INTRODUCTION ON COMMUNICATION Communication is how people exchange meaningful information.

Models that reflect how communication occurs often include the elements shown below.

Types of communication People communicate with each other in a number of ways that depend upon the message and its context in which it is being sent. Choice of communication channel and your style of communicating also affects communication. So, there are variety of types of communication.

Types of communication based on the communication channels used are: 1. Verbal Communication 2. Nonverbal Communication

Verbal Communication Verbal communication refers to the the form of communication in which message is transmitted verbally; communication is done by word of mouth and a piece of writing. Objective of every communication is to have people understand what we are trying to convey. In verbal communication remember the acronym KISS(keep it short and simple).

When we talk to others, we assume that others understand what we are saying because we know what we are saying. But this is not the case. usually people bring their own attitude, perception, emotions and thoughts about the topic and hence creates barrier in delivering the right meaning. So in order to deliver the right message, you must put yourself on the other side of the table and think from your receivers point of view. Would he understand the message? how it would sound on the other side of the table? Verbal Communication is further divided into: Oral Communication Written Communication Oral Communication In oral communication, Spoken words are used. It includes face-to-face conversations, speech, telephonic conversation, video, radio, television, voice over internet. In oral communication, communication is influence by pitch, volume, speed and clarity of speaking. Advantages of Oral communication are: It brings quick feedback. In a face-to-face conversation, by reading facial expression and body language one can guess whether he/she should trust whats being said or not. Disadvantage of oral communication In face-to-face discussion, user is unable to deeply think about what he is delivering, so this can be counted as a Written Communication In written communication, written signs or symbols are used to communicate. A written message may be printed or hand written. In written communication message can be transmitted via email, letter, report, memo etc. Message, in written communication, is influenced by the vocabulary & grammar used, writing style, precision and clarity of the language used. Written Communication is most common form of communication being used in business. So, it is considered core among business skills. Memos, reports, bulletins, job descriptions, employee manuals, and electronic mail are the types of written communication used for internal communication. For communicating with external environment

in writing, electronic mail, Internet Web sites, letters, proposals, telegrams, faxes, postcards, contracts, advertisements, brochures, and news releases are used. Advantages of written communication includes: Messages can be edited and revised many time before it is actually sent. Written communication provide record for every message sent and can be saved for later study. A written message enables receiver to fully understand it and send appropriate feedback. Disadvantages of written communication includes: Unlike oral communication, Written communication doesnt bring instant feedback. It take more time in composing a written message as compared to word-of-mouth. and number of people struggles for writing ability.

1. Nonverbal Communication Nonverbal communication is the sending or receiving of wordless messages. We can say that communication other than oral and written, such as gesture, body language ,posture, tone of voice or facial expressions, is called nonverbal communication. Nonverbal communication is all about the body language of speaker. Nonverbal communication helps receiver in interpreting the message received. Often, nonverbal signals reflects the situation more accurately than verbal messages. Sometimes nonverbal response contradicts verbal communication and hence affects the effectiveness of message. Nonverbal communication have the following three elements: Appearance Speaker: clothing, hairstyle, neatness, use of cosmetics Surrounding: room size, lighting, decorations, furnishings Body Language facial expressions, gestures, postures Sounds Voice Tone, Volume, Speech rate Types of Communication Based on Purpose and Style Based on style and purpose, there are two main categories of communication and they both bears their own characteristics. Communication types based on style and purpose are: 1. Formal Communication 3

