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Effective Advertising AND Sales Promotion

The document discusses various topics related to effective advertising and sales promotion. It covers developing effective advertising campaigns through elements of creativity, marketing research, and creative briefs. It also discusses developing effective sales promotion strategies through various consumer-focused tactics like coupons, rebates, premiums, and loyalty programs. Finally, it discusses the importance of synergy from teams in developing successful advertising and the role of marketing information systems.

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Jenina Grande
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76 views

Effective Advertising AND Sales Promotion

The document discusses various topics related to effective advertising and sales promotion. It covers developing effective advertising campaigns through elements of creativity, marketing research, and creative briefs. It also discusses developing effective sales promotion strategies through various consumer-focused tactics like coupons, rebates, premiums, and loyalty programs. Finally, it discusses the importance of synergy from teams in developing successful advertising and the role of marketing information systems.

Uploaded by

Jenina Grande
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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EFFECTIVE ADVERTISING

AND
SALES PROMOTION
DEVELOPING AN EFFECTIVE
ADVERTISING CAMPAIGN
MARKETING RESEARCH FOR
ADVERTISING
DEVELOPING AN EFECTIVE
SALES PROMOTION STRATEGY
DEVELOPING AN EFFECTIVE
DEVELOPING AN EFFECTIVE

ADVERTISINGCAMPAIGN
ADVERTISING CAMPAIGN
CREATIVITY

- Is a key
element in
effective
advertising
campaign.
Elements of creativity in
Elements of creativity in

advertising
advertising
ELEMENTS OF CREATIVITY IN ADVERTISING

1. Creative ads make a connection


with the target audience
ELEMENTS OF CREATIVITY IN ADVERTISING

2. Creative ads have an elements of unexpectedness


ELEMENTS OF CREATIVITY IN ADVERTISING

3.Creative ads use mischief in forms of tricks,


pranks, and playfully naughty behavior to keep the
audience interested.
ELEMENTS OF CREATIVITY IN ADVERTISING

4. Creative ads provide concrete images


ELEMENTS OF CREATIVITY IN ADVERTISING

5. Creative ads use storytelling


ELEMENTS OF CREATIVITY IN ADVERTISING

6. Creative ads builds momentum


SYNERGYFROM
SYNERGY FROMTEAMS
TEAMS
SYNERGY

- Is the sum of
the results
produced by a
team.
CREATIVE BRIEF

- Is a description
of what the
advertising
campaign is to
accomplish.
BRAINSTORMING

-Is an organized
approach generating
an large number of
ideas in a group
setting.
Determinethe
Determine thedesired
desiredresult
resultofofan
an
advertising campaign
advertising campaign
1. BUILD BRAND AWARENESS

- This is the initial objective


for the new brands of product
and services.
2. COMMUNICATE PRODUCT BENEFITS

- Making consumers aware of a


brand, companies need to
communicate its benefits.
3. ENCOURAGE TRIAL PURCHASE

Companies encourage
-

consumers to try a specific


brand for the first time
4. CREATE, CHANGE, OR REINFORCE
CONSUMERS ATTITUDE ABOUT THE PRODUCT

- After consumers try a


brand, they develop beliefs
and attitudes about it.
5. ATTAIN BRAND LOYALTY

- This is the objective


that every company
strives to meet.
maRKETING RESEARCH FOR
maRKETING RESEARCH FOR

ADVERTISING
ADVERTISING
MARKETING RESEARCH

- Is the process of
planning, collecting and
analyzing the data needed
to solve the problems.
Stepsininmarketing
Steps marketingresearch
research
Identify and
Develop the
define the
research design
problem

Determine the
method for
collecting data

Collect the Analyze


data the data
Twodifferent
Two differentprocess
processofofcollecting
collecting

data
data
1. PRIMARY MARKET REASERCH

-Is the process of


collecting data for the
first time to use in
solving a specific
problem.
TYPES OF PRIMARY MARKET
RESEARCH
•SURVEY
- Is a list of questions used to obtain
facts, opinions, and attitudes.
- Also called as Questionnaires
•FOCUS GROUP
- Consist of a small number of people
recruited to discuss a topic being
studied.
• EXPERIMENT
ADVERTISING AND PRIMARY MARKET
RESEARCH
-In advertising, primary market
research is used to measure of an
effectiveness of an advertising
message. Research can conduct both
before and after the ads is released.
Before the ads is released, focus
group can be used to get people’s
opinion and thoughts about a brand or
an advertising concept.
2. SECONDARY MARKET RESEARECH

