Advertisement & sales promotion

List of Topics
 Advertising-Functions-Types-Advertising &
Marketing mix-AIDA Model- Lavidge strainer
model-Challenges, opportunities & Ethics in
Advertising
 Advertising Agency-Role and Functions-Type of
Advertising agency-Agency Compensation-Client-
Agency relationship
 Creativity & Advertising-Appeals in advertising-
Components of print ad-Layout stages-Layout
types
 Advertising Media planning—Media objectives-
Media strategies-Media decision-TV-Radio-Web
Advertising-Advertisement Regulation
 Sales promotion-Features-Importance-
Types-Tools & Techniques of promotion-
Organising & Evaluation of sales promotion
BY
MANOJ KUMAR.T B.Tech,MBA,NET..
Asst Professor
Sri Kaliswari Institute of Management and Technology

• According to American Marketing Association
advertising is any paid form of non-personal
presentation of ideas, goods or services through an
identification sponsor
• The word ―advertise‖ comes from the Latin word
"advertere‖ meaning ―to turn toward" or ―to pay
attention‖.
T.Manoj kumar
Asst Professor, SKIMT Ad & Sales Promotion
ADVERTISING
Definition

FUNCTIONS OF ADVERTISING
1. COMMUNICATION WITH CONSUMERS
2.CONTRIBUTIONTO ECONOMIC GROWTH
3.SPECIALISATION
4.PERSUATION (INFLUENCE)
5. CATALIST FOR CHANGE
6. STIMULATES DEMAND
T.Manoj Kumar
Asst Professor, SKIMT Ad & Sales Promotion

FUNCTIONS OF ADVERTISING
7.DEVELOPS BRAND PREFERENCE
8. REDUCES COSTS
9.LOWER PRICES
10. BUILD BRAND IMAGE
11. COMPETITIVEWEAPON
12. INNOVATION

TYPES OF ADVERTISEMENTS
• Print
– Newspap
er
– Magazine
– Directory
– Out door
– Transit
• Media
– Television
– Radio
– Online
– Direct
mail
– Mobile
• Territory
– Retail
– Local
– National
– International

NEWSPAPER ADVERTISEMENT
• Is a product or services advertising that appears in
specific section of newspaper under the heading
classifying the product or service being offered.
While it may seem like a straightforward and intuitive process, there
are things every business owner needs to be aware of to effectively
market and advertise in a news publication.

MAGAZINE ADVERTISEMENT
Magazines, along with newspapers, are the prominent print media used by advertisers to reach
specific audiences.
Magazine ads can be pricey for small businesses
but they do offer a highly targeted and interested audience
This can make them a more efficient advertising option relative to other less costly media.

M A G A Z I N E
A D V E R T I S E M E N T

DIRECTORY ADVERTISEMENT
Advertising that appears in a specific type of directory.A popular example of directory advertising is
those companies that place ads in theYellow Pages directory
Provides an opportunity to the advertisers to drive attention towards product or service at a
moment when the customer is eagerly looking for and is prepared to buy.

OUT-DOOR ADVERTISEMENT
• Bill-board and message painted on the
side of buildings are common forms of
out-door advertising, which is often used
when quick, simple, ideas are being
promoted.

BILLBOARD ADVERTISEMENT
A billboard (also called a hoarding in the UK and many other parts of the world) is a large
outdoor advertising structure (a billing board)
Typically found in high-traffic areas such as alongside busy roads.
Billboards present large advertisements to passing pedestrians and drivers.

TRANSIT ADVERTISEMENT
• Also called as advertising on transport,Transit Advertising is advertisement placed on or in any
mode of transport – from buses to taxis, trains, trams, and subways.
• It also includes advertisements placed in transport precincts such as bus stops, subway entries,
fuel stations and others.
Passengers riding on a bus or train, or waiting at a station, are likely to be there for several minutes,
making your ad impossible to ignore

T.VCOMMERCIAL
• Is a generally considered the most effective
mass-marketing advertising format as is
reflected by the high prices.
• T.V network charge for commercial airtime
during popular events.
• In this particular medium audio and visual can
be presented simultaneously to attract the
audience

RADIO ADVERTISEMENT
It is a small business advertising.
Radio advertising can be a very effective means to attract customer to some busines
Helpful for companies having market share for particular geographic location or doing products for particular
segment
After the introduction of FM, the reach of radio has tremendously increased. Because of this advertisement can be
created targeting particular demographic segment

ONLINE ADVERTISING
• Online advertising is the newest and
fastest growing way to advertise. The
Internet now provides everything from
links on sites, to banner ads on sites, to
small ads on sites, to pay per click
advertising.
• It is the most popular form of advertising
to attract young customers as the
internet usage in India is increasing
consistently

MOBILE ADVERTISEMENT
Mobile advertising is a form of advertising via mobile (wireless) phones or
other mobile devices. It is a subset of mobile marketing.
As usage of smartphones is been increasing in India.
Also people use smartphone for variety of reason like browsing, social
media, online purchase, payments and other transactions, movie booking,
cab booking etc
So companies are designing websites and introducing Apps that best suits
for smartphones.

DIRECT MAIL ADVERTISEMENT
A marketing effort that uses a mail service to deliver a Promotional printed piece to your target
audience.
Direct mail encompasses a wide variety of marketing materials, including brochures, catalogs,
postcards, newsletters and sales letters.
Some recipients refer to it as “junk mail,” because direct mail generally arrives uninvited.
In this current digital era mail advertisement also includes E-mail advertising. Here customers will
receive personalized e-mail that includes product broachers, invitation ,offers etc

RETAIL ADVERTISEMENT
Emphasizes the specific retail outlet as the place to buy a specific range of brand.
It can be local store advertising in local newspaper.
It includes retail store or supermarket or hypermarket offers printed in notices, banners and
during special occasions their offerings will be telecasted in broadcast media and print media

LOCAL ADVERTISEMENT
• Local business advertising can be an effective way to target a specific group of individuals and see
a greater return on interest with your advertising campaigns.
• A local advertising campaign is able to target a specific demographic, meaning you don’t have to
waste money on general ads that will reach a wide audience but generate little interest.
• Local advertising enables you to target your ad not only geographically but to a specific age or
occupation, ensuring no matter how niche your market is, potential clients will be able to find you.

