Advertising and Sales Promotion

Advertising

Means of making potential buyers aware of a particular product or service.

Sales Promotion

Offering an inducement to encourage purchase

Advertising questions

• Which product to advertise
• To whom
• What do I say
• When
• How much do I spend

The selection process - to decide on what to say to whom

• The Message
  • Overall product strategy
  • Key attributes of product - selling satisfactions
  • The product buying profile
  • May require market and consumer research
• Development and placement
  • Major problems are muddled thinking
  • Poor briefing and assessment
  • Use of agencies are the norm
• Proposals for client approval
  • Is the proposed advertisment consistent with the stretegy
  • Should question, probe, seek to understand
• Research
  • Help is limited but it can tell if message understood, credible, interesting
• Media strategy
  • Is it sensible to spend total budget on one medium
  • More important to improve coverageor frequency of exposure
  • Agency should be "what if" questioned to improve return on funds invested

Promotion objectives

• Short term boost by increasing stock levels
• Improve distribution
• Improve sales through

Objectives should be quantified beforehand so that results can be measured.