2. Informal Communication 1. Formal Communication In formal communication, certain rules, conventions and principles are followed while communicating message. Formal communication occurs in formal and official style. Usually professional settings, corporate meetings, conferences undergoes in formal pattern. In formal communication, use of slang and foul language is avoided and correct pronunciation is required. Authority lines are needed to be followed in formal communication. 2. Informal Communication Informal communication is done using channels that are in contrast with formal communication channels. Its just a casual talk. It is established for societal affiliations of members in an organization and face-to-face discussions. It happens among friends and family. In informal communication use of slang words, foul language is not restricted. Usually. informal communication is done orally and using gestures. Informal communication, Unlike formal communication, doesnt follow authority lines. In an organization, it helps in finding out staff grievances as people express more when talking informally. Informal communication helps in building relationships. 1.1 explain the communication process that applies to advertising and promotion Communication process include Context Sender /encoder Message Medium Recipient /decoder Feed back Context the sender has got some idea that can be within cultural context or physical context or chronological context there is a certain way which the sender or advertiser will set it and they will feel that context would be best environment to convey the message to the user .Example am using coca cola. Coca cola are advertising their drink they set it with in a context of being thirsty so they will induce user to think about thirsty. Sender/ encoder a sender is a person who is sending the message. A market director or advertising agency would define its message its called encoding. Putting in words , images and motion picture 4

were that message can be sent to the recipient for example coca cola company want to tell their target audience to drink it what the company will do is to set the context for it which will induce them to decide to go and buy it and drink it. Message a usually short communication transmitted by words, signals, or other means from one person, station, or group to another. We are encoding our message not just by words not just by action is a totally of all actions of this things the context, the setting, the music, the way actors act, the motion, the message, the age of the actor and the all demographic. Everything comes with in encoding of our message and sprite hope it will pass that message via channel, billboard, internet. So the above are the channel, the media channel (TV), the message channel the channel which we are conveying the message to the recipient

Recipient can also be called a decoder the person who is watching a advert or who is reading a magazine and can look at that message which you have send and decode it and see what he or she have get did they get all message or something else .What coca cola do they make sure the majority audience get the message their sending. To make sure your customers are decoding your message in a right manner is by getting a feedback system. Feedback a reaction or response to a particular process or activity. For example when Coca cola advertise their product the feedback system will be accurate when goods will be sold in a large quantity and vice versa. Evaluation Marketing manager at the first should set a context which they want to advertise or promote a product they will define the message they will include it using words , message, images, music and all surrounding of that advert being print or TV or radio. The marketing manager also choose a channel they can use multi-channel then they send the message by paying advertising costs and hopeful the audience will be watching .within that there lots of things we have to look before how we choose the channel . Sprite obvious depend on their demographic and market segmentation again the same demographic and market segmentation will affect what the message would be what the context of the message is and hopeful that channel will reach sprite target audience and they will decode the message in a right manner Advertising or promotion time and space is expensive you have limited time to convey the message. Time is between 15 and 30 seconds. The audience cant look a advert for 20 minutes so you have to convey your message within that limited time being in a news paper, tv, magazine. So by doing that make it so complex.

1.2 Explain the organization of the advertising and promotion activity Advertising is the activity or profession of producing information for promoting the sale of commercial products or services Benefits of advertising It help in boosting the sales of the company The message can be repeated several times Advertisement creates awareness ,interest and desire for product and service in customers to buy It build strong image of the product Steps involved in an advertisement program can be classified as Identifying target audience Specifying advertising objectives Setting the advertising budget Developing the advertising message Selecting a right media Scheduling the advertisement Measuring advertisement effectiveness Promotion is one of the market mix elements, and a term used frequently in marketing. The specification of five promotional mix or promotional plan. These elements are personal selling, advertising, sales promotion, direct marketing, and publicity . A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. Fundamentally, however there are three basic objectives of promotion. These are: To present information to consumers as well as others. To increase demand. To differentiate a product. There are different ways to promote a product in different areas of media. Promoters use internet advertisement, special events, endorsements, and newspapers to advertise their product. Many times with the purchase of a product there is an incentive like discounts, free items, or a contest. This is to increase the sales of a given product. Purpose of promotion Encourage the customer to try a new product Attract new customers 6

Counter a competitor promotional activity

Importance of promotion Seller introduce new products or brands in the market Recession phase in economy tackle the situation by Discount coupons Gifts Sweepstakes Contest Triggering impulse buying behavior

Types of promotion Consumer sales promotion Trade sales promotion Consumer sales promotion is a Retail transaction in which goods are sold in the normal course of a seller's business, and are bought for private consumption or use and not in normal course of the buyer's business. Trade sales promotion Sale of one firm to another, the common exit route of venture capital investments.

