Advertising and Sales Management

ADVERTISING is a paid form of communicating a

message by the use of various media. It is
persuasive, informative, and designed to
influence purchasing behavior or thought
patterns. ." The American Marketing
Association has adopted the following as a
definition of advertising.
“Any paid form of non-personal presentation
and promotion of ideas, goods or services
by an identified sponsor ”
 THE OBJECTIVES OF ADVERTISIN
1. To do the entire selling job (as in mail-order marketing)
2. To introduce a new product (by building brand awareness
among
potential buyers)
3. To force middlemen to handle the product (pull strategy)
4. To build brand preference (by making it more difficult for
middlemen to sell substitutes)
5.  To remind users to buy the product (retentive strategy)
6. To publicize some change in marketing strategy (e.g., a
price
change, a new model, or an improvement in the product
7.  To provide rationalizations for buying
(sociallyacceptable"excuses) 8. To combat or neutralize
competitors; advertising efforts
9. To improve the morale of dealers and/or salesmen
10. To acquaint buyers and prospective buyers with new uses
of the
product.
 Functions of advertising
1. To differentiate the product from their competitors.
2. To communicate product information
3. To urge product used
4. To expand the product distribution
5. Too increase brand preference and loyalty
6. To reduce overall sales cost
7. Creates new demands
8. It provides an important source of revenue for the publishers .
9 It extends many employment opportunities to different types of
people like artists, singers, actors, models and painters etc.
10. It builds up the reputation of the produces
 To differentiate the product from their competitors.
Apple laptops make them different from others as the WHITE color and
logo of APPLE on back of the screen …
To communicate product information
Ponds age miracle, in that ad the celebrity SREE DEVI is informing the
consumers about the benefits of it. That how the old women can look
younger by using it continuously. It will make you fair cream plus it
reduces freckles plus it can be used as a sun block as well it will make you
look youth
To urge product used
Fair and lovely as we know that it will make a girl look fair and prettier in 4
weeks.
To expand the product distribution
Reliance telecom ad saying India's first network covering 3ooo villages
and 450 towns… So as many people are getting to know about this
facility they are running towards the franchises to avail it. So for that that
should expand their distribution all around the cities.
 . Too increase brand preference and loyalty
99% girls who are not married will not look at the ad of pampers or any
milk powder for children but when they will get married their interest will
automatically move towards such ad'
Creates new demands
Tata telecom is offering wireless internet chips, video conferencing and
WIMAX services as they are introducing new services in market its
creating new demands
 Integrated Market Communication
(IMC): It is an attempt to coordinate various
marketing and promotional activities in such a
manner that it becomes effective for the target
consumer. It uses all the promotional tools to
bring the maximum impact. These days adver-
tisement has become a big business and
besides the Promotion Mix we have the impact
of 4 Ps on Integrated Market Communication.
These are product, price, promotion and place.
Product: Communicates through its colour, shape, size,
package, label, brand name
Package design also communicates. A package can
be so attractive that it acts like a silent salesman. Brand
name also communicate They ask for Colgate, Halo,
Lifeboy instead of asking for toothpaste, shampoo or
soap.
Price: Is an important element of Marketing Communication.
It plays a communicative role in advertising. Price
communicates about the quality of the product
Place: Places plays an important role in Marketing
Communication . They like to shop in places which have a
big choice and stores which sell good quality products.
Role of Advertising in Marketing Mix.
Main methods for communicating persuasively are;
1. Advertisement
2. Personal selling.
3. Public relations.( develop a favorable relationships with
stakeholders)
4. Sales promotion .(display shows, exhibition,
demonstrations)
5. Branding.
6. Packaging.=silent and colorful salesmanship
 It is an instrument of persuasion.
 It has an informative role.
 It provides knowledge about product specification,
about product features and product
 quality and the functions that a product can perform.
 It is an important marketing tool.
 It informs about the price of a product.
 It gives information about the alternatives available to
the purchaser.
 It gives information about the new offers and the
discounts available to the purchaser
 It helps in achieving the sales objectives and the
communication objectives.
  4 P's vs. 4 C's
Not PRODUCT, but CONSUMER
Understand what the consumer wants and needs. Times have
changed and you can no longer sell whatever you can make. The
product characteristics must now match what someone specifically
wants to buy. And part of what the consumer is buying is the personal
"buying experience."
Not PRICE, but COST
Understand the consumer's cost to satisfy the want or need.
The product price may be only one part of the consumer's cost
structure. Often it's the cost of time to drive somewhere, the cost of
conscience of what you eat, and the cost of guilt for not treating the
kids.
 Not PLACE, but CONVENIENCE

As above, turn the standard logic around. Think

convenience of the buying experience and then relate that to a
delivery mechanism. Consider all possible definitions of
"convenience" as it relates to satisfying the consumer's wants
and needs. Convenience may include aspects of the physical or
virtual location, access ease, transaction service time and
hours of availability.
 Not PROMOTION, but COMMUNICATION

Communicate, communicate, communicate. Many

mediums working together to present a unified message with a
feedback mechanism to make the communication two-way.
 Advertising as a communication process

Modern marketing calls for more than

developing a good product, pricing it attractively and making
it accessible to target customers. Companies must also
communicate with their present and potential customers.
Every company is inevitably cast into the role of
communicator and promoter . A modern company manages a
complex marketing communications system. The company
communicates with its middlemen, consumers and various
publics. Its middlemen communicate   with   their  
consumers   and   various   publics.    
 Communication process
 Advertising is basically a communication process involving
the use of mass medium. Mass media is used to sent a
message to a large number of people includes-
1. The consumer who will purchase the goods.
2. The dealer who will carry his good to sell them to
customers.
3. The distributor who will push the sales of product.
4. The friends relatives or group leader who will influence
customers.
5. The supplier who will supply the best ingredients.
6. The public who will show its trust and confidence in
products
7. The government to show its integrity etc.
External flow of communication which flows to the
target market…..

