Advertising And The Sales Promotional Schemes

Advertising And The Sales promotional SchemesThe advertisement done today is far more contrasting then the old era. Now, the emergence of stark naked technology, the growth in the internet usage, rapidly changing environment, changing way of communications, fragmentation of mass grocerys, ontogeny economies, and globalization has changed the overall selling to substance abuse different other communication spiritualists and techniques with the old ones ( brand-newspapers, TV and Radio). any day we be bombarded with different announce messages whether it is on the radio while were driving to work, on tv during our favorite programs, or in magazines and newspapers. Advertising has entered e truly ara of our lives, and many of us lease to prune it on many occasions. This might cause one to ask, can advertising and promotional efforts still argon legal if people be so saturated with in sortingation?The answer is yes, advertising and promotions can be hard-hitting if used properly for driveing the make up consumer. One of the main rules in advertising has always been to throttle message simple and agree equal and repeat it practically. It has been lay downn that people remember advertising if they see it with great frequency, which explains wherefore while watching hours of television one may see the same advertisement two or even three times even more. That way the message entrust positioned in ones mind.Integrated selling CommunicationOne of the more or less Copernican aspects of advertising and promoting a growth or service is consistency. Companies determine the consistency of their message by coordinating all of their promotional activities. This coordination of activities into a system or strategical plan is referredas integrated marketing communications (IMC). IMC creates a unified message and enhances the effectiveness of stretchability the target consumer. Firms leave aloneing create one message that will be used consistent ly through come out a marketing campaign. It is important that the promotional strategy to a fault be in alignment with the organizational goals.There ar three major aspects of an IMC plan-ResearchCreative AspectsImplementation.Research and analysis argon used to find the best way to design the produce or service the most effective message and media to use and the best means to distribute the ingathering or service at the optimum price. The creative aspect is the actual advertising, copywriting and designing of promotional materials. Implementation is the act of putting the plan together, creating a strategy and seeing it through. Planning an integrated marketing communications plan also means decision target market determining what is unique about the product offering or service providing constructing a positioning strategy for product or service deciding what the best message would be for product and choosing the best marketing mix in relation to allowed marketing budget.Ide ally an effective IMC campaign will differentiate the product or service from a competitors generate a flow of leads be consistent with and support the overall differentiateing strategy cause the company to have a more gravid place in the market. Communicate the companys experience and knowledge and help to retain existing nodes.The publicityal miscellaneaThe promotional mix is the use of different advertising and communication channels in a incorporated way to run an effective marketing campaign. These coordinated campaigns are part of an effective integrated marketing communications plan. The four main rules of promotion within the mix are-AdvertisingSales packagingPersonal SellingPublic RelationsThe most important grammatical constituent in determining the optimal mix is identifying the target market. This can be determined through extensive market research. Once a company knows its target market it can then research its use of various media outlets in rate to come up wit h the best combination of marketing materials to reach the defined target. For physical exertion if the target market is stay-at-home moms, an organization might find that television advertisements during certain daytime television shows are most effective for reaching them. If the target market is a young professional, the trafficker might find that apply billboards in a downtown commercial district and morning drive time radio advertisements are effective for acquire the message to this target market. The size of the promotional budget will greatly charm the chosen mix as well. telly advertising can be very costly and accordingly may not be a feasible option for a company with a littler marketing budget at least not during prime viewing hours on major networks. oft the come of bullion a firm spends on promotional activities will be affected by the product demeanor cycle general economic conditions and the competition. The promotional mix may involve a company coordinati ng its loyalty program with advertising campaigns and a promotional deal.AdvertisingAdvertising is paying(a) communication brought to audiences through different forms of media such as television, radio, newspapers, magazines and billboards. A company uses advertising to inform, persuade or remind its target market of its products or services. Comparative advertising is used to differentiate a companys products in the marketplace from other similar products. For example The Pepsi Challenge campaign was a form of comparative advertising in which consumers were asked to take blind taste tests to see if they could tell the difference between the products. Coca-Cola uses reminder ads to show us how refreshing the beverage can be on a hot day.1.4. Different strong point of Advertising and Sales PromotionAdvertising MediumsThere are advantages and disadvantages to each media type and when selecting the advertising mediums to use companies must