Biyani's Think Tank

Concept based notes

Advertising & Sales Promotion

BBA (IV SEM)

Ms. Surbhi Mathur

Dept of MBA
Biyani Institute of Science & Management,
Jaipur
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Published by :
Think Tanks
Biyani Group of Colleges

Concept & Copyright :

Biyani Shikshan Samiti
Sector-3, Vidhyadhar Nagar,
Jaipur-302 023 (Rajasthan)
Ph : 0141-2338371, 2338591-95  Fax : 0141-2338007
E-mail : acad@biyanicolleges.org
Website :www.gurukpo.com; www.biyanicolleges.org

Edition : 2011

While every effort is taken to avoid errors or omissions in this Publication, any
mistake or omission that may have crept in is not intentional. It may be taken
note of that neither the publisher nor the author will be responsible for any
damage or loss of any kind arising to anyone in any manner on account of
such errors and omissions.

Leaser Type Setted by :

Biyani College Printing Department
Advertising Management 3

Preface
I am glad to present this book, especially designed to serve the needs of the
students. The book has been written keeping in mind the general weakness in
understanding the fundamental concepts of the topics. The book is self-explanatory and
adopts the ―Teach Yourself‖ style. It is based on question-answer pattern. The language
of book is quite easy and understandable based on scientific approach.
Any further improvement in the contents of the book by making corrections,
omission and inclusion is keen to be achieved based on suggestions from the readers for
which the author shall be obliged.
I acknowledge special thanks to Mr. Rajeev Biyani, Chairman & Dr. Sanjay Biyani,
Director (Acad.) Biyani Group of Colleges, who are the backbones and main concept
provider and also have been constant source of motivation throughout this Endeavour.
They played an active role in coordinating the various stages of this Endeavour and
spearheaded the publishing work.
I look forward to receiving valuable suggestions from professors of various
educational institutions, other faculty members and students for improvement of the
quality of the book. The reader may feel free to send in their comments and suggestions
to the under mentioned address.
Author
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Contents

S.No Unit Name

1 Introduction to Advertising

2 Type of Advertising

3 Advertising Media

4 Sales Promotion

5 Types of Sales Promotion

6 Case Studies

7 Key Terms & Terminologies

Annexure
1. Bibliography
2. Multiple Choice Questions
Advertising Management 5

Syllabus
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Unit- I
Introduction to Advertising

Q.1 What is Advertising? Explain in detail its objectives.

Ans. Advertising : Advertising is the communication relayed from companies
to persuade an audience to purchase their products. This communication is usually
through various forms of paid media -- TV and radio commercials, print ads,
billboards and more recently, product placement. Ads are placed where
advertisers believe they will reach the largest, most relevant audience.
Commercial businesses use advertising to drive the consumption of their product,
while non-profit organizations may place ads to raise awareness or encourage a
change in behavior or perception. The activity of attracting public attention to a
product or business, as by paid announcements in the print, broadcast, or
electronic media is advertising.

According to American Marketing of Association Advertising is: "Advertising is

the nonpersonal communication of information usually paid for and usually
persuasive in nature about products, services or ideas by identified sponsors
through the various media."

Advertising is a form of communication and used to encourage, persuade or

influence an audience (viewers, readers or listeners; sometimes a specific group)
to continue or take some new action. Most commonly, the desired result is to
drive consumer behavior with respect to a commercial offering. The purpose of
advertising may also be to reassure employees or shareholders that a company is
viable or successful.

Objectives of Advertising: The main objectives of the advertising can be grouped

as follows:

1.Informative: An informative ad is used to introduce a brand new company,

product or service to the marketing. Before we can convince customers that we
have the best option, they have to know what our product does on a basic level.
Advertising Management 7

Additionally, companies with complex solutions might benefit from informing

customers of how their products work and how the products help the customers.
Informative ads normally have more copy centered on explaining features of the
solution and benefits to the customer.

2. Persuasive: Persuading customers is a prominent objective of companies in

competitive markets. Once customers have a basic understanding of our industry
and product offerings, we must show them why our brand is elite. Companies use
a variety of approaches, including emphasis on product quality, service, unique
features, environmental friendliness, the cool factor, cutting-edge technology and
low costs. Emotional appeals are common in persuasive ads.

3. Reminder: Reminder ads simply reinforce our brand message to a well-

established marketplace. The general idea is to maintain top of mind awareness
and protect against competitors coming along and stealing our customers.
Charmin, for instance, comes up with creative ways to emphasize the softness and
durability of its toilet paper, even though most consumers know about the brand
and its quality. This keeps the brand and its central message in the forefront of the
customers' minds.

4. Trial: Companies which are in their introduction stage generally work for this
objective. The trial objective is the one which involves convincing the customers to
buy the new product introduced in the market. Here, the advertisers use flashy and
attractive ads to make customers take a look on the products and purchase for trials.

5.Continuity: this objective is concerned about keeping the existing customers to

stick on to the product. The advertisers here generally keep on bringing something
new in the product and the advertisement so that the existing customers keep buying
their products.

6.Brand switch: this objective is basically for those companies who want to attract
the customers of the competitors. Here, the advertisers try to convince the customers
to switch from the existing brand they are using to their product.

7.Switching back: this objective is for the companies who want their previous
customers back, who have switched to their competitors. The advertisers use
different ways to attract the customers back like discount sale, new advertise,
some reworking done on packaging, etc.
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8. Specific: Companies also use a variety of more specific goals. Increasing brand
awareness, developing more favorable customer attitudes, overcoming negative publicity,
driving revenue, expanding the customer base and increasing sales volume are common
examples. For effective goal-setting, marketers should set quantified, measurable criteria.
For instance, don't just say our goal is to increase brand awareness. State that our goal is
to increase brand awareness by 25 percent in our primary target market within six
months.

9. Preparing Ground for New Product

New product needs introduction because potential customers have never used such
product earlier and the advertisement prepare a ground for that new product.

10.Creation of Demand

The main objective of the advertisement is to create a favorable climate for maintaining
of improving sales. Customers are to be reminded about the product and the brand. It may
induce new customers to buy the product by informing them its qualities since it is
possible that some of the customers may change their brands.

11. Facing the Competition

Another important objective of the advertisement is to face to competition. Under

competitive conditions, advertisement helps to build up brand image and brand loyalty
and when customers have developed brand loyalty, becomes difficult for the middlemen
to change it.

12. Creating or Enhancing Goodwill: Large scale advertising is often undertaken with
the objective of creating or enhancing the goodwill of the advertising company. This, in
turn, increases the market receptiveness of the company's product and helps the salesmen
to win customers easily.

13. Informing the Changes to the Customers

Whenever changes are made in the prices, channels of distribution or in the product by
way of any improvement in quality, size, weight, brand, packing, etc., they must be
informed to the public by the producer through advertisement.

14. Neutralizing Competitor's Advertising

Advertising Management 9

Advertising is unavoidable to complete with or neutralize competitor's advertising. When

competitors are adopting intensive advertising as their promotional strategy, it is
reasonable to follow similar practices to neutralize their effects. In such cases, it is
essential for the manufacturer to create a different image of his product.

15. Barring New Entrants

From the advertiser's point of view, a strongly built image through long advertising helps
to keep new entrants away. The advertisement builds up a certain monopoly are for the
product in which new entrants find it difficult to enter.

Q.2 Why advertising is important in today’s competitive scenario?

Ans. Advertising broadens the knowledge of the consumers. With the aid of advertising,
consumers find and buy necessary products without much waste of time. The
main benefits of advertising may be narrated as follows:

Benefits to Manufacturers

It increases sales volume by creating attraction towards the product.

It helps easy introduction of new products into the markets by the same
manufacturer.
It helps to create an image and reputation not only of the products but also of the
producer or advertiser. In this way, it creates goodwill for the manufacturer.
Retail price, maintenance is also possible by advertising where price appeal is the
promotional strategy.
It helps to establish a direct contact between manufacturers and consumers.
It leads to smoothen the demand of the product. It saves the product from seasonal
fluctuations by discovering new and new usage of the product.
It creates a highly responsive market and thereby quickens the turnover that
results in lower inventory.
Selling cost per unit is reduced because of increased sale volume. Consequently,
product overheads are also reduced due to mass production and sale.
Advertising gives the employees a feeling of pride in their jobs and to be in the
service of such a concern of repute. It, thus inspires the executives and worker to
improve their efficiency.
Advertising is necessary to meet the competition in the market and to survive.
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Benefits to Wholesalers and Retailers

Easy sale of the products is possible since consumers are aware of the product and
its quality.
It increases the rate of the turn-over of the stock because demand is already
created by advertisement.
It supplements the selling activities.
The reputation created is shared by the wholesalers and retailers alike because
they need not spend anything for the advertising of already a well advertised
product.
It ensures more economical selling because selling overheads are reduced.
It enables them to have product information.

Benefits to Consumers

Advertising stresses quality and very often prices. This forms an indirect
guarantee to the consumers of the quality and price. Further large scale production
assumed by advertising enables the seller to seller product at a lower cost.
Advertising helps in eliminating the middlemen by establishing direct contacts
between producers and consumers. It results in cheaper goods.
It helps them to know where and when the products are available. This reduces
their shopping time.
It provides an opportunity to the customers to compare the merits and demerits of
various substitute products.
This is perhaps the only medium through which consumers could know the varied
and new uses of the product.
Modern advertisements are highly informative.

Benefits to Salesmen

Salesmanship is incomplete without advertising. Advertising serves as the forerunner of a

salesman in the distribution of goods. Sales is benefited the advertisement in following
ways:

Introducing the product becomes quite easy and convenient because manufacturer
has already advertised the goods informing the consumers about the product and
its quality.
Advertising prepares necessary ground for a salesman to begin his work
effectively. Hence sales efforts are reduced.
Advertising Management 11

The contact established with the customer by a salesman is made permanent

through effective advertising because a customer is assumed of the quality and
price of the product.
The salesman can weigh the effectiveness of advertising when he makes direct
contact with the consumers.

Benefits to Society

Advertising, in general, is educative in nature. In the words of the late President

Roosevelt of the U.S.A., "Advertising brings to the greatest number of people
actual knowledge concerning useful things: it is essentially a form of education
and the progress of civilization depends on education."
Advertising leads to a large-scale production creating more employment
opportunities to the public in various jobs directly or indirectly.
It initiates a process of creating more wants and their satisfaction higher standard
of living. For example, advertising has made more popular and universal the uses
of such inventions as the automobiles, radios, and various household appliances.
Newspapers would not have become so popular and so cheap if there had been no
advertisements. The cheap production of newspapers is possible only through the
publication of advertisements in them. It sustains the press.
It assures employment opportunities for the professional men and artist.
Advertising does provide a glimpse of a country's way of life. It is, in fact, a
running commentary on the way of living and the behavior of the people and is
also an indicator of some of the future in this regard.

Q.3 Define the role of advertising in national economy

Ans.
1.A Marketing Role within advertising will focus on satisfying general
consumers and seeing to their requirements through services and goods. It will not
be directed at all the public but only at certain customers that are termed a ‗target
market‘.

2. A Communication Role in advertising will refer to a mass communication

intention that advertising will be capable of fulfilling. This is an impressive way
in which to inform customers and let them know about the services and goods
they wish to buy.

3. With regards to an Economical Role in advertising, this will directly deal with
the objectives of the advertiser. Normally, the objectives of an advertiser are to be
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able to generate sales from an advertisement. It will also help a consumer to

appraise both the value as well as the benefits of any of the products which are
advertised against their prices that the products are being offered at so as to make
the most economic and efficient choice.

4. Finally, a Societal Role within advertising is quite a fascinating role. On the

one hand, an advertisement will help to generate the trends within a certain
society. In contrast, it is the cause of breaking a norm that has been a part of
society for a while so as to generate a truly unique impact. It tends to have a
somewhat tentative nature, which some people will like while some will resent it.

Q.4 What is Personal Selling? Explain in detail.

Ans. Personal selling occurs where an individual salesperson sells a product, service or
solution to a client. Salespeople match the benefits of their offering to the specific
needs of a client. Personal selling involves the development of longstanding client
relationships. In other words personal selling is the delivery of a specially
designed message to a prospect by a seller, usually in the form of face-to-face
communication, personal correspondence, or a personal telephone conversation.
Unlike advertising, a personal sales message can be more specifically targeted to
individual prospects and easily altered if the desired behavior does not occur.

Personal selling involves a selling process that is summarized in the following

Five Stage Personal Selling Process. The five stages are:

1. Prospecting.

2. Making first contact.

3. The Sales Call.

4. Objection Handling.

5. Closing the sale.

A Five Stage Personal Selling Process

Stage One - Prospecting

Prospecting is all about finding prospects, or potential new customers. Prospects

should be 'qualified,' which means that they need to be assessed to see if there is
Advertising Management 13

business potential, otherwise you could be wasting your time. In order to qualify your
prospects, one needs to:

Plan a sales approach focused upon the needs of the customer.

Determine which products or services best meet their needs.
In order to save time, rank the prospects and leave out those that are least likely to
buy.

Stage Two - Making First Contact.