organization of the advertising and promotion industry includes; Advertisers, promotion agencies and external facilitators they are both used by sprite when they want to advertise their drinks. How they are applied in Coca cola. Advertisers a person, organization or company that places advertisements in order to target customers. Coca cola company uses different advertisers including celebrities. For example Coca Cola Company prefer using movie stars and football players to advertise their drink they attract customers and obtain more market share. Advertising agencies these are agencies which creates new promotional ideas, designs print, radio, television, and internet advertisements, books advertisement space and time, plans and conducts advertising campaigns, commissions research and surveys, and provides other such services that help a client in entering and succeeding in a chosen market. In general, advertising agencies are not deemed agents of the advertisers, because they act as principals for the services they buy on behalf of their clients. Sprite has two advertising agency which is mother London and Wieden & Kennedy. This agencies help sprite to advertise their products and helping coca cola clients in entering and succeeding in chosen market.

Media organization is another major participant in the advertising and promotion process. Their function is to provide information or entertainment to their subscribers, viewers, or readers. Coca cola use different media organization such as newspaper, magazine, other publication, radio, television, cable television, or other medium of mass communication to advertise their products 1.3Assess how promotion is regulated Promotion is communicating with the public in an attempt to influence them toward buying your products and/or services. Promotion is regulated through Self regulation Federal regulation State regulation Coca cola apply mostly self regulation during their promotions and adverts and the reason of having these regulations is for public safety reason. Advertising standards authority is the self-regulatory organization (SRO) of the advertising industry in the United Kingdom. The ASA is a non-statutory organization and so cannot interpret or enforce legislation. Its role is to "regulate the content of advertisements, sales promotions and direct marketing. Committee of advertising practice is the sister organization of the Advertising Standards Authority (ASA) the role of committee of advertising practice to ensure that all ads are legal, decent, honest and truthful. Consumerism a modern movement for the protection of the consumer against useless, inferior, or dangerousproducts, misleading advertising, unfair pricing, etc. coca cola as big brand they avoid consumerism because it can lead to misconduct of the company.

1.4examine current trends in advertising and promotion, including the impact In advertising and promotion daily there are new trends in advertising it started with news papers and radios but know it has extended to internet, video games , website e.t.c. so advertisement and promotion is advancing day by day. Coca cola current advertising and promotion trends They use new media which are more personal and interactive the use of new media such as internet, website, video games and DVDs first of all the use of new media its personal cause advertisements take place in websites and internet these are places where many individuals surf personally so a person get 8

influenced more with advertisement example of one sprite advertisements say Obey Your Thirsty this slogan can influence you and get a bottle of Coca cola. Increasing globalization of marketing programs the aim of sprite is to move worldwide toward economic, financial, trade, and communications integration. Sprite is available all over the world but the company is still advertising it more global in order to strengthen their brand. The use electronic media are changing the medical land scape electronic media are medias that use electronics or electro mechanical energy for the audience to access the content. Example online, video recording, audio recording and slide presentation. This are modern ways of advertising used by Coca cola because they are in digital form as we know a big part of the world have advanced from analog to digital form. Moving into global markets and agencies are forming huge multinational operation coca cola are moving into global markets and agencies example sprite have an advertising agent in Amsterdam, Holland called wieden& kennedy they are expanding because the company is advertising coca cola in many other countries. Impact of ICT Communication in the business world is very different today compared to twenty years ago because of Information and Communication Technology(ICT) Example of ICT use Mobile telephones Video and tele-conferencing Lap-top computers E-mail Multimedia communication

Impact of ICT on coca cola Company It has enable online shopping ITC has helped coca cola to conduct business through online its not a must for people to go to retail shops Online security issues ITC it has also reduce account hacker for example coca cola under ITC no one can hack their accounts because they have security Global media reach is the invention of man. Includes TV, radios, newspaper, global media pass through information about different things for example when coca cola do an advertisement they use media so people get information through those medias

