Professional Documents
Culture Documents
SALES PROMOTION
Group Members :
Nur syazwani bt Mahmad Sukor (818360)
Noor Alyzamleana bt Aladin (820383)
Nurul Huda bt Idzhar
(820144)
Nor Aini bt Hamzah
(820148)
Asma bt Suardi
()
CHAP:18
MANAGING MASS COMMUNICATIONS:
ADVERTISING,
SALES PROMOTIONS,
EVENTS, AND
PUBLIC RELATIONS
WHATS IS ADVERTISING?
1. INFORMATIVE ADVERTISING
2. PERSUASIVE ADVERTISING
Type
https://www.youtube.com/watch?v=NXom
4VRmBAA
3. REMINDER ADVERTISING
4. REINFORCEMENT
ADVERTISING
Media selection is finding the most costeffective media to deliver the desired number
and type of exposures to the target audience.
Place Advertising:
The media planner must search for the most costeffective vehicles within each chosen media type.
Media selection is finding the most costeffective media to deliver the desired number
and type of exposures to the target audience.
Place Advertising:
Place Advertising:
Place Advertising:
Place Advertising:
The media planner must search for the most costeffective vehicles within each chosen media type.
2.
Macroscheduling
Scheduling the advertising in relation to seasons and the
business cycle
Eg: 70% of product sales occur between June and
September. So the firm can vary its advertising
expenditure to follow seasonal pattern, to oppose the
seasonal pattern or to be constant throughout the year.
Microscheduling
Allocating advertising expenditures within a short period
to obtain maximum impact
Eg: The firm decide to buy 30 radio spots in the month
of September.
The left side shows that advertising messages for the month
can be concentrated (burst advertising), dispersed
continuously throughout the month, or dispersed
intermittently.
The top side shows that the advertising messages can be
beamed with a level, rising, falling, or alternating frequency.
2.
3.
the higher this rate, the more continuous the advertising should be.
the higher the purchase frequency, the more continuous the advertising
should be.
the higher the forgetting rate, the more continuous the advertising should
be.
5) EVALUATING ADVERTISING
EFFECTIVENESS
3.
In-home test
Trailer test
Theater test
On-air test
Laboratory test
5) EVALUATING ADVERTISING
EFFECTIVENESS
Sales-Effect Research
Share of voice
Share of market
SALES PROMOTION
- Consists of a collection of incentive tools, mostly short
term, designed to stimulate quicker or greater purchase of
particular products or services by consumers or the trade.
- Can be directed either at the customer, sales staff, or
distribution channel members such as retailers.
- Sales promotions targeted at the consumer are called
consumer sales promotions. Sales promotions targeted at
retailers and wholesale are called trade sales promotions
SALES PROMOTION
Trade
Promotion
Business
and sales
force
promotion
.
Point
of
Purch
ase
Promo
tion
Cou
pons
.
Premi
um/
gifts
Reb
ate
Con
test
/
swe
ep
-tak
es
Rebate
Premium
Sweepstakes
Sample
Coupon
Rebate
Sample
Allowance
Free
goods
BENEFITS
Generating new
sales leads
Maintaining
customer contacts
Educating
customers with
publications/videos
Introducing new
products
Selling more to
present customers
Meeting new
customer
SALES CONTESTS
A sales contest aims at inducing the sales
force or dealers to increase their sales
results over a stated period, with
prizes(money, trips, gifts, or points) going to
those who succeed.
SPECIALTY ADVERTISING
It consists of useful, low cost items
bearing the companys name and address
and sometimes an advertising message
that sales people give to prospects and
customers. Common items are ball
point pens, calendars, key chains, flash
lights etc.
RELATIONS
PUBLIC RELATIONS
1.
2.
3.
4.
5.