This is the preparation that a salesperson goes through before they meet with the
client, for example via e-mail, telephone or letter. Preparation will make a call more
focused.

Make sure that you are on time.

Before meeting with the client, set some objectives for the sales call. What is the
purpose of the call? What outcome is desirable before you leave?
Make sure that you've done some homework before meeting your prospect. This
will show that you are committed in the eyes of your customer.
To save time, send some information before you visit. This will wet the prospect's
appetite.
Keep a set of samples at hand, and make sure that they are in very good condition.
Within the first minute or two, state the purpose of your call so that time with the
client is maximized, and also to demonstrate to the client that your are not wasting
his or her time.
Humor is fine, but tries to be sincere and friendly.

Stage Three - The Sales Call (or Sales Presentation).

It is best to be enthusiastic about your product or service. If you are not excited about
it, don't expect your prospect to be excited.

Focus on the real benefits of the product or service to the specific needs of your
client, rather than listing endless lists of features.

Try to be relaxed during the call, and put your client at ease.

Let the client do at least 80% of the talking. This will give you invaluable information
on your client's needs.
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Remember to ask plenty of questions. Use open questions, e.g. TED's, and closed
questions i.e. questions that will only give the answer 'yes' or the answer 'no.' This
way you can dictate the direction of the conversation.

Never be too afraid to ask for the business straight off.

Stage Four - Objection Handling.

Objection handling is the way in which salespeople tackle obstacles put in their way
by clients. Some objections may prove too difficult to handle, and sometimes the
client may just take a dislike to you (aka the hidden objection). Here are some
approaches for overcoming objections:

Firstly, try to anticipate them before they arise.

'Yes but' technique allows you to accept the objection and then to divert it. For
example, a client may say that they do not like a particular colour, to which the
salesperson counters 'Yes but X is also available in many other colours.'
Ask 'why' the client feels the way that they do.
'Restate' the objection, and put it back into the client's lap. For example, the client
may say, 'I don't like the taste of X,' to which the salesperson responds, 'You don't
like the taste of X,' generating the response 'since I do not like garlic' from the
client. The salesperson could suggest that X is no longer made with garlic to meet
the client's needs.
The sales person could also tactfully and respectfully contradict the client.

Stage Five - Closing the Sale.

This is a very important stage. Often salespeople will leave without ever successfully
closing a deal. Therefore it is vital to learn the skills of closing.

Just ask for the business! - 'Please may I take an order?' This really works well.
Look for buying signals (i.e. body language or comments made by the client that
they want to place an order). For example, asking about availability, asking for
details such as discounts, or asking for you to go over something again to clarify.
Just stop talking, and let the client say 'yes.' Again, this really works.
The 'summary close' allows the salesperson to summarize everything that the
client needs, based upon the discussions during the call. For example, 'You need
product X in blue, by Friday, packaged accordingly, and delivered to your wife's
office.' Then ask for the order.
Advertising Management 15

The 'alternative close' does not give the client the opportunity to say no, but forces
them towards a yes. For example 'Do you want product X in blue or red?' Cheeky,
but effective.

In comparison to other marketing communications tools such as advertising, personal

selling tends to:

Use fewer resources, pricing is often negotiated.

Products tend to be fairly complex (e.g. financial services or new cars).
There is some contact between buyer and seller after the sale so that an ongoing
relationship is built.
Client/prospects need specific information.
The purchase tends to involve large sums of money.
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Unit 2

Type of Advertising

Q.1 Explain in brief commercial as well non commercial advertisements?

Ans Commercial advertising is a form of communication with the intention of
promoting the sale of a particular product attached to a brand. Branding is an
essential aspect of commercial advertising. It is used to distinguish a product from
other similar products in the market. Advertising takes place in the form of print
as well as electronic media. Print advertisements are static while electronic media
advertisements often take the form of a story or incident depicted in a short time-
frame. The intention is to highlight the utility of the brand as well as the values
associated with its use. Modern day advertising involves endorsement by
celebrities as well. If you see a beautiful model holding a particular brand of
perfume and saying how much she loves it; or an athlete bragging about the
benefits of a certain brand of shoes; or an adorable child asking for a specific kind
of toy, those are commercial advertisements. Their job is to persuade you to
purchase the product.

Non-commercial advertising is sponsored by or for a charitable institution or civic

group or religious or political organization. Many noncommercial advertisements
seek money and placed in the hope of raising funds. Others hope to change consumer
behavior. So the main goals of noncommercial advertising are:

Stimulate inquires for information

Popularize social cause
Change activity habits
Decrease waste of resources
Communicate political viewpoint
Improve public attitude
Remind people to give again.

So called word-of-mouth advertising is a person to person communication that is

perceived as being noncommercial, concerning goods or services: it is face-to-face
Advertising Management 17

product related communications between and among the friends, relatives and others.
Because it is noncommercial, it is usually seen as being an unbiased source of
information.

Q.2 How Commercial ads are different from non-commercial ones?

Ans. Commercial and non-commercial advertising are both strategies that are designed
to reach the public and motivate them to become more interested in the subject
matter of the advertisements. While sharing a common goal that of generating
consumer interest, the two forms of advertising do focus on different types of
products. Essentially, commercial advertising has to do with selling goods and
services, while non-commercial advertising is more about providing information
and motivating people to act after being exposed to that information. There are
examples of campaigns in which marketers combine elements of commercial and
non-commercial advertising to create an approach that both informs and motivates
consumers to buy.

Understanding the difference between commercial and non-commercial

advertising involves identifying the purpose for the advertisements. With
commercial advertising, the idea is to sell something to a consumer that will allow
the manufacturer of the product to earn a return from that sale. Advertisements for
consumer goods like electronics, food products, and even vacation packages are
all marketed and sold as part of a commercial advertising campaign.

By contrast, non-commercial advertising is about sharing information that

hopefully people will put to good use. For example, a non-profit may implement
an advertising campaign to increase public awareness and education about a
certain health issue. As part of the advertising, information about what the disease
is, who it can affect, and how it can be treated may be included. In addition,
information on how people can help the non-profit spread the information and
also promote further research is also likely to be shared. In this scenario,
information is being sold, but there is not necessarily an expectation of receiving
monetary compensation for the effort, although this type of campaign does
normally motivate some people to donate funds for research or to the sponsoring
non-profit.

When thinking of the difference between commercial and non-commercial

advertising, it is often easiest to consider the former as being targeted to generate
sales and revenue. At the same time, the latter is focused more on educating
people and providing them with opportunities to act on that acquired knowledge.
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In some cases, the lines between commercial and non-commercial advertising will
blur somewhat, with some manufacturers of goods and services using an
advertising strategy that is intended to inform and educate while also promoting a
product for sale. This hybrid approach to the advertising task can in fact be very
successful, in that the effort to educate consumers will often equip them to make
informed decisions regarding the product or products offered, which means they
are more likely to be satisfied with the purchase, as long as the product does in
fact provide the benefits mentioned in the advertising.

Q.3 Explain the concept of primary demand & selective demand advertising.

Ans. Primary demand is when an advertising message's objective is to drive interest in

a product category or type of product as opposed to focusing on a specific brand.
When primary demand advertising is presented, the message generally discusses
the benefits of using the general product without focusing on the particular
benefits offered by one brand's product against a competitor's.

Primary demand typically occurs less often that selective demand advertising.
This is because companies typically pay for advertising to sell their own brands.
Primary demand usually occurs in a few specific situations. One is when a new or
innovative product is first introduced to the market. Rather than focusing a
message on brand differentiation, the advertiser focuses on informing the market
about what the new product does. Another common scenario that leads to primary
demand is when associations made up of industry members collaborate to
generate interest for the product category. This is often done when industries are
struggling, such as the "Got Milk?" or "Pork, the Other White Meat" campaigns.

The major purpose of primary demand ads is either to inform customers about a
brand new product or technology that they are unfamiliar with, or to persuade
customers that they haven't recognized the benefits of a given product. Primary
demand ads are commonly paid for by industry associations made up of a number
of top providers in a category. These companies recognize that for any of them to
achieve individual success, the industry and products must be valuable to
customers.

A primary demand ad has as its purpose the promotion of a particular product

category rather than a specific brand. For example, "Got Milk" ads are advertising
and promoting the consumption of milk, but not specifying which brand of milk
to purchase. Primary demand means the advertising campaign intends to drive
interest in the product versus a particular brand. Associations often pool resources
Advertising Management 19

to generate interest when they collectively struggle. The "Got Milk?" campaign,
for instance, was used to cause people to drink more milk as a habit. Another
common purpose of primary demand stimulation is to introduce an entirely new
product category by providing customers with basic information of what the
product does. Primary demand is advertising intended to drive interest to the
general product category.

Example: Introduction of VCR to the consumer market in 1970.With a product

totally new to the market consumers need to convince that the product category
itself is valuable and indeed available for sale.

Selective Demand Advertising: Advertising that promotes a particular

manufacturer's brand as opposed to generic brands. Selective demand essentially
means the advertiser is trying to persuade the target audience to select its brand
over alternatives. It does this by using brand messages that distinguish the
company's products or services from others based on unique benefits or features.
Typically, you can identify selective demand advertising by looking at the content
of the message. If it is centered on a specific brand and its benefits, selective
demand is the objective.

Companies use a variety of strategies to depict selective demand. Some use

benefit positioning, where they showcase the specific benefits of their product that
are unique in the market. Others use competitive positioning where they state how
their products are better or distinct from those offered by competitors. Another
positioning alternative is user positioning. This is where the brand focuses on
matching its benefits to the needs of a particular type of user.

Q.4 Differentiate between classified and display advertising.

Ans. Classified advertising is a form of advertising which is particularly common in

newspapers, online and other periodicals which may be sold or distributed free of
charge. Advertisements in a newspaper are typically short, as they are charged for
by the line, and one newspaper column wide.

Publications printing news or other information often have sections of classified

advertisements; there are also publications which contain only advertisements.
The advertisements are grouped into categories or classes such as "for sale—
telephones", "wanted—kitchen appliances", and "services—plumbing", hence the
term "classified".
20

Classified advertisements are much cheaper than larger display advertisements

used by businesses, and are mostly placed by private individuals with single items
they wish to sell or buy. a short ad in a newspaper or magazine (usually in small
print) and appearing along with other ads of the same type.

Format of Classified Advertisements:

Display advertising is a type of advertising that typically contains text (i.e.,

copy), logos, photographs or other images, location maps, and similar items.
Common form of display advertising involves billboards, posters, fliers, transit
card etc.

In periodicals, display advertising can appear on the same page as, or on the page
adjacent to general editorial content. In contrast, classified advertising generally
appears in a distinct section, was traditionally text-only, and was available in a
limited selection of typefaces.

Display advertisements are not required to contain images, audio, or video:

Textual advertisements are also used where text may be more appropriate or more
effective. An example of textual advertisements is commercial messages sent to
mobile device users, or email. Display advertising also appears on the Internet, as
Advertising Management 21

a form of online advertising. Display advertising appears on web pages in many

forms, including web banners. Banner ad standards continue to evolve.

Format of Display Advertising:

Q.5 Explain the concept of comparative advertising with reference to advertising

industry?
Ans. When a company points out its own advantage, or a competitor's weakness, in its
advertising by making direct or indirect references to the competition, it's called
comparative advertising. Comparative advertising is an advertisement in which
a particular product, or service, specifically mentions a competitor by name for
the express purpose of showing why the competitor is inferior to the product
naming it. Comparative advertising, also referred to as ‗knocking copy‘, is loosely
defined as advertising where ―the advertised brand is explicitly compared with
one or more competing brands and the comparison is oblivious to the audience.
Eg: Tide & Rin
Coke & Pepsi
Complan & Horlicks
Samsung & Apple.
Audi & Mercedes
22

Comparative advertising, as a special form of advertising, is a sales promotion

device that compares the products or services of one undertaking with those of
another, or with those of other competitors. All comparative advertising is
designed to highlight the advantages of the goods or services offered by the
advertiser as compared to those of a competitor. In order to achieve this objective,
the message of the advertisement must necessarily underline the differences
between the goods or services compared by describing their main characteristics.

Comparative advertising should enable advertisers to objectively demonstrate the

merits of their products. Comparative advertising improves the quality of
information available to consumers enabling them to make well-founded and
more informed decisions relating to the choice between competing
products/services by demonstrating the merits of various comparable products.
Advertising Management 23

Unit – 3

Advertising Media
Q.1 How print media is important in advertising industry? Explain its pros and
cons.

Ans. Print media is one of the most important marketing tools available to the
business. Marketing people generally design and print brochures, business cards,
flyers, postcards and more. It facilitates business to provide valuable information
to their respective audiences and target markets with premium quality print
products.

The characteristics of the print media are as follows:

 The print media like newspapers and magazines gives us an in-depth

coverage and analysis of news stories around the world. These stories are
permanent and readily available to the common people in times of need.
The news stories can be read, re-read and retained.

 The timeliness of news in the print media is limited. Unlike the electronic
media, they do not give us immediate news but it has the luxury of
detailed representation, interpretation and analysis.