2.1 Explain the role of advertising in an integrated promotion strategy for a business or product. 9

Promotional strategy the choice of a target market and formulation of the most appropriate promotion mix to influence it. In marketing it must be remembered that advertising is an element of promotion that effects other marketing variables. Advertising affects the marketing of the product and how it is viewed. Advertising is designed to give the customer a view of the product that the marketing department has set out. Advertising also creates an image through the advertising of the price. For example, a high price gives the impression of a quality product, and a low price the opposite. Roles of advertising in Coca-cola company To convey news is the act of a product to be made known. when advertising a product the advertiser is conveying the news to the target audience. For example when an advertiser is advertising a coca cola product he or she will say coca cola is available at MRP 10 now so he or she is passing news to public. To tell the customer about the benefits of the product a product should have benefits in order to satisfy customers. For example coca cola had an advertisement which said drink coca cola and win $1000 or drink coca cola and get a t shirt. So when we customer see these all benefits we feel like drinking coca cola. Advertising help coca cola company to achieve their objectives objective is a specific result that a company aim to achieve with in a time frame. Advertising help coca cola company to set more objectives. For example coca cola can launch an advertisement which is of high quality and they will aim due to this advertisement our sales will increase up to 20%.so advertisement is one of important aspect in coca cola company because it consume a lot of money but have more return. Advertising facilitates the sales of product, goods and services its obvious known when you advertise your product its easy for a company to sale it. Thats why you find coca cola products are sold frequently due to its new forms of advertising which come up daily they are like drawing a coca cola image in the minds of customer and make it as first priority of customers .

2.2 Explain branding and how it is used to strengthen a business or product. Branding is the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. Purpose of branding Branding's main purpose is to let you stand out from the rest of the crowd. Doing so needs consistent communication with your networking sites. Here are the rest: to build trust, credibility, social proof and earn profits. Assume a consumer is getting a bottle of coca cola without coca cola name plain bottle of coca cola cant carry the same cachet as those bearing coca cola label or name.

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Marketers recognize that building and reinforcing the image of their brands is a key to grow and profitability Many companies including coca cola know that brand equity is as important as an asset as factories, inventory e.t.c . Because strong brands have the power to command a premium price from consumers as well as investors example world 10 most popular brands coca cola, apple , IBM, Nokia, Microsoft. A well known and trusted brand names are a touch stone for consumers and help simplify their decision making process coca cola is among the most popular brand in the world. So when a person wants to purchase any coca cola product he or she wont hesitate because coca cola is a leading brand in the world. so coca cola simplify decision making process of customers in the market. A strong brand is a promise to customers as one of the executive of coca cola stated that consumer doesnt go shopping for sweet sodas, glamorous bottled soda, high or low priced soda they shop for coca cola a well known and trusted brand. Having a strong brand name and identity is also important to companies competing in the global economy coca cola is head quartered in USA so it have to reach customers far from their home base so as to expand. Coca cola rely much on markets outside their home country selling their products A strong brand name is also important for companies entering new markets if your company has a strong brand as coca cola it is easy for your company to enter a new market and perform well for example coca cola started with soft drinks such as coke, sprite and Fanta but later own they entered new market and they introduced mineral water due to their strong brand they succeed in the market and every consumer wanted to taste it.

2.3 review the creative aspects of advertising of Amaze An advertising agency is a service organization that specializes in planning and executing advertising program for its clients. Many major companies use an advertising agency to assist them in developing, preparing and executing advertising program for its clients. Types of advertising agencies

Business-to-Business

Business-to-Business (B2B) advertising agencies specialize in advertising products to a business, as opposed to consumer, audience. B2B agencies understand the complex decision-making processes in business marketing and utilize media that enable advertisers to build relationships with prospects and

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customers over a period of time. B2B agencies may offer further specialization in sectors such as technology or industrial products. Retail

Retail advertising agencies work for groups or companies that market their products through retailers or distributors. They employ creative and production teams that are capable of dealing with the development of detailed price-based advertising and can cope with frequent last minute changes to content. Retail agencies also develop and manage cooperative advertising programs that local branches of retail or distributor groups run in their own territories. Financial

