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These efforts can try to promote item interest, trial, or purchase. 2 Herta A Murphy, Herbert W Hilderbrandt (1991). you For example, a premium brand of toilet soap may be on promotion in some price sensitive markets, while in the remaining markets it is sold at its normal price. Retrieved from http://studymoose.com/importance-of-sales-promotion-and-advertising-essay. Below the line, refers to forms of non-media communication, even non-media advertising. Nowadays, due to intense competition it is not just enough to create awareness, but top of mind awareness is needed. A few of the reasons consist of increasing competition and items becoming more standardized, construct brand name awareness, develop interest, supply information, promote demand and likewise strengthen the brand name. Mostly, people view TV in leisure hours therefore; if product is new then it is … The tourism sector is responsible for promoting the natural resources, culture, heritage etc that help every visitor in experiencing the destination. One of the important roles of advertising is to create awareness of the product or services such as brand name and price. It uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. 3. Advertising has been added importance where it is used in a supportive role to complement other campaign elements, such as promotional print, tactical price cuts, and sales promotion are often required to make a prospective customer aware of the existence of the other campaign elements. Objectives and Importance of Advertising Advertising is the best way to communicate to the customers. Advertisement appeared a long time ago. Sale… The more people see the product/service, the more they feel like buying it. In many product categories, there is a proliferation of brands; many of them are line extensions and me-too brands. For example the brands most commonly known by the people are Nike, Timberland, Apple products. They are for that reason turning to more ingenious approaches of sales promotion (Du Toit and Erasmes 2008:347). Retrieved from. Advertising is part of Marketing. Depending on the communication means, the promotional techniques can be: This definition outlines the key purposes of the marketing function. The ways of adverting are using website, other company website banners, classified, multimedia presentation, flyers and posters. There are many unbranded jeans sold at shopping malls and places like Mr Price, bandra which are bought at half the price of actual branded jeans. Examples of BTL promotion are: These offer customers incentives to encourage them to buy goods and services. Sales promo is one of the seven aspects of the marketing mix, which are promoting individual selling, direct marketing promotion/ public relations, corporate image and exhibits. Advertising locally through newspapers and fliers as well as billboards can be an effective source of it when your business is up-and-coming, but expanding your advertising sources becomes important as you grow. Creating an impulse in potential customers to purchase your product is very important when it comes to advertising. If you need assistance with writing your essay, our professional essay writing service is here to help! The distinct adverts in both TV andprintform are instantly identifiable as the company’s own and give it an identity as a clean, modern and reputable brand. Business. Company Registration No: 4964706. Due to increase in competition, business are discovering it progressively hard to complete on quality. *You can also browse our support articles here >, http://www.ehow.com/facts_7457569_electronic-theory-business-communications.html, http://www.inc.com/guides/201108/how-to-choose-an-advertising-agency.html, http://moodle2.lsu.edu/pluginfile.php/219255/mod_resource/content/1/IMC_Practice_Leads_to_Theory.pdf, http://web.ebscohost.com.libezp.lib.lsu.edu/ehost/detail?sid=2bc1c44f-31e6-47eb-9272-f5373bc01dde@sessionmgr10&vid=1&hid=8&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl. The facts, figures, slogans, stories, etc., used in an advertisement help the members of the society to improve their knowledge. Advertising:- A very important tool in the promotional mix because it has a great impact on the audience where anyone who watch television , read newspapers , listen to radio are exposed to the advertising media which helps repeating the brand commercials in … Promotion has three specific purposes: communicating marketing information to consumers, users, and resale persons. No plagiarism, guaranteed! Advertising and Promotion Advertising is a form of commercial mass communication designed to promote the sale of a product or service and it also sends messages on behalf of an institution, organization, or … The marketing mix, often referred to as the 4Ps, is a means of assessing how to balance the elements of the mix in order to meet customers’ needs. Info: 2473 words (10 pages) Essay They are a tool through which target customers can be attracted as well as steps can be taken so as to retain them with the company (Pechmann and et. The air of change is getting momentum after the introduction of financial liberalization. Loyalty Incentives PUBLIC RELATIONS – How to use the media 1. This has lead to the availability