 A lot of variations are found in the print media in the forms of hard news,
soft news, features, gossips, page 3 news, etc.

 Magazines serve special interests like fashion, food, politics, economics,

etc.

The print media is considered to be one of the most flourishing industries today.
This medium is also particularly very popular to reach the target audience for
advertisers. The different types of print media give a plethora of options for
people to reach a varied bracket of users.

The following are the advantages of print media:

Less costly than television media;

24

Can be used in different language newspapers;

It is a good option for targeting educated target market;

More and detailed information about the product can be given.

Disadvantages:

The cost incurred can sometimes be expensive considering the medium marketer
chooses.
The shelf life of any particular print medium is limited. Newspapers for example,
are amongst the public eye only for a day.

This medium may not always give a wide reach. Internet, on the other hand, can
target a global audience.
There is a limitation in terms of the kind of people who may actually read our
message. The particular newspaper may not actually be accessible every time to
our target group, which means, our message may be missed. The Internet on the
other hand, can be accessed from anywhere.

We may have to plan months in advance to advertise in print media. It does not
offer us flexibility when we are faced with a tight deadline.
Advertisements may get lost in all the clutter of editorial and ads by competitors.

Thus, we can see, there are certain pros and cons of print media. With proper
planning, we can opt for the right form to gain maximum coverage and make the
best of this medium.

Q.2 Explain the concept of electronic media.

Ans. Electronic Media is information or data that is created, distributed and accessed
using a form of electronics, electromechanical energy or any equipment used in
electronic communications. The common equipment we use on a day to day basis
to access electronic media is our television, radio, computer, cell phones and other
devices transporting information to and from us by means of electronic
involvement.
Advertising Management 25

Electronic media is anything that is used to advertise or promote that is run by

electricity. This is quite a wide subject and there are many different things that
fall into this category. There are more and more channels for electronic media that
come out as our technology grows and expands. The radio is the oldest form of
electronic media. There are hundreds of thousands of radio stations across the
world and advertisements are frequent features on most of these. Advertising on
radio dates back almost one hundred years and is the first form of spoken
advertisement rather than a printed advertisement. Television provides us with the
highest volume of electronic media advertising. There are hundreds of
advertisements shown on each channel per day and some slots are sold for
millions to the advertisers as they will have such a high audience to watch their
advertisements.

Electronic Media Advertising is an effective way to reach out to the prospective

audience. These days‘ electronic media plays a vital role in creating awareness
about matters or products. Our offered advertising services through electronic
media are diverse and provide strategic solutions to our clients businesses. We
make best efforts to properly advertise our clients' products for acquiring a larger
market base.

Q.3 Television Advertising has a greater impact on target audience as compared

to other media. However it also has some problems associated with it.
Explain.

Ans. TV advertising is the most powerful form of advertising. Basically it is a

combination of both video and audio advertising messages with various varieties.
Some people believe that TV advertising is more powerful than other advertising
means such as magazines, websites, radio stations, and newspaper. It is because of
following reasons:
26

Convenient and Flexible: The television is a convenient and flexible advertising

medium, owing to its widespread popularity and the ease with which a message can reach
millions of viewers internationally and nationally.

Strong Impact: Television advertising uses audio and visual effects to create a lasting
impact. Marketers include color, sound, sight, drama and motion to ensure that their
message is strong and persuasive.

Market Coverage: Almost everyone watches television once in a while. This is why
television makes it possible to reach a large audience. Marketers that sell and market
products/services that appeal to a large audience find television as a media tool to be very
cost effective.

Captivity and Attention: Viewers that are watching their favorite programs are usually
exposed to thousands of advertisements a year. TV advertisements have a tremendous
effect on consumers just by repetition and exposure of catchy jingles and slogans.

Creativity and Impact: One of the biggest advantages of using television as a media is
the fact that it provides one with the opportunity for presenting the advertising message.
This media vehicle is ideal when you need to demonstrate your product or service. It
offers great flexibility in the fact that you can combine interaction of the sight and sound.

Disadvantages of television advertising:

Cost is very high. Television advertising costs more than other forms of media,
such as radio, magazine, newspaper and Internet advertising. Quality commercials
are expensive to produce
TV advertisements are short, thus they do not express much about the product.
Consumers often bemoan the intrusive nature of television advertisements and
find ways to avoid commercials. This limits the effectiveness of television
advertising. Consumers either take time out during a commercial to make a trip to
the refrigerator or surf programs on other channels.

Q.4 What are the advantages & disadvantages of newspaper advertising?

Ans. Advantages:
Advertising Management 27

Allows us to reach a huge number of people in a given geographic

area.
We have the flexibility in deciding the ad size and placement
within the newspaper.
Our ad can be as large as necessary to communicate as much of a
story as we care to communicate.
Exposure to an ad is not limited; readers can go back to message
again and again if so desired.
Free help in creating and producing ad copy is usually available.
Quick turn-around helps an ad to reflect the changing market
conditions. The ad we decide to run today can be in customers‘
hands in one to two days.

Disadvantages:
Ad space can be expensive in terms of availability.
In newspaper an advertisement has to compete against the clutter
of other advertisers, including the giants ads run by supermarkets
and department stores as well as the ads of competitors.
Poor photo reproduction limits creativity.
Newspapers are a price-oriented medium; most of the ads are for
sales.
Ads are generally having a short shelf life, as newspapers are usually
read once and then discarded.
We may be paying to send your message to a lot of people who will
probably never be in the market to buy from us.
Newspapers are a highly visible medium, so competitors can quickly
react to our prices.
With the increasing popularity of the Internet, newspapers face
declining readership and market penetration. A growing number of
28

readers now skip the print version of the newspaper (and hence the
print ads) and instead read the online version of the publication.

Q.5 Explain in detail the effectiveness of magazines in print media advertising.

Ans. With magazines an advertiser can focus in on a specific target audience.
Audiences can be reached by placing ads in magazines which have [a] well-
defined geographic, demographic, or lifestyle focus." Magazines allow elaborate
graphics and colors, which give advertisers more creative options than do
newspapers.
Highly Informative
The printed word in advertising can be highly informative, as opposed to the
sketchier brief messages of television and radio. A small company has the ability
to completely explain the features and benefits of its product in a one-page
magazine ad

Lasts Longer
Small companies using print in advertising can expect their messages to last
longer. The yellow pages, for example, are available 24 hours per day and seven
days per week. Magazines and newspapers get passed around to other readers.

Q.6 How posters contributed in print media advertising?

Ans. A poster is any piece of printed paper designed to be attached to a wall or
vertical surface. Typically posters include both textual and graphic elements,
although a poster may be either wholly graphical or wholly text. Posters are
designed to be both eye-catching and informative. Posters may be used for many
purposes. They are a frequent tool of advertisers (particularly of events, musicians
and films), propagandists, protestors and other groups trying to communicate a
message.

Posters may come in variety of forms such as:

Advertising Management 29

 Propaganda and political posters

 Movie posters
 Travel posters
 Event posters
 Boxing posters
 Concert posters
 Band/music posters
 Comic book posters
 Educational posters.

Q.7 How radio advertising can be an excellent means to get marketing message
out to the public?
Ans. Radio advertising can be an excellent means to get our marketing message out to
the public as daily millions of people are listening to the radio and there are many
different radio stations to suit different target markets.
Indeed, radio advertising is affordable and has proven to be the most effective
medium for delivery of advertisements to targeted audiences which can be prove by following
facts:

Audience- Potential Customers: Radio talk programs, morning shows, shock-

jocks, and listener call-in shows all provide an enormous audience base to
advertise our product or service.

Focus on Frequency

Another element that can affect the success of radio advertising is how often our ad is
aired. The more times it is on, the more likely people are to hear it a couple of times
and the more likely they will be to purchase our products or services. It is often
necessary for someone to hear our ad at least seven times before they will actually
purchase our product.
30

Create a Simple Marketing Message and Clear Call to Action

Radio ads are limited in the amount of time given to them and we will get the best
results if we sum our advertising message up into a short, concise message and ensure
that it contains a clear call to action - to either call, visit our web page or visit our
store.
Affordability
Radio advertising is relatively inexpensive compared with print or television
advertising.
Portability
Radio is the only mass medium that people use while driving, cleaning the
house or mowing the lawn.

Q.8 How direct mail advertising is crucial in advertising context?

Ans. Direct mail advertising sends advertising messages to target consumers through
the mail, either addressed to pre-selected individuals, or unaddressed and
delivered to pre-selected areas. Advertising mail includes advertising postcards,
letters, mailers, circulars, samples, catalogs, CDs and other commercial
merchandising materials.

Direct mail is the most heavily used direct marketing medium, and its popularity
continues to grow despite postage increases. The mail is the third largest
advertising medium after newspapers and television because it can be directed to
a specific target audience and sent cheaply using bulk mailing rates.

Direct mail is a particularly attractive option for small business owners, as it can
communicate a lot of information about a product or service and reach almost any
conceivable target group for a relatively low cost. Direct mail can be a company's
sole form of advertising, or it can be used to supplement other sales efforts. For
example, a small business could use direct mail to inform potential customers
about its offerings & thereafter follow up with a phone call or a visit from a
salesperson.

Owners of start-up businesses may find direct mail an effective method of

creating awareness and interest in a new product, while owners of existing
Advertising Management 31

companies may find it useful for generating new business outside of their
customer base or geographic area. Another advantage of direct mail is that it is
testable, so that entrepreneurs can try out different sales messages on various
audiences in order to find the most profitable way to market a product or service.
Direct mail is also an effective medium in business-to-business marketing. Since
business orders are usually of larger value than consumer purchases, it often takes
more than one mailing to begin the process of making a sale. In addition to
making sales, business-to-business direct mail can be used to generate new
sales leads.
Q.9 What is outdoor advertising & also explain its types?

Ans. Outdoor advertising communicates the message to the general public through
highway billboards, transit posters and so on. Outdoor advertising is a very
important form of advertising as the ads are huge and are visible to one and all.
The important part of the advertising is that the message to be delivered should be
crisp and to the point. Though images can be used, but they cannot be used in
excess. Everything should be presented to the viewer in such a format so that the
viewers make up their mind to buy the product or service.

The message to be delivered can be an ad to buy a product, take a trip, vote for a
politician, or give to a charity. According to Outdoor Advertising Association of
America (OAAA), millions of dollars are being spent on outdoor advertising each
year and the figures are expected to grow. This is due to the fact that outdoor
traffic keeps on growing every year and hence the target audience for outdoor
advertising is ever increasing.

There are different types of outdoor advertisements:

1. Billboards- This is perhaps the most common type of outdoor advertisements that
every one of us are aware of. It refers to a large advertising board that is located in
areas where the traffic is high. The main reason why many companies make use
of billboards to advertise is because people who pass the busy roads will be able
to take a look at their ads when they see the billboards. Usually, the billboards
will contain a witty slogan along with the products or services that you are
offering for sale. Many companies prefer to make use of billboards when they
think of outdoor advertisements because billboards can create an ever-lasting
impression on the minds of the viewers. The lines used in the billboard should be
short so that people will be able to read it when they are driving past it.
32

2. Car advertising- This is another type of advertising that you can consider when
we are thinking about outdoor advertisements. It refers to painting company‘s ads
on the cars so that people will notice the ads when the cars are being driven on the
busy roads. We can consider using our company‘s cars for this kind of
advertisement and we can even consider putting our ads on the other people‘s
cars. Of course, we will have to pay a certain amount of money for putting up our
ad on someone else‘s car.

3. Outdoor signs- It is very important to have outdoor signs placed outside factory
and office because they not only create brand equity, they also attract consumers
to buy goods and services. We can think of our outdoor signs to be our salesmen
because they act as our salesmen 24/7. Most importantly, we do not have to spend
much money to have these signs outside placed our office or factory.

4. Electric Light Signs: Sign-boards illuminated by electricity can be seen in large

number in cities. They are presented with attractive letters and coloured bulbs.

5. Neon Signs: Advertisement is also presented with brilliantly tubes in various

shades. The tubes can be of the still or the flashing type. These signs look more
attractive but the cost of this device is high.

6. Traveling Displays: It is also known as transit advertising or car cards.

7. Van Advertising: Displays can also be made on the front, sides and backs of
vehicles and vans. These are made of durable materials.

8. Banners: Banners are made of cloths and words are written in colours. They are
tied on the top of buildings, road crossings, stadiums and play fields for the
publicity of goods.

9. Railway Stations: Advertisements can also be placed on railway stations. These

may be in form of posters.

10. Sky Writing: This is a modern form of advertising. It may take several forms.
Messages can be written on balloons which are floated in the air. Banners are
released from aeroplanes.

11. Sandwich Men: This is oldest form of outdoor advertising. Sandwich men dress
up funnily and carry boards. They shout slogans in favour of the company‘s
products.
Advertising Management 33

Merits of Outdoor Advertising

1. It makes a wide appeal to all classes of society.

2. It has colourful effect and dramatic appeal of a slogan.

3. It can be used in a certain locality.

4. It is durable. Posters, hoardings or bill boards remain before the public eye for
a long time.

5. It appeals even to the illiterate persons.

6. It gives scope for skill and art in the preparation of posters.

Demerits:

1. It remains brief. No way can outdoor advertising messages be made in detail.

2. It is costlier. Media like skywriting, use of balloons, etc. cannot be repeated

again and again.

