as focus groups, surveys,
interviews, and case studies can all prove successful in compiling this type of
conclusion.
Behavioural segmentation
Mass marketing
Micro Marketing
Segment Marketing
Niche Marketing
Local Marketing
Individual marketing.
TARGET AUDIENCE
Broad Audience
Communications, media and entertainment with a large budget may target as
broad an audience as possible. For example, a beverage company with a high
market share may create ads that simply convey a positive feeling that is likely
to have broad appeal.
Demographics
Demographics such as a film intended to appeal to a particular age group.
Locations
Locations such as information about a festival aimed at residents of a
neighbourhood in Tokyo.
Subculture
Super Cultures
Super cultures are large groups that share elements of culture that span multiple
nations such as classical music fans or sailing enthusiasts.
Needs
Information that targets a set of needs such as a video channel that helps people
with common do-it-yourself home improvement projects.
Attitudes & Opinion
Target audiences based on how people feel about a particular topic. For
example, a charity may seek communication channels that reach people who are
concerned about an environmental problem.
Personality
Personality traits such as a movie for people with a certain sense of humor.
Lifestyle
A lifestyle is how people spend their time. For example, an audio book
collection that targets people who have a long commute and would like to use
the time to improve knowledge and skills.
Fans
Communications aimed at fans of a media or entertainment series.
Customers
Target Market
ADVERTISEMENT MESSAGE
a. Appeals
b. Selling premises
c. Conviction
Message Development
Advertising Copy
The word copy has specific meaning in the world of advertising. The
wording use in advertising and promotion is called copy. Ad copy is
written or spoken message which the advertiser wants to communicate to
its target audience through any type of advertisement.
1. Attractive
2. Interesting
3. Retention Value
4. Suggestive
5. Educative
6. Believable
7. Appropriate Appeal
8. Brief
9. Confirm To Rules
10.Match With Consumers Requirements.
1. Headlines
2. Subheads
3. Illustration
4. Body copy
5. Slogans, Logo Types and Signatures
6. Catchy Phrases
7. Blurb
8. Boxes and panels
9. Indentification Mark
10.Closing Idea.
Advertising Copy Development
1. Scientific Copy
2. Descriptive Copy
3. Topical Copy
4. Narrative Copy
5. Institutional Copy
6. Personality Copy
7. Questioning Copy
8. Educative Copy
9. Humorous Copy
10.Prestige Copy
11.Colloquial or Conversational Copy
12.Suggesting Copy
13.Reason Why Copy
14.Announcement Copy
15.Human Interest Copy
16.Fear Copy
Significance of Advertisement Copy