NATIONAL ADVERTISEMENT
• Geographically speaking national advertising’s range is extended to the
territorial limits of the country.
• The advertiser use the national media to inform the consumer about the
product.
• The advertiser use the national local or regional language but prefers the
national language.
• It can be available in everywhere of country and easily purchased it.

International Advertising
• Advertising a product or service in a
country other than where it originates.
• Sometimes companies changes the
nature of advertising and advertising
strategies according to the demography
and Geography of customers.
• Also sometimes irrespective of
country same advertising strategy will
be followed all around.
• Example Ford Motor companies uses
different advertisement in different
countries

COVERT ADVERTISING
• Covert advertising is a unique kind of advertising in which a
product or a particular brand is incorporated in some
entertainment and media channels like movies, television
shows or even sports.
• covert advertisement which is Branding of varied product by
putting them inside films or television programs

BRAND ADVERTISING
It is advertising with a strong emphasis on the company brand (logo and/or company name) also known as
integrated marketing communications (IMC).
The goal of brand advertising is to make the brand name synonymous with a quality product or service so that it is
immediately recognized.
Brand advertising aims to help brands get long-term positive recognition through establishing brand identity,
credibility, and loyalty with prospect

NON-PRODUCT ADVERTISEMENT
• This kind of advertisement is advertised
from political parties trade fraternal and
social group for the purposes of
safeguard ideologies, social betterment
and institution.

SERVICE ADVERTISEMENT
Definition of Service Advertisement: Is responsible for advertising a
given service description on a directory service or directly to other hosts
in the network
Channels of advertising services include television, radio, print, outdoor as
well as direct mail, web advertising, podcasts and other alternative forms

CELEBRITIES ADVERTISEMENT
• Although the audience is getting smarter and smarter and
the modern day consumer getting immune to the
exaggerated claims made in a majority of advertisements,
there exist a section of advertisers that still bank upon
celebrities and their popularity for advertising their
products.

SURROGATE ADVERTISING
• Surrogate advertising is prominently seen in cases where advertising a particular product is banned
by law.
• Advertisement for products like cigarettes or alcohol which are injurious to heath are
prohibited by law in several countries and hence these companies have to come up with several
other products that might have the same brand name and indirectly remind people of the
cigarettes or beer bottles of the same brand.

PERSUASIVE ADVERTISEMENT
• A type of product Promotion that attempts to influence a
consumer in favor of a purchasing particular good or
service by appealing to their emotions and general
sensibilities.
• A business might engage in informative or persuasive
advertising to encourage first time customers to try its
product, in addition to reminding customers to purchase a
product they have previously bought.

COMPETITIVE ADVERTISEMENT
• Promotional technique in which an advertiser claims
the superiority of its product over competing product(s)
by direct or indirect comparison.
• If other products are mentioned by their name (and not as
'brand X,' 'brand Y,' etc.) the owners of those brands may
challenge the fairness of the comparison in a court.
• Also called comparative advertising or
comparison advertising.

PUBLIC SERVICE ADVERTISEMENT
• The same advertisement techniques use to promote
commercial goods and services can be used to inform,
educate and motivate the public about non-commercial
issues such as Education of girl child, HIV/AIDS, Political
ideology and Energy conservation
• Mostly this kind of advertisement taken for non commercial
purpose and to motivate general public towards a good
cause.

ROLE OF ADVERTISING IN MARKETING MIX
• Marketing mix consist of four important areas of marketing i.e. 4Ps-product, price, Promotion and
place.Apart from the traditional 4 Ps there are also other variables, i.e. purchasing, position, and
pace.
• Advertising is an element of Promotion. However it not only assists in promoting the product but
also affects the other variables of marketing mix.

ADVERTISING & MARKETING MIX
1.ADVERTISING AND PRODUCT
2.ADVERTSING AND PRICE
3.ADVERTISINGTHE PLACE
4.ADVERTISING AND Promotion
5.ADVERTISING AND PACE

COMMUNICATION MODELS
Communication Model:
• The sender could be the media like yourTV, radio, newspaper, etc and the receiver is you.You see
the ad on channelV, well if you saw the ad then the sender was successful in reaching out to you

THE HIERARCHY OF EFFECTS MODE
Created in 1961 by Robert J Lavidge and Gary A Steiner

IMPORTANCE OF ADVERTISING
(ADVANTAGES)
Advertising is a relatively low-cost
For building familiarity
Advertising is to stimulate market demand
Non-business enterprises have also recognized the importance of advertising.The attempt by
army recruitment is bases on a substantial advertising campaign, stressing the advantages of a
military career.

IMPORTANCE OF ADVERTISING
(ADVANTAGES)
• Stimulate economies in the production process
• Entertainment and educational aspects of contemporary life.
• societal-oriented objectives
• increase mass marketing by proper finding of consumers.

CHALLENGES IN ADVERTISING
Budget limits
Unless you’re a multinational company or a global brand, almost every business out there goes by on
a limited budget, especially for advertising.
Entrepreneurs try to squeeze their pockets as much as they can, in hopes that customers will take
notice.
However, it requires finding the right techniques, audience, and platform to handle the limited
resources effectively

Compelling content
• With the abundance of advertisements all over place, how would you make your business
stand out?
• The challenge begins in crafting the right message and transforming it into something that
looks or sounds new.
• To give your business a voice, you need to identify your audience first.

Choosing the right method
There is no perfect formula for advertising because the methods depend on the type of audience
that you have.
Choosing the suitable advertising technique for your business will involve a series of tests until you
find the right one.
It can be tricky, but you need to decide whether you’re going to place your ads on the internet,
radio, print, outdoor, orTV. Sometimes it could be a combination of two or three methods that
brings in the most number of customers for you

Measuring effectiveness
Probably, one of the hardest parts of advertising is identifying the effectiveness of the campaign.
This becomes more difficult if the business is running different advertisements at the same time.
The worse thing could be running the ad without verifying if it actually gets the job done

Rising through the competition
• With limited resources, it can be tough to keep up with the competition.
• In fact, to get noticed, you do not have to blend yourself in.
• Analyze the factors which distinguish your business from the big companies, and know that you
can offer a more personalized service.