Financial advertising agencies provide a specialist service for financial services companies and for company investor relations departments. Agencies that advertise financial services products operate in a tightly regulated market, so their ads must comply with the current legislation. They also provide a service to investor relations departments, advertising share offers or communicating financial results. Corporate

Corporate advertising agencies share some areas of activity with financial agencies. They also communicate financial results and information for investors. The main function of corporate advertising agencies is to raise awareness of a companys capability and strengthen the corporate reputation, according to author Grahame R. Dowling in Creating Corporate Reputations." Corporate agencies place advertisements in media that reach senior decision makers. Advertisement content focuses on company information, rather than information about products and services. Digital Media

Digital media agencies offer a specialist service creating advertisements for the Internet or other electronic channels. They may work with mainstream advertising agencies that do not have digital media skills, or directly with clients concentrating their budgets on new media. Recruitment

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Recruitment advertising agencies advertise job vacancies at different levels. Some specialize in senior management positions or temporary staff, others may focus on sectors such as jobs in accountancy or information technology Creative aspects of advertising of Amaze Amaze is among the best advertising agency in the world right now. it works with popular brands such as coca cola ,Toyota and Lexus . Amaze provides the clients with the services of highly skilled individuals who are specialists in their chosen fields. When advertising coca cola advert Amaze advertising agent include artists, writers, media, analysts researcher and other with specific skills, knowledge and experience that he has so as to make the advertisement nice. Amaze is specialized in different type of business and uses their knowledge to assist their clients. Amaze is specialized in automobile and soft drinks advertisement. Due to their experience on soft drinks they usually advertise with unique features different from others. They help you to reach your goals by presenting your company to the public in the best possible way. One of the roles of advertising is to make you achieve your goals you set. So Amaze will present your company in the public by advertising your product in a right manner to the extent that the public or audience will be attracted with it.

2.4 examine ways of working with advertising agencies like Amaze. Amaze is one of advertising agencies operating under various countries around the world. Advertising agencies or advert agency is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. How coca cola work with Amaze they look on different things in order to work with them effectively. First, Amaze structure coca cola they first look on the structure of the company and look what the company support and what they dont support. Second, agency appointment including contracts coca cola as a company they have to look on important issues such as contracts. They are liable to offer a contract to an agent on their own terms and conditions Third, Agency & clients relationship coca cola have to know the relation between the customer and the advertising agency the relation must obvious be good in order customer to follow what is advertised by the agency. Fourth, Media planning coca cola must know the advertising agency is using which media when advertising for Amaze they are using TV, radio, news paper, magazine, internet, online e.t.c these all are suitable for coca cola. 13

3.1 explain the primary techniques of below the line promotion and how they are used in an integrated promotional strategy for business product Below-the-line promotion is an activity in marketing generally refers to marketing practices making use of forms of promotion that do not involve the use of mass media, where, in a firms use of an advertising agency, there is usually no commission charged by the advertising agency, and thus the expense typically appears below-the-line on the ad agencys bill to the firm.

Below The Line (BTL) Promotional Techniques Following are the different types of BTL tools being used for consumer promotions: 1. DDS (Door to Door Selling) 2. Coupons 3. Rebates 4. Promotional Pricing 5. Trade-In 6. Loyalty Programs 7. Trial Generation and free Sampling 8. Free/Extra Product 9. Premiums 10. Contests and Sweepstakes 11. Demonstrations 12. Personal Appearances 13. Sponsorship

Door to Door Selling Door-to-door is a sales technique in which a salesman walks from one door to another selling soap or service to the general public. A variant of this involves cold calling first, when another sales representative attempts to gain agreement that a salesperson should visit. Door-to-door selling is usually conducted in the afternoon hours, when the majority of people are at home. Promotional Pricing 14

One of the most powerful sales promotion techniques is the short-term price reduction or, as known in some areas, on sale pricing. Lowering a products selling price can have an immediate impact on demand for example a soap is sold at MRP 20 due to promotion it will be sold at MRP 10 , though marketers must exercise caution since the frequent use of this technique can lead customers to anticipate the reduction and, consequently, withhold purchase until the price reduction occurs again.

