Advertisements and sales promotion

Faculty Name:
Bishal Bhuyan
Assistant Professor (MBA/ Ph.D)
ADTU

Faculty Name:
Bishal Bhuyan
Assistant Professor (MBA/ Ph.D)
ADTU
 LIST OF TOPICS

MODULE 1

• Integrated Marketing Communication,

• Pull V/s Pull Strategy,
• Definition of Advertising,
• The elements of Effective Advertising, and
• Types of Advertising
Integrated Marketing Communication (IMC):
• Integrated Marketing Communication (IMC) is a strategic approach that
businesses use to ensure that all their marketing efforts work together
harmoniously to convey a consistent and unified message to their target
audience.
• It involves coordinating various communication channels, such as
advertising, social media, direct marketing, and more, to create a seamless
and interconnected brand experience for customers.
Imagine you're a company that sells healthy snacks. Your IMC strategy would
involve:
• Advertising: You run a series of TV and online ads that highlight the delicious
taste and nutritional benefits of your snacks. The ads use the same visual
elements and tagline for consistency.
• Social Media: Your social media posts reinforce the message from the ads.
You share behind-the-scenes content about how your snacks are made,
customer testimonials, and interactive polls about healthy eating habits.
• Collaborations: You collaborate with health and lifestyle influencers to
review and endorse your snacks. This generates positive press and word-of-
mouth buzz about your products.
• Content Marketing: Your website features blog posts and videos about
nutrition, wellness, and snacking tips. This content indirectly promotes your
snacks by offering valuable information to your audience.
• Direct Marketing: You send out email newsletters to your subscribers, offering exclusive
discounts on your snacks. These emails align with the overall message of your campaign.
• Packaging: The packaging design of your snacks carries the same colors, fonts, and
imagery as your ads and online content. This creates a recognizable and consistent visual
identity.
• Events: You sponsor a local health fair where you set up a booth to offer samples of your
snacks and engage with potential customers face-to-face.
The goal is to avoid any mixed signals or confusion and provide customers with a clear and
memorable impression of your brand.
By implementing these different communication tactics in a coordinated manner, you
ensure that your audience receives a consistent message about your healthy snacks: they
are delicious, nutritious, and align with a healthy lifestyle. This unified approach reinforces
your brand's credibility and builds a stronger connection with your customers.
In essence, Integrated Marketing Communication is about creating a holistic marketing
strategy where all the pieces fit together like a puzzle, resulting in a more powerful and
effective brand message.
Push Vs Pull Strategy:
• Push Strategy:
• A push marketing strategy involves "pushing" your products or services
directly to the target audience through various promotional efforts. In this
approach, you're actively pushing your offerings to customers, hoping they'll
be interested and make a purchase. It's like presenting your products in front
of potential customers and encouraging them to buy.
• Example of Push Strategy: Imagine you're a smartphone manufacturer
launching a new model. You distribute brochures, run TV commercials, and
offer retailer incentives to encourage stores to stock your new smartphone.
• These efforts are designed to create awareness among customers and
encourage them to buy the new phone, even if they weren't actively looking
for a new device.
• Pull Strategy:

• A pull marketing strategy, on the other hand, involves creating demand for
your products or services by attracting customers to your brand. Instead of
pushing products onto customers, you're pulling them in with compelling
marketing and creating a desire for what you offer. It's like creating a
magnetic effect that draws customers to your brand.
• Example of Pull Strategy: Continuing with the smartphone manufacturer
example, a pull strategy could involve investing in content marketing and
social media. You create informative videos, blog posts, and social media
content about the benefits and features of your new smartphone. As
customers search for information about smartphones online, they come
across your engaging content, start to trust your brand, and are more likely
to consider your new model when making a purchase decision.
• In simple terms, the key difference between pull and push strategies is in how
you approach reaching customers. Push strategy involves actively promoting
your products to customers, while pull strategy focuses on creating a strong
brand presence and attracting customers to seek out your products themselves.
• Both strategies have their place and can be effective depending on the
situation. Push strategies can be useful for quickly introducing new products to
the market, while pull strategies are great for building long-term brand loyalty
and customer engagement. Successful marketers often combine elements of
both strategies to create a well-rounded approach that maximizes their reach
and impact.
 DEFINING ADVERTISING

