Promotion

PROMOTION

1
 Promotion

INTRODUCTION

Marketing consists of analyzing marketing opp

ortunities, researching andselecting target markets,
designing marketing strategies, planning marketing
programs and organizing, implementing and controlling
marketing effort. Companies have to identify long
and short term marketing opportunities and
research the selected market by measuring and
forecasting attractiveness of the given market.
Having selected the market, the companies need
to develop differentiating and positioning strategy for
the target market.

A promotion strategy is key for positioning your

brand on the market, making people aware of the
products or services you offer, and how they could
benefit by choosing you. But with so many brands
offering similar products or services as you do, your
promotional techniques may be decisive for many
potential clients.

A promotion strategy is defined by the plan

and tactics you implement in your marketing plan to
increase your product or service demand. Promotional

2
 Promotion

strategies play a vital role in the marketing mix

(product, price, placement, and promotion),

OBJECTIVE OF THE STUDY

1. To measure the relative importance of promotion

mix for the manufacturer, intermediaries and
consumers

2. To identify the elements of promotion mix

3. To know the roles played by Advertising, sales

promotion, personal selling, public relation and
direct marketing

4. To make a comparative study about different types

of promotions.

5. To study different types of Advertisement appeals

METHODOLOGY

In the current study I have collected data through

primary sources and secondary sources

Primary sources

Primary data has been used by me in the form of

Questionnaire and Observation, which are the two basic

3
 Promotion

methods of collecting primary data. Self-structured

questionnaire is used to collect data and questionnaire
was distributed to 30 customers.

Secondary sources

These sources contain data which has already been

published or compiled for another purpose of study.
Internet, newspapers, journals and books are the
secondary source used for my project.

LIMITATION OF THE STUDY

This study is based on data collection. So all the

limitation associated with sampling concept will affected
the study.

 The main limitation of the project is time limit.

 The study was conducted on a limited samples
 Respondents (ie wholesalers and retailers) did not
reveal the accurate information.

However, all efforts have been taken to make the

study appropriate

4
 Promotion

MEANING OF PROMOTION

The action of promoting someone or something to

a higher position or rank or the fact of being so

promoted. Promotion is a fundamental component of

the marketing mix, which has 4 Ps: product, price,

place, and promotion. It is also an essential element

promotional plan or mix, which includes advertising, self

and sales promotion, direct marketing publicity, trade

shows, events, etc.

According to Philip Kotler, “Promotion compasses

all the tools in the marketing mix whose major role is

persuasive communications.

5
 Promotion

Objectives of Promotion

 Build Awareness – New products and new

companies are often unknown to a market, which

means initial promotional efforts must focus on

establishing an identity. In this situation the

marketer must focus promotion to: 1) effectively

reach customers, and 2) tell the market who they

are and what they have to offer.

 Create Interest – Moving a customer from

awareness of a product to making a purchase can

present a significant challenge. The aim here is to

identify a need that the product fulfills and make

sure that the customer recognizes this need as

something that is unfulfilled for them.

 Provide Information – Sometimes, a company

may just need to provide necessary information

regarding the product, its benefits, features or usage

to the consumer. This may be the case if a new

product is introduced into the market. Unique

features or benefits may need to be explained. In

6
 Promotion

other cases, a new feature on an existing product

may need to be highlighted.

 Stimulate Demand – A company may seek to

enhance its sales through promotion. If sales have

been lower than usual, then the aim may be to get

them back up to target level by re-engaging old

customers and encouraging new ones to try a

product out. The right promotion can drive

customers to make a purchase.

 Differentiate product - In situations where there

are many competitors in the market, a company

may seek to use promotional activities to

differentiate its product in the market and make it

stand out from the crowd. The focus here remains on

those features, functionalities or benefits that may

not be offered by a competitor or may not be offered

so well.

 Reinforce the Brand – One basic aim of a

promotional activity may be to further strengthen

the brand and its place in the market. Once a

purchase is made, a marketer can use promotion to

7
 Promotion

help build a strong relationship that can lead to the

purchaser becoming a loyal customer.

AIDAS THEORY OF SELLING

The AIDA model is an acronym that stands for

Attention, Interest, Desire, and Action. First introduced

by American advertising and sales pioneer, E.St. Elmo

Lewis, it has been over 100 years since and this selling

model still being popular among. A prospect customer

goes through four definitive stages before he or she

places an order. And AIDA selling theory is designed for

this process, its concepts target at every stage during

the customer purchasing period.

Attention - To draw customer attention to a product is

a crucial part of this theory. The old saying goes: “well

begun is half done”. Marketers usually expand their

exposure rate to attract customer attention.

8
 Promotion

Interest- Once you gain your prospect attention, to

maintain customer interest is important. Professional

looking will earn you the trust of your customers.

Therefore, you need to have a great master of the

products you are selling.

Desire - If interest in the product is aroused, the next

step is to make your customers have the eager to own

this product. The study has shown that to allow your

customers to feel and touch a product will increase the

ownership in them, to which will drive prospective

customers conversion.

Action - If a customer is interested in your product,

and it is also what he needs, but he did not buy it.