Coping up with the changing technology:
• In the current era concepts like SEO,Web Advertising, Social media advertising are evolving
and they are overtaking traditional ad techniques.
• So as a advertiser and advertising agency need to update this technologies and coping up with
the current trend is much challenging factor

ETHICS IN ADVERTISING
Ethics is set of moral principles, norms or values. It is a branch of social science that deals with good
or bad and moral responsibilities of individual.
General ethical issues in Advertising
1. Exaggeration 7. Creating erroneous impressions
2. Indecent Advertising 8. Violating human dignity
3. Unsure ofTestimonials 9.Incomplete truth
4. Contest, free gifts and discounts 10. Bypasses rational thinking.
5. Misrepresentation
6. Wrong Statistics

UNIT-2
Advertising Agency
A firm engaged in providing services of advertisement for clients to create awareness and
market for them is known as advertising agency.These agencies involve people with
specialized skills and knowledge who are well versed in marketing, advertising and consumer
behavior.

ROLE & FUNCTIONS OF ADVERTISING
AGENCY
1. Contacting Clients:
2. Planning Advertisement
3. Creative Function
4. Developing AD-Copy

ROLE & FUNCTIONS OF ADVERTISING
AGENCY
5) Approval of Client:
6) Media Selection & Scheduling
7) Evaluation Function
8) Research Function

TYPES OF ADVERTISING AGENCIES
Ad agencies come in all sizes and include everything from one or two-
person shops (which rely mostly on freelance talent to perform most
functions), small to medium sized agencies, large independents such as
smart and taxi, and multi-national, multi-agency conglomerates such as
Omnicom group, wpp group, publicis, interpublic group of companies
and Havas.

Types of Advertising Agency
1) Independent Agency
2) In-house Agency
3) Departmental Advertising Agency
4) Group Advertising Agency
5) Search Engine Agencies
6) Specialized Advertising Agencies

Structure of
Advertising Agency

Structure of
Advertising Agency
Key Roles or Positions in
Ad agency
• Account Director
• Account Executive
• Marketing manager
• Media Planner
• Copywriter
• Art Director

Structure of
Advertising
Agency
7) Visualizer
8) Layout artist
9)Media Buyer
10)Typographer
11)Television Producer
12) Production Manager

Agency Compensation
Agency compensation explains the method of remuneration provided by client to
the Ad agency.
1. Commission.
The most traditional method for compensation or remuneration of advertising
agencies for their services is through a ‗Commission System‘. The agency is paid a
fixed commission (usually it is 15 %) from the media on any advertising space or time
purchased for the advertiser. The rate for outside media is slightly higher (usually it
isb16.66 %). This is a simple system to determine the amount of commission.
2. Cost plus fee or Negotiated Fee.
A number of agencies and their clients negotiate some type of fee system or cost-
plus arrangement for compensation. Some use an incentive-based compensation
system combining a fee and system. Agency executives sometimes feel that 15
percent commission is inadequate for the services rendered to the client

Agency Compensation
3. Percentage Charges.
When the agency purchases various services from outside providers,
they do not allow the agency a commission and to cover up
administrative costs and reasonable profit for the agency‘s efforts, a
make-up of ‗percentage charges‘ for such services is added to the bill.
These services may include market research, artwork, photography,
printing and other services. The percentage charges range
between17.65 per cent and 20 percent.

Selection and Evaluation of Advertising Agency
The selection and evaluation of advertising agency depends on whether one wants
a (i) fulltime agency or part time agency. The selection is also made on the basis of
(1) compatibility of the agency,
(2) its stability,
(3) services,
4) Credibility
5) Creativity
6) its problem solving approach
7) Financial soundness
8) Turnover and growth
9) profitability

Unit-3
Creativity & Advertisement
Creativity is the act of turning new and imaginative ideas into reality.
Creativity is characterized by the ability to perceive the world in new
ways, to find hidden patterns, to make connections between
seemingly unrelated phenomena, and to generate solutions.
Creativity involves two processes; thinking, then producing. If you
have ideas, but don‘t act on them, you are imaginative but not
creative.

Three aspects are most accepted:
For advertising being creative three aspects are universally most accepted these are the
creative process, creative person and in this perspective the creative situation. These
aspects are explained below:
The creative process. It means receiving most of attention, focusing on mechanism and
phases involved during the process one partakes in a creative act
The creative person. This relates to the personality traits of creative people who
are responsible and central to this process.
The creative situation. In this situation the criteria & characteristics of creativity
are considered to provide workable, acceptable and practical aspects of the situation.

Four Rules of Creativity:
There are generally four basic rules to be kept in mind during the creativity
process these are mentioned below:
1. Make the product relevant to customer.
2. It should be promise to the customer.
3. Don't let it stand alone.
4. Always put product in the centre of the commercial

ADVERTISING APPEAL
An advertising appeal refers to the
approach used to attract the
attention of consumers and/or to
influence their feelings toward the
product, service, or cause
. It's something that moves people,
speaks to their wants or need, and
excites their interest.
Two major categories are emotional
and rational appeal
T.Manoj kumar
Asst Professor, SKIMT

ADVERTISING APPEAL
Emotional Appeal
Personal
Social
Fear
Humor
Music
Scarcity
Rational Appeal
Focus on the consumer’s practical,
functional, or utilitarian need for the
product or service and emphasize
features of a product or service
and/or benefits or reasons for
owning or using a particular brand
Print media is well-suited for rational
appeals
T.Manoj kumar

Advertising Appeal
Personal Appeal
• By addressing the most private psychological needs we can make a powerful connection with our
customers. Personal appeals frequently used in advertising include feelings and emotions such as
love, friendship, happiness, or security.
• This sphere is, by definition, intimate so it’s important to be careful – you can either strike a chord
or a false note.
Social Appeal
• Social needs are linked with our public image and the ways we interact with others. While
personal appeal tries to address individual and intimate needs, social appeal focuses on
somebody’s position within particular social groups and society as a whole.
• Social appeals used in advertising connect with customers by using motives such as status, fame,
recognition, or respect.
T.Manoj kumar