• It is the action of calling public attention to something, especially by paid

announcement.
• “Advertising is attempting to influence the buying behaviour of customers or
clients by providing a persuasive selling message about the products or services.”
• Advertising is thus, a mass communication tool, which is essentially in paid form
by a firm or an individual and the ultimate purpose of which is to give
information, develop attitudes & induce action, which are useful to the advertiser.
 Goal of advertising

In business the goal of advertisements is to: New

Customers

Immediate
Advertising sales Future
sales
Change
attitudes

Improve
image
 Objectives of advertising

• To promote a single product or service

• To make an immediate sale
• To inform about new products availability or features
• To stimulate sales amongst present, former and future consumers.
• To retain the loyalty of present and former consumers (assure buyers-
best purchase - building loyalty to brand or firm)
• To project an image (promote overall image of respect and trust for an
organization)
 Importance of advertising
• Crucial for a launch or announcement
• Promotes goods, services, ideas and events
• Helps in increasing the sales
• Creates consumer awareness
• Educates the society
• Demands creativity
• Target oriented
• Builds brand’s image
• Generate employment
 Sales Promotion
• Sales promotion is a set of marketing activities undertaken to boost the
sales of a product or service, by persuading or giving incentive to a
potential customer, to buy that product or service.
• Sales promotion involves some type of encouragement that provides an
extra incentive to buy. This incentive is usually the main element in a
promotional program. For example price reduction, coupons, contests,
rebate, money-back, extra amount of a product, free sample of the
product.
• Sales promotion is essentially an accelerating tool, designed to speed up
the selling process and maximize the sales volume. Sales promotion
programs encourage customers and dealers to take immediate action.
Difference between advertising and sales
promotion
 Elements of effective advertising

• Attention-Grabbing Headline/Creative: This is the first thing people notice in an ad. It needs to be eye-
catching and interesting. Example: Imagine an ad for a new energy drink with a headline that says, "Unleash
Your Inner Superhero!" The use of words like "unleash" and "superhero" could grab attention and make
people curious about the product.
• Clear Message or Value Proposition: The ad should quickly communicate what the product or service offers
and why it's valuable to the consumer. Example: A furniture store's ad might say, "Upgrade Your Home with
Stylish Furniture at Unbeatable Prices." This message clearly states what's being offered and highlights the
value of the products.
• Visual Appeal: The visuals in an ad, such as images or videos, should be visually pleasing and relevant to the
product or service being advertised. Example: A travel agency's ad could show vibrant images of tropical
beaches and happy travellers. These visuals evoke positive feelings and illustrate the destination's appeal.
• Emotional Connection: Ads often aim to evoke emotions that resonate with the target audience, whether
it's happiness, nostalgia, excitement, or empathy. Example: A charity's ad featuring a heart-warming scene
of volunteers helping homeless individuals can create an emotional connection with viewers, encouraging
them to support the cause.
• Call to Action (CTA): A clear and compelling CTA tells viewers what they should do next, whether it's visiting
a website, calling a number, or making a purchase. Example: An online clothing store's ad might end with a
CTA like, "Shop Now and Get 20% Off Your First Order!" This encourages viewers to take immediate action.
• Consistency with Brand Identity: The ad's style, tone, and message should align with the brand's overall
identity and values. Example: A luxury car brand's ad should exude sophistication and elegance in its visuals,
language, and overall presentation, consistent with its premium brand image.
• Target Audience: Ads should be tailored to appeal to a specific group of people who are most likely to be
interested in the product or service. Example: An ad for a new gaming console would use language and
visuals that resonate with gamers and technology enthusiasts.
• Unique Competitive Advantage Competitive advantage refers to factors that allow a company to produce
goods or services better or more cheaply than its rivals. These factors allow the productive entity to
generate more sales or superior margins compared to its market rivals. Thinking out of the box. E.G.
Starbucks with a name on the cup, Marketing campaign of Coca Cola, in which they printed names on their
 Forms of Advertisements