What would be the reasons for holding him back? The

most common reason would be – the price! Many

customers would wait for a promotion to get the things

they desire.

9
 Promotion

PROMOTION MIX
A promotion mix is a set of different marketing

approaches that marketers develop to optimize

promotional efforts and reach a broader audience.

The promotional mix is the coordination of

marketing activities which includes publicity,

sales promotion, advertising, direct marketing and

personal selling. It is a coordination of activities that you

will perform to directly interact with your customers.

They are used as tools to communicate to the target

market and produce organizational sales goals and

profits. Firms select a mix of promotional tools to

effectively communicate with their target customer

group.

10
 Promotion

Personal Selling

11
 Promotion

MEANING & DEFINITION OF PERSONAL

SELLING

Personal selling is the art

of convincing the prospects to

buy the given products and

services. Personal selling

is face-to-face selling where

one person who is the

salesman tries to convince the customer to buy a

product assigned by the company. It is a promotional

activity by which the salesperson uses his or her skills

and abilities to persuade people to buy the product

thereby to make a sale.

According to American Marketing Association,

“Personal selling is the oral presentation in a

conversation with one or more prospective purchasers
for the purpose of making sales; it is the ability to
persuade the people to buy goods and services at a
profit to the seller and benefit to the buyer”.

12
 Promotion

FEATURES OF PERSONAL SELLING

1. Face-to-face contact. Personal selling requires face-

to-face contact with the customer. The seller and the

buyer come close to understanding each other’s

viewpoint.

2. Two-way communication: It involves two-way

communication. The seller gives the viewpoint of the

product, and the buyer has a chance to make queries. In

some products, sales are generally possible with mutual

interaction only.

3. Better Response: When a seller can give full

information about the product then there is a response

from the buyer also. When buyers’ queries are satisfied

then there are chances of a positive response.

4. Oral: Personal selling males use of spoken words or

oral messages. It is not in writing.

5. Art: Personal Selling is the art of convincing people

to buy a particular product. The salesman must

persuade the customer and win his confidence.

13
 Promotion

6. Flexibility: Personal selling is flexible as the salesman

can adjust his presentations as per the needs,

preferences, and expectations of the customers.

7. Long relationship: Personal selling aims to win a

customer permanently. It looks to develop a close and

lasting relationship between the buyer and the seller.

ADVANTAGES OF PERSONAL SELLING

1. Helpful in Getting New Customers: Personal selling

helps in discovering and getting new customers.

2. Help in Trust Building: The required demonstration is

possible in personal selling. Product features, according

to the requirements of customer can be demonstrated

in his presence.

3. Helpful in the Demonstration of Products: Personal

selling demonstrates the products before customers. It

provides an opportunity for the customers to see the

practical use of the product and to understand it

thoroughly.

14
 Promotion

4. Helpful in the Communication: Personal selling is the

most effective tool for communication between buyers

and sellers. It communicates the problems, doubts, and

grievances of customers to the management.

5. Effective Pre-Approach: In personal selling

through effective pre approach, the number of required

information regarding prospects can be connected. With

the help of effective pre-approach, the customer-

specific presentations may be tailored.

6. Effective Prospecting: In personal selling through

effective prospecting prospective customers can be

identified, which is not possible in advertising. In

personal selling through effective prospecting prospective

customers can be identified, which is not possible in

advertising.

7. Helpful in Product Improvement: As personal selling

is the tool through which sellers come to know about

the problems and grievances of customers, it provides

an opportunity for them to know the defects of the

product and thus, provides an opportunity to improve

product specifications and services.

15
 Promotion

LIMITATIONS OF PERSONAL SELLING

1. Increasing the Cost of Sales: Enterprise must

spend heavy amount on traveling allowances,

commission and salaries of its salesman.

2. Difficulty of Reporting at Right Time:

Personal selling can be effective only when the salesman

reports at the time when the buyer is in a position

purchase it is very difficult to know this time correctly

and to report at this time.

3. Lack of Efficient Salesman: Success of personal

selling depends exclusively on open the ability,

capability, and experience of the salesman.

4. Limited Applicability: The Application of

personal selling is confined to some specific

circumstances where – number of customers is limited,

the unit price of the product is high, the product is of

technical nature, the firm is having Limited funds.

5. Scarcity of Skilled Salespersons: Personal

selling requires skilled and trained people.

16
 Promotion

QUALITIES FOR A GOOD

SALESMAN

(1) Personality: A good

salesman should possess a good personality. What

fragrance is to a flower is personality to an individual. It

is the ability to impress others. A charming personality

always creates a good impression.

(2) Cheerful Disposition: He should have a smiling

face. It is rightly said that ‘a man without a smiling

face must not open a shop. In order to impress upon

the customers, he should always be cheerful and sweet

tempered.

(3) Mental Ingredients: An individual cannot be a

successful salesman unless he possesses certain mental

qualities like imagination, sound judgment, presence of

mind, foresightedness, initiative and strong memory.

These qualities are of great help to a salesman in dealing

with customers having different nature and

temperament.

