Slide 1: Advertising, Sales Promotion and Public Relations By,
Priyanka Slide 2: Benefits of advertising
Developing an advertising program
Evaluation of advertisement effectiveness
Public relations CONTENT Slide 3: Advertising is a paid form of non-personal presentation of goods or services by an identified sponsor to reach out to maximum number of audiences.
Individuals and business firms promote their goods, services, ideas, issues, corporate messages and people through advertisements.
Advertising messages can be conveyed to the target audience through a wide range of media. Slide 4: BENEFITS OF ADVERTISING Benefits of advertising are:
Advertisements create awareness, interest and desire for products and services in customers to buy them.
Advertising is cost efficient as advertisements can reach a vast number of audiences simultaneously.
The message can be repeated several times
It helps in boosting the sales of the company. Slide 5: It supports the activities of the distribution network of the firm by creating demand and encouraging purchase through pull strategy.
It helps in making the job of the sales force easier, by crating awareness among potential customers.
Advertisements also help in building a strong image of a product or brand, apart from increasing its sales. Slide 6: DEVELOPING AN ADVERTISING PROGRAM Steps involved in an advertisement program can be classified as,
(a) Identifying the target audience
(b) Specifying advertising objectives
(c) Setting the advertising budget
(d) Developing the advertising message
(e) Selecting the right media
(f) Scheduling the advertisement and
(g)Measuring advertising effectiveness. Slide 7: Identify the Target Audience Marketers must gather information on the geographic location, demographic variables (like age, sex, education, income level etc.) and consumer attitude towards the company products and competitor products.
For instance, an advertisement of Amrutanjan pain balm is targeted at the mass market, while the advertisement of Mercedes Benz is targeted at a niche market of status conscious, high income group customers. Slide 8: Advertising program Slide 9: Define the Objectives of Advertising Campaign “The objective of an advertising campaign is to achieve a specific communication task for a specific target audience during a specified period of time.”
The objective should be laid down in clear, precise and measurable terms
An advertising campaign can have different objectives and they are: Inform
Remind Slide 10: Set the Advertising Budget It is influenced by various factors like the type of products advertised, the size of the market, the geographic distribution of customers within the market and the sales volume as compared to the competitor's sales volume.
Some common methods followed by firms are ,
Objective and task method,
(2) Percentage of sales method
(3) Affordability method and
(4)Competitive parity method. Slide 11: Developing the Advertising Message A successful advertising message should have the following characteristics:
Believable Approaches to creating advertising messages
Creating emotions Slide 12: Message Structure One side
Two side Slide 13: Selecting the right Media Who should be reached?
Where are they located?
Which media is appropriate?
When do we run the advertising campaign? Slide 22: Advertise here! Slide 30: SALES PROMOTION An activity taken up to boost the sales of a product.
It includes activities like,
Running advertising campaigns
Handling Public Relation activities
Distribution of free samples
Offering free gifts
Price discounts etc Slide 31: Purpose of Sales Promotion Encourage the customers to try a new product. Ex: Samples
Attract new customer. Ex: HUL ( Rin detergent to Powder)
Counter a competitor promotional activity.
Encourage the customer to use the product or service and make them brand loyal. Ex: Henko Detergent Slide 32: Importance of Sales Promotion Seller introduce new products or brands in the market
Recession phase in economy – tackle the situation by,
Triggering impulse buying behavior Slide 33: MAJOR DECISIONS IN SALES PROMOTION Types of sales promotions,
Consumer sales promotion
Trade sales promotional Slide 34: Consumer sales promotion Price promotion/price discount
Money refund and rebates
Frequent user incentive
Trade show Slide 38: Trade sales promotional Buying allowance
Scan back allowance Slide 39: PUBLIC RELATION A firm’s public include,
Customers (Past, Present, Future)
Politicians Slide 40: PR manager create tools like,
Logos, business cards, stationary, handling special events like,
Sponsorship of events
An article in news paper
Parties on launching new product and
Other activities that supports the firm in order to gain public relation. Slide 41: OBJECTIVES OF PR Build awareness
Motivate sales force
Cut down promotional cost Slide 42: MAJOR TOOLS FOR PR Broachers
Sponsoring a social events like tournament, a stage show, race etc
Ex: Sahar Parivar shirts Slide 43: What do they do? Advertising
Creates awareness of a business’s product
Efforts stimulate sales
Creates a favorable image for the business itself