Advertising gets to people through different forms of communication. Newspapers,

magazines and direct mail belong to print media. TV, radio and the Internet are among the
most important electronic media.
Outdoor advertising works well for promoting your product in specific geographic areas.
Outdoor advertising is a form of advertising strategy that enables companies to promote
their businesses through outdoor means.
• Billboard
• Point of Sale
• Transit
• Retail
 • Billboard

Billboards immediately come to mind

when thinking of outdoor advertising,
and for good reason. About 71% of
consumers are engaged with these
roadside ads.
 • Point of Sale

These products are designed to

lure in impulsive buyers.
Products at cashier counters
often make customers feel like
they’re making a harmless last-
minute purchase.
 • Transit Ads

This type of outdoor advertising is

typically seen on trains and busses.
About 38% of consumers tend to
stop at the store while on their way
home, making this very
opportunistic move.
Since your market is always on the
go, you need to feed them as much
information as you can, without too
much mental load.
 • Retail Ads

Consumers are already in the

mentality to buy, so take advantage
of the situation.
Malls and shopping centres are great
places to advertise, especially if you
have your store just a few steps away
Broadcast Advertisement
• The broadcast media like radio and television reaches a wider audience
as opposed to the print media. The radio and television commercials fall
under the category of mass marketing as the national as well as global
audience can be reached through it.
• The role of broadcast advertising is to persuade consumers about the
benefits of the product. It is considered as a very effective medium of
advertising.
• The cost of advertising on this channel depends on the time of the
commercial and the specific time at which it is aired. For example, the
cost of an ad in the premium slot will be greater than in any other slot.
• Broadcast ads are classified under 3 heads:
• Radio
• Television
Radio Ads
• Local advertisers place about 70 per cent of advertising on the radio. An
advantage of radio is that people listen to programs while doing other
things. In some cases, radios are on the whole day.
• Commercials last about 30 seconds and is comparatively cheap.
• Radio stations are more specialized in what they broadcast.
• One radio station offers pop music and has a younger listening audience;
the other may broadcast classical music with older listeners. The ads can
be chosen according to the group of people who listen.
Television Ads