3. Its effectiveness cannot be measured easily. There is every possibility of waste

in such advertising.

4. It lacks novelty. It is hardly changed over years.

5. It is also argued that it uglifies the areas. Advertisers go on pasting posters on

compound walls of buildings. Such sticking of bills becomes ‗ugly spot‘.

6. It is not suitable to a producer operating on national network.

All these forms of outdoor advertising are very popular and extremely cost
effective. To conclude, one can say that outdoor advertising, if used wisely is very
powerful and cost-effective way of advertising.

Q.10 How direct mail advertising proves to be an effective as well efficient tool in
advertising media?

Ans. Direct Mail Advertising

34

It is the oldest medium of advertising. It is the way of sending sales messages

directly to the customers through post, salesmen or dealers etc. Some of the
important media of direct mail advertising have been discussed below:

1. Post Cards – It is the most widely form of direct mail advertising due to its
high attention value and economy. It gets immediate attention. Post cards are
used to carry brief messages about product.

2. Sales Letters – It is also most widely used form. Sales letters are sent to
induce the potential customers to buy a particular product.

3. Circulars – These contain several pages and describe all details of a product.

4. Stuffers – It gives detailed specifications of a wide range of products. It is a

means of amplify the sales letter by providing illustrations.

5. Folders – It is bigger than ordinary card. It can be conveniently folded. It is

made of heavier stock of paper or card-board.

6. Broadsides – These are giant-sized folders. These are designed to impress

customers by their size, attractive colours and illustrations.

7. Catalogues and Booklets – These are illustrative price lists containing the
price and features of products.

8. House Organs – These company magazines are sent to wholesalers, retailers,

salesmen, and prospective customers free of cost.
In direct mail, specific markets can be pinpointed with precise selectivity, and
results can easily be measured in terms of cost-per-order or cost-per-response.

However there are various merits of choosing direct mail media such as:

Quick to produce: One can prepare and mail a small promotion within days or
weeks. Direct mail is perfect for quickly testing prices, offers, and potential
audiences. We have complete control over the media, the audience, and our offer.

Quicker response: Not only is direct mail quicker to prepare, but response time
to direct mail is usually quicker as well. We can project the final results of a
mailing quickly and accurately. We can build an advertising campaign with more
confidence by testing small lists, then building to larger lists.
Advertising Management 35

Highly targeted: A business can purchase mailing lists of potential customers

through a mailing list distributor such the Direct Marketing Association or Dun
and Bradstreet. For example, a small vitamin storeowner can order lists of people
who buy vitamins or health products in her market. She can then prepare a direct
mailing in hopes of getting these customers to shop at her store.

Less competition.: Our advertising message does not have to compete with other
advertising messages. And, our competitors are less apt to know our current
strategy.

More personal: Not only can letters be personalized via mail-merging

techniques, but we can use more informal language in writing our letter and we
can direct our letter to the specific interest of the reader.

Enhance newspaper advertising: Build on customer awareness by

complimenting our print advertising with the impact of targeted mail.

Easy to respond to: The inclusion of an order card and return envelope makes it
convenient for the consumer to respond to direct mail.

List of loyal customers: Direct mail allows us to build and maintain a list of
prime prospects for our future direct mail campaigns.

Cost Effective: Direct-mail advertising is cost effective. Companies can easily

design colorful or eye-appealing brochures with their computers and desktop
software and have thousands of copies printed affordably by a print vendor.
Additionally, a company can mail out smaller quantities of a direct-mail
advertisement as a test. Once the company determines that the first mailing is
successful, it can increase the number of mail pieces in subsequent mailings.

Highly Flexible: Direct-mail advertising is highly flexible. A small company can

use postcards to market its wares to save on costs. Small manufacturers can also
include free samples of products in their mailings. A business owner can
generally include as much information as she desires in a direct-mail campaign,
depending on how much she wants to spend.
36

Unit – 4

Sales Promotion

Q.1 What is sales promotion? Also briefly discuss its merits & demerits.
Ans. Sales promotion is temporary incentives that a company uses to promote its
product resulting in inducing the customers to buy now. Sales promotion is one of
the crucial aspect of promotion mix.
According to William J. Stanton: ―Sales promotion is an exercise in information,
persuasion and influence‖.
Sales promotion comprise of:
1. To encourage customers to buy one brand over another by introducing samples,
coupons, discount etc.
2. To obtain trial purchase from customers
3.To stimulates sales force enthusiasm
4.To reinforce advertising
5.To outperform competition etc.

Merits of Sales promotion:

1. Promotion places the employees in a position where an employee's skills and
knowledge can be better utilized.
2. It creates and increases the interest of other employees in the company as they
believe that they will also get their turn.
3. It creates among employees a feeling of content with the existing conditions of
work and employment.
4. It increases interest in acquiring higher qualifications, in training and in self
development with a view to meet the requirements of promotion.
5. Promotion improves employee morale and job satisfaction. Ultimately it
improves organizational health.
6. It creates awareness of the existence of the product or service offered.
7. It can provide customers with information about the product that may be useful
to them, and therefore produces an incentive for them to buy your product,
or use your service.
Advertising Management 37

8. It also helps increase the market share.

Demerits:

1. It can be quite costly depending on the advertising medium we use; obviously TV and
radio advertising tend to be more expensive than advertising on notice boards or on
eBay.
2. Promotion also tends to be competitive. So no matter how much one spend on
advertising, if we've got many competitors (substitute products or services), and their
methods are more effective, then our promotion campaign may not work.
3. It asks for more responsibility and more stress; higher expectation demand for more
working hours.
4. It is not necessary that all the sales promotional measures will be able to bring in
desired results.
5. It is an expensive technique.
6. Promotional measures may have short-term impact on the customers.

Q.2 Explain the various ways of sales promotion.

Ans. 1.Buy back allowance: Dealers pay the buyback allowance at the first purchase of
the products. This allowance can be used at the next consequent purchases like
first allowance at the second purchase, second allowance at the third purchase and
so on. Therefore, it becomes a continuous activity and helps to retain the retailers
or the wholesalers.

2. Buying allowances: Manufacturers allow discounts on the purchase of

minimum quantity of products for specific period of time. It is paid in cash or can
be reduced for the purchase amount. Manufacturers must clearly tell the dealers
about the minimum quantity to be purchased. Producers use this technique for
introducing a new product in the market or clearing off the existing stocks. It is
generally a short term offer.

3. Free goods: Manufacturers provide free products on purchase of the specific

quantity of goods to the dealers. So, these dealers are able to get some products
free of cost.

4. Merchandise allowance: The manufacturers and the intermediaries agree upon

compensating the advertising efforts undertaken by them on the partial basis.
38

5. Cooperative advertising: Cooperative advertising is where the manufacturer

pays the advertising allowance to the middlemen for the products purchased by
them. This is generally done on a long term contract where the producers agree to
pay the advertising allowance. This is to induce the dealers to buy more of
products.

6. Sales contests: Dealers are often invited by the manufacturers to participate in

the sales contests conducted especially for them. This helps to encourage the
intermediaries to increase sales at their levels. Manufacturers can offer free
product supply, cash allowances, different kinds of incentives and gifts under this
programme to the dealers.

7. Free foreign tour: Dealers are given specific sales target to be achieved in a
certain period of time and on achievement of these targets they are gifted free
foreign tour. This helps to motivate the dealers to increase their sales and get this
incentive.

Q.3 How advertising is different from personal selling?

Ans.
Advertising Personal Selling
By using a variety of persuasive appeals, it Besides giving reasons in the form of
offers reasons to buy a product or service. different appeals, they offer incentive to the
consumers to buy the product or service
Eg: Good Network, Promises and Delivers.
now.
For new users, HUTCH number is given
free for 1 month & sms is free for 3
months.
Appeals are emotional or functional in Appeals are rational
nature. It justifies whatever it says.
Eg: the current ad of "Wherever you go,
our network follows"
Time-frame is long term. Time frame is short term.
The primary objective is to create an To get sales quickly or to induce trial.
enduring brand image.
Indirect and subtle approach towards Direct in approach to induce consumers to
persuading customers to buy a product or buy a product or service immediately by
service. temporarily changing the existing price-
Advertising Management 39

value relationship of the product or service.

Advertising is a paid form of mass Promotion is a short term strategy. The
communication which can take a form of main objective of doing promotion is to
television, radio, magazines, newspaper, build the sales in the short term. Brand
and internet placements. Its goal is not only building also occurs as a result of
to increase in sales in a short to mid-term promotions. Promotions include things like
but also to strengthen the brand image of giving free samples, special events or
the company and its products and services offers, providing discounts or coupons, etc.
to develop long term sales and consumer
loyalty.
Advertising and Promotion also have similarities and these tools of marketing
sometimes support each other like advertising campaigns use promotions too so
as to make the overall success of the campaign greater.

Q.4 Discuss the nature of sales promotion and also its role in economy?

Ans. Sales promotion is a short-term marketing strategy designed to achieve a specific

purpose. Sales promotion differs from advertising in that its intent is to create a
sense of urgency to encourage immediate action as opposed to building sales or a
brand over a long period of time. Sales promotion may take the form of a
temporary price reduction or a campaign to introduce an item.

Nature of sales promotion:-

1. Irregular / non-recurring: Sales promotion is an irregular and non-recurring
activity to increase the sales & this technique is used for specific situations only
such as decline in demand, fall in profit, acute competition in the market or during
the introduction of new product in the market
.
2. Target- The target for producer‘s sales promotion may be middleman, end
users,
household or business users or the producer‘s own sales force. Middleman sales
promotion at their sales people or prospects further down the channel of
distribution.

3. Motivation & extra incentive- Sales promotion involves some type of

incentives
that offer a reason to buy. This incentive is usually the key element in a
40

promotional program & is an effort by which consumers, traders and sales force
are motivated towards maximum sales.

4. Acceleration tool- sales promotion is designed to speed up the selling process

&
maximize sales volume.

5. Immediate impact- Sales promotion can be implemented quickly & gets sales
results sooner than advertising sales promotions offers an incentive to buy now.

6. Objective- The objective of sales promotion is to establish a link &

coordination
between the activities like advertising, personal selling, publicity etc. sales
promotion bridges a gap between advertising and personal selling.

7. Non media activity- Sales promotion is referred to as a non media activity as

sales
promotion is differentiated from advertising & publicity & also includes them as
part of the overall promotions mix.

8. Strategic role- Because of the immediate nature of the impact, sales promotion
have been thought of as merely this view is changing and the strategic role of
sales promotion and their integral role in the promotional mix are being
recognized.

9. Planned activity- The fact that sales promotion can be effective throughout the
life
of a brand shows their strategic role. Sales promotion activities should be planned
well to stimulate sale.

10. Versatile- Sales promotion is extremely versatile. The different forms of sales
promotion are capable of being used with various groups & designed to achieve
different effects. Sales promotion can be useful throughout the product life cycle.

11. Means of marketing communication- It is an important means of

communication
by which views & ideas of consumers about the products & services are
exchanged with the producers regularly.
Advertising Management 41

12. An element of promotion mix- Sales promotion is one of the important

elements
of promotion mix, other than advertising, personal selling and publicity.

13. Universal activity- It is a universal activity adopted by all the economies of

the world in their sales efforts.

Role of sales promotion:-

1. To popularize goods and services of the producer among the potential

consumers
& to motivate them towards larger purchases.

2. To motivate the existing customers for maximum purchase.

3. To maintain the sales up to normal level even during seasonal vacations &
during
the declining stage of PLC.

4. To increase goodwill of the firm.

5. To educate customers/dealers & salesmen about the techniques of sales

promotion.

6. To simplify the efforts of sales force & motivate them for larger purchase.

7. To stimulate maximum sales on special occasions such as Diwali, religious

festivals & other such occasions.

8. To search for a new market & to introduce new products in to the market.

9. To counteract competition.

10. To facilitate coordination & proper link between advertising and personal
selling.

11. To promote larger sales in certain specified segments of market.

12. To present a counter promotional program against the competitors.

42

13. To develop patronage habits among customers.

14. To prove the product better in quality & users.

Q.5 Why sales promotion is important? Discuss.

Ans. Importance of sales promotion:-

Sales promotion is an important component of the marketing program . It can be a
specific tool of the promotion. Quality sales promotion provides advantages to the
various groups described below:-
1. Importance to consumers
2. Importance to producers.
3. Importance to middlemen.
4. Importance to society & nation.

1. Importance to consumers:-
(i) Availability of new products- It is easy to sell new products with the help of
sales promotional tools. Hence the producers are encouraged to bring new
products.

(ii) Various rebates & free discounts- Sales promotions offer various incentives
like rebates & free discounts, free samples which helps to stimulates sales &
purchase.

(iii) Thrill in life- The various incentives contents samples, demonstrations, fair
and exhibitions create thrill and joy in consumer‘s life and the relish these
beneficial offers.