understand who their target audience is and which the most effective manner for reaching them is. Marketers must be able to divide their budgets among the various media resources in line of battle of magnitude to stretch them the farthest to reach the most customers.TelevisionTelevision advertising is the leading medium for reaching Indian audiences. Although a very expensive form of advertising, television ads reach the largest percentage of the Indian population at once and can be very appealing due to their visual nature as well as their sound.TV ads can be classified into national, local, and cablegram advertisements. The type of network chosen will depend on which audience the marketer is trying to reach. If the advertisement is for a local restaurant the company may choose to advertise notwithstanding on local stations or in local ad space on cable channels or national networks. The time an advertisement is shown is also an important decision that companies must ferment in army to reach the target audience. Budg etary constraints will also be a factor in choosing time slots for advertisements. fool AdvertisementsAdvertising in newspapers and magazines is another way of reaching customers with a companys message. Print ads are effective because of their visual quality and can be run in many different types of publications. Marketers selling products or services to consumers may choose national publications such as India Today or local newspapers such as the Times of India and Hindustan Times. Businesses trying to sell products or services to other businesses will practically advertise in trade publications of the industries they are trying to reach. Companies may also target alter publications for example a new computer product may be advertised in PC World or another specialty technology publication. Print ads have a longer life than electronic media ads and are good for telling a story about the value of a product or service.RadioAlthough lacking the visual appeal radio can be an effecti ve medium for reaching target consumers. The average radio listener tunes in for three hours a day and often on a regular basis. When victimization radio advertisements in marketing mix it is necessity to soak up sure that the company and product or service is clearly identified. As with television it is also necessary to find the right station for advertising to the target consumer. If your service is a bar for college students you may choose to advertise in the evenings on a college station or an alternative rock station and if your target audience is senior citizens you may advertise on news stations or a conversation show.InternetThe Internet has become an important electronic medium and its interactive quality is unique. It permits immediacy of buy and a high level of convenience. It can be personalized and individualized. The Internet and the World Wide tissue are becoming essential tools in an integrated marketing plan and effective tools in sustaining customer loyalty a nd satisfaction.Direct MailMailing advertisements or promotions directly to peoples homes is another commonly used method of reaching consumers. Direct mail campaigns can be expensive due to muging and postage cost but these campaigns can be effective if the mailings reach the right consumers. Often companies will purchase lists of consumers or collect data themselves to build a mailing list. The people on these lists will then be sent targeted mailings.TelemarketingThe utilization of telemarketing has been greatly affected in India by the recent carrying out of the national Do Not Call registry, where millions of Indians signed up to have their telephone numbers take away from telemarketer lists. Internationally however regulations regarding telemarketing vary and it may still be a very effective method of reaching consumers. The downside of telemarketing is that most people do not like the invasiveness of being called at home though unfortunately many mass marketers find the ri sk of offending non receptive households is process by the effective results and benefits from these marketing methods.Outdoor and Out of HomeThe majority of outdoor advertising rupees are spent on billboards. Billboards are a normal way of reaching commuters and consumers in a individual geographic location. Other forms of outdoor advertising known as out of home include sports sphere ads, bus shelter posters, or signage on buses and taxis.Advertising TrendsA very popular way of getting a message across is using celebrity endorsements. Advertising companies are willing to pay money in order to hire celebrities to represent their soils. Celebrities are part of an advertising message and campaign. Of course using a celebrity spokesperson can be a risk. When choosing a celebrity to endorse products, it is important to find an appropriate match with the product or service. The relationship should be believable. It is also important that the celebrities endorsing the product be cr edible. They should either have expertise in the field or be trustworthy characters.SponsorshipsThis is a well-used form of promotion and advertising that allows the company to buy into a sporting event or activity. The amount of investment in a sponsorship can range from an athletic company supporting a college sports police squad by providing them with brand-name uniforms in order to promote the brand to a company sponsoring a cricket game. For example Pepsi and Coke use to take sponsorship of cricket time to time.InfomercialsAnother trend in advertising is the infomercial. This is an all-inclusive television advertisement and usually runs at off peak hours or on lower-budget television or cable networks. Infomercials are usually at least a half hour long. Some of the most popular items that are sold through infomercials are fitness videos, skin care products and kitchenware. Often they will feature