• Television​ combines sound and moving images. It is one of the most

expensive forms of advertising, but on the other hand it reaches a very
wide audience.
• Advertisers buy time from TV stations to broadcast their commercials.
This time is cheaper at times when fewer people watch TV, as in the early
morning hours and gets very expensive during prime time evening shows.
Sometimes advertisers pay a lot of money to get their ads on TV during
special programmes, like the Olympic Games or the​World Cups.
• Infomercials have become very popular in the last few years. They are
normal TV shows that focus on the sales of certain products. Details on
how to buy the product (telephone numbers etc..) are repeated many
times during the programme. Example: Home Shop 18
Internet
• Internet advertising is becoming more and more important. Especially young
people spend less time watching TV and more time on the Internet. The Internet
has the advantage of being available to people around the world at all times.
• Ads range from banners to pop-ups. Companies that spend a lot of money on
advertising often create their own Internet site for a certain product. Web users
are often asked to fill out a form that asks them about their daily routines, where
they live, how old they are, how much they earn etc.. Companies use this
information to find out what kind of people visit their websites. Sometimes ads
are sent via email. Because a lot of unwanted emails (spam) are sent throughout
the world many people don’t like this.
Covert Advertisement
• (Meaning of covert is secret or hidden). The phrase covert refers to anything that's hidden
behind anything else. Have you ever seen an actor drinking coca cola between movies? That is
an example of Covert advertising! The brand Coca-Cola is endorsing itself through the movie
without being the centre of attraction.
• It is termed as covert because it is not a direct advertisement, the viewers subtlety notice the
product while watching the movie. Many big filmmakers and producers use this type of
advertising because they pay an fee for their products within a film leading to a win-win
situation for both the directors and the endorser.
• In today’s time with such competitive markets with extensive brand availability, each and
every marketer needs to find a way in order to stand out from competitors.
• Thus there is always a search for such new innovative ways of marketing. Covert Advertising
basically involves placing the products within the films or television programs in such a
manner that the audience will not realize that the brand is using it as a medium of promoting
their respective products.
• Covert advertising occurs with the name of the brand and logo in any random shot of the
movie, at times the main actors are seen using the brand products in the movie which is a way
of covert advertising.
Surrogate Advertisement
• It is a form of advertising which is used to promote banned products, like cigarettes and alcohol, in the
disguise of another product.
• The banned product may not be projected directly to consumers but rather masked under another
product under the same brand name, so that whenever there is mention of that brand, people start
associating it with its main product. This is known as brand recall.
• When you see “King of Good Times”, you will have a Vijay Mallya and Kingfisher Logo in your head. If
you see “Men will be Men” and see Imperial Blue, it is Alcohol Advertisement.
• Surrogate advertising came into India in the mid-1990s after the Cable Television Networks
(Regulation) Act, 1995 read with Cable television Rules, 1994, came into force, which banned direct
liquor, tobacco and cigarette advertisements. Before that, the Cigarettes (Regulation of Production,
Supply and Distribution) Act,1975 made it mandatory to display a statutory health warning on all
packages and advertisements.
Guerrilla Marketing:
• Guerrilla marketing is a creative and unconventional advertising strategy that
relies on low-cost, innovative, and often surprising tactics to promote a
product, service, or brand. It aims to generate buzz, engage consumers, and
create a memorable impact, often with limited resources.
• Guerrilla marketing is often associated with surprise, humor, and high-impact
visuals to create memorable experiences for consumers.
• It is an alternative to traditional marketing, such as print media, television
commercials, billboards, and direct mail.
Types of Guerrilla marketing:
• Ambient Marketing: Ambient marketing involves placing ads or promotional
messages in unexpected and unconventional locations, often blending them
seamlessly with the environment. It involves using the existing environment to
create an advertisement.
• Example: Kit Kat created an ambient marketing campaign by making the park
benches to look like a kit Kat bar.
• Ambush marketing: Ambush marketing is a marketing strategy in which a
company attempts to associate itself with a particular event, usually a major
sporting event or another brand's marketing campaign, without paying the
sponsorship fees typically required for official participation. The goal of ambush
marketing is to gain exposure, visibility, and attention without the associated
financial commitment.
• It is the practice of hijacking another advertiser’s campaign to raise awareness of
another company or brand, often in the context of event sponsorships.
• Example: Coke vs Pepsi, Indigo vs Jet Airways
• Viral Marketing: Viral marketing is a sales technique that involves organic or
word-of-mouth information about a product or service to spread at an ever-
increasing rate.
• The Internet and the advent of social media have greatly increased the number of
viral messages in the form of memes, shares, likes, and forwards. Once something
goes viral, it is an easy and cheap way for a message to gain popularity. Viral
marketing can increase a company's reach and, ultimately, its customer base.
• Buzz Marketing: Buzz marketing refers to marketing strategies used to capture the
customers’ attention and other influencers to amplify the marketing message to
an extent where talking about the brand, product, or service becomes
entertaining, fascinating, and newsworthy.
• It is a subset of viral marketing and word-of-mouth marketing. A buzz is a trigger
that results in the word of mouth marketing. It can be an idea, a phrase, a tagline,
a logo, a mascot, an advertisement, or any other trigger which makes people talk
about the brand or its product.
• Buzz starts conversations. It is a great/different/weird idea or a story that others
are willing to share
Ambient Marketing
• Ambush marketing
Viral marketing
Buzz Marketing
End of Module 1