17
 Promotion

(4) Courtesy: A salesman should always be polite and

courteous towards his customers. It costs nothing but

wins permanent customers for the product. He should

help the customers in making the right choice or in

selecting the products.

(5) Patience and Perseverance: A salesman comes

across different type of customers. Some of them

purchase nothing but waste time by asking irrelevant

questions about the products. Under such circumstances,

he should not loose temper but give patient hearing to

the customers.

(6) Complete Knowledge About the Self,

Product, Company and The Customer:

A salesman should clearly know about himself. He should

try to find out his limitations and make constant efforts

to overcome them. He should possess the full knowledge

about the product so that he may properly answer the

questions of the customers at the time of sale. The buyer

depends to a great extent on the salesman especially in

case of a new product.

18
 Promotion

Sales Promotion

19
 Promotion

MEANING & DEFINITION OF SALES

PROMOTION

Sales promotion is a set of marketing technologies

aimed to stimulate the demand in particular products

and increase brand awareness. Limited in time, it

creates a feeling of time- sensitiveness, generates

new leads, and keeps existing customers engaged.

Sales promotion is one of the core elements of

the promotion mix. To build long-lasting relationships

with users, you need to find out the types of sales that

work with your target audience.

According to American Marketing Association,

“those marketing activities other than personal selling,

advertising and publicity that stimulate consumer

purchasing and dealer effectiveness such as display,

shows and exhibitions, demonstrations and various non-

recurrent selling effort in the ordinary routine.”

20
 Promotion

FEATURES OF SALES PROMOTION

Based on the meaning of sales promotion, the following

are characteristics of sales promotion may be

enumerated-

1. Sales promotion does not include advertising,

personal selling, and publicity.

2. Sales promotion activities are generally performed

at certain times thus, these are not regular

activities, like the display, fairs, and exhibitions,

demonstration, seasonal discount, free gifts, etc.

3. Sales promotions help in selling and it makes

advertisements and personal selling easy and

effective.

4. Sales promotion encourages dealers and distributors

to sell the product more.

5. Sales promotion encourages consumers also to buy

the product.

21
 Promotion

ADVANTAGES OF SALES PROMOTION

1. Advantages To Manufacturers:

(i) It helps to retains the existing customers

(ii) It helps to create new customers.

(iii) It promote sales

(iv) It helps to enhance the goodwill of the firm

(v) It helps to slashes down the cost

(vi) It helps to face the competition.

2. Advantages To Middle men:

(i) It reduces strain of the middlemen to a greater

extend.

(ii) It helps to increase the sales of middlemen

(iii) It builds and enhances the goodwill of the shop

(iv) It gives some personal benefits to the middle men.

22
 Promotion

3. Advantages To Consumers:

(i) It helps to improve the standard of living of people

by making available goods and services at least cost.

(ii) It gives knowledge of new products available in the

market.

(iii) It gives both cash and non cash incentives.

(iv) It helps to get more credit facility and special

concession because of his brand and store loyalty.

DISADVANTAGES OF SALES PROMOTION.

1. It has the shortest life impact as promotion tool

like advertisement..

2. It is only a supplementary device of personal selling

and advertising

3. In most of the cases, too much sales promotion

may damage the brand image.

4. Sales promotion techniques are non-recurring in

their nature.

23
 Promotion

SALES PROMOTIONS TOOLS

The sales promotion tools can be seen from the

angle of dealers, consumers and sales force.

1. Dealer promotion/Trade promotion: Trade

promotion objectives are to motivate market

intermediaries to invest in the brand and aggressively

push sales. It includes

(a) Price deals: Under this method, special discounts are

offered over and above the regular discounts.

(b) Free goods: Here, the manufactures give attractive

and useful articles as presents to the dealers when they

buy a certain quantity.

24
 Promotion

(c) Ad Materials: In this case, the manufacturer

distributes some ad materials for display purpose.

(d) Trade allowance: It includes buying allowance,

promotional allowance and slotting allowance.

(e) Dealer contests: It is a competition organized among

dealers or salesmen.

(f) Trade shows: Trade shows are used to familiarize a

new product to the customers.

2. Consumer Promotion: The broad objective of

consumer promotion is to create pull for the brand and

it includes-

(a) Rebates: Simply it is a price reduction after the

purchase and not at the retail shop.

(b) Money refund offer: Here, if the customer is satisfied

with the product, a part or whole of the money will be

refunded.

(c) Samples: While introducing a new product, giving

samples to the
customers at their

doorstep.

25
 Promotion

(d) Price packs: In this method the customer is offered a

reduction from the printed price of product.

(e) Premium offer: Here goods are offered at a lower

price or free as an incentive to purchase a special

product.

(f) Consumer contests: Various competitions are

organized among the customers. The winners are given

prizes.

(g) Free trials: In this case, inviting the buyers to try the

product without cost.

3. Sales force promotion: It includes

(a) Sales force contests: Sales contests are declared to

stimulate the sales force increase their selling interest.

(b) Bonus to sales force: Bonus is the extra incentive

payment made for those who cross the sales quota set

for a specific period.

(c) Sales meeting conventions and conferences: Sales

meeting and conferences are conducted with a view to

educate, train and inspire the salesmen.

