MINISTRY OF EDUCATION OF TURKMENISTAN

INTERNATIONAL UNIVERSITY FOR THE HUMANITIES AND DEVELOPMENT

INTERNATIONAL ECONOMICS AND MANAGEMENT FACULTY

MANAGEMENT DEPARTMENT

Bayrammyradova Mahri

Diploma thesis for

“International Management”

Importance of Creative Advertising and Sales Promotion

Thesis supervisor: Tachmyradova Guljemal
Head of the Management Department: Y. Jumamyradov

Ashgabat 2020
 CONTENTS
CHAPTER I: INTRODUCTION
-Background of study
-Statement of problem
-Research questions
CHAPTER II: LITERATURE REVIEW
-Advertisement
-History of advertising
-Advertising in the 21st century
CHAPTER III: Findings
-Importance of advertising
-Creativity in advertising
-Sales promotion
CHAPTER IV: DISCUSSION AND CONCLUSION
-Discussion of findings
-Implications of the Research Findings
-Recommendations
-Conclusion
Introduction
• This thesis sets out to review the academic research on advertising creativity,
to contribute to a theoretical understanding of the concept. In so doing, it
plays a part in advertisers understanding and use of advertising creativity.

• The promotion mix consists of four basic elements. They are:

• 1. Advertising
• 2. Personal Selling
• 3. Sales Promotion, and
• 4. Publicity
Introduction
According to businesses, advertising:
• help to selling goods and services.
• is an important tool for business marketing.
• consumers can learn every detail information by advertising.
• is important for competition among businesses.
• affects product price and also its quality.
• helps to speed up the introduction of new inventions, the process of
industrialization and the expansion of businesses.
• helps to increase the productivity of companies and generally raises
the standard of living in society.
Introduction
Creativity can be defined as the production of something original and
valuable. Creativity:
• new and fresh ideas or plans.
• characterized by the use of the imagination and expression.
• as a natural gift
• as a talent that can be learnt and developed.
• in psychology reveals that creativity arises through the confluence of
knowledge, creativity thinking skills and motivation.
Knowledge here refers to all what a person knows. Creative thinking
skills refer to how flexible and imaginatively people approach problems
while motivation refers to the passion and interest in the work itself.
Introduction
Sales promotions are the tools to improve the effectiveness of the
advertisement designed with the pictures, symbols and messages that
appear with the advertisement. The marketers find the sales promotion
as useful tool to overcome the various short-term obstacles with the
sales.
Purpose of study
• The purpose of this thesis is to improve the understanding of the
importance of creative advertising and sales promotion. More
specifically, the goals are to: a) understand the role of creativity
within advertising to have benefit from advertisement, and b)
study the effect of different tools to promote sales on the buying
behavior of consumers to improve the growth of sales.
 Statement of problem
• The importance of creative adverting and sales promotion

• What activities are used in advertising and sales promotion

• How can we improve the growth of sales by effecting consumer’s

behavior.
Research questions

 The focus of this research is to get the responses for the questions
such as:
• What is the importance of creative advertising and sales promotion?
• What activities are needed to design creativity in advertising?
• How different types of sales promotions effect the consumer’s
behavior towards buying differently?
What is the importance of creative advertising and sales promotion?
Creative advertising is important in marketing:

the products and services offered through creative advertising attracts consumer attention,

products which containing more creative advertising is more follow,

the products offered by creative advertising is examined more enjoyable,

creative visual and audio presentations are attracting consumers,

products are more explored via creative advertising,

businesses become more cautious in their advertisements to reach a wider consumer with creative advertising,

consumer awareness is achieved with creative advertising.
Creative advertising is important in the increasingly competitive marketing world:

businesses with creative advertising has become much more attention to consumer behavior,

businesses reduce the distance with consumers via creative advertising,

creative advertising is important to business development and grow its market share,

creative advertising shows the quality.
What is the importance of creative advertising and sales promotion?

