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Pull Synergy
Push
Succes
s
depend
s on
the
perfect
synerg
Advertising
5
Advertising
Includes all activities involved in
presenting a non-personal, sponsor-
identified, paid-for message about a
product or organization.
Can classify it by:
The target audience: consumers or businesses
Product/service vs. organization/company
Objective: Primary or selective demand
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The Nature of Advertising
Advertising is distinguished from
other forms of promotion as
follows
it has a verbal and/or visual message
the sponsor of the message is identified
delivery is through recognizable media
there is payment by the advertiser to the
media for carrying the message
advertisers are increasingly being able to
reach specific audiences with tailor-made
messages
Consumer Trade Promotion and Advertising
Consumer Trade Promotion and Advertising
Advertising to Target
Audiences
Advertising can be classified by the
target audience to which it is directed
business-to-business advertising is
often called trade advertising and is
directed to a business market
Consumer Trade Promotion and Advertising
Consumer Trade Promotion and Advertising
Audience coverage.
Media characteristics.
Characteristics of Key Media
Newspapers: flexible, timely, local
orientation , wide coverage and low cost
Television: versatile, powerful but costly,
fragmented,reaches mass audiences
Direct Mail: personal, selective, efficient,
targets certain audience
Radio: strong locally, cheap but single
medium
Magazines: top quality, little flexibility
Characteristics of Key Media
out-of-home advertising
specialty advertising
emerging media:
World Wide Web
infomercials
place-based media
videos and CD-ROMs
yellow pages
The Changing Nature of
Media
media are becoming less mass, more targeted
cable TV offers many specialty channels
direct-to-home TV adds to fragmentation
lots of new out-of-home media
Yellow Pages and other directories on CD-ROM
place-based media where they shop and live
advertising on the Web works as Yellow Pages
does -- the customer seeks out the advertiser
Consumer Trade Promotion and Advertising
Selective-demand advertising
Involves comparing a product to its competing
brand
May be:
Direct, naming competitors outright
Less direct, alluding to competitors (e.g.,
leading brand, Brand X) but not naming
them
Co-operative Advertising
Do both.
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Sales Promotion consists of
short-term incentives to
encourage the purchase or
"Salessales of aincludes
promotion product.marketing
activities, other than personal selling,
advertising such as displays, shows
and expositions, demonstrations and
various non-recurring selling efforts
not in the ordinary routine.
Why Sales Promotion?
Stimulating end-user demand.
Sampling program for new/improved product
Improving the marketing performance of middlemen and
salespeople.
Sell more, win a holiday trip.
Supplementing advertising and facilitating personal selling.
Displays, promotional giveaways
Displays or demonstrations
Patronage Cash
Cash or
or other
other rewards
rewards for
for the
the use
use of
Patronage Rewards
Rewards aa certain
of
certain product
product
Point-of-Purchase Displays
Displays and
and demonstrations
demonstrations thatthat
Point-of-Purchase take
take place
place at
at the
the point
point of
of sale
sale
Contests Consumers
Consumers submit
submit anan entry
entry toto be
be
Contests judged
judged
Sweepstakes Consumers
Consumers submit
submit their
their names
names forfor aa
Sweepstakes drawing
drawing
Game Presents
Presents consumers
consumers withwith something
something
Game every
every time
time they
they buy
buy
Sales Promotion
Demand-stimulating devices
designed to supplement advertising
and facilitate personal selling.
Sales promotions include such
things as coupons, in-store displays,
premiums, trade shows, in-store
demonstrations, and contests.
The target for these activities may
be middlemen, end users, or the
producers own salesforce.
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Big Bazaar the
discount store was
launched in the year
2001, to meet the
aspirations of the
middle class. In the
span of two years, it
has added a Food
Bazaar and Gold
Bazaar to its range of
offering
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Sales promotions
The main idea behind every effort is to make
a bulk purchase
Saal ke sabse saste 3 din
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Hafte ka sabse sasta din Wednesday bazaar
For generating sale apart from weekends.
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Exchange Offers Junk swap offer
Its a unique offer which only few companies
adopt.
40
Junk swap offer
The customer can bring anything old, such as
newspaper, and get coupons issued in exchange of
the junk. The customer can redeem the coupons
before the due date on the condition that he/she
shops four times the value of the coupon.
The prices fixed by Big Bazaar are: clothes (Rs 200
per kg), newspaper (Rs 25 per kg),
plastics/utensils/leather goods (Rs. 75 per kg),
footwear/luggage (Rs. 100 per kg), Pet/beer bottles
(Rs 15 per kg), tyres (Rs 50 per kg), furniture (Rs 75
per kg) and others (Rs 20 per kg).
"This offer will help the housewife clean out the junk
while getting a good value for it," says Mr. Sanjeev
Agarwal, President (Marketing), Pantaloon Retail
(India) Ltd.
Latest Promotion technique in Diwali is Gift
Idea 2009
It comes under Premium or gift offers,
Seasonal offers to attract more customers
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Eva Free sampling
Activity
Free Sampling
activity for Eve
Moisturiser at
various colleges in
Punjab,Delhi,Gurga
on,faridab-ad,Noida
& Ghaziabad
covering almost
100 colleges &
institutes.
Zee Business Tax Doctor
Promotion
Promotion for Zee
Business Serial Tax
Doctor involving the
host Mr.R.N.Lakhotia at
various Add agencies
& Corporates in Delhi
& Mumbai.
Lifebuoy School
Promotion
Indiatimes Kiosk
Promotion
Escorts Rural Promotion
Promoting Escorts
Power Track in rural
india covering
M.P,Chattisgarh,U.P
,Bihar and
Jharkhand for three
months reaching
out to masses.
Haywards 5000 beer
promotion
Sher Ka Punja
Promotional Campaign
for Haywards 5000
beer spread across
nine cities of Haryana
covering about 100
beer outlets & 200
promoters stretched
over a period of 3
months.
ITC Classmate day school activity
X-hale mint corporate
promotion
Idea Mall Promotion
An introductory
promotion for idea
Copy-a- Dialer Tone
product across nine
cities in India
covering 14 Malls
for four weekends
reaching out to
right TG
Musst bite promo in Delhi Malls
Milano mall promotion
Welspun rwa activity
Hide & Seek inter college dance
competition
Tilda rice rwa promotion
Idea Mygang Mall
Promotion
An introductory
promotion for idea
My-Gang Card
across Ten cities in
India covering 18
Malls for four
weekends reaching
out to the Youth.
Sony play station mall
promo.
Sony Play station
mall
Promotion delhi &
Bombay ,Across 8
malls 32 days
Tata Sumo Grande Display
Tata Exibition
Price packs are among the most
essential sales promotional tool of Big
Bazaar.
Financial
FinancialCommunity
Community Customers
Suppliers
Suppliers Government
Citizen
CitizenAction
ActionGroup
Group Media
Public Relations Cont.
Local Publics - Community
Local Area Marketing
General Public
Corporate Citizen
Internal Publics
Employees
Board of Directors
Stockholders
Mountain dew Road Show
Identity Publications
Media Events
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Assignment
20 - 84
Thank You
20 - 85