Ch09 - Group Notes On Advertising and Sales Promotion
Ch09 - Group Notes On Advertising and Sales Promotion
Ch09 - Group Notes On Advertising and Sales Promotion
1. Introduction of Advertising
television, radio, cinema, magazines, newspapers, video games, the Internet and
airport walkway, on the sides of buses, and are heard in telephone hold
messages and in-store public address systems. Advertisements are often placed
anywhere an audience can easily or frequently access visual, audio and printed
information.
sells what is not, strictly speaking, a product or service include political parties,
organizations are not typical advertising clients, and may rely on free modes of
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Advertising, it has been suggested, is the world’s second oldest profession. Up
until the mid-nineteenth century the term advertising was used widely to refer to
Advertising was developed in 300 years prior to the 20 century. It is any paid
ads. Thru television and radio advertising as usually well make the advertising is
so flexible additional for the brand outcomes information. Reaching the consumer
is the outdoor advertising, like IKEA send their booklet sales thru their customer
door – to – door. Even in this era, the advertising will work just by mail that we
2. Theories of Advertising
In the Strong theory explanation, there have a hierarchy models are classically
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advertising. On this hierarchy models all the marketing communication with AIDA
Strong 1925, DAGMAR Colley 1961, Lavidge and Steiner 1961 and Wells et al.
1965 a imply for advertising to be successful from one stage to another until the
response & purports to suggest how these responses relate to attitudes &
thoughts.
The main alternative to the ‘Strong’ theory is Weak theory. Weak theory of
advertising assumes that ‘the advertising cause and the sales effect are far less
directly linked than strong theories. The link is, nevertheless, powerful and
enduring.’ (Hackley, 2005) Ehrenberg (1999) also position the Weak theory as
remind consumers that the brand is around or relevant. Under Weak theory, the
role of advertising is not only to create long-term memory in consumers’ mind but
also recall the memory in consumers’ mind. In other words, advertising develops
brands you does or might buy. (Andrew, Neil, Rachel, Helen, 2002) Ehrenberg’s
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models. Under Ehrenberg’s ATR model, advertising will help consumers to gain
awareness or interest about a product first. Then the consumers might try it. In
trying a different brand, people may go back to their habitual brands if there is no
obvious reason for them to change to the new brand. But if there is satisfaction
after previous usage, a repeat buying habit may be developed and reinforced.
already developed repeat buying habits. This is the crucial determinant of long
term sales.
3. Measuring of Advertising
modeling how the advertising is works. In the strong model of advertising this
followed method and measuring a very useful like; day-after recall the
are asked what advertising they remember. Has been use the incorrect measure
recognition, whilst being east to measure precisely are not directly associated
with sales and might be said to be precisely wrong. It is same as the vaguely
right measure, which actual sales directly related to advertising are almost
The simulated sales are sales calculated on the basis of no advertising which
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use an attitude scales a respondent’s attitude to predefined statements, is like
4. Advertising Characteristics
like; creativity, the ability to attract and hold the target audience through the
establishing ‘advertising problem’ are, that the reason the company is resorting to
upon which the campaign is built. Effective creativity means the creativity that
meets the commercial objective of a campaign. The answer lies in what might be
selling proposition (USP). The creative idea expresses the brand’s positioning
advertising process, capture the qualities of the brand and incorporate the right
decision on which media to use for given the campaign, to design the best
message for the most appropriate medium to reach the maximum number of
advertising is undoubtedly stands out from the rest and gets talked about through
‘word - of - mouth’ and/or using ‘media chatter’. Media chatter is a subject matter
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an advertisement being display and last nut not least is the Stopping power, in
advertising therefore must aim for stopping power whether through uniqueness,
humor, erotica, shock tactics, sensory appeal and shape with color.
considerable extent the gross domestic product (GDP) of any country. The
manufacturers and the customers plays an important role in the economy of the
economy which yields some production. In the event when consumption levels
far exceed than what is reckoned, this is not a means of triggering or bringing
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Advertising is anywhere…
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SALES PROMOTIONS
So, company used it to pursue its advertising and marketing objectives. It will
purchases.
brand extensions.
loyalty programs. In Malaysia for example Bonus link Card, Real Rewards and
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1) To encourage the retailer to facilitate particular goals mainly in introduce
1) Consumer
2) Trade
3) Retail
4) Sales Force
Consumer and trade promotions is are suppliers initiated pull and push strategies
For example: Sudoku Challenge with Sony Play station as prizes. The attraction
is for people to purchase and enter the competition was to the brand and not
Retail sales promotions a use pull strategies to attract people to retailer rather
For an example, the Harvey Norman is the place where consumers can get many
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variation in the types of promotions offered and further simplified the process. At
the same time, it will improve planning for the retailer and the supplier.
For example, previously album producer promotes their song on air of radio and
television. Nowadays just on the internet. Starting with sending by email, then
follow by creating and publish it thru website, lately blog. So technology give
Edward Thorndike (1927) suggested the “Law of Effect” which had to do with
promotion. The law states that the consequences of behaviors will govern the
consequences of that behavior in the future. In other words, once buying pattern
is achieved it will continue into the future. (Once you try it, you will continuance
Other then that the “shaping concept” by Foxall (1998) suggests that a
and the parts are learnt in sequence. In trialing product, it involves a set of
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While “Chaining Concept” is a concept that suggests behavior emerges from
of a product.
So this all theories offer reasons why you can motivate people to buy more by
The promotion planner should take into account the type of market, sales
effectiveness.
There 2 types of Sales promotions tactics that are price promotions and creative
promotions (incentives). The main consumer sales promotions tools used are;
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7) Loyalty schemes (Jusco Card, Mesra Card etc)
The simplest way to promote your product or service is to cut the price. The best
way to promote the product is by adding value to it. So to add the value, sales
promotions become the strategic tools when its not utilize for immediate
original retail price which can vary significantly between retailers. A sales
promotion ‘trap’ develop when the competition start to imitate each other
In general, sales promotions work best when they attract competitors, customers
to try a superior product and the switched customers. So using the Sales
Promotions, the company must establish their objectives and select the strategic
The end
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12. References
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