• The importance of sales promotion increase is due to the thinking of new

ideas for creating of selling, promoting sales and future expansion of sales.
• It is a part of marketing strategy. It is essential for the survival of a
manufacturer. For the birth of new product or new brand, sales promotion is
very important. Advertising reaches the customers at their homes, or at the
place of business or in their travels, whereas sales promotional devices inform,
remind or stimulate the buyers at the point of purchase.
• Hence it is the only device which is available to the consumers at the point of
purchase. A good sales promotional programme will remove the consumer’s
dissatisfaction with respect to retail selling. Sales promotion increases as a
result of the growing use of self-service and other sales methods.
What activities are needed to design creativity in
advertising?
Creativity in advertising is the most important part of the advertising programme. It is
an art and should be provided sufficient funds in order to achieve the business and
marketing objectives. Also various kinds of activities are needed to design creativity in
advertising. They are:
(1) Advertising objectives
(2) Information to creative People
(3) Target Audience
(4) Copy and Layout Design
(5) Credibility or Back-up Claim
(6) Copy Layout Tests
(7) Allocation to Creative Task
(8) Creative Strategy and Tactics
 How different types of sales promotions effect the consumer’s behavior towards buying differently?

• Customer sale promotions are marketing techniques done with the

focusing on end customers. The main consumer promotion tools
include samples, coupons, cash refund offers, price packs, premiums,
prizes, patronage rewards, free trials, product warranties, tie-ins, and
point of purchase displays and demonstrations. These tools effect the
consumer’s behavior towards buying differently.
Advertising is the motive power of trade and service.

Türkmenistanyň telewideniýe, radiogepleşikler we kinematografiýa Mahabat müdirligi

In Turkmenistan:
• Advertising prices (07:30-18:00 for 1 min 130 man; 18:00-20:00 150 man; 20:00- 23:00
190 man; before “Watan” 250 man)
• Difference between television, radio, and the press advertising
• Internet advertising (www.turkmenistan.gov.tm; www.orient.tm; www.tdh.gov.tm;
www.turkmentv.online; IUHD.EDU.TM; turkmenportal.com; books.google.tm;
Ashgabat.in; turkmenpress.wordpress.com )
• New ways of advertising
IUHD newspaper
Recommendations
For advertising creativity:

Creatives must meld the strategic and the innovative into contextual
visual solutions, often in emerging media. Creating advertising for the
Internet, for new CD technologies, for new broadcast is rich with
possibility.
• It should be simple
• It should be capable of holding the reader’s attention
• It must be suggestive
• It should be enjoyable
• It should have memorable value
• It should be true
Recommendations
• For sales promotion:
• Special discounts and promotions increase customers’ interest toward the store.
One of the major implications of this research is that firms can increase sales by
offering the right promotional tools to attract trial customers. Therefore
organizations should carefully plan their promotional strategies, and allocate
promotional budget over the different promotion tools, giving preference to the
more effective tools.
• Free samples,
• Price reduction,
• Giving advertising gifts,
• Offering coupon,
• Offer member card,
• Extend warranty period
Conclusion
• In conclusion, the future of advertising, while challenging, is bright
and unlimited. As unlimited as the imaginations of the marketing
communication professionals who are constantly seeking more
effective and efficient means to promote the brands and companies
they represent.
• Advances in computer and communication technologies are opening
up an unprecedented opportunity for advertising people. Now is a time
of great excitement and opportunity for the advertising industry.
References:
• Advertising Management – concepts and cases Mahendra Mohan.
• Marketing Management – Philip Kotler
• Branding – Geoffrey Randoll
• Strategic Brand Management – Kapferer
• Advertising and Sales Promotion Management – S.L.Gupta, V.V.Ratra
• Principles and Practice of Marketing – C.B. Memoria and R.L.Joshi
• Advertising and Salesmanship – P.Saravanavel