principles of marketing - advertising and sales promotion
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Integrated Marketing CommunicationsAdvertising and Sales Promotion
Prof. Rushen Chahal
Principles of Marketing
Prof. Rushen Chahal 1
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Learning contents1. To define the definition of advertising and sales promotion
2. To define the roles and objectives of advertising and salespromotion
3. To understand the formulation of advertising and media
4. To explain the various sales promotion method
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Advertising definedAny paid form of non-personal communication and
promotion of goods, services ideas etc by a sponsor
through a mass medium
5 Ms of advertising include: mission, message, media,
measurement, money
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Objectives / Roles of advertising
Pioneering advertising: to explain
products in early days of the life cycle.
Comparative advertising: making inferior
references at competitors.
Reminder and reinforcement advertising:
to strengthen the product belief and
persuadeInstitutional advertising: meant for
building sound reputation and image
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A
dvertisement formulationMessage generationCreative brief document
Consistent with product positioning attributes
Theme and sloganCreative appeals
Fear, humor, security, benefits, time, usage,atmospheric, visual
Print executionCopywriting
Storyboard brainstorm, experiment withconcepts
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Deciding on the Media
- Criteria for selecting media
Reach:- coverage and distance of the
audienceFrequency:- average number of times
audience will be exposed in a given period,
e.g. opportunity to see (OTS)
Impact:- the quality of exposure in themedium, e.g. cookery services advertised in
a real estate publication not effective
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D
eciding on the Media- Consider the audiences and product types Press and print media:- i.e. magazines,
newspaper, newsstand, leaflets, admails,
advertorials Network media:- i.e. Cable TV, telephone,
radio, internet, mobile phones, word-of-
mouth
Out-of-home media:- i.e. outdoor
placement, billboards, point-of-purchase,
cinema screen
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Sales Promotion definedSales Promotion defined
y A collection of tools to generate trials or
purchase from consumers or
intermediaries.
y An incentive to buy that is over and
above the normal product offering.
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Overview of sales promotionOverview of sales promotion
objectivesobjectives
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To encourage bigger size units.
To build image along with promotions.
To persuade customers to switch brands.
To carry new product items.
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Consumer sales promotionsConsumer sales promotions --
product basedproduct based
Extra product/content or free gifts:- either in-
pack or on-pack.
Reduced-price pack:- E.g. BIGIF (Buy 1 get 1
free ). E.g. Bakers Dozen (buy 12 get 1 free).
Samples:free amount of a product delivered inseveral ways.
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Coupons: certificates that allow customers to
save on products, usually found in magazines or
in other products, e.g. e-coupons. Can be
called Cash rebates, i.e. cash back for
customers on next purchase
Premiums: using a proof of purchase to get
another item for free or at a low price.
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Customer loyalty schemesCustomer loyalty schemes
Frequent flyer schemes:- e.g. air
miles with purchases.
Patronage award:- Accumulatingpoints with sales; or collecting stamps
for more product exchanges.
Contests and sweepstakes:- scratch
and win prizes, freebies.
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Consumer sale promotionConsumer sale promotion
methodsmethods -- store basedstore based Point of purchase/sale displays(POP/POS):- posters, flyers, flashing signs,
videos, message screens near the
cashiers counter.
Demonstrations:- food cooking,
mopping demonstration, cosmetic
preparations.
Price off:- a straight discount for a
period.
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Business-based promotionmethods
Trade shows and conventions to generate
sales or leads through A/V demonstrations
Sales contests to motivate the salesforce or
dealers
Specialty advertising featuring brands on
certain product items which salespeople give
to othersProf. Rushen Chahal 15
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Guidelines for good salesGuidelines for good sales
promotions practicepromotions practice
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We call this Mis-selling, e.g. using infotisement