26
 Promotion

PUBLIC RELATION

27
 Promotion

MEANING & DEFINITION OF PUBLIC

RELATION

It can be defined as the practice of managing

communication between an organization and its public.

Public relation is used to build rapport with employees,

customers, investors, or the general public. This method

of marketing does not aim at promoting a single

product/service but the company as a whole. This is

done by spreading a positive feel about the company

through various stories and articles or positive feedback

from customers about the company in different media

channels. It creates a favorable atmosphere for

conducting business of the firm.

According to UK Institute of Public relation, “ It is

the deliberately planned and sustained efforts to

establish and maintain mutual understanding between

the organisation and its public.”

28
 Promotion

ADVANTAGES OF PUBLIC RELATIONS:

1. Credibility: The information communicated

through public relation department is more reliable and

it has more credibility. For eg. an article in newspapers

or magazines discussing the virtues of aspirin may be

perceived very much as more credible than an ad for a

particular brand of aspirin.

2. Cost: In both absolute and relative terms, the cost

of PR is very low, especially when the possible effects

are considered.

3. Lead Generation : Information about the

technological innovations, medical break-through and

the like results almost immediately in a multitude of

inquiries. These inquiries may give the firm some quality

sales lead.

4. Ability to reach specific groups: Because some

products appeal to only small market segments, it is

not feasible to engage in advertising and / or

promotions to reach them. If the firm does not have the

financial capabilities, to engage in promotional

29
 Promotion

expenditures, the best way to communicate to these

groups is through PR.

5. Image Building: Effective PR helps to develop

positive image for the organization. A strong image is

insurance against later mis-fortunes.

6. Stimulate awareness: Public relation techniques

helps to stimulate awareness among the customers

regarding the products of the company and thereby

creating demand for your product.

DISADVANTAGES OF PUBLIC RELATION

1. while public relations uses many of the same channels

as advertising, such as newspapers, magazines, radio,

TV and Internet, it differs significantly from

advertising in that marketers do not have direct

control over whether a message is delivered and

where it is placed for delivery.

2. While other promotional messages are carefully

crafted and distributed as written through a pre-

determined placement in a media vehicle, public

relations generally conveys information to a member

30
 Promotion

of the news media (e.g., reporter) who then recrafts

the information as part of a news story or feature.

3. while a PR campaign has the potential to yield a

high return on promotional expense, it also has the

potential to produce the opposite if the news media

feels there is little value in running a story pitched

4. In some areas of the world the impact of traditional

news outlets is fading forcing public relations

professionals to scramble to find new ways to reach

their target markets.

MAJOR PUBLIC RELATIONS TOOLS

31
 Promotion

1. Press Release

The most widely used public relations tools consist of

news releases. It covers news, which is important at the

time of release. Topics may include the announcement

of a new product, the appointment of key personnel,

obtaining a major contract, the establishment of

scholarship funds, etc.

2. Press Kit

It is publicity material for the distribution to the media

at press conferences or open houses.

3. Photography

Photos of events/products in use or newly appointed

chief executive may create interest in the new story. In

fact, the photo tells the story faster. The photo should

be of good quality and needs little or no explanation.

4. Feature Article

Many business and trade journals give feature articles

about companies, and their achievements, products, and

services.

32
 Promotion

5. Printed Materials

Printed materials are used extensively in public relations

and Advertising. They may be brochures or templates

about the company or its products.

6. Posters, Exhibits and Bulletin Board

Posters are used internally to stress security, reduction

of waste, good Housekeeping and courtesy.

33
 Promotion

Direct Marketing

34
 Promotion

MEANING & DEFINITION OF DIRECT

MARKETING

Direct marketing

is a promotional

method that involves

presenting

information about

your company,

product, or service to

your target customer

without the use of an advertising middleman. It is a

targeted form of marketing that presents information

of potential interest to a consumer that has been

determined to be a likely buyer. Direct marketing is

concerned with establishing an individual relationship

between the business offering a product or service and

the final customer.

Direct marketing has been defined by the Institute

of Direct Marketing as “The planned recording, analysis

and tracking of customer behaviour to develop a

relational marketing strategy”

35
 Promotion

ADVANTAGES OF DIRECT MARKETING:

i. Greater accuracy in targeting consumers

ii. Timing can be controlled to maximise impact

iii. Competitors are less aware of activity

iv. Provide more opportunities for feedback from

consumers thus improving subsequent marketing activity

v. All outcomes are precisely measurable

vi. Being a more powerful communication medium, as it

is personalised, relevant and solus (i.e. not competing

simultaneously with other advertising messages)

DISADVANTAGES OF DIRECT MARKETING:

i. Public cynicism and apathy towards junk mail

ii. General perception that telemarketing is rather

intrusive

iii. Higher initial costs than other traditional advertising

methods

iv. Difficult to acquire data necessary for preparing

customer database

36
 Promotion

DIRECT MARKETING TOOLS

The following are major tools of direct marketing:

 Face to face selling:

Sales call is the oldest and original form of direct

marketing. All the higher manufactures representatives’

agents carry out the direct selling task. Examples of

companies those involved in face-to-face selling are

Avon, Amway etc.