TARGET MARKET
Customers
Past, Present, Potential Customers
also known as prospets
Channel Members
Wholesalers, Retailers, Agents & any other
Middlemen

Govt. Agencies
Private Agencies to Society

Companies
Competing, Non-competing and
others
The main objects of advertising communication are given below:

To eliminate or conquer competition

To inform people about the use of

products.

To produce demand for new product.

To amplify sales.
A good ads always do…
Information about product.
Persuade customer.
Create awareness.
Interest.
Conviction .
Arose desire for the product and services.
 The key elements of marketing communication
are sender of the message or communicator,
message in the form of commercial ideas,
sales story, package print, advertising copy;
channel or media, the vehicle carrying the
message, a sales person, sales literature,
phone, television, radio, press etc, receiver a
prospect, customer, reseller, purchase
influencer and the audience, feedback in the
form of response, reaction, counter-proposal,
or the returned communication called
feedback from the receiver to the sender.
 Advertising campaign
 It can be defined as a” organized and
carefully planned use of paid publicity for
the accomplishment of a definite purpose”
 Major parameters of campaign
1. The socio- economic cum demographic profile
of the people
2. The media availability.
3. The campaign period and time.
4. The competitors activities.
5. A view of past advertising.
6. The marketing-advertising objectives
7. Creative requirements, new plan
Essentials steps in advertising campaign planning

 Identifying the advertising opportunity.

1. presence of a favorable primary demand
2. substitutions
3. intrinsic qualities of a product. (sony, whirlpool,etc)
4. Product nature. (cosmetics are promoted on the basis of sex appeal)
5. Financial availability
 Market analysis.
1. Market share.
2. Competitive strategy.
3. Age group of target audience.
4. Income level.
 Advertising objectives
1. To stimulate primary demand.
2. Fight competition.
3. Create awareness.
4. Increase in the market share.

 Establishing advertising budgets.

making appropriate fund allocation for different media and
keeping some contingency fund for situational changes is
necessary to initiate any campaign planning
 Media selection and creating ads message.
on the basis of market segmentation and target audience .
Catchy advertising message is necessary to achieve
advertising objective
 Coordination between advertising and other related
activities
Ads campaign needs the active support of other marketing
techniques like , sales promotion , public relation ,support from dealers,
suppliers and sales person are so essentials.
 Evaluation of result of advertising campaign
Check the degree of achievement by the way of conducting pre
testing and post testing the market
 Market segmentation
 Process of dividing the market according
to similarities that exist among the various
subgroups within the market. The
similarities may be common
characteristics or common needs and
desires. Market segmentation comes
about as a result of the observation that all
potential users of a product are not alike,
and that the same general appeal will not
interest all prospects.
 Strategies for Advertising …
Strategy is defined as a plan or method of
accomplishing advertising objectives. Several
strategies are formulated under advertising planning
to achieve the desired objectives. The formulation of
an advertising strategy includes:
• Setting of objectives.
• Segmentation strategies.
• Position strategies.
• Appropriation strategies.
• Media strategies.
• Message strategies.
 Advertising Strategy Alternatives
Strategy and Plans are a part of each other. There are 5 broad
strategy alternatives for influencing the attitude of customers.
1. Advertising should affect those forces which are evaluated
by the consumers in a car- economy, style, low maintenance
space etc.
2. • Advertising should highlight the characteristic which are
considered important for that product class e.g., camera-
aperture, filter, clarity etc.
3. • Increase or decrease the rating for a salient product class
characteristics.
4. • Change the perception of the company's brand with regard
to same product characteristics.
5. Change the perception of competitive brand with regard to
some particular salient product characteristics.
 Advertising Situations
There are situations in which advertising may be
required:
1. New application or usage of the product
2. Product market variation.
3. Change in the brand name.
4. Distribution and service.
5. Seasonal products.
6. New technology and innovation.
7. Upgrading a product.
8. Special offers.
9. To fight competition.
Media Planning
 Media is a Carrier of Message.
It can be classified as under:
1. Print Media:
Newspaper
Magazines
Trade Journals
Hand Bills
Direct Mail
2. Audio, Visual and Audio-visual Media:
Radio
Television
Cinema
Outdoor Advertising
(In scripts on Walls, Hoardings )
 3. Support Media: Such as Direct
Marketing, Interactive Media, Promotional
Product like….
Posters
Neon Signs
Transit Advertising
(Railway and other transport system)
Loudspeakers, Announcements, Baloons
etc.
Fair Exhibitions, Amusement Parks etc.