The learning objectives

Advertising
Sales Promotion
Marketing promotion tools
 Advertising

Advertising is any paid form of nonpersonal

presentation and promotion of ideas, goods, or
services by an identified sponsor.

Advertising is to give public notice

Advertising has taken itself the task of interpreting

the qualities of a product in terms of consumer needs
and wants. – Prof.Sandge
 Advertising Objectives

A specific communication task to be accomplished

with a specific target audience during a specific
period of time.
Informative advertising
- Aims to create Brand Awareness and
knowledge of new products. - Medicines
Persuasive advertising
- Aims to create liking, preference, conviction,
and purchase of a product / service
- Ujala fabric whitner, comparative ad
 Advertising Objectives

Reminder advertising
- Aims to stimulate repeat purchase of
product/Service
- Coco Cola, Pepsi
Reinforcement Advertising
- Aims to convince current purchasers that
they made the right choice
- Automobile Ads
Functions of Advertising
The 5M’s of Advertising
 Developing the Advertising Campaign

Five M’s of Reason

Advertising
What are our advertising objectives?
Mission
How much can we spend?
Money
What message should we convey?
Message
What media should we use?
Media
How should we evaluate results?
Measurement
Types of Advertising
 Classification of Advertising Media

Indoor Ad Outdoor Ad Direct Ad Promotional Ad

1. News 1. Hoardings/ 1. Sales Letter 1. Window
paper Bill Board Display
2. T.V 2. Posters 2. Circular 2. Interior
Letter Display
3. Radio 3. Electric 3. Booklet 3. Exhibitions
Displays
4. 4. Painted 4. Brochures 4. Showrooms
Magazine Displays
5. Store
Publication.
 Factors influencing Selection of Media
Factors
The class of people influenced
Ex: Former
Deciding on Reach, Frequency, &
Impact
The reputation of the media
The Cost of Space
Extent of Competition
Timing of Media
Reason
Classification of media will depend upon the
nature of product and its market
Reach and Frequency are needed to achieve
advertising objectives
Print Media & Mass Media
Large Fund – TV
Message brief – billboard
Mass Marketing - newspaper
It has to be consider the competitor’s
product/service Advertisement
Ex: For Summer – A/c, fridge
For Winter – Medicine, Umbrella
 Promotion tools

Advertising
Sales promotion
Public relations and publicity
Personal selling
 Sales promotion

 Sales Promotion, a key ingredient in marketing

campaigns, consists of a collection of incentive tools,
mostly short term, designed to stimulate quicker or
greater purchase of particular products / services by
consumers or the trade.
 Short-term incentives to encourage the purchase or
sale of a product or service.
 Objectives of Sales Promotion

To introduce new products

To attract new customers
To induce present customers to buy more
To help firm remain competitive
To increase sales in off season
To increase the inventories of business buyers
To develop patronage habits among customers
To educate customers
To stimulate sales
To facilitate coordination
Major Decisions