 Telemarketing:

Using telephone to sell directly to consumers has become

the major direct marketing communication tool. It

involves sending an offer, announcement, reminder or

other item to person at a particular interest. Using

highly selective mailing lists, direct marketers send out

millions of mails each year- letters, ads, samples,

foldouts, etc. some direct marketers mail audio-tapes

video tapes, CDS computer diskettes to prospects &

customers.

37
 Promotion

Recently, three new forms of mail delivery have become

popular:

1. Fax mail

2. E-mail

3. Voice mail

 Catalogue marketing:

It occurs when companies mail one or more product

catalogues to selected address. They may send full-line

merchandise catalogue, specialty consumer catalogues,

& business catalogue usually in point form Direct

Response

 Television Marketing:

Television is used by direct marketer in 3 ways in order

to promote direct sales:

1. Direct Response Advertisement.

2. Home Shopping Channels.

3. Video Text & Interactive TV.\

38
 Promotion

 Kiosk Marketing:

Some companies have designed customer order placing

machine called kiosk & placed them in stores,

airports & other location. Ex: hallmark use kiosk to help

customers create & purchase personalized greeting

cards.

 Online Marketing:

It is conducted to interactive online computer systems,

which links consumers with sellers electronically.

39
 Promotion

ADVERTISING

40
 Promotion

MEANING & DEFINITION OF

ADVERTISING

It is a paid form of mass communication and can

be traced to an identified sponsor. It is an impersonal

presentation where a standard or common message

regarding the merits, price and availability of product

or service is given by the producer or marketer. The

advertisement builds pull effect as advertising tries to

pull the product by directly appealing to customer to

buy it. Now a day s Advertising plays a significant role

in awareness creation and attitude formation. In a

macro concept, it stands for the managerial function of

an organization intending to send information to the

other members of the society.

American Marketing Association defined it as,

“Any paid form of non –personal presentation of ideas,

goods, or services by an identified sponsor.”

41
 Promotion

FEATURES OF ADVERTISING:
1. It is a mass communication medium.

2. It is a salesmanship in print.

3. It is a paid form of communication by an identified

sponsor.

4. It is a non personal communication.

5. It helps to stimulate sales.

6. It may be written or spoken.

ROLE OF ADVERTISING:-

1. Creates demand

2. Educates consumers and makes shopping easier

3. Enhances consumer confidence

4. Creates better organizational image

5. Facilitates introduction of new products.

6. Creates customer loyalty

7. Provides economics of scale

8. Improves standard of living.

42
 Promotion

ADVANTAGES OF ADVERTISING
1. Advantages to Manufactures:
a. It maintains the existing market and explores the
new.

b. It increases the demand for the product

c. It helps to build up or increase goodwill of the

company.

d. It controls product price.

e. It helps to introduce a new product into the market .

2. Advantages to Middlemen:
a. It guarantees quick sales

b. It acts as a salesman.

c. It increases the prestige of the dealers.

d. It makes retail price maintenance possible.

e. It enables the dealers have a product information.

3. Advantages to salesmen
a. It creates a colourful background for salesmen to

begin his work.

b. It reduces his burden of job.

c. It helps to develop self confidence and initiative
among the salesmen.

43
 Promotion

4. Advantages to consumers:
a. It ensures better quality product at reasonable price.

b. It provides product related information to the

customers and thereby makes the purchasing an easy

task.

c. It helps the consumers to save time by providing

information related to the availability of product.

d. Helps the consumers in intelligent buying.

5. Advantages to society:
a. It helps to uplifts t he living standards

b. It helps to generate gainful employment

opportunities.

c. It provides new horizons of knowledge.

d. It up-holds the culture of a nation.

44
 Promotion

DISADVANTAGES OF ADVERTISING
(1) Adds too Costs:
An organisation has to spend large amount on

advertising. It increases the cost of the products. To

meet this expenditure, price of the product is raised. No

manufacturer pays for the advertising expenses out of

his pocket, therefore leads to unnecessary rise in prices.

(2) Undermines Social Values:

Through its medium people get information about

new products. The brilliance of new products really gets

on their nerves. They want to buy them but have no

resources at their command. Consequently, they start

feeling upset with their present status. Taking it as a

social evil, it can be said that advertisement undermines

social values.

(3) Confuses the Buyers:

Many a time distorted version of reality is shown in

the advertising. Believing in advertising, consumers buy

the product. On its use, they feel cheated. In this

reference it is said that advertising confuses rather than

helps.

45
 Promotion

(4) Encourages Sale of Inferior Products:

Every manufacturer projects his product as

superior one in the advertisement. Therefore, the buyer

is unable to decide as to which product is really good.

Consequently, it is difficult to get good quality product

even after paying a handsome price for it.

(5) Some Advertisement is in Bad Taste:

Many times, foul language and objectionable

pictures are used in advertising in order to attract a

particular class. They may be insulting to a particular

class. It causes decay of social values.