Loyalty Programs Promotions that offer customers a reward, such as price discounts and free products, for example soap is sold at MRP 20 it will be discounted to 15 MRP and when you purchase it you will get a free shampoo inside it. , for frequent purchasing or other activity are called loyalty programs.

Packaging it refers to packing of a product. When a retailer pack his soap in attractive way it will stimulate the customer and they will purchase it although it is promoted below the line. 3.2 Evaluate other technique used in below the line promotion There are various elements we have seen above but there are other more techniques Personal selling Face-to-face selling in which a seller attempts to persuade a buyer to make a purchase. Am selling soaps on hand they arent kept in retail store. So I meet a buyer face to face and we conduct trade. Word of mouth is an unpaid form of promotionoral or writtenin which satisfied customers tell other people how much they like a business, product, service, or event. According to Entrepreneur Media, word-of-mouth is one of the most credible forms of advertising because people who don't stand to gain personally by promoting something put their reputations on the line every time they make a recommendation. Am having soaps on hand I advertise them through word of mouth only. None of the modern ways is used in below the line promotion.

4.1 follow an appropriate process for the formulation of a budget for an integrated promotional strategy Budgeting is establishing a planned level of expenditures, usually at a fairly detailed level. A company may plan and maintain a budget on either an accrual or a cash basis. Business budgeting is one of the most powerful financial tools available to any small-business owner. Put simply, maintaining a good short- and long-range financial plan enables you to control your cash flow instead of having it control you. Sprite is a colorless, lemon-lime flavored, caffeine-free soft drink, created by the Coca-Cola Company. It was introduced in the United States in 1961. This was Coke's response to the popularity of 7 Up. It comes in a primarily silver, green, and blue can or a green transparent bottle with a primarily green and blue label. 15

Process for the formulation of a budget for sprite Percentage of sale sprite is under coca cola so all budget process are prepared by coca cola. Before promoting sprite in media they will first look at the percentage of sale of sprite then they will decided a budget to be set for that promotion. When sales percentage is high the promotion will be set with high budget but if the sales percentage is low the promotion will be set with normal budget all this is done is to balance the business. Cost benefit analysis is a systematic process for calculating and comparing cost and benefits of a project. The main reason of cost benefit analysis is to know if you have successfully done your project. So when coca cola is conducting a promotion for sprite they must look on cost benefit in order to avoid loss. Competitive parity Method promotional budgeting technique by which a companys budget is raised or lowered based on the actions of competitors its also called defensive budget. For example PepsiCo has spent $200 on a promotion and coca cola want to promote its product with the same type of promotion which PepsiCo has used they wont spend more than $200 PepsiCo used in order to ensure profit.

Customer expectation A customer's opinion of a product's value to him or her. It may have little or nothing to do with the product's market price, and depends on the product's ability to satisfy his or her needs or requirements. So when coca cola want to promote their product (sprite) they have to look customer expectation they have to promote their product efficiently in a way that it will have positive expectation from customers and it will perform well in the market Overview of media cost before setting a budget for promotion you have to the costs. Coca cola as a company when promoting their product they have to take a summary in order to know the exact amount used the purpose of overview media cost is to help the company whether they have gain or loose 4.2 Carry out the development of a promotional plan for a business or product Promotion plan outlines the promotional tools or tactics you plan to use to accomplish your marketing objectives. For any company to have promotional plan its important because it shows you what you have to do in order to plan your promotion effectively. There various promotional plan used in coca cola Target audience its important for a company to target the audience in order to meet its objectives. For example coca cola usually go with what the audience wants they started with coke they came up with fanta then sprite .so you can see why coca cola succeed its simply because they target customer wants. Promotional strategy and tactics When you're deciding upon the best promotional strategy for reaching your target market, you need to:

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Do research Keep your customer in mind Be creative All these are done by coca cola to promote their products such as sprite they do research to know what people need in market they also keep customer in mind because they are the one who make them to operate.