(iv) Low price- Sales promotion increases sales volume and reduce the unit cost
of production & thus the prices reduce & it benefits consumers.

(v) Increase knowledge- Sales promotion increases the knowledge of the

consumers with regard to the uses, operation & maintenance of the product.

(vi) Provide higher standard of living.

(vii) Buying confidence- Sales promotion tools provide the consumers an

opportunity to understand the product. This creates a buying confidence among
consumers. They may
take better buying decisions which ultimately increases their satisfaction level.
Advertising Management 43

(viii) Minimize exploitation- The promotional plan creates a better knowledge

about the products, their uses & quality. As a result, the seller can‘t exploit the
consumers.

2. Importance to producers:-

(i) Increase in sales- Sales promotion attract consumers & stimulate them to make
larger purchaser.

(ii) Improve effectiveness of Media Activities- the sales promotions plans make
the advertisement & other media activities more effective to achieve the sales
largest these
give pulling power to ads.

(iii) Help personal selling- sales promotions supports personal selling process the
salespersons can use demonstrations , distributions to free samples , contest
methods to push the sales. Sales promotion aimed at company‘s own sales force
might motivate salesmen to get new costumers, selling a product.

(iv) Increase regular sales & seasonal products.

(v) It helps in increasing goodwill of the firm.

(vi) The various promotional incentives offered to the dealers help to achieve
cooperation from them to sale the products & to maintain maximum stock with
them.

(vii) It is an effective step to face the competition.

(viii) It helps in increasing the demand of new products.

(ix) It helps in maintaining existing customers.

(x) It creates a trusting attitude among customers. Free sample & functional
demonstrations creates a faith in the use of merchandise which results in longer
sales.

3.Importance to middlemen / dealers:-

44

(i) Facilitates longer sale.

(ii) By operating various sales promotional plans, manufacturers provide various

type of helps such as rebates, trade discounts, gifts, rewards to dealers & resellers.

(iii) A direct relationship between the dealers & the customers are established
through the sales promotion techniques which will continue for a long term.

(iv) As the cost of each deal is reduced the profits of dealers are also increased.

4. Importance to Society/Nation

(i)Employment opportunities: Many unemployed young men & women get good
opportunities to earn their livelihood through sales promotion.

(ii)Helpful for all sections: Under sales promotion, the customers are offered
many incentives. Taking advantage of this opportunity, every section of society
can purchase things according to their needs and more particularly the customers
with weak economic status can fulfil their needs easily.

Q.6 What are the functions performed by a sales promotion department?

Ans. The success of modern business largely depends on the functions of sales
promotion department. Sales promotion department becomes more important as
there exist a buyers‘ market in place of a seller‘s market.

The functions & responsibilities of sales promotions department have been

described by Alfered Ghoss & Haughten in 3 ways:

1. To establish coordination with other departments.

2. Assisting functions towards dealers.
3. To motivate the customers.

Usually the sales promotions department undertakes the following functions:-

1. Planning for sales promotion company: The primary function of the sales
promotions department is to make long term & short term planning for
undertaking promotional programs. This is done by evaluating the various factors
such as market condition, level of competition, demand & supply situation etc.
Advertising Management 45

2.Assistance to top executives-The sales promotions department provides various

information to top executives & give assistance in related matters for decision
making.

3.Coordination & liaison with other departments-The sales promotion

department regularly coordinates with other departments such as advertising, sales
force management, packaging, publicity etc. The value promotion is coordinated
in view of the travelling schedule of salesmen, sales presentation etc. Sales
promotion department is also associated with production, finance, training
departments of the organization & established coordination with these
departments from time to time.

4. Sales promotion research-In order to make sales promotion program more

effective , the S.P. department undertakes surveys & evaluates the information
gathered to know about the changing values, traditions, culture , consumers
behavior & public opinions.

5. Execution of sales promotion program -The sales promotion department also

execute programs design for consumers, dealers & the various advertising &
promotional agencies, PR officers, distributers & exchange ideas with them. It
organizes sales exhibitions, trade fairs, contests etc, from time to time.

6. Provides training to the sales lesson -The sales promotion department trains the
salesmen about the company , its products , promotional incentives being gives to
buyers. The department also gives introduction about company‘s policies & plans.

7. Evaluation of sales promotion: sales promotion department evaluates the

planned promotional program & with the help of these promotional plans, data are
collected & it is analyzed to find out the effectiveness of the program. Consumes
survey, consumer panels gives a clear picture of the various sales promotional
tools.

8. Assisting dealers / middlemen to make advertising more effective-dealers also

deal with advertising of the various products. The sales promotion department
helps in producing training to the salesmen, to promote dealer interests etc. The
sales promotion department also decides on with best advertising messages,
copies & media for their products.
46

Q.7 What is the role of sales promotion in shortage economy?

Ans. There are three types of world economy: - developed, developing & under
developed (Shortage economy) . In an economy of shortages, the availability of
goods & resources are shorter or lesser than their demands.

Limitations of a shortage economy-

1. Under developed in economic aspects.
2. Natural resources remain untapped.
3. Restricted development of industrial activities.
4. Lower standard of living of people .
5. Shorter supply of product & resources.
6. Slow growth of capital formation.
7. Limited opportunity for employment.

Economists say that development of economy is possible only when there is

increased
sale. Therefore sales promotion is considered to be the tool for stimulating the
sale.
Also, in a shortage economy, seller‘s market is dominant whereby seller takes the
advantage of the situation & creates situations of unfair trade practice. Thus, sales
promotion can stop this situation of unfair trade practice & thus the economy will
grow
through the production of new items copy setting products of new industries &
industrial
units & this way the wheel of economy development might move faster & can
create a
surplus situation in an economy of shortage.
Advertising Management 47

Unit – 5

Types of Sales Promotion

Q.1 Discuss the promotional tools aimed at internal organization?

Ans. Promotional of internal organization concern with the steps to be taken for
sound promotional programs. The elements of internal promotion are as follows-

1) Approval of promotional philosophy:- The success of a promotional program

depends on the attitude of the top management. There for a promotional program
requires the approval of the top management. The manager has to make a cost
profit analyses so that top management appraise him about the profitability of
program.

2) Product department for marketing:- Quality of a product is responsible for

the success of sales promotion program. As the customers are quality conscious
and he always makes a comparison with that of competitors product before taking
the final decision of purchase. Therefore the product manager should
continuously
work on improving the features of the product.

3) Coordination with advertising department:-It is the advertising department

that make the ground for the sales by giving product knowledge among the
distributers as well as potential customers. When the frequency of the
advertisement is reduced then the sales promotion‘s frequency starts increasing.
Therefore a co-ordination has to be made with the advertising department.

4) Coordination with sales department:- Sales promotion program can be

successful if a proper exhibition is established with the sales department. Its
includes arranging and organizing sales meetings and conferences, organizing
contest, sales exhibition, travelling to sales personal etc.

Q.2 What are the different sales promotional tools useful for dealers?

Ans. These promotional tools are targeted to marketing intermediaries such as

48

Whole salers, retailers, distributers or agents who stock the manufactures

products for sale sales promotion directed at the trade helps push a product into
the distribution channel until it reaches customers.

Here are the most common types of trade promotion tools:-

1) Point of purchase displays:- A manufacturer designed display distributed to
retailers who use it to draw the customers attention to product promotions is
called as pop displays. Pop includes passion racks, display cartoons, banners,
signs, price cards, mechanical product, dispenses etc.

2) Incentives: - Incentives to members of trade include awards in the form of

travel, cash bonus, gifts etc. another form of trade incentive is referred to as push
money. Push money is carried out through a program in which retail sales people
are offered a monetary reward for featuring a marketers brand with shoppers.

3) Trade allowance: - Trade allowance is probably a discount or deal offered to

retailers or whole sales, to encourage then to stock display the manufacturers
product Types of allowances offered-

(i)Advertising allowance: - In this method, actual expenses or certain percentage

to purchases made, are not met by the producer. Instead an allowance is paid to
the dealer toward advertising expenses.
(ii) Promotional allowance: - Certain items which help in advertising and
publicity are distributed to retailers free of cost. Such novelties include pens,
calendars, paper weights, bill books, bags, diaries, memo pads etc.
(iii)Display allowance:- The producers who don‘t provide display material to
dealers, provide them with display allowances.
(iv)Buying allowance/Price off allowance:- The price of allowance is given on
purchase made during a specified period of time directly from the producer. This
encourages larger purchase from the producer.
(v) Brand deal allowance: - Such allowances are given to those middlemen who
deal exclusively with a single brand.
(vi)Buy back allowance:- It is a sum of money given to the reseller for each unit
brought after an initial deal is over.

4) Sales training program: - Another form of dealer promotional tool is sales

training program. Salesmen at the retail level need to be trained about the features
of the product, benefits, advantages of different models/brands etc. cosmetics,
appliances, computers, electronic products are examples for which consumer rely
on trained sales staff.
Advertising Management 49

5) Trade shows:- Trade shows are certain activities designed where manufacturer
can display their products to current as well as prospective buyers. They are
attended by retailers to distributers and involve demonstrating products,
identifying prospectus and gathering customers. Trade shows are particularly
valuable when a new product is introducing in to the market many companies use
trade shows to entertain key customers and to develop and maintain relationship
with them.

6) Cooperative advertising:- In this method the dealer and the producer both
jointly share the expenses of advertising. Either the producer may bear a fix
amount of the advertising expenses or certain percentage to the purchase made by
the dealer in a year.

7) Free merchandise:- Free merchandise is sometimes offered to resellers who

purchase stated quantities of the same or different products.

8) Sales contests:- Sales contests are organized for dealers also on the basis of
highest sales achieved by dealers during a specific time period. Prizes, certificates
are issued to such dealers and such contest hence motivates the dealer for longer
purchases.

9) Retailer kits:- Materials that support retailers selling efforts are retailer kits.
The kits contain supporting information such as detailed product specification; ad
slicks- print ads that are ready to be sent to the local print media.

10) Advertising and display aids:- Some of the aid are –

(i) Local news paper advertising:- Advertisements in local news paper
specifying name, contact no. and address of dealers, helps the people to know
about the dealers in town.
(ii) Direct mail advertising:- In this the producer sends various advertising and
publicity material to dealer by mail. This includes reply cards, calendars, diaries,
folders, house magazines, order book, hand bills etc.
(iii)Outdoor advertising:- Producers provide banners, sign boards, posters, bill
boards, holdings to dealers at their own cost.
(iv)Organizing fashion shows:- Some companies organize fashion shows in big
cities to promote their products. This is also an encouragement to dealers.

11) Sales assistance:-

(i) Building up sales plan:- Producers extend help and express
50

knowledge to wholesalers and retailers in building up sales plan, formulating

strategies & sales program. This helps the dealers to increase their selling skills.
(ii) Sales meetings: - Producers organize sales meeting for distributers to provide
knowledge about new products, sales policies and sales plan.
(iii)Buy back guarantee: - Producers sometimes gives buy back guarantee to
dealers for the goods that have not been sold by them. Thus goods are sold to
dealers on sell or return condition.
(iv)Special trade terms:- Middlemen/Dealers are encouraged by special trade
terms which may be related to price, payment, credit, allowance, financial
assistance balance of stock etc.
(v) Special services:- Producers also offer special services to dealers which
include packaging, categorization of products, dealer listing.
(vi)Credit facilities:- Producers provide short term credit facility to dealers to
motivate them to have maximum stock of the goods.

12) Management assistance:- It includes –

(i) Providing knowledge about management techniques.
(ii) Advice towards policy matters.
(iii)Guidance in setting up internal organization.
(iv)Sales management process.

Q.3 What are the different tools of sales promotion for consumer promotion?

Ans. This sales promotion is aimed at final consumer or users. Consumer sales
promotion used by retailers are aimed at attracting customers to specific
locations. The consumer promotion tools are-
1) Sample-Samples are offer of a trial amount of a product generally 84%
consumer package goods marketers use sampling as part of their promotion
strategy. by offering free samples , a company gains entry into that market , soaps
, detergents , toothpastes, shampoos, conditioners are examples of few products
that are normally popularized through free samples. Free samples are distributed
for several reasons: To stimulate trial of a product to increase sales volume in the
early stages of PLC, to obtain desirable distribution. The samples can be
distributed through in store sampling (food products and cosmetics), door to door
sampling, mail sampling, (through postal service), news paper sampling, mobile
sampling, on package sampling, professional sampling(drugs).

2) Premiums: - Premiums are goods offered either free or at low cost or an

incentive to buy the product. Premiums are offered as bonus, prize, gifts or other
Advertising Management 51

free offers. Premium can be used to boost sales to attract competitor‘s customers,
introduces different products.
E.g.:- Aqua fresh toothpaste- At the launching of Aqua fresh toothpaste
offered two tubes at the price of one.
Colgate offered 125gm. tube for the price of 100 gm.
Santro- book year Santro today & take home a world space Hitachi digital radio
receiver worth Rs. 4990/- free.