(6) Encouragement of monopoly

Advertisement restricts competition among the

products. Big industrialists and manufacturers can use

advertising to increase their monopolistic control over

the market, control that is always against the public

interest.

(7) Restricted access by small business

Small firms cannot properly advertise their products

due to limited resources. On the other hand, the entire

market for many goods and services is almost dictated

46
 Promotion

by large advertisers. It becomes impossible for small

firms to continue their business in fields like this,

(8) Misdirection of purchasing power

The advertising of high-priced luxury goods

influences the purchasing power of consumers. So some

people use unscrupulous means to increase their income

for the purpose of getting things they perceive as

necessities of life.

(9) Distractions caused by advertising

Hoardings (billboards), posters and electronic moving

pictures are placed around important intersections,

distracting drivers. Glaring red neon lights have actually

been hazards at certain crossroads.

(10) Unfulfilled desire

Another objection is that advertising influences the

mind of public, creating the desire and taste for new

products that are not actually necessities of life and

that the income of consumers will not let them enjoy.

Advertising may thus be regarded as the cause of

unrequited desire which may result in unhappiness.

47
 Promotion

TYPES OF ADVERTISING

1. INSTITUTIONAL ADVERTISING:
Institutional advertising is any type of advertising

intended to promote a company, corporation, business,

institution, organization or other similar entity. Such

advertising does not attempt to sell anything directly. It

informs the public about what the institution is doing

for the society and the country in areas like literacy,

health, employment generation etc . The promotional

message aimed at creating an image, building goodwill,

48
 Promotion

or advocating an idea or the philosophy of

an organization, instead of sales promotion.

2. BRAND ADVERTISING
Brand advertising is the process that companies use
to keep the public aware of their brands and features
through marketing, so that consumers will continue to
buy their products. Brand marketing includes any logo,
symbol or slogan used by a company.

3. BROADCAST ADVERTISING
The term broadcast advertising applies to
commercials aired on either television or radio, which
are typical called spots. It's also known as on-air
advertising, and it's the primary revenue generator for
commercial television and radio stations. This is all
considered to be above-the-line advertising. Broadcast
television offers the largest audiences

4. RETAIL ADVERTISING
Retail Advertising refers to advertising for

the retail business, in connection of the private business

of branches. It is the range of activities undertaken by a

retailer to promote awareness and sales of the

49
 Promotion

company’s products. This is different from other types

of marketing because of the components of the retail

trade, such as selling finished goods in small quantities

to the consumer or end user, usually from a fixed

location.

5. POLITICAL ADVERTISING
Political advertising is a form of campaigning used by

political candidates to reach and influence voters.

Political advertising involves the use of advertising

by politicians to bring their messages to the masses

6. BUSINESS – TO – BUSINESS ADVERTISING

Advertising intended to communicate among

businesses, as opposed to consumer advertising.

Business-to-business advertising is directed at business

people or companies who buy (specify-such as

architects, engineers, or contractors) products for

business use. Businesses advertise in their own trade

publications (a practice called business paper

advertising).

50
 Promotion

7. DIRECTORY ADVERTISING
Advertising that appears in a specialized directory

classified according to some purpose. Although the most

commonly known classified directory is the Telephone

Yellow Pages, real estate locators, trade associations,

chambers of commerce, industrial groups, government

agencies, newspapers and advertising services, and other

organizations. Each directory features advertising aimed

at the publisher’s specialized field.

8. INTERACTIVE ADVERTISING
Interactive advertising refers to promotional

techniques that include an element of feedback from

those to whom the advertisements are directed. This

feedback gives the advertiser analytical data that can be

used to improve the advertising methods being

employed. Interactive advertising is usually used to refer

to online advertising, but can also be applied to offline

advertising methods such as consumer surveys.

9. DIRECT RESPONSE ADVERTISING

Direct Response Marketing is designed to generate an
immediate response from consumers, where each

51
 Promotion

consumer response (and purchase) can be measured,

and attributed to individual advertisements.

10. 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.

11. SURROGATE ADVERTISING

Surrogate advertising, uses the advertisement of a

brand or product, to convey a message which is related

to another brand or product Surrogate advertising may

also be used in cases where the use of a product is

linked to a service. In such cases, the service is

advertised widely, and the service provider uses only the

product in question.

 “Wills” a cigarette brand of ITC, used to sponsor

the Indian Cricket Team/Matches

52
 Promotion

5 M’S OF ADVERTISEMENT:

Advertising is an important promotional tool for

any marketing campaign. So much so that whenever we

think of marketing we think of The purpose here is not

to increase the sales figure but to increase the

awareness of people regarding the relevant topics.

Today the marketing manager has a range of

advertising options to choose from- from interpersonal

communication to Internet.

53
 Promotion

MISSION:

First of all the marketing manager must be clear on the

company’s purpose for advertising. According to Mr.

Philip Kotler, a renowned authority in this field, there

can be three possible objectives behind advertising:

Information- when a new product is launched, the

purpose should only be to inform people about the

product Persuasion- Persuading people to actually go

out and buy the product.

MONEY

After the objective has been

decided upon, the next step

is to decide upon the budget.

There are several methods for deciding on the

advertising budget.