celebrity endorsements and offer products that cannot be purchased in stores. Th eir low-budget appearance and late-night showing often condition infomercials. Once the consumer is convinced to purchase the product he or she will then be able to call and order the product over the telephone generating a direct response to the infomercial.Sales PromotionSales promotion consists of many activities used to sell products. They are activities that give consumers a short-term inducing to make a purchase. Sales promotions are also activities that change the price and value relationship of a product as perceived by the target audience with the contingent effect of generating immediate sales. It is possible that a sales promotion can also alter the long term value of the brand by making what might be a premium product more affordable.Sales promotions are generally time-bound programs that require participation on the part of the consumer through either immediate purchase or some other action. The fundamental goals of sales promotion are tactical, strategic and ultimat e. The tactical goals are to assail a competitors increase in market share to combat other competitors promotional efforts and to move brands that are either declining, overstocked, damaged or not selling fast enough. The strategic goals are to motivate consumers to convert from a rival brand to increase product consumption to reinforce the marketing communications efforts for the brand and to motivatebrand loyalty. The ultimate goal of a sales promotion is to increase sales, profits and market share. There are different channels for sales promotions which include consumer promotions and trade promotions.Consumer PromotionsConsumer promotions are geared toward getting consumers to try a companys products. Some examples of consumer promotion activities include coupons, rebates, sampling, sweepstakes, point-of-purchase displays and special packs.CouponsWhether we cut coupons from newspapers and magazines or getting them in the mail, coupons are a very popular form of sales promotion . They are very effective in particular in economic downturns for luring people into restaurants or causing them to make repeat purchases of products. E-coupons are another popular form of sales promotion they are extremely effective for luring in customers and are redeemed by 57 percent of the people who click on them. The most popular uses of e-coupons are for sales of groceries, books and wellness and music products. The disadvantage of coupons is that they do not encourage brand loyalty most consumers who use coupons on a regular basis are willing to switch brands if there is a better discount available.RebatesRebates are partial refunds that are offered by the manufacturers. Often manufacturers will use mail-in rebates as incentives for purchasing. The consumer must purchase the product at in full price and then fill out paperwork and mail in the receipt in order to possess some money back. Rebate programs allow marketers to promote a companys product at a decrease poster b ate price also called MRP offering a substantial savings to its customers but also requiring that a set of conditions be met to qualify.SamplingCompanies will often send or return out samples of products in order to attract customers who may not have purchased their products otherwise. Beverage companies may target college students and hand out soft drinks on campuses, or a food company may set up a stand in a grocery store so that consumers can sample their new chips. You may even receive a trial bottle of shampoo in the mail or you may remember receiving the India Online (IOL) CD in the mail offering 100 free hours of Internet access. These are all examples of sampling, and the intention of these promotions is to introduce a new product or service to a consumer in order to generate brand loyalty. Sampling can be a costly method of attracting customers and it often results in wasted distribution however it can be a very effective method for getting consumers to switch brands.Sweep stakes and ContestsSweepstakes and contests are another strategy of sales promotion. Data will be equanimous from consumers and they will be entered to win a prize. Companies can use the information that they collect from entrants in order to develop a mailing list for future promotional campaigns. Organizations must be sure to print all the guidelines for their sweepstakes or contests in order to avoid legal entanglements. Some of the guidelines companies should follow in order to put on a successful sweepstakes promotion include the following-Clarify who is eligible show up states where the promotion is not validDeclare the termination date of the promotionClarify random selective service proceduresCompanies should also detail the prizes disclose the odds of winning declare a deadline for entry and reserve the right to use winners names and photographs for publicity.Point-of-Purchase DisplaysPoint-of-purchase (POP) promotional materials are displays that are set up in stores in order to prominently display products. At a grocery store a POP is usually set in front of the store, at the end of an aisle, in the aisle or on the shelf. POP displays are very successful due to the fact that many people make last-minute purchasing decisions. packSometimes companies bundle products together in order to promote a new product or to encourage consumers to try a complementary product such as a free fiddling conditioner bundled with a shampoo purchase or a free disposable razor with a splinter cream purchase. A company may also offer a bonus pack or a special pack with 20 percent more in order to encourage a customer to purchase a product.Give a waysAnother strategy used by companies is that of special promotional items to be given away. These may be hats or T-shirts advertising the company or brand. For example, many times credit cardAdvertising