Grade x Comm App Chapter-3 Advertising and Sales Promotion Notes
Grade x Comm App Chapter-3 Advertising and Sales Promotion Notes
Revision Notes
Meaning of Advertising: Advertising is any paid form of non-personal presentation or
promotion of ideas, goods or services by an identified sponsor.
Concept of Advertising: It involves preparation of oral and visual message and their
dissemination through paid media for the purpose of making people aware towards
product or services.
Features of Advertising:
Types of Advertising:
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Objectives of Advertising:
Advantages of Advertising
Criticisms of Advertising:
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Advertising Media:
• Nature of Product
• Location and size of Market
• Type of Message
• Coverage of Media
• Cost of Media
• Other Factors
Sales Promotion: All those activities other than advertising and personal selling that
stimulates consumer purchasing. It includes activities like distribution of free samples,
premium of bonus offers, free coupons, etc.
• Incentives offered through sales promotion are artificial. ales promotion schemes
are offered during particular seasons.
• It is mainly intended to sell substandard products.
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Distinction between advertising and sales promotion
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Definition of Brand and Branding
Brand means any identification mark such as trade name, mark, symbol, picture, design,
colour, etc. used to identify the product of a seller and to differentiate it from
competitors’ product.
Brand Loyalty: Brand loyalty may be defined as the tendency of the consumers to
continuously purchase the products of one brand over the other brands.
Brand Equity: It may be defined as the additional value that the consumer attaches with
the brand that is unique from all the other brands available in the market.
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