Advertising Appeal
Social Appeal
• Social needs are linked with our public
image and the ways we interact with
others. While personal appeal tries to
address individual and intimate needs,
social appeal focuses on somebody’s
position within particular social groups and
society as a whole.
• Social appeals used in advertising connect
with customers by using motives such as
status, fame, recognition, or respect.
T.Manoj kumar

Advertising Appeal
Humor Appeal
The more engaged your customers get, the easier it is to convince them to buy. If you can make
them smile, you are in a great position to sell. The bad news is that jokes tend to be funny only
once.
Also the content should be carefully chosen in a way audience should not consider the product or
brand as joke
Fear Appeal
Scaring your customers into buying things is not a good advertising strategy (unless it is Halloween
and you want to use some relevant imagery). Fear is usually used only combined with one of the
other advertising appeals. An introduction may be scary, but something funny and calming is used
as the punchline of an ad.
The most common fears involve some kind of loss – of health, wealth, safety, beauty, or
opportunity. However, the ads that approach these issues tend to briefly introduce the problem and
focus on the solution and positive aspects.
T.Manoj kumar

Advertising Appeal
• Scarcity appeals are being used to
stimulate consumers to buy a particular
product because of a limitation. For
example in the form of limited time to
purchase a product or limited supply.
The primary benefit of this appeal is to
encourage consumers to take action
• Music Appeal uses music and sound
specifically to attract attention, make
people feel good, and increase recall or
memory of the product and service
T.Manoj kumar

The following are the main components or layout of an advertisement
copy
1. Back ground
2. Border
3. Caption
4. Coupon
5. Decoration
6. Heading
7. Illustration
8. Mascot
9. Name plate
10. Price
11. Product
12. Slogan
13. Space
14. Sub-heading
15. Text
16. Trademark
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Layout
A layout is a sketched plan of a proposed advertisement. It
includes the headline, rough illustration and copy which serves as
plan for the advertisement.
Layout is a working sketched plan showing the size, positions and
color weight values of the different elements that make up the
complete advertisement.
Layout, thus refers to the total exposure of an advertisement
T.Manoj kumar

Types of Ad Layout
1. Standard Layout: It consists of a dominant illustration, headline, body
copy and signature, generally in that order. It is highly popular in the
field of advertising.
2. Editorial Layout: The advertisement resembles editorial matter or
press reports in a publication. Main emphasis is on body copy. Words
dominate the advertisement and illustration may be missing or given less
importance.
3. Poster Layout: Total stress is on the visual. Copy is very short and
illustration provides details e.g., advertisements of soft drinks and
chocolates.
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Types of Ad Layout
4. Cartoon Layout: Cartoon type illustrations and matching copy is used to
attract attention e.g., advertisement of Amul butter and Tortoise coil.
5. Comic-Strip Layout: The layout follows the pattern of the comic strip by
telling a story with the use of sequence of drawings.
6. Picture Caption Layout: Pictures and captions are used to explain different
aspects of the product or services e.g., advertisement of automobile or
mixer grander. It is suitable to advertise costly consumer durable products.
7. Picture-Cluster Layout: The layout performs the same function as in the
case of picture-caption layout. Captions are not used. Cluster of several
vertical and horizontal rectangles are used
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Types of Ad Layout
8) Big Type Layout:
Big Type layout refers to the advertising format that dominates the
print space but gives much importance to the headline. This type of
layout uses text in extra large fonts and loud font styles that grabs the
attention of the consumer towards the ad
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Process or stages of Layout:
1. Thought Sketch or Thumbnail Sketch
2. Roughs Layout
3. Finished Layout
4. Comprehensive Layout
5. Working or Mechanical Layout
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Unit-4
Media Planning is a process that aims to solve the problem
of how can the media choices help meet marketing
objectives of reaching the target audience in the best
possible way. The elements are as follows
Media objectives & Strategies
Marketing objectives & Strategies
Target Audience
Consideration of media options ( Audience Profile, Audience
size, Avoiding wastage, No . Of opportunities to see or hear
the advertisement, Technical & creative capabilities, Status
of the media & value for money)
Budget
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Media Planning
Importance of Media Planning
Media planning that requires knowledge of both marketing & mass
communication skills because they deal with advertiser’s budget.
Media planners have two main roles of analyzing the market and
evaluating the media channel effectiveness.
Traditionally, media planning was essentially based on client’s media
strategy, Now an advertising client is likely to outsource media
planning to a agency
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Media Planning
These media planner must gather, sort & analyze a sheer volume of
data to select appropriate media.
The goal of media planner is to reach the prospective customer at
ideal time where he/she can be reached with a advertising message
when the consumer is in search corridor or in purchasing mode.
The ideal point is called aperture. Locating the aperture opportunity
is a major responsibility of the media planner.
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Media
Objectives
Media Objectives are guidelines- laying out just what is
required of the plan. They answer questions of WHO the
advertising needs to reach, WHERE, WHEN, HOW, HOW
MANY, HOW OFTEN, HOW LONG, and in WHAT
ENVIRONMENT.
Each media plan has a series of objectives that reflect
some basic goals
Which are as follows.
1.Acceptance of brand and product category
2.Finding target audience in media opportunities
3. Sales Geography
4.TimingT.Manoj kumar