MEASUREMENT
It is necessary that effectiveness of any advertising be

judged. Only on the basis of this measurement, can

further decisions regarding continuation or termination

of the particular advertising campaign be taken.

54
 Promotion

MESSAGE

As a common experience, we love some advertisements,

while the others just irritate us. An appealing

advertising will win consumers and will consequently

induce them to purchase the product. On the other

hand, irritating advertising

will create an adverse

effect. The message that

company wants to convey

should be put in a manner

that will arouse interest.

MEDIA :

Selecting the proper media vehicle for communicating

the message goes a long way in the success of any kind

of advertising. Each media vehicle has its positive and

negative points with a different reach and impact.

Therefore a company has to be very clear about its

target audience. Choices available are Internet, TV,

newspapers, magazines, direct mails, radio and

hoardings.

55
 Promotion

ADVERTISING MEDIA

Media are the agencies, means, or instruments used

to convey advertising messages to the public. The avenue
or methods used to deliver an advertising message
Advertising media selection is the process of
choosing the most cost-effective media for advertising,
to achieve the required coverage and number of
exposures in a target audience.

56
 Promotion

INDOOR ADVERTISING

Television Advertising

A television advertisement (variously called a television

commercial, commercial or ad

in American English, and

known in British English as an

advert) is a span of television

programming produced and

paid for by an organization,

which

Radio Advertising

Radio stations today generally run their advertising in

clusters or sets, scattered throughout the broadcasting

hour. Studies show that the

first or second commercial

to air during a commercial

break has higher recall than

those airing later in the set.

57
 Promotion

Internet Advertising

Online advertising, also called online marketing or

Internet advertising or web advertising is a form of

marketing and

advertising which uses

the Internet to deliver

promotional marketing

messages to consumers.

Newspapers Advertising

Newspaper display advertising is a form of newspaper

advertisement - where the advertisement appears

alongside regular editorial content. Display ads are

generally used by businesses

and corporations towards

promotion of their goods

and services and are

generally for larger budget

clients.

58
 Promotion

Magazines Advertising

When it comes to magazine advertising, most people

think of the large, glossy, national publications full of big

brand advertisers. And it may seem like your own

business doesn't belong

alongside the "big guys,"

especially if you don't sell

your product outside a one-

hundred-mile radius or

even outside of your own

state.

OUTDOOR ADVERTISING

Any advertising done outdoors that publicizes your

business's products and services. Types of outdoor

advertising include billboards, bus benches, interiors and

exteriors of buses, taxis and business vehicles, and

signage posted on the exterior of your own brick-and-

mortar location.

Outdoor advertising works well for promoting

your product in specific geographic areas. While

59
 Promotion

billboards, bus benches, and transit advertising can be

very effective for the small-business owner, any

successful outdoor campaign begins with your own

location's signage. Billboards are most effective when

located close to the business advertised. Because of their

high cost, they're usually used to reach a very large

audience, as in political campaigns. Bus-bench

advertising is an excellent medium because it's highly

visible, like a billboard. Essentially, bus-bench advertisers

have a huge audience, held captive at red lights or in

slow-moving traffic

60
Promotion

61
 Promotion

DIRECT ADVERTISING

Direct marketing is a form of advertising which allows

businesses and nonprofit organizations to communicate

directly to customers through a variety of media

including cell phone text messaging, email, websites,

online adverts, database marketing, fliers, catalog

distribution, promotional letters and targeted television,

newspaper and magazine advertisements as well as

outdoor advertising. Among practitioners, it is also

known as direct response.

62
 Promotion

DISPLAY ADVERTISING

Display advertising is advertising on websites. It includes

many different formats and contains items such as text,

images, flash, video, and audio. The main purpose of

display advertising is to deliver general advertisements

and brand messages to site visitors.

63
 Promotion

ADVERTISING APPEALS

Advertising appeal are the factors which urge a

consumer to purchase a product. A few important

advertising appeals are -

RATIONAL APPEAL

The appeal which is

directed towards

the thinking faculty

of consumer is

known as rational

appeal. It involves

some sort of

deliberate

reasoning process which is believed by an individual.

EMOTIONAL APPEAL :

An emotional appeal is a method of persuasion that's

designed to create an emotional response. one of the

three modes of persuasion identified by Aristotle. The

other two are logos, or logic, and ethos, or authority.

64
 Promotion

Emotional appeals

are considered

fallacies, or errors

in reasoning,

because they

manipulate

emotions in an

audience.

TECHNOLOGY APPEAL
The technological appeal

deals with the latest advance

in the fast moving modern

world. People are always

conscious of latest technology

and innovative products.

65
 Promotion

CELEBRITY APPEAL
The implication is that the

famous person uses the

product or service that he

or she endorses; for

example, a supermodel

with beautiful hair might

be contracted to promote

a certain brand of

shampoo, giving the impression that her beautiful hair

results from using the shampoo.

HEALTH APPEAL

Appeal under health care refers to a special kind of

complaint made by a policy or

plan holder on disagreement

with certain kinds of decisions

made by original Medicare or

by an individual’s health plan.