-Is the process of


collecting and analyzing
data previously gathered for
other purposes.
-Most organization rely on
this.
ADVANTAGES AND DISADVANTAGES

-There are several advantages of secondary market


research. Large amounts of secondary data are
available online, making them easy and convenient
to access. This also makes secondary data less
expensive to obtain. An abundance of data are
available for free online. Secondary data
collection is often used to help set the stage for
primary market research. Researchers may find the
exact information they were looking for is
available through secondary sources,eliminating the
need and expense required to obtain primary data.
SECONDARY MARKET SOURCES

INTERNAL COMPANY REPORTS


TRADE AND PROFESSIONAL
ASSOCIATION
NONPROFIT ORGANIZATIONS
GOVERMENT REPORTS
BUSINESS WEBSITES
NEWS AND MEDIA SOURCES
maRKETING- INFORMATION
maRKETING- INFORMATION

SYSTEM
SYSTEM
MARKETING INFORMATION SYSYTEM

- Is the basis for marketing


decisions involving product
improvement, price and
packages changes, advertising
, media buying and
distribution.
BENEFITS OF MARKETING
RESEARCH
 MARKETING REESEARCH REDUCES THE RISK
OF DOING BUSINESS.
MARKETING RESEARCH HELPS A COMPANY
IDENTIFY THREATS AND OPPORTUNITIES.
MARKETING RESEARCH GUIDES A COMPANY
COMMUNICATION WITH CONSUMERS.
MARKETING RESEARCH HELPS COMPANIES
TRACK THEIR PROGRESS.
LIMITATIONS OF MARKETING RESEARCH
 MARKETING RESEARCH IS NOT AN EASY TASK.
GATHERING AND PROCESSING DATA CAN VERY
EXPENSIVE AND TIME CONSUMING.
THE VALUE OF THE RESEARCH FINDING
DEPENDS ON THE ACCURACY OF THE DATA
COLLECTED.
MARKETING RESEARCH NOT GUARANTEE
SUCCESS.
MARKETING RESEARCH DATA MUST BE
PROTECTED.
DEVELOPING AN EFFECTIVE
DEVELOPING AN EFFECTIVE

SALESPROMOTION
SALES PROMOTION

STRATEGY
STRATEGY
CONSUMERR SALES PROMOTION

- Sales promotion generally


involves short term, incentive-
offering and interest-creating
marketing activities, other
advertising, personal selling
and public relations.
COUPONS

- Is a certificate that
entitles the buyer to a
price reduction on a
product or service.
PRICE DEALS
- Can have an immediate impact on
consumer demand. They are used
frequently to encourage the trial
use of a new product, to recruit new
customers for a mature product, or
to convince existing customer to
purchase larger quantities.
REBATES

- Is a refund of money
offered to consumers
who purchase a
specific product.
PREMIUMS

- Is an item offered to
consumers for free or at
ay a reduced price with
the pruchase of another
item.
LOYALTY MARKETING PROGRAMS

- Or frequent- buyer
programs, to reward
customers for making
repeat purchases.
CONTEST AND SWEEPSTAKES

CONTEST
– Allowcustomer to compete for a prize
based on their skills and abilities

SWEEPSTAKES
- Award prizes based purely on luck. Thus,
more consumers enter sweeptakes than
contest.
POINT-OF-PURCHASE DISPLAYS

Retailers use point-of-


-

purchase(pop) displays
to promote particular
brand and encourage
impulse buying.
TRADE SALES PROMOTION

 PUSH MONEY
- Is a bonus given to salespeople for selling a specific
brand.
DEAL LOADER
- Is a premium given by manufacturer to a retailer for
ordering a certain quantity of product.
TRADE ALLOWANCE
- Or trade deal, is a reward offered by manufacturer to
retailers in exchange for supporting the manufacturer’s
brand by performing various marketing activities.
THANKYOU!
THANK YOU!
PRESENTED BY:

AR-JAY A. ALVAREZ
VALENTINA RAMOS
RAYMOND DELA CRUZ

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