Advertising AS WELL AS THE Sales Promotional Schemes

The advertisements done today is far more different then the old time. Now, the introduction of new technology, the progress in the internet utilization, swiftly changing environment, changing way of communications, fragmentation of mass market segments, growing economies, and globalization has altered the entire marketing to make use of different other communication mediums and techniques with the old ones (newspapers, Tv set and Radio).

Every day we are bombarded with different advertising communications whether it's on the air while we're generating to work, on television during well known programs, or in newspapers and newspapers. Advertising has came into every area of your lives, and most of us choose to dismiss it on many situations. This may cause someone to ask, can advertising and promotional attempts still work if people are so saturated with information?

The answer is yes, advertising and marketing promotions can succeed if used properly for concentrating on the right consumer. Among the main rules in advertising is definitely to keep concept simple and constant and duplicate it often. It has been shown that people remember advertising if they view it with great regularity, which explains why while watching time of television one could start to see the same advertisements two or even 3 x even more. That way the concept will positioned in one's brain.

Integrated Marketing Communication

One of the most important aspects of advertising and promoting a product or service is regularity. Companies ensure the persistence of their concept by coordinating all their promotional activities. This coordination of activities into a system or proper plan is referred

as integrated marketing and sales communications (IMC). IMC creates a unified meaning and enhances the effectiveness of reaching the aim for consumer. Firms will create one message which will be used consistently throughout a marketing campaign. It is important that the promotional strategy also be in position with the organizational goals.

There are three major aspects of an IMC plan:-


Creative Aspects


Research and analysis are used for the best way to create the product or service the very best message and mass media to utilize and the best means to distribute the merchandise or service at the perfect price. The creative aspect is the actual advertising, copywriting and building of promotional materials. Implementation is the take action of putting the program together, creating a strategy and witnessing it through. Planning an integrated marketing communications plan does mean finding target market determining what is unique about the merchandise offering or service providing building a positioning technique for product or service deciding the particular best communication would be for product and choosing the optimal marketing mix in relation to allowed marketing budget.

Ideally a highly effective IMC advertising campaign will differentiate the product or service from a competitor's generate a stream of leads be constant with and support the entire branding strategy cause the company to truly have a more dominant place in the market. Communicate the company's experience and knowledge and help to maintain existing customers.

The Promotional Mix

The promotional mix is the use of different advertising and communication programs in a coordinated way to run an effective advertising campaign. These coordinated campaigns are part of a highly effective integrated marketing and sales communications plan. The four main ways of promotion within the blend are:-


Sales Promotion

Personal Selling

Public Relations

The most important factor in determining the perfect mix is discovering the mark market. This is determined through considerable general market trends. Once a company has learned its marketplace it can then research its use of varied media outlets to be able to come up with the best blend of marketing materials to attain the defined aim for. For instance if the mark market is stay-at-home moms, an organization will dsicover that television advertisements during certain daytime tv shows are most reliable for achieving them. If the prospective market is a young professional, the marketing expert might find that using billboards in a downtown commercial area and morning hours drive time radio advertisements are effective for getting the message to the target market. The size of the promotional budget will greatly influence the chosen combine as well. Tv advertising can be very costly and therefore may not be a feasible option for a corporation with a smaller marketing budget at least not during prime viewing time on major networks. Often the amount of money a company spends on promotional activities will be afflicted by the product life cycle standard economical conditions and the competition. The promotional combination may involve a company coordinating its devotion program with advertising campaigns and a promotional package.


Advertising is paid communication taken to viewers through different types of mass media such as tv, radio, newspapers, journals and billboards. A business uses advertising to see, persuade or remind its target market of its products or services. Comparative advertising is used to distinguish a company's products available on the market from other similar products. Including the "Pepsi Task" advertising campaign was a form of comparative advertising in which consumers were asked to have blind taste tests to see if they could notify the difference between the products. Coca-Cola uses reminder advertisements to show us how refreshing the beverage can be on a hot day.

1. 4. Different Medium of Advertising and Sales Promotion

Advertising Mediums

There are benefits and drawbacks to each multimedia type so when selecting the advertising mediums to utilize companies must understand who their target audience is and that your most effective way for reaching them is. Marketers must be able to divide their budgets among the many media resources in order to stretch out them the farthest to attain the most customers.