Media Objectives
5. Duration
Schedule & advertising budget
Consumer use cycle
Competitive advantage
6. Motivation level of target customers
Selective exposure
Selective distortion
Selective retention
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Media Strategies
To achieve the key plan of who(target),where (location),when (time
frame),how long (duration) & what (the size of the ad),media planners use a
selection process of choosing the best alternatives and method’s to satisfy
the plan’s needs.
1.Target Audience Strategies: New Technology of measurement
Retail Scanner: Scanning at cashier stations & checkouts- use for Market
research
Database Development : Use updated software technology to create good
database and store it electronically.
Internet Audience Measurement : Measuring Hits – How many URLs were
one opened
Measuring unique visitors-How many different people visited a site during a
given period
Visits-How many times those people return to the site
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Media Strategies
2. Geographical Strategies: Allocating Media Weight
When a regional or national marketer’s sales pattern are uneven, the
media planner often is responsible for balancing sales with advertising
investment market by market. Planners do not make heavy allocation in
week sales areas unless strong marketing reasons indicate significant
growth potential. Converse-they will different plan for Heavy sales.
3. Timing & Duration Strategies
When to advertise can mean seasons, months or parts of the day or
week, but it all fits within the aperture concept.
Macro Scheduling: Scheduling the advertising & other promotional
programmes in relation to seasons and the business cycle.
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Media Strategies
Three possible ways in macro scheduling:
1) Follow the seasonal pattern Ex: Ice-cream add in summer & winter
season
2) Oppose the seasonal pattern : Pepsi & Coco-cola in Winter season-
price offs & competitions
3) Constant throughout the year
Factors to be considered for micro scheduling.Ex: Electronic goods like
LG,Samsung
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Media Strategies
Micro Scheduling :It involves scheduling the advertising & other
promotional programmes with short period of time.
Buyer Turnover: Rate at which buyers change their choices.
Purchase Frequency : No of times during the period that the average
buyer buys the product.
Forgetting rate : This indicates the rate at whic
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Media Strategies
4. Size Strategies
The size or length chosen should relate to advertising objectives.
If the objective is to educate the target audience through a great deal
of technical information, a full page ad or 60 spot might be necessary
However a 10 second spot might be sufficient to create a name
recognition.
Within print medium the inside cover and first few pages get a slightly
better readership.
Media planners should also remember that too much add on particular
page or in a particular programe reduces the effectiveness of the
advertisement.;
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Media Selection Procedures
• Message
• Media Habits
• Company policies
• Circulation
• Audience
• Effective Audience
• Effective ad exposed Audience
• Unbiasedness
• Expertness
• Prestige
• Audience measures used in
Media planning
Setting Objectives and recommending strategies help to focus on media plan, but
for proper selection of media the following variables
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Newspaper
Newspaper is the most popular media in the print category. Today reading
newspaper habitual activity of educated people all over the world. Due to
advancement in printing technology the quality of size is printing has also
been improved.
Total Newpapers in India: More than 100,000 registered publications
The biggest page of newspaper is called broadsheet which has 8 columns.
Page size is 22 by 16 inches
A smaller newspaper is called tabloid which is 16 by 11 inches.
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Newspaper
Some Rules for acceptance of an Advertisement are as follows.
Advertisement should comply with-State & National laws & the rules stated
by the Newspaper Society code
Advertisement are accepted in good faith but the newspaper accept
responsibility for their veracity or any errors
The Newspaper endeavor to publish advertisement on schedules but the
dates of publication are not guranttened
Complaints on advertisement must be brought to notice within 15 days.
Payments are need to made by cheques
These terms & conditions are subjected to change without any notice.
The decision of editor will be final in all matters.
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Newspaper
Advantages
Newspaper is common reading material across all income groups & so
it has a big coverage.
According to the requirement advertiser can choose national or
regional newspaper according to their budget also.
Newspaper has various section so proper positioning can be done.
Disadvantages
It is not useful by specific targeting
Sometimes Advertisement carries cluster of advertisement
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Magazine
Magazines have more shelf life than a newspaper and hence it increases the
life of an advertisement.
Types
Pan National magazine (e.g. Time)
General Consumer magazine (e.g . Outlook, India Today)
Technical Magazine (e.g PC Quest)
Business Magazine (e.g . Business World. Business Today)
Sport Magazine ( Sport star)
T.Manoj kumar

Magazine
Advantage
 Audience can be selected as per demographic & Psycho graphic
characteristics suited for the product under consideration.
Magazines have more life retains the advertisement with the reader for a
longer period.
Magazines have various kinds of paper quality and hence various kinds of
advertisement can be reproduced
Various locations and position are available in the magazine for taking out
the advertisement.T.Manoj kumar

Magazine
Disadvantage
The advertisement needs to be submitted much earlier than as the
magazine production is planned
Since the per unit cost of magazine is higher than the newspaper so
the reach of the magazine is limited
Advertisement are very bright in color and texture in magazines but
there is no and visual effect.
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Television
This medium consist of various forms like
terrestrial, satellite & cable. The ads on this
medium are normally measured in terms of slots
(normally as a multiple of 10 secs) both in duration
and frequency.
Television is introduced in India on September 15,
1959 as a pilot project in Delhi.
Television channels are international, national as
well as regional and local
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Television
Advantages Offered by television advertising are
It gives access to vast audience and can rise awareness more quickly
It appeals to senses
Models are often popular and consider to be part of our family and
hence whatever they are more convincing
It is very convenient and effective to demonstrate the product in the
television
High attention is possible due to the combination of sound and
visuals
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Television
Limitations
It is expensive media of advertising when compared to press media
Instead of selected audience television sometimes causes over exposer
Like the other media there is a huge cluster of advertisement on
television also because of which it is facing trouble being noticed.
It takes longer time to produce a commercial
Due to heavy completion the ads needs to be very creative to attract
the attention of viewers
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Radio
Radio as a media has undergone many
changes in the past twenty five years.
With the recent FM stations radio seems to
attract all segment of audience.
Now people of all age group have their
kind of stations.
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Radio
Some Characteristic of Commercial radio in India
It is audio not visual
It offers scope for daily messages
It reaches masses because of its low cost
Commercial time is limited
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Radio
Advantages of Radio
It Provide frequent more opportunities for frequent repetition of messages
Radio stations create and record radio advertisement for local businesses
Spread of radio all across rural areas paves the way for mass use.
High geographic and demographic selectivity
The cost of radio is relatively low.
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Radio
Disadvantages or Limitations of Radio
One of the most important limitation of the radio is the
lack of visuals because of which the product cannot be
shown or demonstrated.
Because of lot of radio stations the number of audience
per radio station decreases
Research data on radio is limited when compared to TV &
newspaper
Switching of station is high so it is difficult to retain the the
attention of the audience.
T.Manoj kumar

