Classification of Promotional Activities

CLASSIFICATION OF PROMOTIONAL ACTIVITIES

ABHISHEK TEWARI

PROMOTIONAL ACTIVITIES

Advertising Sales Promotion. Personal Selling Sponsorships Search Engine Optimisation Direct Marketing Packaging

ADVERTISING

“Any paid form of non-personal presentation & promotion of ideas,goods or services by an identified sponsor.”

-Philip Kotler

FEATURES OF ADVERTISING

It is a paid form of communication It is a non-personal presentation of the

message. It’s purpose is to promote idea about

the products & services of a business. Advertisement is issued by an

identified sponsor.

TYPES OF ADVERTISING

1) Consumer-oriented or Persuasive Advertising:

Helps in creating & maintaining regular demand of product in market.

Also helps attract the attention & preference of customers.

Informs the target audience about the various schemes of sales promotion.

TYPES OF ADVERTISING

2) Informative Advertising: For durable products which are expensive

and are generally bought by the consumer once in a lifetime.

TYPES OF ADVERTISING

3) Institutional Advertising: To highlight the objectives and achievements

of the company.

TYPES OF ADVERTISING:

4) Financial Advertising: Ads issued by financial institutions like

banks,LIC and so on. Ads provide information about investment

opportunities, alongwith possible risks and benefits.

TYPES OF ADVERTISING

5) Classified Advertising: Ads which are placed under

specific/particular headings & columns in newspapers and magazines.

TYPES OF ADVERTISING:

6) Government Advertising: Conducted by Government

departments/undertakings to promote public awareness with a view to overcome social problems like drinking , AIDS, pollution & population control.

SALES PROMOTION:

“All those marketing activities , other than personal selling , advertising & publicity, that stimulate consumer purchasing & dealer effectiveness , such as displays , shows, & expositions , demonstrations & various non-recurrent selling efforts which are not in the ordinary routine”

OBJECTIVES OF SALES PROMOTION:

1) Introduce new products in the market.2) Attract new customers by offering

attractive gifts.3) Increase sales during the slack season.4) Create goodwill among the present as

well as prospective customers.5) Create good public image of the

product and the firm.

TYPES OF SALES PROMOTION PROGRAMMES:

1) Consumer Sales Promotion Programme.

2) Dealers Sales Promotion Programme.

SALES PROMOTION SCHEMES:

1) Distribution of samples.2) Discount or Price-off.3) Coupons Discount.4) Premium or gift offer.5) Quantity Deals.6) Public Relations.7) Quiz Contests.8) Fairs & Exhibitions.9) Display of products.10) Free Offers.11) Exchange Offers.

ADVERTISING V/S SALES PROMOTION1. Any paid form of non-

personal presentation & promotion of any product or idea by an identified sponsor.

2. Advertising has a longer time perspective.It builds up the image of the manufacturer & his product.

3. Advertising media include newspapers,magazines,T.V,radio,posters and so on.

1. Includes those marketing activities which stimulate customer purchasing & dealer effectiveness.

2. Sales Promotion has a short term perspective.Its basic purpose is to increase sales in the short run.

3. Sales promotion activities include free samples,premium offers,contests and so on.

ADVERTISING SALES PROMOTION

4) Attracts the buyer towards the product.Also makes potential buyers aware of the sales promotion activities of the firm.It informs,persuades & reminds the customer about the products.

5) Advertising is done by big firms more or less regularly. The same message is repeated several times over the media.

4) Pushes the product towards the buyer by using persuasion techniques.Supplements advertising by converting potential demand into sales.Also supplements personal selling.

5) It is carried out for a limited period & is of a non-recurring nature.

PERSONAL SELLING

“It is the process of assisting & persuading a prospective buyer to buy a product in a face-to-face situation.”

FEATURES OF PERSONAL SELLING

1. It involves persuasion of customers.2. It involves winning the buyer

confidence.3. It involves providing information.4. It aims at mutual benefit.

PERSONAL SELLING ADVERTISING

1. Here, the salesman has a face to face contact with the buyers.

2. It involves communication with each & every customer.

3. Face-to-face commnication involving oral & gestural communication.

1. There is no contact between the advertiser and the buyer.

2. It is mass communication,i.e., a large number of people are addressed at the same time.

3. Electronic as well as print media are used.

PERSONAL SELLING ADVERTISING

4. The objective is to achieve sales by satisfying customers.

5. The message is specific & flexible in each sales presentation.

4. The objectives comprise:a) Enhancing sales.b) Creating the firm’s and

the product’s image.c) Introduction of new

products.d) Fighting competition.5. The message is same for

all those who come across with a particular media of advertisement.

PERSONAL SELLING V/S SALES PROMOTION

In personal selling , there is a one to one interaction between the salesman and the customer,whereas in sales promotion,the same product may be advertised on a mass media such as newspapers,T.V,radio & so on, so as to gain widespread consumer acceptance.

SPONSORSHIP

Supporting an event, activity or organisation by providing money or other resources that is of value to the sponsored event.

This is usually in return for the advertising space at the event or as part of publicity for the event

DIRECT MARKETING

It consists of a direct connection with carefully targeted individual customer to both obtain an immediate response & cultivate lasting customer relationships.

Eg. Telemarketing , Direct mail & so on.

PACKAGING

It is promotion through display guaranteeing exposure to customers at the POS.

Intended purpose is to make a product readily sellable as well as to protect it against damage & prevent it from deterioration while storing.

Types:Primary,Secondary,Tertiary.

SEARCH ENGINE OPTIMISATION

Allows us to attain high ranking in major search engines such as Google or Yahoo.

That way,each time people search online for our type of products and services,our listing may appaear on the first page.

Search engine optimizers make use of keywords or phrases to help drive traffic to our website.

BIBLIOGRAPHY

Marketing management-Kotler & Armstrong(12th edition).

www.Newplans.net www.ehow.com Google images.

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