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Essence of advertising in promotion mix

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My BBA (H) viva project on marketing.
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Essence of advertising in promotion mix

  1. 1. We take this opportunity to express our profound gratitude and deep regards to our greatest guide, respected Subho Sir (Mr. Subhabrato Chatterjee) and not to forget Mr. Anish Chattopadhyay for their exemplary guidance, monitoring and constant encouragement throughout the course of this Project.
  2. 2. Promotion refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty. To promote means to publicize something in order to sell it. Promotion refers to all those communication activities intended to increase the sales of a product. Thus, the Promotion Mix has now come to be known as the Communication Mix.
  3. 3. • Advertising • Public relations • Sales promotion • Direct marketing • Personal selling
  4. 4. What is Advertising? Advertising is any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. Paid Form Non-personal Promotion Identified Sponsor Persuasive Mass Communication
  5. 5. Inform •To provide information and create awareness about a new product, brand, new usage of an existing product. Persuade •To persuade customers to buy a particular brand. •It encourages Brand switching and creates preference for a particular brand. Remind •To remind the customers about a product that they may overlook. •Advertising a mature product.
  6. 6. Advertising seeks to move potential buyers through these stages: A – Gain Attention and create Awareness  I – Create and hold Interest D – Develop a desire A – Actions that Encourage customers to buy AIDA
  7. 7. Classification of Advertising  On basis of Demand :  Primary demand  Selective demand  On Geographical basis :  Global  National  Regional  Local  On Target Group basis :  Consumer  Industrial  Trade  Professional  Based on objectives:  Product Advertising  Service Advertising  Institutional Advertising  Public service Advertising  On Timing of response basis:  Direct action Advertising  Indirect action Advertising
  8. 8. 5 M’s of Advertising Mission Money MessageMedia Measure
  9. 9. Product Life Cycle Introduction Growth Maturity Saturation Decline Advertising Informative Persuasive Reminder AIDA Attention Interest Desire Action All 4 Objectives Increase in sales Increase in market share Corporate Image
  10. 10. Provides Information Induces Trial and Repetitive buying. Builds Brand Image Helps to build Brand preference and Loyalty Reduces Product Price Persuades and Reminds people Reinforces Buyer’s decision
  11. 11. Advertisement is essential in today’s cut throat competition of Business world because of the following reasons: • To inform consumers of various goods or products and what these goods or products can do for them. In a market of Perfect Competition consumers are required to have Perfect knowledge. Advertisements helps consumers in gaining this knowledge. •In order for a new business to penetrate an already saturated market, a systematic regiment of advertising plan is of utmost importance. •Advertisements are also necessary for many forms of media to survive. Television programs are mainly funded through advertising, as are most websites.
  12. 12.  https://www.google.co.in/search  en.wikipedia.org/wiki/Promotional_mix

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My BBA (H) viva project on marketing. Some slides contain animations, download to watch the whole presentation. Please share if you like it. Feel free to give your feedback.

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