of specialists, who are not only well paid but can handle this specialized work more efficiently in the current market conditions, where sales promotion has become more important. As competition intensifies and promotions proliferate, consumers have learnt to earn the rewards of being smart shoppers. Identifying a target market to advertise your business to is also very valuable, because a target market of customers will be more interested in your business than trying to appeal to masses of people with varying interests. Sales promotion includes techniques like free samples, premium on sale, sales and dealer incentives, contests, fairs and exhibitions, public relations activities, etc. Looking for a flexible role? The more people see the product/service, the more they feel like buying it. In order to stimulate customer response always the advertisement is a good opportunity for the company to promote. It is one of the four key aspects of the marketing mix. Sales promos are short-term incentives to encourage the purchase or sale of a service or product. Characteristics Of Advertising. The advertising roles are based on company’s marketing strategy, like; * Increase sales * Increase brand awareness * Supporting other market efforts. All the advertising media have become quite expensive. Further, many persons are directly engaged in advertising process as artists, photographers, etc. Definition of Advertising: Every day we come across hundreds of advertising messages, which tell us about various products such as soaps, detergent powder, soft drinks and services such as hotels, insurances policies etc. News/Media Releases PERSONAL SELLING 1. Advertising is a one-way communication whose purpose is to inform potential customers about products and services and how to obtain them. Radio 1. If the customers get branded jeans at half the actual price, then they are definitely going to make huge purchases of Spykar Jeans because they want value for their money, as they are price sensitive. Factors for sales promotion. Main important information that should be displayed if using website for advertisement is the company name, product name and contact information. There are many reasons why business go with sales promotions other than advertising. Why Are Promotions Important? Key factors include the size of the business, the markets it operates in and available resources. This has led to a shift from the regular media based advertising. In order to sell products online it is essential to details every specification of the product so that it will be easy for the clients to understand how the product or services will work before they purchase. The specific promotional objective may be to gain additional market share or to make a roads into a specific market segment. Magazines and/or Newspapers 1. Assess how promotion is regulated.4. You can extend your advertising approach out to television commercials as well as radio in order to reach wider audiences, but the revenue from your business should be able to pay for it costs for these methods to bring you the value you are looking for. It educates the public. No company can survey without building awareness for itself and its brands. This creates an immediate positive impact on sales. Promotion is the process of marketing communication involving information, persuasion, and influence. It is essential to understand to whom we are talking their position. The elements include: No two businesses are identical, as such, every organization must decide on its own balance of the 4Ps to suit its consumers’ needs. Bovee, Courtland L., Thill, John V. (1992). Well-designed marketing and promotional strategies ensure long-term success, bring in more customers and ensure profitability for businesses. Service advertisement suggest the advertises service. The Role and Importance of Advertising Advertising is part of Marketing. The most popular online shopping website are ebay and amazon which allow many suppliers to sell product online and also allows the clients to review the services they get while shopping online and which may help the users who visit the product to understand a general knowledge on how the services are given to the customers. Rhetorical theory: – this theory targets not only the receiving message but also the respond produced. Communications. Sales promotions are those activities, other than advertising and personal selling that stimulate market demand for products. C. Mitchell 1999 defines sales promotion as a process of convincing a prospective client to buy the item And it includes several communications activities that try to provide additional worth or rewards to consumers, wholesalers, sellers, or other organizational consumers to promote instant sales. Another objective may be to replace the market leader in top-of-mind. Discounts 1. WritePass - Essay Writing - Dissertation Topics [TOC]AbstractIntroductionTask 1 – Scope of Marketing Communications1. Get a verified expert to help you with Importance of Sales Promotion and Advertising, Are You on a Short Deadline? New York, NY: McGraw Hill Inc. These promotions create an element of interest and excitement, and consumers enjoy these and response enthusiastically to such contests and sweepstakes, etc. The process of the electronic theory is t is based on, and uses the language of, electronics. Every organization must look at its marketing in relation to the marketing mix. Essay On Promotion Mix 2908 Words | 12 Pages. 