Media selection you have to select the right media which every customer can get the promotion. There are various Medias such as news paper, magazines, TV, internet, online, radio for coca cola they use all these to promote sprite in order every person to get the promotions. Budgeting allocation when coca cola want to promote their product (sprite) they set a budget example paying advertisers, paying media and paying for location this all must be combined and know the total or in other ways to know the expenses used for promoting sprite. 4.3 plan the integration of promotion techniques into the promotional strategy for a business or product.

Sales promotion techniques can be specialized to certain industries, but most techniques can be intuitive or learned by trial and error as you are in the process of selling. Simple advice for successful promotions like pre-qualifying leads, respecting the client, building a relationship and setting realistic goals are often not implemented in pitches, emails, phone conversations and marketing materials. TV commercials bombard people with information. If you are face-to-face or have a personal contact with your client, your techniques must be different. Benefits of promotional techniques Sales promotion techniques are used to help boost sales. A number of possible types of sales promotions exist, ranging from discounts to giveaways. An effective or key promotional technique is one that either saves consumers money or gives them more for their money. By offering the right types of sales promotions, you may be able to entice consumers into purchasing more of your product on a regular basis.

Promotional techniques Direct selling Public relation Personal selling Mass selling 17

Sales promotion The above promotional techniques are used by coca cola to promote sprite they use mainly three promotional techniques their objectives. Sales promotion coca cola company usually conduct sales promotion in order to get more customer and target what audience want for example buy 2 sprite get a t-shirt. Direct selling Face to face presentation, demonstration, and sale of products or services, usually at the home or office of a prospect by the independent direct sales representatives. Sprites have automatic vending machine whereby you insert a coin and get sprite so this machines are also kept in offices so they do face to face selling Personal selling Personal selling is a promotional method in which one party (e.g., salesperson) uses skills and techniques for building personal relationships with another party (e.g., those involved in a purchase decision) that results in both parties obtaining value. In most cases the "value" for the salesperson is realized through the financial rewards of the sale while the customers "value" is realized from the benefits obtained by consuming the product. However, getting a customer to purchase a product is not always the objective of personal selling. For instance, selling in coca cola is be used for the purpose of simply delivering information 4.4 Use appropriate techniques for measuring campaign effectiveness How a company measure campaign effectiveness. For example coca cola look on how many sales dollars are generated by each advertising dollar you spend. But there are methods that will give you a rough idea of whether your ads are hitting the mark. Customer response is a process whereby customers responds on your product in the market. Here is a point where by a company will know the campaign is effective or not. If its effective sales of the product will increase. Repeat purchase is consumer purchase of the same brand purchased on the previous purchase occasion this will show you how effective is your campaign. For example sprite was first introduced in 1961 but until know people still are purchasing sprite. Loyalty the state or quality of being loyal when a company be loyal to customers and listen on their wants its easy for company to develop. For example coca cola started with coke due to their loyalty they introduced another new drinks such as fanta and sprite

Creativity is when a company use imagination or original ideas especially in production. For example if u look sprite bottles they attract much people because they are well created and due to that the sales of the product will increase.

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BIBLIOGRAPHY
http://nz.bing.com/search?q=campaign%20effectiveness&pc=conduit&ptag=A177D34DF905E4DC9A6F &form=CONBNT&conlogo=CT3210127&ShowAppsUI=1 http://en.wikipedia.org/wiki/Consumerism http://en.wikipedia.org/wiki/Committee_of_Advertising_Practice http://www.scribd.com/doc/77072725/BH023329-HNCD-Business-Units-NEW-From-Ms-Christopher http://nz.bing.com/search?q=evaluate+other+techniques+used+in+below+the+line+of+promotion&pc= conduit&ptag=A177D34DF905E4DC9A6F&conlogo=CT3210127&ShowAppsUI=1&first=71&FORM=PERE4 lecturer Notes

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