3) Contests:- Contests of various kinds constitute widely used sales promotion

tools. There are consumer contest which are open for all, consumer contest are
given wide publicity to attract the participation of the widely scattered consumer
base. consumer contest take a variety of forms- Quiz contests, beauty contest, car
rallies, scooter rallies, suggesting a logo etc. Contests can be divided in to 2 broad
categories- Skill competition & sweepstakes. One form of sweepstakes is a game
& scratch off cards with instant winners & prizes are an important promotional
tool. E.g.:
(i) Nescafe shake contest – Nescafe shake contest offered Rs. 5 lacks as total prize
money with Rs. 1 lack for the first prize. The total number of prizes ran to 21000.
The contest had a specific objective to make consumers aware of Nescafe as a
cool summer drunk in addition to this traditional image of a hot beverage.
(ii) Cadbury‘s family contest- Cadbury announced fabulous prizes round the
world, economy class are ticket for two adults & two children plus Rs. 1 lack in
prize money. The participant has to submit a minimum no. of cadbury‘s wrappers
& coin a jingle to participate in the contest. The campaign helped to increase the
sales.
(iii)Lakme – Create your own shade contest – Lakme lever held the to elle 18,
Create your own shade contest for the target audience of elle 18 range of colors
cosmetics & fragnances. The participants were required to create own shades. The
winner created a sparkling blue shade & later Lakme launched the new shade in
the market.
(iv)Pepsi contest for children – Pepsi ran a contest among children to promote its
potato chips brand ruffles. Nearly 500 children from a school were collected 30 of
them were picked to speak for a minute the winners were given ruffles. Pepsi had
covered 250 schools and 125000 students across the country spending Rs. 2 lacks
only.

4) Demonstration:- Companies resort to product demonstration for sales

promotion especially when they are coming up. With a product new to the market.
In India products like beverages, washing powders, electronic product have
utilized product demonstration as a tool of sales promotion. it may be-
52

(i) Demonstration at retail store.

(ii) School demonstration.
(iii)Door to door demonstration.
(iv)Demonstrations to key people.

5) Coupons:- Coupons are certificates which offer reductions to consumers for

specified items. Coupons distributed through newspaper, magazine advertisement
or by direct mail. Coupons facilitates the customer to exploit the bargain and they
also serve as an inducement to the trade for stocking the items.

Types of coupons-
(i) Instant redemption coupon- Consumers can immediately redeem
the coupon.
(ii) Bonus back coupon- Coupons can be placed inside packages so that
customer can‘t redeem them quickly.
(iii) Scanner delivered coupon- Firm can issue coupons at the cash register.
These are triggered by an item being scanned.
(iv) Cross ruffling- It is the placement of a coupon for one product on another
product. E.g. a coupon for an onion sauce placed on a package of potato
chips is a cross scuffling coupon.
(v) Free standing inserts coupons can be delivered to consumers through news
paper
(vi) In store couponing- Coupons are distributed in a retail environment.

6) Trade fairs and exhibitions they form one of the oldest practices of sales
promotion. Trade fair & exhibition provide companies with the opportunity for
introducing and displaying their products. This brings the company‘s product and
the consumers direct contact with each other. Trade fairs have become a handy
and effective tool of sales promotion. Orders and enquiries worth billions get
generated at international trade fairs.

7) Discounts and price of E.g. 20% off on levis 10% on Tanishq.

8) Free gifts/Gift cards- Companies also give gifts to consumers, dealers and key
people. These gifts include pens, diaries, table, decoration. Gifts normally carry
the company‘s name and logo. The gifts are intended to create goodwill towards
the company.
Advertising Management 53

9) Exchange schemes/Money back offers- This is the latest sales promotion tool
in consumer disables market. E.g. Akai exchange scheme- Bring in your old
colour TV with remote. Videocon money back offer.
Philips- 5 in 1 offer.- Philips TV, 2 in 1, Mixer, grinder, rice cooker at an
attractive price. Sponsoring the games and teams- Many companies like reliance,
Pepsi, Pantaloons, Maruti sponsor different games and sports in the country and
abroad.

Q.4 What are the tools of sales promotion used for business and industrial goods?

Ans. Sales promotion is targeted for business and industrial goods also Industrial
products differ with that of consumer goods. The tools which are used are-

1) Trade shows:- The industrial products are displayed and demonstrated to the
members of trade and industry. The representatives explain about the products.
The trade shows can be useful for smaller firms which can‘t much in advertising
and also salesman can make for more contacts. Trade shows are important rules
for reaching potential wholesalers & distributor‘s for a company brand.

2) Business gifts:- These gifts are given as a part of building and maintaining a
close working relationship with suppliers business gifts may include small items
of jewellery, watch, electronic items, expensive trips.
3) Trial offers:- Trial offers are particularly well suited to the business and
industrial market. Trial offers provide a way for buyers to lower the risks of
making a commitment to one brand over another. Trial offer is a good way to
attract new customers who need a reason to try something new.

4) Frequency program:- high degree of travel associated with many business

professionals make frequency programs and an ideal form of sales promotion for
the business and industrial markets. This can be used in airline, hotel and other
industries.

5) Coupons: - Coupons are used in business to business sector. Coupons must

reach the hands of a purchasing against or someone who has the authority to make
decision.

6) Contest and sweepstakes: - As like in consumer promotional methods.

Customer methods. Business buyers are also interested in winning prizes as are
customers in other situations.
54

7) Sampling:-- Sampling is an excellent method to encourage a business to buy a

product. E.g. producing a sample in the area of process materials has the
advantage of giving the engineers an opportunity to analyze the materials to see if
it meets their standards. Through analysis they may find that the material is
actually superior to the product they currently use.

8) Bonus picks: - offering a prospective a bonus pack may attract new users as
price is a negotiated item in our B2B sector price of discount can be offered by
vendors seeking to obtain a new business contract.

9) Other tools:- They may include demonstrations, free training, warranties,

credit faculties maintenance services, films, publicities and audio visual aids.

Case Studies
CASE -1
Nike’s “Just Do It” Advertising Campaign
According to Nike company lore, one of the most famous and easily recognized
slogans in advertising history was coined at a 1988 meeting of Nike‘s ad agency
Wieden and Kennedy and a group of Nike employees. Dan Weiden, speaking
admiringly of Nike‘s can-do attitude,
reportedly said, ―You Nike guys, you just do it.‖ The rest, as they say, is
(advertising) history.
After stumbling badly against archrival Reebok in the 1980s, Nike rose about as
high and fast in the ‗90s as any company can. It took on a new religion of brand
consciousness and broke advertising sound barriers with its indelible Swoosh,
―Just Do It‖ slogan and deified sports figures. Nike managed the deftest of
marketing tricks: to be both anti-establishment and mass market, to the tune of
$9.2 billion dollars in salesin 1997.—Jolie Soloman ―When Nike Goes Cold‖
Newsweek, March 30, 1998 The Nike brand has become so strong as to place it in
the rarified air of recession-proof consumer branded giants, in the company of
Coca- Cola, Gillette and Proctor & Gamble. Brand management is one of Nike‘s
Advertising Management 55

many strengths. Consumers are willing to pay more for brands that they judge to
be superior in quality, style and reliability. A strong brand allows its owner to
expand market share, command higher prices and generate more revenue than its
competitors. With its ―Just Do It‖ campaign and strong product, Nike was able to
increase its share of the domestic sport-shoe business from 18 percent to 43
percent, from $877 million in worldwide sales to $9.2 billion in the ten years
between 1988 and 1998. Nike spent $300 million on overseas advertising alone;
most of it centered around the ―Just Do It‖ campaign. The success of the
campaign is that much more remarkable when one considers that an estimated 80
percent of the sneakers sold in the U.S. are never used for the activities for which
they have been designed. Nike‘s marketing tactics in the ‗80s, and in particular its
campaign against Reebok, gambled on the idea that the public would accept
sneakers as fashion statements. Nike later cashed in on the jogging/fitness craze
of the mid 1980s, during which its ―Just Do It‖ campaign expanded to attract the
female and teenage consumer, in addition to the stalwart 18 – 40-year-old male
consumer. (Nike was losing ground to Reebok during this time, thanks to the
explosion of RES3:990108 2 aerobics.) Phil Knight, the founder and CEO of
Nike, suffused his company and ads with the idea of the intense, inwardly focused
competitor. The ads rarely focused on the product itself, but on the person
wearing the product.

Heroes and hero worship abound on the Nike campus in Beaverton, Oregon. The
―Just Do It‖ campaign seemed to capture the corporate philosophy of grit,
determination and passion, but also infused it with something hitherto unknown in
Nike ads—humor. Nike had always been known for its ―detached, determined,
unsentimental‖ attitude. ―In a word, [Nike is] cool.‖ The new ads retained that
attitude, but several of the original 12 ―Just Do It‖ ads incorporate jokes, explicit
and implicit, to make their point. The Bo Jackson ad stands out. Jackson is seen
working out at several different activities, joking while on a bike machine, ―Now
when is that Tour de France thing?‖ and after slam dunking a basketball
contemplates ―Air Bo.‖ ―I like the sound of that,‖ he says. The ―Just Do It‖
campaign received mixed ratings, ranging from ―an instant classic‖ to
―sociopathic.‖ One critic went so far as to say the ads were ―an
impatientbordering- on-contemptuous exhortation to the masses. Cool is one
thing. Poverty of warmth is another.‖ Eventually the campaign was credited with
embracing not just resolve and purpose, but also the ―beauty, drama and moral
uplift of sport—even, every now and then, fun.‖ Linking the Campaign to
Consumer Needs
Through its ―Just Do It‖ campaign, Nike was able to tap into the fitness craze of
the 1980s. Reebok was sweeping the aerobics race and gaining huge market share
56

in the sneaker business. Nike responded to that by releasing a tough, take-

noprisoners ad campaign that practically shamed people into exercising, and more
importantly, to exercising in Nikes. The ―Just Do It‖ campaign was also effective
in reassuring consumers that the brand they picked, Nike, was a quality brand.
This was most effectively portrayed by celebrity sports figures such as Bo
Jackson, John McEnroe and later, Michael Jordon. If Michael Jordan can play an
entire NBA season in a pair of Nikes, certainly the average weekend warrior can
trust the shoes‘ durability. Celebrity endorsements also appealed to the
consumers‘ sense of belonging and ―hipness,‖ as Nike became a self-fulfilling
image prophecy: if you want to be hip, wear Nike; if you are hip, you are
probably wearing Nike. The ―Just Do It‖ campaign was able to turn sweaty, pain-
ridden, time-consuming exercise in Nike sneakers into something sexy and
exciting. Perhaps most importantly, even those who were not in fact exercising in
Nikes (the vast majority) still wanted to own them. By focusing on the aura and
image conveyed by the fitness culture, Nike was able to attract those who wanted
the image without incurring the pain. Linking the Campaign to Strategy Nike was
in a tough spot in the late 1970‘s. It was being swamped by Reebok‘s quick
initiative on designing aerobics shoes and needed to respond dramatically and
forcefully. It could be argued that the ―Just Do It‖ campaign was not only about
sneakers but about Nike‘s own renaissance. No longer content to be the choice
running shoe of a few thousand marathoners and exercise nuts, Nike wanted to
expand its operation to target every American, regardless of age,gender or
physical-fitness level. ―Just Do It‖ succeeded in that it convinced Americans that
wearing Nikes for every part of your life was smart (the shoes are designed for
comfort) and hip (everyone else is wearing them, you too can belong to this
group.) Nike took its own advice and ―Just Did It‖ by directly attacking Reebok in
the sport-shoe market.

Why Was the Campaign Successful?

The timing of this campaign could not have been better. Americans were buying
exercise equipment at a record pace in the mid 1980s, and body worship was at an
all time high. Nike tapped into consumers‘ desire for a healthy lifestyle by
packaging it into a pair of $80 sneakers. The ads were often humorous, appealing
to the cynic in all of us, while imploring consumers to take charge of their
physical fitness. The ads made starting an exercise regime seem like a necessity,
and the way to start exercising was to buy Nike merchandise. More importantly,
by owning Nikes you were instantly a member of a desirable group. The
campaign was easily identifiable (to the point that Nike eventually did not even
bother to display the word ―Nike‖ in commercials—the swoosh was enough) and
stayed true to its message.
Advertising Management 57

$10, 000 will be directed at radio advertising. Internet advertising transactional

and informational website will have a total budget of $75,000 sales promotion
plus trade shows that will be aimed at advertising the product through direct
contact with the clients will total to $880,000. Direct mail that will be sent to
selected clients as a way of advertisement plus brochures and collateral material
will amount to $90,000. The money that will be used in direct staffing of both
promotional and other staff members will amount to $165,000. The budget
allocated to this department will be used to see to it that the products are well
advertised within the country and community (Kerin & Peterson, 2007).