Television advertising is the leading medium for achieving Indian viewers. Although an extremely expensive form of advertising, television set advertisements reach the greatest percentage of the Indian inhabitants simultaneously and can be quite appealing due to their visual characteristics as well as their sound.

TV advertisings can be grouped into nationwide, local, and cable tv advertisements. The sort of network chosen will be based upon which audience the marketing expert is trying to attain. If the advertisements is for a local restaurant the company may choose to advertise only on local channels or in local ad space on cable television channels or national networks. Enough time an advertising campaign is shown is also an important decision that companies must make in order to reach the prospective audience. Budgetary constraints will also be one factor in choosing time slot machine games for adverts.

Print Advertisements

Advertising in newspapers and publications is another way of reaching customers with a company's message. Print ads work well for their aesthetic quality and can be run in many different types of magazines. Marketers selling products or services to consumers may choose nationwide publications such as India Today or local newspaper publishers like the Times of India and Hindustan Times. Businesses trying to sell products to other businesses will often advertise in trade magazines of the industries they are trying to reach. Companies could also target specialized magazines for example a new computer product may be publicized in Personal computer World or another niche technology publication. Print out ads have an extended life than electronic digital media ads and are best for telling a tale about the worthiness of something or service.


Although missing the visual appeal radio can be a powerful medium for reaching target consumers. The average radio listener music in for three hours a day and often on a regular basis. When working with radio advertisements in marketing mix it is necessary to be sure that the company and service or product is clearly determined. As with television set additionally it is necessary to find the appropriate station to promote to the target consumer. In case your service is a pub for college or university students you might choose to market in the evenings on the college station or an alternative solution rock station of course, if your target audience is older persons you might advertise on media stations or a chat show.


The Internet has become an important electric medium and its interactive quality is exclusive. It permits immediacy of purchase and a higher degree of convenience. It could be customized and individualized. THE WEB and the internet have become essential tools within an involved marketing plan and effective tools in sustaining customer loyalty and satisfaction.

Direct Mail

Mailing advertisements or promotions directly to people's homes is another widely used method of getting consumers. Direct mail campaigns can be expensive credited to printing and postage costs but these promotions can succeed if the mailings reach the right consumers. Often companies will purchase lists of consumers or accumulate data themselves to build a mailing list. Individuals on these lists will be dispatched targeted mailings.


The usage of telemarketing has been greatly afflicted in India by the recent implementation of the national "USUALLY DO NOT Call" registry, where an incredible number of Indians signed up to own their telephone figures removed from telemarketer lists. Internationally however rules regarding telemarketing vary and it may still be a very effective method of attaining consumers. The disadvantage of telemarketing is that a lot of people don't like the invasiveness to be called at home though unfortunately many mass marketers find the chance of offending non receptive households is offset by the effective results and benefits from these marketing techniques.

Outdoor and Out of Home

The most outdoor advertising rupees are allocated to billboards. Billboards are a favorite way of getting commuters and consumers in a single geographic location. Other types of outdoor advertising known as out of home include sports activities stadium advertisements, bus shelter posters, or signage on buses and taxis.

Advertising Trends

A very popular way of getting a note across is using superstar endorsements. Advertising companies are prepared to pay money in order to employ celebrities to symbolize their brands. Stars are part of advertising communication and campaign. Needless to say using a movie star spokesperson can be considered a risk. When choosing a movie star to endorse products, it's important to find a proper match with the merchandise or service. The partnership should be believable. Additionally it is important that the stars endorsing the product be credible. They have to either have know-how in the field or be reliable characters.


This is a well-used form of promotion and advertising that allows the business to buy into a sporting event or activity. The amount of investment in a sponsorship can range between an athletic company supporting a college sports team by providing them with brand-name outfits in order to market the brand to a firm sponsoring a cricket game. For instance Pepsi and Coke use to take sponsorship of cricket time to time.


Another craze in advertising is the infomercial. This is an extended tv set advertising campaign and usually works at off peak hours or on lower-budget television or cable systems. Infomercials are usually at least a 50 % hour long. Some of the most popular items which can be purchased through infomercials are fitness videos, skin care products and kitchenware. Often they'll feature super star endorsements and offer products that cannot be purchased to get. Their low-budget appearance and late-night showing often characterize infomercials. After the consumer is convinced to purchase the merchandise he or she will then be able to call and order the product over the telephone generating a primary respond to the infomercial.