Internet
Advertisement
The internet provides the means for interaction between the
buyer and seller. So the internet including the web is
interactive medium which provide possibilities of interactive
communication with messages
There are three major type of internet Ads
1. Banner Ad
2. Interstitials
3. 3-D Visualization
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Banner Ads
Banner ads also called as display ads are one of the popular formats of
internet advertising.
They often made of text and graphic either static or animatic using the
java script programme.
It is intended to attract traffic to a website by linking them to the media
flash
The images are generally placed on web pages that have interesting
content as a newspaper article or an opinion piece.
T.Manoj kumar

Banner Ad
Major Types of
Banner Ads based on
the size are as follows
Full
banner
Half
Banner
Micro
bar
Button
one
Button
2
Vertical
banner
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Banner Ad Examples
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Interstitials
Interstitials include pop-ups and pop-unders where the display of page
of ad occurs before the requested content.
These are form of online advertising on the world wide web intented to
increase the web traffic or capture email address.
There are two types of Interstitials
1. Pop-ups
2. Pop-unders
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Interstitials
Pop-ups : In this type of ad a new window opens in front of the current
one, displaying an advertisement or web page
Generally Popp-up ads are generated by java script
Pop up generators is a computer application used to design, produce,
store and maintain popup advertisement.
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Interstitials
Pop-Unders : These ads do not interrupt the user immediately since
the window is loaded or sent behind the current window.
The user will not able to see it until they close one or more active
windows
Sometimes user will be irritated because these ads may be annoying
and deviating them from current work.
Generally most browsers use filter software to block unwanted pop-up
and pop-under ads.
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3-D Visualization
They are different from banner ads which enables user to interact with
the simulated products on the web.
This 3-D visualization offers a natural approach to product inspection and
represent a form of “object interactivity
Consumer can inspect a 3-D product by rotating it view from any angle,
Zooming in and out for any details.
Three dimension visualization has been used in an increasing number of
websites.
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Other type Internet Ads
Floating Ad : An ad that moves across the user’s screen or floats above the content
Expanding Ad : An ad that changes size and which may alter the content of the web
page
Wallpaper Ad : An add that changes the background of the page being viewed
Trick Banner : A banner ad that looks like a dialogue box with buttons. It simulates
an error message or an alert.
Map Ad : Text or graphics linked from and appearing in or over, a location on a
electronic map such as on Google Maps
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Ad Regulation
• The advertising Standards Council of India(ASCI) established in 1985 is
a voluntary self regulatory council.
• This council was established was established with the objective of
ensuring that all advertising should be legal, decent, honest and truthful
along with the social responsibility to the consumer and to the rules of
fair competition.
• ASCI encourages the public to complain against the advertisement
which they consider to be false, misleading, offensive or unfair.
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Objectives of ASCI
Ensuring the truthfulness and honesty of representation and claims made through
advertising and safeguarding against misleading advertising.
Ensuring that advertising is not offensive to generally accepted norms and standards of
public decency.
Ensuring that advertisements observe fairness in competitions and the canons of
generally accepted competitive behavior
Safeguarding against indiscriminate use of advertising for the promotion of products
To codify adopt and from time to time modify the code of advertising practices in India
To give wide public to the code and seek adherence to it of as many as possible of those
engaged in advertising
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Unit-5_Sales promotion
Definition:
• According to American Marketing Association, “Those marketing
activities, other than personal selling, advertising and publicity
that stimulate consumer purchasing and dealer effectiveness,
such as displays, show and exhibitions, demonstration and various
non-recurrent selling efforts not in an ordinary routine.”
• According to W.J. Stanton, “Sales promotion defined as demand
stimulating devices to supplement advertising and facilitate
personal selling
T.Manoj kumar

Importance of Sales Promotion
Sales promotion acts as a bridge between advertising and personal selling. Due to the diversity of the market,
the importance of sales promotion has increased tremendously. Sales promotion helps to remove the consumer’s
dissatisfaction about a particular product and manufacturer. It creates a brand image in the mind of the
consumers and the users. Sales promotional devices are the only promotional devices available at the point of
purchase. The sales promotional devices at the point of purchase stimulate the customers to make purchase
promptly on the spot.
The importance of sales promotion in business organization can be briefly shown below:
Spreads information:
• The first function sales promotion is to spread the important information about the availability, characteristics
and uses of a particular product. Spreading the information about the product helps to do the marketing
activities easily. It is important to provide the information about the product in the market.
Stimulates demand:
• Sales promotion helps in stimulating the demand for the product in the market. Sales promotion activities are
designed to create interest in new products and to persuade people to buy them.
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Importance of Sales Promotion
Customer satisfaction:
Sales promotion helps in satisfying the consumers. In the promotion of selling activities, the
new product is available in the market. The consumer has the desire to have a new product.
If they consume the new product, they will get satisfied in it. The new product in the market
provides satisfaction to the customer.
Stabilization of sales volume:
Sales promotion helps to stabilize the sales volume. It is an important purpose of sales
promotion to help in establishing sales volume by reassuring the customers about the
quality and price of the product. It is possible that a customer using a particular brand may
buy another because another brand is promoted in an effective manner.
Performance appraisal or marketing control:
Sales promotion helps in the marketing control too. It is important to have market control
about the performance of the situation of the market. Performance in the market helps to
raise the condition of the market which is approved by the customer
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Features or
Characteristic
of Sales
Promotion
It is a part of market promotion. It involves all the promotional
efforts other than advertising, personal selling, and publicity.
The primary purpose is to induce customer for immediate
buying or dealer effectiveness or both.
It is optional. Many companies do not practice it.
It is directed for multiple objectives, like to maintain sales during
off season, to increase sales, to face competition, to clear stocks,
to improve image, to promote new products, etc.
It consists of offering, wide variety of tools/incentives.
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Features or Characteristic of Sales Promotion
 Sales promotion efforts consist of special selling efforts for the specific time period in forms of short-term incentives
and schemes undertaken at consumer level, dealer level or at salesmen level.
 It involves the non-recurrent selling efforts. They are not a part of daily activities. They are not undertaken repeatedly.
 Sales promotion incentives are imitative. Competitors can easily imitate them.
 Sales promotion is expensive. It may affect adversity the profitability of company.
 Excessive use of sale promotion may affect sales and reputation of company adversely.
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Sales promotion
Tools & Techniques
• Consumer Promotion:
• Sales promotion aimed at consumers is called ‘consumer
sales promotion‘. It aims at stimulating consumers. The main
consumer promotion tools include samples, coupons,
demonstration, contests; cash refund offer, premium, etc.
• Types of Consumer Sales Promotion tools
• Samples
• Samples are one of the most important tools of sales
promotion. Samples are defined as offers to consumers of a
small amount of a product for trial. Free samples are given to
consumers to generate their interest in the product. Samples
help consumers verify the quality of the product.
• Samples are delivered at the doors of consumers. They are
also sent by mail or given to customers in the retail store
itself. Sometimes, samples are attached to another product.
• Though sampling is effective, producing numerous samples
of a product is quite expensive. Moreover, distributing
samples to customers also involves expenditure.
• T.Manoj kumar
• Asst Professor, SKIMT