Case Study 2: How Colgate Used Online Video, Social

Media and Mobile to Drive Engagement and Purchase
Intent
Colgate-Palmolive had a unique marketing challenge in launching Colgate
Wisp, its new mini disposable toothbrush. Colgate began introducing the mini
brush in April 2009 with help from Big Fuel, a social media marketing agency.
The mini brush created a new product category for Colgate and meant marketing
to a young, urban target—18- to 25-year-old men and women—a demographic
the personal care giant doesn‘t typically focus dedicated attention on. It was clear
that the company needed to figure out how to introduce the product into relevant
conversations and contexts where its college student and young professional
target hangs out.
Challenge: Colgate wanted to get Wisp into the hands of young, urban consumers
who are active daters. The audience is active and mobile and dating opportunities
can be created in an instant via text. ―Wisp is almost a brand new product
category,‖ said Avi Savar, Founding Partner and CEO of Big Fuel. ―It‘s an on-
the-go product. The biggest challenge for us was making the product and brand
relevant to the young consumer market.‖
Not surprisingly, Colgate turned to social media to help it launch a multi-pronged
campaign. But who wants to ―friend‖ or follow a disposable toothbrush on
Facebook? Colgate and Big Fuel tackled the challenge by conducting a lot of
58

research. Big Fuel worked up several creative strategies and testing the concepts.
―We wanted to know, what does this product represent or mean to the audience?‖
Savar said.

Typically, Colgate talks to moms, but with Wisp, the marketer knew it needed
unique social media components to introduce the product and seed interest. Big
Fuel worked closely with Y&R and VML, Colgate‘s creative and digital agencies
respectively on the TV campaign, microsite, online banners and social media
elements.
Strategy:Big Fuel came up with a ―Be More Kissable‖ creative platform that
positioned Colgate Wisp as a kind of technology advancement that it believed
would connect with the target audience. The idea centered around self-
confidence: ―Everyone wants to be more kissable not just within the context of a
physical kiss, but all the time. Feeling kissable is about feeling confident. From a
social media standpoint, we thought it was a good platform,‖ Savar explained.
Colgate thought so too.
The concept, one of four that Big Fuel developed, was tested in four different
markets. The linchpin involved creating irreverent online video content and
syndicating it on YouTube and other video-sharing hubs. Along with a strategy
focus on online video, Colgate Wisp developed a Facebook application and a Be
the Face of Wisp photo contest.
At the heart of the strategy—online video. Big Fuel developed a series of viral
videos, partnering with eight different publishers including CollegeHumor and
YourTango and Web celebrities like Kip Kay, known for his how-to and prank
videos, to syndicate the content. It released eight wacky videos targeting niche
interests among the target audience, contextually integrating Colgate Wisp into
how-to, comedy and talkshow-genre video content. The goal was to achieve a
seamless content integration with no heavy brand sell. Online video syndication
offered Colgate the potential to scale its vast consumer target.
The photo contest sought to identify the most kissable person in America:
Participants who entered the contest uploaded a photo to colgatewisp.com and
received a widget that enabled friends to vote for them. The widget was shared
via the Facebook and MySpace networks and via the microsite. ―It was like a
syndicated version of ‗Are you hot or not?‘, Savar said.
Big Fuel turned the contest into a social experience by enabling the widget to
syndicate the photo content. Participants uploaded their photo, chose a specific
Wisp color and placed it in the photo as an overlay. The contest enabled
segmentation by geographic area as well. For example, when a man entered the
contest, he could choose to look only at women in Chicago who entered the
contest and decide whether they were kissable or not. On average, Big Fuel
Advertising Management 59

reports that there were 11 votes cast per person or one individual voting on 11
different people.
To drive brand engagement further, Big Fuel created a Facebook app called Spin
the Wisp. Once the app was installed, it had the names of the consumer‘s
Facebook friends. Consumers could have the app randomly pick Facebook friends
for the game or they could handpick up to 16 people to fill it. The Wisp landed on
exotic locations and flavors—a woman could send a virtual kiss from Paris to her
crush. Spin the Wisp became a novel way to flirt.
Results: Big Fuel reports that a Real Life Twitter video produced with
CollegeHumor netted more than 1.7 million plus views. The video featured man-
in-the-street style interviews by a standup comic who walked around blurting out
things like: ―I just found this new wisp. Anybody want a kiss?‖
The Kip Kaye video ―Quick Draw Gadget‖ in which Kip constructs a quick draw
gadget out of a Colgate Wisp, has generated more than 1 million views. In total,
the eight videos in the ―Be More Kissable‖ series racked up more than 4.1 million
views on YouTube as of late June 2010.
The two most recent videos for Colgate Wisp are College Humor POV ―New
Year‘s Eve‖ which logged 1,255,872 views and Michelle Phan‘s ―Kissable Lips‖
video which has 1,791,352 views as of late June. All the videos were seeded on
multiple video-sharing sites.
The game saw a 10% click-through rate. Each time someone received a virtual
kiss, they got a notification that appeared on their wall. The 10% click-through
rate was based on the total number engagements vis-à-vis the notifications.
The average number of spins per install on Spin the Wisp was 7.6. There were
more than 100,000 engagements and 40,000 + installations of the widget and
more than 1 million unique impressions of the widget. There were 500,000 views
of a faux Wisp infomercial.
Overall, as of May, 2010, Big Fuel reported 6 million+ total engagements with
the Wisp campaign (widget installs, video views, game plays, pass-alongs). Big
Fuel considered ―engagement‖ as active participation, meaning someone played
the game, shared it, watched a video—there was a 10-second minimum on
viewing—and commented on a video, Savar said.
Key Takeaways: Colgate learned the value of what an engagement is, according
to Savar. ―It was the first time they ever measured anything based on
engagements. They are accustomed to the number of impressions.‖
Now, Colgate is working to extend the engagement metric to its more mature
brands. The brand has begun to understand what the value of video, game and
other content is vs. framing content only within the context of an ad buy, Savar
explained.
60

While the campaign was in the market for four months, the videos and game
continue to run.
Next Steps: Colgate has moved forward with content marketing and social
marketing for others of its product brands. Colgate shot new videos for the Wisp
product site and two additional viral video. The brand says it‘s looking to turn
customers into audiences and its brands into social identities.
The following mini-cases provide examples of businesses that have taken a
decision to re-brand an existing product in an attempt to boost sales or reposition
the brand in the eyes of the customer:

Sunny Delight re-launches with SClub

Procter & Gamble (P&G) has signed up pop group SClub (formerly S Club 7) for
a £2m summer promotion for fruit drink brand Sunny Delight. The partnership
with SClub is the cornerstone of a £12m Sunny Delight re-launch in 2002. It is the
first celebrity tie-up for the brand.
Buyers who save eight labels from Sunny Delight products will be able to send
off for an exclusive SClub CD. The CD includes a new track called Hey Kitty,
taken from the next SClub album, and also features interviews with the band
recorded for Sunny Delight on the set of the SClub television programme.
The promotion will be supported by a TV advertising campaign also featuring
SClub, and an SMS text messaging campaign.
Why has P&G needed to re-launch Sunny Delight? P&G were required to
reformulate Sunny Delight after a 35 per cent drop in sales following comments
from the Food Commission over the effect of the brand on children's health and
criticism that the product was packaged to look like a fruit juice.
The new Sunny Delight will be available in four sugar-free flavours and its
packaging has been redesigned.
Lego axes sub-brands by re-branding its entire product range
Lego is re-branding its entire product range and introducing a new slogan to
simplify what the Lego brand stands for. Lego says that in the past, consumers
have been confused by the different sub-brands, such as Lego Technic, Duplo and
Primo, and not realised that they were all part of the Lego group.
From the start of 2003 all products will be grouped under four new categories:
•Explore
•Make&Create
•Stories&Action
• Nex
Each of these new categories will be represented by their own set of colours.
The new product structure replaces the previous branding structure which largely
categorised Lego products by target age range.
Advertising Management 61

At the same time, a new slogan called "Play on", will come into effect, replacing
"Just Imagine". It is meant to represent the five values behind Lego: creativity,
imagination, learning, fun and quality.
Lego also plans to open a chain of branded retail stores, beginning with one in
Cologne and a second in Milton Keynes.
AA re-brands to emphasise the width of its product range
The AA (formerly the Automobile Association) has announced that it intends to
spend £22million on re-branding aimed at emphasising the width of its product
range.
In an effort to be seen as more than just an emergency breakdown service, the AA
wants to re-position itself as a multi-product business.

As part of the re-launch, a £12m advertising campaign will using the strap
line"Just ask". The advertising campaign will explain to consumers that the AA
provides 160 different products and services, including insurance, car servicing,
maps and travel books.
The new ―Just Ask‖ strap line will be carried on all the AA's communication,
including its web site, membership cards and direct mail.
The positioning will encourage the cross-selling of AA products, and the
company's call centres have been given technology to enable them to sell and
answer customer queries on all AA products.
The AA‘s previous strap line was "To our members we're the fourth emergency
service."

Case-3
Coca-Cola to re-brand 'diet' fizzy drinks
Coca-Cola in the UK is poised to change the brand names of Diet Fanta and Diet
Dr Pepper to Fanta Light and Dr Pepper Light.
The company is also launching a Fanta Icy Lemon Light variant in the UK before
the end of the year, which observers believe could be the springboard for the
change.
The re-branding is designed to bring Coca-Cola‘s UK product range in line with
branding across the rest of Europe. However, Diet Coke is expected to retain its
name as significant money has been invested in establishing the brand since its
UK launch in 1983.
Coca-Cola spent more than £4m on Diet Coke in the year to June 2002 (Source:
Nielsen Media Research). The brand is called Coca-Cola Light in France,
62

Belgium and other European countries. Coca-Cola brands Lilt and Sprite already
have "light"-branded variants in the UK.
A sales promotion was launched for the Diet Coke brand in August featuring an
instant-win, top prize of £100,000. All Diet Coke bottles are coloured silver for
the campaign and it has been supported with outdoor and press advertising.
case study-Coca Cola
Coca-Cola is, arguably, the world‘s most recognized brand, although Google and
Nokia will likely close in soon.And this 122 years old, it is definitely an iconic
brand, defined for the purpose of this story as one that has simply stood the test of
time.

Still—although it is valued at $65 billion (around Rs2.77 trillion) by UK brand

consultancy Interbrand Corp.—Coca-Cola is not an iconic brand in India. In its
present avatar, it is just 16 years old in the country, which it re-entered in 1992.

But CocaCola does own an iconic brand in India, Thums Up.

―Thums Up‘s invincibility underscores the fact that while some brands are
glorious, some are truly iconic,‖ says Y.L.R. Moorthi, professor of marketing at
the Indian Institute of Management, Bangalore.

Parle-G, Amul, Lifebuoy, Dettol, and Horlicks are some other brands that enjoy
the same inviolable rela tionship with at least some consumers. Age, competition,
brand clutter and changing consumption culture have not been able to dent their
equity among loyalists.

To be sure, every brand aspires to be an iconic brand, but only a few achieve the
goal. ―If there was a sure shot formula to building an iconic brand, every brand
manager would follow it to the hilt,‖ says Nabankur Gupta, founder CEO of
Mumbai-based consultancy Nobby Brand Architects and Strategic Marketing
Consultants. After all, which company wouldn‘t want its brand to live forever?

The process of creating an iconic brand is more intuitive than definitive, say brand
experts. Yet, there are some attributes that are common to all iconic brands. They
fulfil all the needs of their consumers—physical aspirations, functional
requirements or emotional needs—and they do it with consistency.

In the process, their custody shifts from the hands of the company to their
consumers. ―Every iconic brand is perceived as ‗my brand‘ by its consumers.
Advertising Management 63

It is they who own the brand, not some branding whizz-kid,‖ says Prasoon Joshi,
executive chairman of advertising agency McCann Erickson India.

Thus, even when a company that owns an iconic brand runs into trouble and finds
itself in a position where it is unable to spend as much time, money and effort on
the brand as it should, the brand doesn‘t suffer much. Loyal consumers continue
to relate to the brand even if there hasn‘t been an effective advertising campaign
that reinforces the brand‘s benefits .And they continue to buy into the brand.

That explains why some iconic brands, such as the Ambassador, retain their
lustre, albeit for a limited group of customers.

Case -4 Study Brand - Dettol

History: Owned by Reckitt Benckiser India Ltd
Status: A legacy brand, it was launched in India in 1932. Dettol has become the
generic name for the liquid antiseptic products category and enjoys 85% market
share in the segment. The brand today is present in various segments such as
soaps, hand wash, shaving creams and plasters.

Brand story: Despite its first mover advantage, it did not become a household
name from the word go. To break into the consumer space, the company launched
an aggressive advertising campaign in 1960.

―By 1970, 4.7 million Dettol bottles were sold and, over the next one decade, the
brand had penetrated into 40% of urban households in India,‖ says Chander
Mohan Sethi, chairman and managing director, Reckitt Benckiser India.

Dettol‘s reign in the market, though, has not been unchallenged. When UK-based
consumer products company ICI Plc. brought its flagship brand Savlon to India,
recalls Sethi, Reckitt Benckiser realized how serious the competition was—and
―Dettol went to consumers with even more forceful campaigns‖.

In the 2000s, the company‘s long-standing slogan, Strong enough to protect the
ones we love, changed to Dettol, be 100% sure. ―As a brand, Dettol has always
retained its standing on the anti-germ platform, although its portfolio has
64

expanded to suit the lifestyle demands of consumers,‖ says Suman Srivastava,

chief executive, Euro RSCG, the advertising agency for Dettol.

