Principles of Marketing

Integrated Marketing Communications

Advertising and Sales Promotion

Prof. Rushen Chahal

Prof. Rushen Chahal

Learning contents
1. 2. 3. 4.

To define the definition of advertising and sales promotion To define the roles and objectives of advertising and sales promotion To understand the formulation of advertising and media To explain the various sales promotion method

Prof. Rushen Chahal

Any paid form of non-personal communication and promotion of goods, services ideas etc by a sponsor through a mass medium 5 Ms of advertising include: mission, message, media, measurement, money

Advertising defined

Prof. Rushen Chahal

Objectives / Roles of advertising

Pioneering advertising: to explain products in early days of the life cycle. Comparative advertising: making inferior references at competitors. Reminder and reinforcement advertising: to strengthen the product belief and persuade Institutional advertising: meant building sound reputation and image
Prof. Rushen Chahal

for

Advertisement formulation
Message generation Creative brief document Consistent with product positioning attributes Theme and slogan Creative appeals Fear, humor, security, benefits, time, usage, atmospheric, visual Print execution Copywriting Storyboard brainstorm, experiment with concepts
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Deciding on the Media

- Criteria for selecting media
Reach:- coverage and distance of the

audience
Frequency:-

average number of times audience will be exposed in a given period, e.g. opportunity to see (OTS)

Impact:- the quality of exposure in the

medium, e.g. cookery services advertised in a real estate publication not effective
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Deciding on the Media

- Consider the audiences and product types Press and print media:- i.e. magazines, newspaper, newsstand, leaflets, admails, advertorials Network media:- i.e. Cable TV, telephone, radio, internet, mobile phones, word-ofmouth Out-of-home media:i.e. outdoor placement, billboards, point-of-purchase, cinema screen
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Prof. Rushen Chahal

Sales Promotion defined

y

A collection of tools to generate trials or purchase from consumers or intermediaries. An incentive to buy that is over and above the normal product offering.

Prof. Rushen Chahal

Overview of sales promotion objectives

To encourage bigger size units. To build image along with promotions. To persuade customers to switch brands. To carry new product items.

Prof. Rushen Chahal

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Consumer sales promotions product based

Extra product/content or free gifts:- either in-

pack or on-pack.
Reduced-price pack:-

E.g. BIGIF (Buy 1 get 1

free ). E.g. Bakers Dozen (buy 12 get 1 free).

Samples: free amount of a product delivered in

several ways.

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 Coupons: certificates that allow customers to

save on products, usually found in magazines or in other products, e.g. e-coupons. Can be called Cash rebates, i.e. cash back for customers on next purchase
Premiums: using a proof of purchase to get

another item for free or at a low price.

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Customer loyalty schemes

Frequent flyer schemes:- e.g. air miles with purchases. Patronage award:- Accumulating points with sales; or collecting stamps for more product exchanges. Contests and sweepstakes:- scratch and win prizes, freebies.
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Consumer sale promotion methods - store based

Point of purchase/sale displays (POP/POS):- posters, flyers, flashing signs, videos, message screens near the cashiers counter. cooking, cosmetic

Demonstrations:food mopping demonstration, preparations.

Price off:- a straight discount for a period.

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Business-based promotion methods

Trade shows and conventions to generate sales or leads through A/V demonstrations Sales contests to motivate the salesforce or dealers Specialty advertising featuring brands on certain product items which salespeople give to others
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Guidelines for good sales promotions practice

We call this Mis-selling, e.g. using infotisement

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