Sales Promotion

Sales promotion involves many activities used to sell products. They can be activities that provide consumers a short-term motivation to make a purchase. Sales special offers are also activities that change the purchase price and value romance of a product as recognized by the mark audience with the possible aftereffect of producing immediate sales. It is possible that a sales promotion can also adjust the permanent value of the brand by making what might be considered a premium product less expensive.

Sales promotions are generally time-bound programs that want participation on the part of the consumer through either immediate purchase or various other action. The fundamental goals of sales campaign are tactical, proper and ultimate. The tactical goals are to beat a competitor's upsurge in market show to beat other competition' promotional efforts and also to move brands that are either declining, overstocked, broken or not reselling fast enough. The proper goals are to stimulate consumers to switch from a rival brand to increase product use to bolster the marketing communications efforts for the brand also to motivate

brand loyalty. The best goal of your sales promotion is to increase sales, gains and market share. There will vary channels for sales promotions such as consumer promotions and trade special offers.

Consumer Promotions

Consumer marketing promotions are aimed toward getting consumers to get one of these company's products. Some examples of consumer promotion activities include coupons, rebates, sampling, sweepstakes, point-of-purchase exhibits and special packs.


Whether we cut coupons from newspaper publishers and periodicals or getting them in the mail, coupons are an extremely popular form of sales advertising. They are extremely effective especially in monetary downturns for luring people into restaurants or causing those 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 folks who click on them. Typically the most popular uses of e-coupons are for sales of groceries, catalogs and health and music products. The disadvantage of coupons is the fact that they do not encourage brand commitment most consumers who use coupons regularly are prepared to switch brands if there is a much better discount available.


Rebates are incomplete refunds that are offered by the manufacturers. Often manufacturers use mail-in rebates as incentives for purchasing. The consumer must choose the product at full price and then fill out paperwork and email in the receipt to be able to receive some cash back. Rebate programs allow marketers to market a company's product at a lower poster bate price also called MRP offering a substantial personal savings to its customers but also necessitating that a set of conditions be found to meet the requirements.


Companies will often send or hand out samples of products to be able to appeal to customers who might not exactly have purchased their products often. Drink companies may target college students and give away soft drinks on campuses, or a food company may setup a stand in a supermarket so that consumers can sample their new chips. You may get a trial container of shampoo in the email or you may remember obtaining the India Online (IOL) CD in the mail offering 100 free time of Internet access. They are all types of sampling, and the objective of these deals is to expose a new product or service to a consumer in order to generate brand devotion. Sampling can be a costly approach to bringing in customers and it often results in wasted distribution however it can be a very effective way for getting consumers to change brands.

Sweepstakes and Contests

Sweepstakes and contests are another strategy of sales advertising. Data will be collected from consumers and they will be moved into to win a reward. Companies can use the information that they accumulate from entrants to be able to develop a mailing list for future promotional promotions. Organizations must be certain to print out all the guidelines for his or her sweepstakes or contests in order to avoid legal entanglements. A number of the rules companies should follow to be able to put up a successful sweepstakes promotion are the following:-

Clarify who's eligible

Indicate states where in fact the campaign is not valid

Declare the termination particular date of the promotion

Clarify random pulling procedures

Companies also needs to detail the awards disclose the chances of earning declare a deadline for entry and reserve the right to use winners' names and photos for promotion.

Point-of-Purchase Displays

Point-of-purchase (POP) promotional materials are displays that are create in stores to be able to prominently display products. At a grocery store a POP is usually positioned in front of the store, at the end associated with an aisle, in the aisle or on the shelf. POP displays are extremely successful because of the fact that lots of people make last-minute purchasing decisions.


Sometimes companies package products together in order to promote a new product or to encourage consumers to get one of these complementary product such as a free small conditioner bundled with a shampoo purchase or a free of charge throw-away razor with a shaving cream purchase. A business may also provide a bonus load up or a special load up with 20 percent more to be able to encourage a person to purchase a product.

Give a ways

Another strategy utilized by companies is that of special promotional items to be given away. These may be hats or T-shirts advertising the business or brand. For example, often credit card


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