2.1 Role of advertising in integrated promotion strategy for calling card. Free resources to assist you with your university studies! Over a period of time, they have also learnt that brands on promotion are not necessarily of lower quality. Tool For Promotion: Advertising is an element of the promotion mix of an organization. 3. Creating an assortment of advertising and marketing techniques will help you to reach many different customer bases. If the advertisement of any concerned product, service or idea is done correctly at a right place, through proper media, and within a particular time constraint, can attract many new customers. Advertising in those days was presented by written or oral announcement touting a particular product or service. Over a period of time, they have also learnt that brands on promotion are not necessarily of lower quality. Promotion involves disseminating information about a product, product line, brand, or company. Find out the 7 reasons why social media marketing is important for your business!Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. This increased price sensitivity is a direct result of existing inflation. You have to stay ahead of your competitors in order for customers to keep doing business with you. Importance of Advertising – As a Promotional, Marketing and Business Activity For an organization, advertising is important both as a promotional and as a marketing activity. Some History of Promotion Marketing/Advertising Promotional Strategies and Advertising are very important when it comes to marketing for a firm. Advertisements need to relate to current trends and sell both a product individually as well as the company as a whole. Below the line sales promotions are short-term incentives, largely aimed at consumers. Reasons to Choose a DIY Promotion Strategy If your funds are limited, or you simply don’t feel comfortable reaching out to professional promoters until you understand more about how the industry works, then a Do-It-Yourself method could be the perfect strategy for your band or solo act. Students looking for free, top-notch essay and term paper samples on various topics. In other words, below-the-line sales promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having only a short term or temporary duration. Below the line sales promotions are short-term incentives, largely aimed at consumers. When other people hear good things about your business or they have a positive experience shopping with your business, they become walking billboards for your business without you having to spend additional money on ads to create it. The information and Communication technologies are changing in day to day life style. They Channel members demand more incentives to get the desired results. Television and/or Movies 1. As competition intensifies and promotions proliferate, consumers have learnt to earn the rewards of being smart shoppers. Using means-end analysis to test integrated marketing communications effects.Journal of Promotion Management, 16(4), 361-387. Role of Advertising and Promotion Advertising and promotion form some very important aspects of working of business organizations. In many cases, consumers have reached a point of boredom due to excessive advertising on TV. In this essay I have actually briefly explained sales promo, and comprehensively went over the factors for sales promotion Definition of sales promotion. We'll not send Importance of Sales Promotion and Advertising. competitions to win holidays or cash prizes, Direct communication techniques – focused on creating a relationship with each client, Indirect communication techniques – based on mass communication, the message in identical for a high number of potential customers ( advertising, public relations, sales promotion, to identify and anticipate consumer requirements and then satisfy these requirements. Promotions can encourage customers to try new products, use more of an old product or simply get everyone talking about your company. By continuing we’ll assume you’re on board with our cookie policy, Don’t waste Your Time Searching For a Sample, ?Planning effective marketing strategies for a target audience - an Adidas case study, Critical analysis of affected of economic crisis on the luxury brand market, The Impact of Brand Personality on Brand-Aroused Feelings. In B2C markets, typical sales promotions include: This enables a business to target existing and potential customers with its sales messages. The important advantage or using website to advertise product online are the product can be advertised in the same country or make it visible for other countries as well. PR Events 1. Sales promotion may allow a premium brand to compete with a lower tier brand among price sensitive consumers. Copyright © 2003 - 2021 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. According to Gerrard Tellis, it is the importance of advertising that forces the people to compare your services to your competitors’. Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UKEssays.com. The Importance of Promotional & Marketing Strategies Marketing and promotional strategies are closely tied together. These may include activities such as direct mail, public relations and sales promotions for which a fee is agreed upon and charged up front. VAT Registration No: 842417633. Below the line, refers to forms of non-media communication, even non-media advertising. Most of them prefer shopping online and even the high street retailers are making their products available online as well. Below are factors for sales promo. Advertising and Promotion 1003 Words | 5 Pages. Retrieved from, McGrath, J. Promotion is a key element in putting across the benefits of your product or service to the customers. No business will ever need to run any promotions if there wasn’t any competition. Because of increasing number of brands, it is difficult for manufacturers and dealers to anticipate future sales. Electronic theory: – understands the dynamic communication aids in delivering messages clearly to the receiver. Promotion-mix is a set of promotional tools that are available to the company. There are a number of promotions, which are often called interest promotions. 1. With the increasing pressure on the marketing team to achieve communication objectives more efficiently in a limited budget, there has been a need to find out more effective and cost efficient ways to communicate with the target markets. This, at times, leads to excessive inventories, and the quickest way to clear that is to go for sales promotion. There are many differences between advertising and promotion. Most of the users browse and prefer to look online. Business advertisement is to make the company brand familiar to the audience. We also have to respect the rules and culture while communicating to each other. Outdoor Ads 1. Business Directories 1. To export a reference to this article please select a referencing stye below: If you are the original writer of this essay and no longer wish to have your work published on UKEssays.com then please: Our academic writing and marking services can help you! Media Introductions 1. Compared to any other promotional method, sales promotion is a more effective method to generate short-term sales volume. Above the line is a type of advertising throughmediasuch asTV,cinema,radio,print,bannersand search engines. Coupons 1. Its existence in prehistoric times is confirmed, for example, by an Egyptian papyrus with the information of the upcoming sale of a slave. Advertising is just one method of marketing communications, which is the umbrella for many methods.TYPES OF ADVERTISING – MASS MEDIA 1. It aims to exceed customer expectations by adapting its product portfolio to meet the changing needs of consumers. Hence, advertising is essential, especially for a new product that has to be launched in the market. Some of the more popular interest promotion techniques are samples, contests, and sweepstakes, free premiums and mail-in premiums. Explain the organisation of the advertising and promotions industry.3. Along with advertising, public relations and personal selling, sales promotion is one of four key tools for marketing communication. In order to sell products online it is vital to details every specification of the merchandise such that it will be easy for the clients to understand how the product or services will work before they purchase. Advertising helps convey the information regarding launch of the new product. Available:http://www.inc.com/guides/201108/how-to-choose-an-advertising-agency.html. Reduction in price, discount for the second unit - quite popular measures to increase consumer demand. 4. The AIDA model is also important because it gives us four levels to measure and explore when we are looking at the effectiveness of promotions. Whichever route you decide to travel, the importance of promotion is inescapable — so embrace it! It generates employment opportunities by promoting salesand enhancing production. Most brands are being perceived by consumers to be more or less similar within a given price range because of the inability of manufacturers to develop truly differentiated products. Direct mailing is a productive way of promoting to existing customers for several reasons. The most important purpose that a promotion serves is that it sets a business apart from its competitors. Advertising Has Become More Expensive And Less Effective. Referral Programs 1. Additional materials, such as the best quotations, synonyms and word definitions to make your writing easier are also offered here. Do you have a 2:1 degree or higher? You can get an idea about this by thinking of the promotional strategies that the networking companies use. It promotes art and talentby giving an opportunity to artists to … We're here to answer any questions you have about our services. Examine current trends in advertising and promotion, including the impact of ICT.Task … Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. The promotion Mix includes: • advertising • personal sales • sales promotion • Public relations and publicity Since personal selling is referred as personal interaction or individual communication for selling the product between the customer and sales personnel. Venture House, Cross street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ mix. 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