advertising and sales promotion strategy pdf

Advertising And Sales Promotion Strategy Pdf

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ADVERTISING AND SALES PROMOTION

The marketer must choose which is the best form of promotion for the target audience, so he or she will develop a marketing plan. A business must have a marketing plan in order to produce, communicate, and sell products and services. Using research on segments of the target audience, a marketing plan is written. Once the plan has been developed, a budget is set for the promotional campaign. Promotion is when a business decides which forms of communication it wants to use in their marketing plan. Research is done that details market research, segmentation, and budget. Large companies might choose to do a national campaign, especially if the brand is already familiar to the consumer.

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Push, Pull or a combination of the two. It involves convincing trade intermediary channel members to push the product through the distribution channels to the ultimate consumer via promotions and personal selling efforts. The company promotes the product through a reseller who in turn promotes it to yet another reseller or the final consumer. In other words the producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers. Typical tactics employed in push strategy are: allowances, buy-back guarantees, free trials, contests, specialty advertising items, discounts, displays, and premiums.

Promotion Strategies

Until recently, believing in the effectiveness of advertising and promotion has largely been a matter of faith. Marketing departments might collect voluminous statistics on television program ratings and on coupon redemptions and carefully compare the costs of marketing with total sales. But none of this data measures what is really important: the incremental sales of […]. But none of this data measures what is really important: the incremental sales of a product over and above those that would have happened without the advertising or promotion. Thanks to a new kind of marketing data, that situation is changing.

All the students who are doing MBA, the following notes will help fast understanding of the fundamentals of Advertising and Sales Promotion. The core courses in an MBA program cover various areas of business such as accounting, finance, marketing, human resources, operations, and statistics, etc. Advertising is a powerful communication force, highly visible, and one of the most important tools of marketing communications that help to sell products, services, ideas, and images, etc. Many believe that advertising reflects the needs of the times. One may like it or not but advertisements are everywhere. Advertisements are seen in newspapers, magazines, on television and the internet and are heard on the radio. The marketing mix is the combination of elements necessary to the planning and execution of the total marketing operation.

How to Establish a Promotional Mix

Sustainable Growth in Global Markets pp Cite as. Globalization has driven a bi-dimensional dynamics in the marketplace of growth with competitive differentiation and customer orientation through effective advertising and communication strategies. Most companies employ massive intellectual and financial resources in creating differentiated products and services, and building brand loyalty through customer-centric advertising.

A promotion strategy is key for positioning your brand on the market, making people aware of the products or services you offer, and how they could benefit by choosing you. But with so many brands offering similar products or services as you do, your promotional techniques may be decisive for many potential clients. A promotion strategy is defined by the plan and tactics you implement in your marketing plan to increase your product or service demand. Promotional strategies play a vital role in the marketing mix product, price, placement, and promotion , and they revolve around:.

9 Marketing Promotion Strategies from Concept to Top Brands Practice

You drive sales by promoting the benefits of your company's goods or services to pools of potential buyers. The ways you promote your organization will largely determine whether you successfully plant the right messages in the minds of your target audience. This module explains how you can establish a promotional mix best suited to your company's needs and resources. Even a superior product doesn't sell itself. Your customers need information about your product or service before they buy it. The ways you communicate features and benefits to your potential customers is called a promotional mix.

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