Advertising - Meaning

Advertising is a form of communication used to

influence individuals to purchase products or
services
Frequently it communicates a message that
includes the name of the product or service and
how that product or service could potentially
benefit the consumer.
Advertising often attempts to persuade potential
customers to purchase a particular product or
service. Modern advertising developed with the
rise of mass production in the late 19th and
early 20th centuries.
 Importance of Advertising
To create awareness, customer interest or desire

To boost sales (moving the demand curve to the

right)

To build brand loyalty (or to maintain it at the

existing level)

To launch a new product

To change customer attitudes – perhaps trying to

move a product more “up market”.

To support the activities of the distribution channel.

 Types of Advertisements

Consumer advertising
Emotional advertising
Business & professional advertising

Non-product advertising.
Consumer Advertisement

Such kind of advertisements use

rational appeal .
These are basically directed
towards consumers.
 kawasaki, bajaj caliber vim bar
etc. are examples of consumer
advertising.
Emotional Advertising

Focus on emotionally
motivating the consumers.

They emotionally appeal the

consumers.

Examples : LIC policies,

Cadbury celebrations etc.
Advertisement to business or
profession
This type advertisement is
aimed at reseller and professionals.
The objective of the corporate or
institutional ads may be to establish or
boost corporate identity or image.
The recent aditya birla group
campaign would fit into this category.
Non product advertisement
This type of advertisement
depicts an idea primarily a
social cause.

Example : advertisements
pertaining to child marriage, smoking,
child labour etc.

.
 Media windows
Television

Print
Newspaper Magazines

Radio

Outdoor Hoardings

others
Others
In store Internet
 Television ~ Strengths
 Strong impact through  Immediate audience
combined elements for feedback (overnight
sight, sound, motion, ratings for network and
color, ability to metered local markets).
demonstrate.  Flexible - can be bought
Unsurpassed for building nationally or in individual
high, fast awareness. markets. Also flexible in
 Reach mass audience at scheduling (time and
efficient cost. day).
 Newspaper ~ Strengths
 High degree of local household
penetration. 60% of adults
read newspaper each day.
 Geographic flexibility, can be
purchased market by market.
Some papers allow purchase
of geographic segments of
market.
 Fast reach, immediacy.
 Can convey long or
detailed copy.
 “Shopping” environment,
due to retail advertising.
 Natural medium for
newsworthy advertising.
 Special interest targeting
through sections (e.g.
women’s sports) and
papers (e.g. college,
ethnic).
 Magazines ~ Strengths
Some magazines deliver Possible to select
large audiences with a magazines with editorial
single insertion. content to provide
complementary and/or
Other magazines provide
prestigious environment for
demographic selectivity. product’s ads.
Good cost efficiencies, Geographic flexibility
especially for upscale and through regional or
female targets. metropolitan editions and
demographic targeting
through demographic
editions (at premium costs).
7
 Radio ~ Strengths
 Does not require  Good complement to TV
lengthy lead time and because it reaches
allows quick copy lighter TV viewers and
changes. maintains usage levels
during summer months.
 Plethora of local
 Local personalities can
station merchandising
be used to enhance
opportunities.
credibility and break
 Flexible scheduling. through clutter.
 Low production costs.

5
 Outdoor/Transit ~ Strengths
 Large, colorful billboards  24-hour exposure.
with striking images and  Point of purchase
brief slogans get noticed,
can be illuminated or capability.
animated.  Good cost efficiencies.
 Strong local market
presence with broad
reach and high frequency
potential.
 Geographically
targetable. Market to
market flexibility.

13
 In-Store ~ Strengths
 Provide point-of-  Very efficient.
purchase product  Location specific.
awareness, with
potential to distribute
coupons/ recipes
and/or to create
linkage with related
products.

16
Sales Management - Meaning
Sales Management- is the attainment of sales
force goals in an effective and efficient manner
through planning, staffing, training, leading, and
controlling organizational resources.
Managing a sales force involves recruiting,
hiring, training, supervising, compensating
salespeople, motivating them to become
problem solvers, and providing the proper
planning and backup support so they can
perform their jobs properly.
 Sales Management

SALES PERSONAL
FIRM MANAGERS SALES CUSTOMERS
REPRESENTATIVE
S

VALUE

Sales Managers recruit, train, supervise and

motivate sales representatives to provide value to
the customer.
 Sales Personal Sales
Managers Representatives

What are the sales managers goals?

 Sales

Revenues

Profits

Market Share

Controlling internal costs

 Sales Personal Sales
Managers Representatives

How do they obtain their goals?

 Knowledge of the sales environment

 Planning for sales

 Recruiting the sales force

 Training the sales force

 Motivating the sales force

 Supervising the sales force

 Conclusion

Supervising Planning

Sales Personal Sales

Managers Motivating Recruiting Representatives

Training

Managing a sales force involves recruiting, hiring, training, supervising,

compensating salespeople, motivating them to become problem solvers,
and providing proper planning and backup support so they can perform
their jobs properly.