Sales promotion Tools & Techniques
Demonstration / Presentation
Demonstration is required when products are complex and of a technical nature.
Customers are educated as to how to make proper use of the product. Demonstration of
products induces customers to buy. Demonstrations are provided free of cost.
Contests
Contests are the promotion events that give consumers the chance to win something such
as cash, trips or goods. Contests are conducted to attract new customers. They introduce
new product by asking the prospects to state the reasons for the purchase of the product.
The buyer purchases the product and submits the evidence of purchase with entry form for
contest. Entry forms are duly filled by the buyers. A panel of judges selects the best and
buyers are given prizes.
Cash refund offer
Cash refund offers are rebates allowed from the price of the product. It is an offer to
refund part of the purchase price of a product to consumers who send a proof of purchase
to the manufacturer.
Moreover, if the purchaser is not satisfied with the product, the whole price or part of it
will be refunded. Cash refunded offer is stated on the package.
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Premium
Premium refers to goods offered either free or at low cost as an incentive to
buy a product. A premium may be inside the package, outside it or received
through mail. The reusable package itself serves as a premium.
Premium is generally offered for consumer goods such as soap, toothpaste,
etc. Premium may be of several kinds — direct premium, reusable container
free in mail premium, a self liquidating premium, trading stamps, etc.
Direct premium can be inside the pack or outside it. A reusable container can
be reused after the product is reused. Free in mail premium means a
premium item will be sent by mail to consumers who present proof of
purchase to the manufacturer.
A self liquidating premium is the extra quantity offered at the normal price.
Trading stamps are given by the seller to consumers. These are redeemable
at the stamp redemption centers.
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Price off’ offer
Goods are sold at reduced prices during slump season. Reduction in
prices stimulates sale of goods.
Consumer sweepstakes
A sweepstakes calls for consumers to submit their names for a draw.
Names of consumers are included in a list of prize winning contest. The
lots are drawn and the winners get prizes.
Buy back allowances
Allowances are granted to buyers on the basis of their previous
purchases. In other words, buy back allowances are given for new
purchases, based on the quantity of goods bought previously.
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Channel Promotion / Trade Promotion:
If the promotional activities are directed at trade partners or channel
members, like distributors, wholesalers or retailers, it is known as trade
promotion.
The basic purpose of trade promotion is to build ‘push’ in the channels
so that they sell the manufacturers products with great enthusiasm.
It is carried out by the manufacturers by providing various incentives to
trade partners to make them work for the success of their brands.
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T.Manoj kumar

Methods of Trade Promotion
The method of trade promotion can be briefly shown below:
Dealer premiums:
Dealer premium is one of the methods for trade promotion. In some cases, certain
premiums are offered to the retailers. Certain units of the products are given free to the
retailers for keeping large stocks of goods. In addition to dealer premiums, the other
sales promotion activities may also be undertaken.
Advertising material:
Advertising of products also helps in the promotion of trade. It is usual practice with
many producers of goods to supply adverting material to their dealers, e.g. sign boards,
banners, etc. seen mostly for Pepsi, coke, etc.
T.Manoj kumar

Sales
promotion
Tools &
Techniques
Store demonstration:
Store demonstration also helps in the promotion
of trade. Under it, sales personnel of the
manufacturer carry out a special demonstration
of their products for the benefit of dealers and
consumers. Both dealers and consumers are
involved in it. It helps to increase the trading
activities in a rapid way.
Special displays:
Special displays about the products also help in
the promotion of trade activities. During trade
fairs or exhibitions, special displays and shows of
the company’s products may be arranged to
popularize them.
T.Manoj kumar

Organizing sales Promotion
Organize a sales promotion campaign in 11 steps
1. Evaluation of your needs
2. Customer management system
3. Brainstorming & creative ideas
4. Financial analysis
5. Planning
6. Setting goals
7. Strategic marketing campaign
8. Creative development of the campaign
9. Co-creating & collecting ideas in your team
10. Gather information about your consumer
11. Repeat successful actions
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1. Evaluation of your needs
Evaluate the type of sales boost needed. Your business may need to move some seasonal
products, encourage service trials or fill up a schedule for a specific month. Decide on
specific financial and product needs before choosing the type of promotion you use.
2. Customer management system
Invest in customer management systems. Your online or in-store databases should keep
track of customers, their purchases, each offer they respond to and other preferences.
Before starting any promotion, you should aim to target it primarly at the customers who
are most likely to buy based on these preferences.
3. Brainstorm creative promotion ideas
Simply taking a percentage off a sale price may encourage bargain hunters to buy, but
many companies try to encourage customers to buy greater quantities, such as "buy one
get one half off" sales. Read about generating new leads, retaining customers and boosting
your sales in our article about creative sales promotions.
T.Manoj kumar

