This document discusses advertising and sales promotion. It begins by defining advertising as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. The objectives of advertising include creating brand awareness, preference, conviction to purchase, and stimulating repeat purchases. Sales promotion consists of short-term incentives to encourage quicker or greater purchase, and objectives include introducing new products and increasing sales. Common consumer promotion tools include samples, coupons, and contests while trade tools include discounts, free goods, and allowances. Advertising has long-term policies while sales promotion fills gaps with short-term policies.

1. Advertising, Sales Promotion
 The best advertising is done by
satisfied customers.
The term ‘Advertising’ is derived from
latin word “Advertere”
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2. The learning objectives
Advertising
Sales Promotion
Marketing promotion tools
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3. Advertising
Advertising is any paid form of nonpersonal
presentation and promotion of ideas, goods, or
services by an identified sponsor. – AMA
Advertising is to give public notice or to announce
publicity. – Webster
Advertising has taken itself the task of interpreting
the qualities of a product in terms of consumer needs
and wants. – Prof.Sandge
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4. 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. - Havells
Persuasive advertising
- Aims to create liking, preference, conviction,
and purchase of a product / service
- Ujala fabric whitner, comparative ad
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5. Advertising Objectives
Reminder advertising
- Aims to stimulate repeat purchase of
product/Service
- Coco Cola, Pepsico, Bike ads
Reinforcement Advertising
- Aims to convince current purchasers that they
made the right choice
- Automobile Ads
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6. Functions of Advertising
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7. The 5M’s of Advertising
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8. Developing the Advertising Campaign
Five M’s of
Advertising
Reason
Mission What are our advertising objectives?
Money How much can we spend?
Message What message should we convey?
Media What media should we use?
Measurement How should we evaluate results?
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9. Types of Advertising
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10. Classification of Advertising Media
Indoor Ad Outdoor Ad Direct Ad Promotional Ad
1. News
paper
1. Hoardings/
Bill Board
1. Sales Letter 1. Window
Display
2. T.V 2. Posters 2. Circular
Letter
2. Interior
Display
3. Radio 3. Electric
Displays
3. Booklet 3. Exhibitions
4.
Magazine
4. Painted
Displays
4. Brochures 4. Showrooms
5. Store
Publication.
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11. Factors influencing Selection of Media
Factors Reason
The class of people influenced
Ex: Former
Classification of media will depend upon the
nature of product and its market
Deciding on Reach, Frequency, &
Impact
Reach and Frequency are needed to achieve
advertising objectives
The reputation of the media Print Media & Mass Media
The Cost of Space Large Fund – TV
Message brief – billboard
Mass Marketing - newspaper
Extent of Competition It has to be consider the competitor’s
product/service Advertisement
Timing of Media Ex: For Summer – A/c, fridge
For Winter – Medicine, Umbrella
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12. Evaluating Advertising Effectiveness
Communication Effect Research
 What is the main message you get from this ad?
 What do you think they want you to know, believe, or do?
 How likely is it that this ad will influence you to undertake the action?
 How does the ad make you feel?
 What works well in the ad and what works poorly?
Sales Effect Research
 Share of expenditure
 Share of voice
 Share of minds/hearts
 Share of Market.
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13. 1.Promotion tools
Advertising
Sales promotion
Public relations and publicity
Personal selling
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14. 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.
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15. 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
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16. Major Consumer & Trade promotion tools
Consumer Tools Trade Tools
Sample Price Off (Off-invoice / off-list)
Coupon Allowance
Cash refund(offer) Free Goods
Premium
Patronage reward
Point-of purchase(POP)
Contests sweepstakes games
Discount
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17. Difference - Advertising and Sales
Promotion
Difference Sales Promotion Advertising
Approach Both Personal and
impersonal Approach
Impersonal Approach
Nature of Status Supporting Role, Fill the
gaps by personal and
impersonal efforts
Advertising and sales
promotion are purely
independent
Achievement of Goals Policies are short term Policies are long term
Means used Free samples, coupons,
special prices, contests.
Different medias like
indoor, outdoor and
direct.
Efforts involved Two way success
Approach
One side approach
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18. Major Decisions
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