Case Study 5: Brand Parle-G

History: Flagship brand of Parle Products Pvt. Ltd
Status: Has a market share of 60% in the glucose biscuits category, worth about
Rs2,000 crore
Brand story: In the hit Bollywood movie Welcome, actor Nana Patekar, in a
passing reference to Parle-G, notes that even biscuits command respect and have
to be addressed with a ji (a term of respect in Hindi). His remark, while made in
jest, is not far off the mark.

It is a heritage brand. We sell over 25 crore packets every month. That should
reflect the stature of the brand,‖ says Praveen Kulkarni, marketing head at Parle
Products Pvt. Ltd.

Parle‘s mantra has always been about repositioning the brand without tweaking
the look and feel of the product. ―The brand is clearly an Indian brand and it
straddles all economic strata. The fact that it is a staple for everyone in the house
keeps it going,‖ says Nirvik Singh, chairman and president, Grey Global Group,
South and South-East Asia, the agency that handles the Parle-G account.

There was a time when Parle-G‘s dominance was threatened by rival brands,
especially the Tiger brand from Britannia. ―We found out that Tiger was getting
stronger in the kids segment, and we decided to change our positioning,‖ says
Kulkarni. Later, when the company sponsored the television show Shaktimaan on
Doordarshan, it literally rescued Parle-G.

The brand also had some innovative commercials involving young children with a
new punchline, G means Genius, which was an instant hit.While rivals have
signed on celebrities, Parle-G has managed to retain its leadership position with
just a simple white-and-yellow striped wrapper with a picture of a baby on it. ―We
don‘t need celebrities as the brand equity is so strong,‖ says Kulkarni.

The biggest concern is that the brand shouldn‘t become outdated as it is a historic
brand. The brand has managed to retain its leadership position because it has
Advertising Management 65

evolved its campaign with every consumption trend,‖ says Singh.

The last campaign, Hindustan ki Takat, (the strength of India) is a huge position
which no other brand can take so effortlessly.

Case Study- 6 - Brand Amul the Taste of India

AMUL- The Taste of India

History: Originally marketed by the Kaira District Cooperative Milk Producers‘

Union, Anand, it was taken over by the Gujarat Cooperative Milk Marketing
Federation (GCMMF) in 1973

Status: Has a 15% market share in the Rs15,000 crore milk category, and a 37%
share in the Rs900 crore organized ice-cream segment.

Starting with milk and milk powder, the Amul brand today covers a range of dairy
products—from chocolates to cheese and, of course, butter

Brand story: If a brand‘s value is to be judged by the ease with which it can be
recalled, then Amul‘s marketing campaign wins hands down.

With its clever use of topical events, Amul‘s utterly butterly campaign—it has the
distinction of entering the Guinness World Records as the longest running
campaign—has won the brand several accolades.

Playing the role of a social observer, its weekly comments have tickled India‘s
funny bone since 1967, when Sylvester Da Cunha‘s irrepressible Amul girl first
had her say.

But what‘s kept the brand going all these years? ―We have changed the packag
ing, our technology and our approach to mar keting based on the changing taste
buds of our consumers.

However, the only thing that has helped us sail smoothly is that we have not
changed our core values—give the best quality product to the consumer, and the
best possible price. It holds true in any era,‖ says B.M. Vyas, managing director,
66

GCMMF.

In fact, it is not just the core values at Amul that have remained the same; the core
team associated with the brand is still the same. Even the advertising agency
hasn‘t changed, and Da Cunha and FCB Ulka, have played a pivotal role in the
growth of Amul.

―This has helped us maintain consistency in our communication. Our strategy of

umbrella branding has also helped establish our brand firmly in people‘s minds.
This, despite the fact that we do not spend more than 1% of our turnover for
marketing, compared with 7-8% (spent) by most of the food and consumer
product companies,‖ R.S. Sodhi, head of marketing, GCMMF, says.

From Utterly butterly delicious Amul to The Taste of India, Amul continues to be
the toast of the country.

Onida brand. The times remain challenging, but the devil and his antics have built
a strong equity among consumers.

preferred car for generations of Indians till sleek, powerful beauties took over
Indian roads. And its brand ambassadors ranged from the Prime Minister‘s
motorcade to the kali-peelis (black and yellow cabs) that stood, and still do, at
every taxi stand.

Hindustan Motors even rolled out a special model to celebrate its 50th
anniversary.

The bulging headlights, rounded body and a big bonnet were there, but there were
also many new features—reflecting changing consumer preferences and a refusal
to die. This is not your grandfather‘s Ambassador, but features bucket seats,
power steering and mobile chargers
Advertising Management 67

Multiple Choice Questions

Q-1 Which of these is not a outdoor Media:
(a) Vehicular Advertising (b) Sandwich Men
(c) Television (d) Neon Sign
Ans (c)

Q-2 Which of these is direct Advertising Media?

(a) Catalogues (b) Magazine
(c) Newspaper (d) Radio
Ans (a)

Q-3 Envelop Enclosures is which type of advertising

(a) Indoor Media (b) Direct Advertising Media
(c) Outdoor Media (d) Internet
Ans: (c)

Q-4 Which of these is not current Developments in Advertising

(a) Brand Advertising (b) Political Advertising
(c) Corporate advertising (d) Newspaper
Ans: (d)

Q-5 Which of these is a Rational/logical Appeal?

(a) Price (b) Pleasant
(c) Quality (d) Feature
Ans: (c)

Q-6 Which among the following do support that Television is the most powerful tool of
advertising?
(a)Convenient and Flexible (b) Strong impact
(c) Market coverage (d) All of the above
Ans. (d)

Q-7 Which of these is an Advertising Objective?

(a) To entertain (b) To create humour
68

(c) To Persuade (d) To increase Goodwill

Ans: (a)

Q-8 Which of these is a type of hidden Advertisement?

(a) Surrogating (b) Competitive
(c) Comparative (d) Industrial
Ans: (a)

Q-9 They are made of cloths and words are written in colours. They are tied on the top
of buildings, road crossings, stadiums and play fields for the publicity of goods are
known as:
(a) Neon signs (b) Banners
(c) Travelling displays (d) Van advertising
Ans: (b)

Q-10 Sales promotion provides advantages to various groups such as:

(a) Consumers (b) Middlemen
(c) Society (d) All of the above
Ans: (d)

Q-11 Which of these are Ethical issues in Marketing Communication?

(a)Marketing Perpetuates Stereotyping
(b) Marketer use fair tactics
(c) No deceptive practices done by Salespeople
(d) It don‘t overemphasizes materialism
Ans: (a)

Q-12 What is the full form of ASCI

(a) Advertising System Council of India
(b) Advertising Standard council of India
(c) Advertising System Concepts of India
(d) Advertising Securities Council of India
Ans: (b)

Q-13 What is DAGMAR ?

(a) Marketing Communication Model (b) Marketing Mix Model
(c) Marketing Strategy (d) Marketing Promotion to 01
Ans: (a)
Advertising Management 69

Q-14 What is the full form of (FCB) Model?

(a) Foat , cane & Bending (b) Float , cast & Blending
(c) Foote, Cone and Belding (d) None of these
Ans: (c)

Q-15 What is full form of AIDA Model?

(a) Attention , Interest, Desire Action
(b) Aware , innovation, Desire, Assumption
(c) Ample, Innovation , Deep, Action
(d) None of these
Ans:(a)

Q-16 Which of these is a method used to compensate advertising Agencies

(a) Commission Plus Method (b) Incentive Fee Arrangement
(c )Percentage Charges (d) Speculative Comm.Plus Agree.
Ans :(a)

Q-17 Which of these is an example of pride Appeal?

(a) Raymonds (b) Insurance
(c ) 5-Star (d) Sleepwell
Ans: (a)

Q-18 Which of these is an example of teaser advertisement?

(a) Nescafe (b) Mountain Dew
(c) Complain (d) Tata tea
Ans:(a)

Q-19 Trade fair is which type of advertising

(a) Direct Advertising (b) Outdoor Media
(c) Indor Media (d) Display Advertising
Ans: (d)

Q-20 What is the full form of (TRPs)

(a) Target Rating Points (b) Time Revision Points
(c) Test Rating Paper (d) None of these
Ans: (a)
70

Key Terms
Advertising
"Advertising is the nonpersonal communication of information usually paid for and
usually persuasive in nature about products, services or ideas by identified sponsors
through the various media‖

Marketing communications
Marketing communications (or marcom) consists of the messages and related media used
to communicate with a market. Those who practice advertising, branding, direct
marketing, graphic design, marketing, packaging, promotion, publicity, public relations,
sales, and sales promotion are termed marketing communicators, marketing
communications managers, or more briefly as marcom managers.

Trade allowance: - Trade allowance is probably a discount or deal offered to retailers or whole
sales, to encourage then to stock display the manufacturers product .

Consumer Orientation
Consumer Orientation is the focus on meeting the needs of one's customers, internal or
external. This service establishes specific customer satisfaction standards and actively
monitors client satisfaction, taking steps to clarify and meet customer needs and
expectations (both expressed and unexpressed). At lower levels the service involves
courteous and timely responsiveness to the requests of customers, while at the higher
levels, it involves developing the relationship of partner and trusted advisor.

Display advertising is a type of advertising that typically contains text (i.e., copy), logos,
photographs or other images, location maps, and similar items.

Stereotyping
Stereotyping refers to portraying men or women in a particular role, with a negative
image. Advertisements targeted at children are considered unethical as children are not
capable of processing the given information.

Marketing
Advertising Management 71

Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large.

Electric Light Signs: Sign-boards illuminated by electricity can be seen in large number
in cities. They are presented with attractive letters and coloured bulbs.

Stuffers – It gives detailed specifications of a wide range of products. It is a means of

amplify the sales letter by providing illustrations.

Compensation
Compensation is the remuneration received by an employee in return for his/her
contribution to the organization..

Target market
A target market or target audience is a group of people that will basically need or want
your products and services. Target market is defined in terms of age, sexual orientation,
gender, economic class, religion, ethnicity, or location. This socio-economic grouping
process actually allows businesses to create profiles of the typical consumers who will
likely buy the products of our company.

Print advertising
Print advertising definition usually refers to the techniques and practices used to bring
products, services, opinions, or causes to public notice via flyers, newspapers, magazines,
catalogs, or mailers for the purpose of persuading the reader to respond in a certain way.

Electronic advertising
Electronic advertising form of advertising that uses the Internet and World Wide Web in
order to deliver marketing messages and attract customers. Examples of online
advertising include contextual ads on search engine results pages, banner ads, Rich Media
Ads, Social network advertising, online classified advertising, advertising networks and
e-mail marketing, including e-mail spam.

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.

Direct Mail Advertising

72

It is the oldest medium of advertising. It is the way of sending sales messages directly to
the customers through post, salesmen or dealers etc.
A marketing effort that uses a mail service to deliver a promotional printed piece to our
target audience.

Radio Advertising
Radio advertising is described as ―word of mouth advertising on a large scale‖. It appeals
through the ears. Now-a-days all radio stations all over the world broadcast commercial
advertising. The advertisers prepare the programme before hand keeping in view interests
of the listeners.
Television Advertising
It is the latest and novel method of advertising. It provides the coordination of sound,
sight, motion and immediacy that no other medium provides. It combines radio, movies
and theatre. It is a colourful presentation. In this medium, salesman can present and
demonstrate the product.
Cooperative advertising:- In this method the dealer and the producer both jointly share
the expenses of advertising. Either the producer may bear a fix amount of the advertising
expenses or certain percentage to the purchase made by the dealer in a year.

Free merchandise:- Free merchandise is sometimes offered to resellers who purchase

stated quantities of the same or different products.

Sales contests:- Sales contests are organized for dealers also on the basis of highest sales
achieved by dealers during a specific time period. Prizes, certificates are issued to such
dealers and such contest hence motivates the dealer for longer purchases.

Video Advertising
This medium has grown rapidly in advertising circles. Video commercial films are
produced to make publicity of products.

Cable TV Advertising
Cable TV has opened up various avenues for the advertisers to promote their products. It
is in the form of spots sold to national advertisers on programming on networks.

Moral Appeals
Moral appeals are directed to the consumes‘ sense of what is right and proper. These are
often used to exhort people to support social and ethical causes.

Media
Advertising Management 73

Media takes many forms in our world today. Newspaper, television, printed matter and
radio are all forms of media. We can use any form of media to express our ideas and
present our opinions to the public. The dictionary defines media as all the means of
communication, as newspapers, radio, and TV, that provide the public with news,
entertainment, etc., usually along with advertising. Essentially, that means almost
anything can be media as long as it is watched.

Media Strategy
The plan of action an advertiser uses to bring advertising messages to the attention of
consumers through a particular media and vehicle.
74

Bibliography
S.No. Name of the Book Name of the Author

1. Advertising & Sales Promotion Dr. Anurag Sharma / Dr. Anuradha Sharma

2. Advertising & Sales Promotion G.S. Sudha

3. Advertising & Sales Promotion Shyam Prasad

Advertising Management 75