4. Do a financial analysis of each type of promotion
Your marketing and bookkeeping staff should be able to specify any losses that sales could bring, break-even
points and potential returns on investment (ROI). Ultimately, you should choose a promotion with the best
financial prospects.
If you are considering a coupon or discount percentage, make sure you choose your percentage offer carefully.
The coupon should come across as an excellent deal, which often means they offer over 20 percent discount.
However, it should be a financially viable coupon. Remember that if you have a low mark up on products, these
coupons may not be the most suitable way to go.
5. Planning
Specify beginning and end dates for your promotion. Part of encouraging people to buy a product is
communicating that this is an offer that only will be available for a limited time. In general, the greater the
discount or offer, the less time it will be available, so as to suggest it is a very good deal that will not always be
available.
6. Setting goals
Clarify your marketing goals. Identify a target number of people you want to reach and a realistic conversion
rate for those people. This will help to plan out the size of your marketing campaign.
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7. Develop a strategic marketing campaign
Your marketing team or marketing consultant should come up with a
complete overview of the process from the message to the creative
elements to data gathering. Invest plenty of time in this.
8. Creative development of the campaign
Specify your message for your promotion marketing. A sales promotion is
not as simple as offering a coupon. It should be used to encourage brand
recognition and returning customers.
Invest in creative services. Professional graphic designers, voice talent,
photographers, writers and models can offer you a marketing product that
will reach more people and have more success than what you can do on your
own.
T.Manoj kumar

9. Co-creating & collecting ideas in your team
Get your entire team involved, if possible. A sales promotion should have everyone on
board, from bookkeeper to sales staff. Encourage ideas from employees. A team based
approach will allow you to keep track of how the process is handled and improve your
future promotions.
10. Gather information about your consumer
Gather data on customers, new email subscribers, phone calls, online traffic and the
increase in sales. Ask your marketing professional to do the math on your ROI, conversion
rate and percentage increase in customers. Afterwards evaluate your success.
11. Repeat successful actions
Repeat successful sales promotions in the future. Try a new kind of promotion if the
previous one was not successful. Although planning will increase the success of your
promotion, there is always an element of trial and error in marketing.
T.Manoj kumar

Evaluation of Sales Promotion
• Measuring the success or otherwise of sales
promotion can pose some difficulties
because of the nature of and variety of
objectives.
• In general, marketers can use sales data,
experiments, and consumer surveys to
evaluate promotion progress and results.
• Promotion managers are generally reluctant
to use experiment because in many cases of
promotions there is only short lead-time.
Experiments also involve the risk that
competitors would be alerted. For these
reasons, managers tend to rely heavily on
sales data and experience
T.Manoj kumar

Evaluation of
Sales
Promotion
Pre-Testing:
• How sales promotion is to be communicated and what would be communicated to
the target groups is important and can be pre-tested. For example, the pre-test may
find out what is likely to be perceived value and the risk. A customer considers
whether it would be wise to buy an unknown brand of sports goods at 45%
discount. Is this offer worth the risk of buying an unfamiliar brand? The pre-test can
be conducted to assess these factors by using focus groups and consumer panels.
• Another approach, ballot method, consists of mailing a ballot paper to a list of
consumers. They are requested to evaluate different illustrated promotions and
vote for the most like and return the ballot to the firm. A relatively expensive but
more accurate method is portfolio test. A portfolio of sales promotion is prepared
and shown to consumers in person and their responses are noted. Other methods
that can be used are jury method and mall intercept.
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• To test consumers behavioral response, such as trial purchase, or repeat
purchase, etc., pre-testing consists of experimenting in certain markets or
individual stores in a market or individual stores in a market. All others
factors remain the same, only the sales promotion device being tested in
the variable is manipulated.
• It is often quite helpful to evaluate the response of re-sellers before
implementing the promotions programme. The simplest way is to visit
several important retailers and wholesalers and discuss the programme
and seek their opinion and suggestions. This may prove to be quite
favourable in case the support of re-sellers is considered to be of
paramount importance for promotion results.
T.Manoj kumar

2) Concurrent Testing:
• This Testing is done when the sales promotion is in progress.
Concurrent testing may permit the promotion manager to modify the
sales promotion if needed.
• This type of testing is conducted in terms of sales data, which can be
obtained on weekly or monthly basis.
• If the promotion is a consumer contest and the consumer is not
required to purchase anything, the response to promotion can be
adjudged by the number of entries received at some interval, and if
need be the contest period can be extended.
• In case of coupon distribution programme, similar approach can be
adopted by keeping a track of coupons redeemed.
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3)Post-testing is done after the promotion period is over.
To assess the change in consumer awareness and attitude, telephone calls,
questionnaire mailed to consumers, and personal interviews can be used. In
these methods, the most expensive is the personal interview method and
least expensive is the mail.
• The information sought pertains to the promotion event. In case of
samples or premiums distributed through retail stores, intercept interviews
at the point-of sale can reveal more reliable information.
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• To measure the sales effect, sales figures before the promotion period can be compared
with figures at the end of the promotion, and one month after the promotion ends.
• If the promotion objective was to increase sales by 30% in a certain period and the pre-
promotion sales for a similar period were worth five million rupees and the sales jumped to
in excess of 5.6 million in the promotion period.
• This would show that the objective was achieved. It is very likely that in the ensuing month
after the promotion, the sales will come down to, say 3.5 million rupees.
• If the sales return back to five million rupees in the long run, then perhaps the sales jump
was because of brand switchers and deal prone consumers. However, if the regular sales
settle at 5.5 million rupees in the long run, then definitely the promotion proved successful
in increasing the long run sales by attracting new customers, and may have also attracted
customers away from other competing brands.
T.Manoj kumar

REFERENCES
Debraj Datta, Mahua Datta ,Advertising & Sales
Promotion,Vrinda Publications
S.A Chunnawala-Advertising and Sales
PromotionManagement ,Himalaya Publishing house
Manendramohan ,Advertising Management-Concept and
cases-Tata Mcgraw Hill Publication

mail id : manothamu@gmail.com
WhatsApp :+919150860613

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