This document discusses sales promotion and advertising management. It defines sales promotion as activities undertaken to boost sales, such as discounts, coupons, and premium offers. The document notes the rapid growth of sales promotion tools used by manufacturers, distributors, retailers, and non-profits targeting consumers. It also discusses advantages like price discrimination and influencing consumer behavior, and disadvantages like increasing price sensitivity. Further, it explains push and pull promotional strategies, and provides examples of each. Finally, it outlines the general steps in planning an advertising campaign from defining objectives to evaluating effectiveness.
1. IRFAAN MEERA. E/ BBA/ SACAS
ADVERTISING MANAGEMENT AND
SALES PROMOTION- UNIT IV
By Irfaan Meera. E
2. IRFAAN MEERA. E/ BBA/ SACAS
Sales Promotion: Why and When Sales promotion activities, Consumer
and sales channel
oriented – planning, budgeting and implementing and controlling
campaigns.
.
Unit IV
4. IRFAAN MEERA. E/ BBA/ SACAS
•The set of marketing activities
undertaken to boost sales of the
product or service
•Process of persuading a
potential customer to buy the
product.
5. IRFAAN MEERA. E/ BBA/ SACAS
RAPID GROWTH OF SALES
PROMOTION
• Sales promotion tools are used by
organizations, including
a. Manufacturers
b. Distributors
c. Retailers
d. Not-for- profit institutions
• Targeted towards final buyers
8. IRFAAN MEERA. E/ BBA/ SACAS
ADVANTAGE OF SALES
PROMOTION
PRICE DISCRIMINATION
EFFECT ON CONSUMER BEHAVIOUR
LURING NEW CUSTOMERS WITH PRICE
DISADVANTAGE OF SALES PROMOTION
INCREASE PRICE SENSITIVITY
SHORT TERM ORIENTATION
9. IRFAAN MEERA. E/ BBA/ SACAS
PUSH STRATEGY
A push promotional strategy
involves taking the product directly
to the customer via whatever means,
ensuring the customer is aware of
your brand at the point of purchase.
"Taking the product to the customer”
10. IRFAAN MEERA. E/ BBA/ SACAS
• Trade show promotions to encourage
retailer demand
• Direct selling to customers in showrooms
or face to face
• Negotiation with retailers to stock your
product
• Efficient supply chain allowing retailers
an efficient supply
• Packaging design to encourage purchase
• Point of sale displays
12. IRFAAN MEERA. E/ BBA/ SACAS
A pull promotional strategy uses advertising to build up
customer demand for a product or service
• It could be explained by this line
“Let the customers to come to you”
14. IRFAAN MEERA. E/ BBA/ SACAS
Advertising strategies that include
mass media promotion of a product
Word of mouth Referrals
Sales promotion and discount
Customer Relationship
Management
15. IRFAAN MEERA. E/ BBA/ SACAS
SALES PROMOTION REFFERS TO NON RECURRING AND SHORT TERM SALES
ACTIVITY OTHER THAN ADVERTISING.
QUICK RETURNS &ATTITUDINAL CHANGEARE THE CAUSE OF GROWING
POPULARITY OF SALES PROMOTION.
SALES PROMOTION METHODS OR SCHEMEARE USEDATMAINLY THE LEVEL
OF DECLARES, CONSUMERSAND SALESMAN .
16. IRFAAN MEERA. E/ BBA/ SACAS
Planning an Advertising
Campaign
Campaign
The creation and execution of series of
advertisement to communicate with the
particular target audience.
Campaign
Campaign advertising have similar logic
they are like step brothers but not
identical twins.
Campaign
Advertising campaign is a process where
the advertising plan is integrated to
overall marketing plan and corporate
plan.
17. IRFAAN MEERA. E/ BBA/ SACAS
1
• Identify and Analyze Target Audience
2
• Define Objective
3
• Creative Advertising Problem
Planning an Advertising Campaign
General steps in Developing and Implementing an Adv campaign
4 • Developing Advertising Budget or Appropriation
5
• Developing Media plan
6
• Creative Advertising Message
7 • Executes Campaign
8
• Evaluate Advertisement Effectiveness
0
• End of Advertisement campaign