66
 Promotion

INSTITUTIONAL APPEAL

Institutional

Appeal is the

promotion of the

organization as a

whole- its

ethics, values,

goodwill, its

sense of social

responsibility, in

an effort to improve the brand recognition and increase

its public relationship appeal. It is considered generally

as a form of advertising

BEAUTY APPEAL

Beauty is a

characteristic of an

animal, idea,

object, person or

place that provides

a perceptual

67
 Promotion

experience of pleasure or satisfaction. Beauty is studied

as part of aesthetics, culture, social psychology and

sociology. An "ideal beauty" is an entity which is

admired, or possesses features widely attributed to

beauty in a particular culture, for perfection.

FASHION APPEAL

Fashion in clothes has allowed wearers to express

emotion or solidarity with other people for millennia.

Modern Westerners have a wide choice available in the

selection of their clothes. What a person chooses to wear

can reflect their

personality or likes.

When people who have

cultural status start to

wear new or different

clothes a fashion trend

may start; people who

like or respect them

may start to wear

clothes of a similar style.

68
 Promotion

PROMOTIONAL APPEAL

Promotional advertising is one of several advertising

tools used to attract interest in a product or service line

by offering consumers some additional incentive to

make a purchase. Advertising promotion may take on

several forms,

with the most

popular options

being offering

promotional

gifts or

promotional

giveaways in

some fashion.

BRAND APPEAL

A brand is a set of marketing

and communication methods

that help to distinguish

accompany from competitors

69
 Promotion

and create a lasting impression in the minds of

customers. The key components that form a brand’s

toolbox include a brand’s identity, brand

communication (such as by logos and trademarks),

brand awareness, brand loyalty, and various branding

(brand management) strategies.

ROMANCE APPEAL

Romance appeal is the attraction between the couples

displayed in advertising. To convey a message that the

product or service will increase the attachment or

closeness between couples or opposite sexes these appeals

are used in advertisements. To promote automobiles,

perfumes etc.

Romantic

appeals are

used in ads,

especially if

youth are the

target

audience.

70
 Promotion

SEASONAL APPEAL

Seasonal marketing is more than just decorating for the

holidays or offering gift ideas for December shoppers. In

August, target the back-to-school shoppers by offering

deep discounts on uniform shirts, backpacks or laptop

computers. Schedule back-to-school sales to coincide

with state tax

holidays. Offer

convenient, ready-

made school supply

kits by filling tote

bags or storage bins

with all the items on

your local elementary school's required supply list.

ENTERTAINMENT APPEAL

Entertainment is a form of activity that holds the

attention and interest of an audience, or gives pleasure

and delight. It can be an idea or a task, but is more

likely to be one of the activities or events that have

developed over thousands of years specifically for the

71
 Promotion

purpose of keeping an

audience's attention.

Although people's
attention is held by

different things, because

individuals have different

preferences in

entertainment, most

forms are recognizable

and familiar.

SOCIAL APPEAL

Social factors cause people to make purchases and

include such aspects

as recognition,

respect, involvement,

affiliation, rejection,

acceptance, status

and approval

72
 Promotion

My product

cars

73
 Promotion

HISTORY OF CARS

The history of the automobile reflects an evolution that

took place worldwide. The first working steam-powered

vehicle was designed by Ferdinand Verbiest, a Flemish

member of a Jesuit mission in China around 1672.

Nicolas Joseph Cugnot is often credited with building

the first self-propelled mechanical vehicle or automobile

in about 1769, by adapting an existing horse-drawn

vehicle.

Karl Benz generally is acknowledged as the inventor of

the modern automobile. An automobile powered by his

own four-stroke cycle gasoline engine was built in

Mannheim, Germany

74
 Promotion

DIFFERENT BRANDS OF CARS

75
 Promotion

DIFFERENT MODES OF ADVERTISEMENT

FOR CARS

TELEVISION ADVERTISEMENT

76
 Promotion

NEWSPAPER ADVERTISEMENT

MAGAZINE ADVERTISEMENT

77
 Promotion

OUTDOORADVERTISEMENT

Advertisement media for Cars

15%
25%
Magazines
Television
Newspapers
20% Outdoor
40%

78
 Promotion

Different Appeals favored by the

consumers for purchasing a Cars

RATIONAL APPEAL

79
 Promotion

EMOTIONAL APPEAL

LUXURY APPEAL

80
 Promotion

CELEBRITY APPEAL

ECONOMY APPEAL

81
 Promotion

Advertisement Appeal for Cars

25% Rational
35%
Celebrity
10% Emotional
15% 15% Luxury
Economy

82
 Promotion

CONCLUSION

Going about the conclusion and completion of this

project was an amazing experience. The survey

conducted stated that the most effective medium of

advertising for automobiles is newspapers, as this

medium reaches to a larger audience and is very easily

available. The survey also helped in deciding the most

effective appeal to be considered while framing

advertisement’s for automobiles, which was Rational

Appeal.

83
 Promotion

BIBLOGRAPHY

1. www.wikipedia.com
2.www.google.ae
3.www.Scribd.com
4.www.Bing.com
5.www.answers.com

84