Learning Advertising and Sales Promotion

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Rationale

Learning Outcomes

Teaching and Learning Resources

Advertising Overview
Planning Advertising and Media Strategy
Integrating Advertising With Other Elements of the Communication
Creative Strategy and the Creative Process
Producing Ads for Print, Electronic and Digital Media
Sales Promotion Management
Using Direct Marketing and Sales Promotion
Using Out-of-Home, Exhibitive and Supplemental Media
Guerrilla Marketing
Sales Promotion and Personal Selling
The Role of Ad Agencies and Other Marketing Communication

Related Workshops

Case Studies

Learner Support

Recommended Texts

Resources

Assignments, Assessments

Learning Centres

Advertising and Sales Promotion

Rationale

This module provides students an opportunity to gain an understanding of advertising and other mass communications marketing practices: common business activities and terminology, perspectives applied when taking the optimal approach to decisions, plus descriptions and rationales of common practices (which are often far from optimal). The learning contents emphase the development of students' abilities to express their analysis and recommendations both in class discussion and in practice.

Advertising is a paid, one-way communication through a medium in which the sponsor is identified and the message is controlled by the sponsor. Variations include publicity, public relations, etc.. Every major medium is used to deliver these messages, including: television, radio, movies, magazines, newspapers, video games, the Internet (see Internet advertising), and billboards. Advertising is often placed by an advertising agency on behalf of a company.

Advertisements can also be seen on the seats of grocery carts, on the walls of an airport walkway, on the sides of buses, heard in telephone hold messages and in-store public address systems. Advertisements are usually placed anywhere an audience can easily and/or frequently access visuals and/or audio.

Advertising clients are predominantly, but not exclusively, profit-generating corporations seeking to increase demand for their products or services. Some organizations which frequently spend large sums of money on advertising but do not strictly sell a product or service to the general public include: political parties, interest groups, religion-supporting organizations, and militaries looking for new recruits. Additionally, some non-profit organizations are not typical advertising clients and rely upon free channels, such as public service announcements.

The advertising industry is large and growing. In the United States alone in 2005, spending on advertising reached $144.32 billion, reported TNS Media Intelligence. That same year, according to a report titled Global Entertainment and Media Outlook: 2006-2010 issued by global accounting firm PricewaterhouseCoopers, worldwide advertising spending was $385 billion. The accounting firm's report projected worldwide advertisement spending to exceed half-a-trillion dollars by 2010.

While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited Commercial Email and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers.^[1] Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation.^[2]^[3]

See also

External links

On-Line exhibits at William F. Eisner Museum of Advertising and Design
The British Library - finding information on the advertising industry
aef.com online advertising exhibits and resources not found elsewhere
Bibliography on Web Advertising
Vintage archives
- Ad*Access, Duke University Library
- Archive Advertisements from Old Theatre Programmes
- Retro Cars Advertisements - 19 Posters from the 19th International Motor Exhibition, 1925

Learning Outcomes

Knowledge

At the end of the module the successful student will be able to:

1. Identify, critically reflect upon and discuss current theories, principles and practice of Advertising and Sales Promotion and their

2. role in a marketing communication context.

3. develop, plan and implement potentially successful and creative sales promotions and advertising campaigns, including the evaluation of alternative responses.

4. identify and provide an adequate solution for a given marketing communications problem.

Skills

At the end of the module the successful student will be able to:

1. Create a substantial campaign combining sales promotions and advertising.

2. Develop advanced solutions to marketing proglems involving sales promotion and advertisin requiring skills of empathy, creativity, time management and responsibility for work components.

3. Author a substantial marketing plan including sales promotion and advertising.

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Teaching and Learning Resources

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Learning Contents

Advertising Overview

Lectures and Tutorials

Readings

Integrated Marketing Communications (IMC) is defined as customer centric, data driven method of communicating with the customer. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost.^[1] This management concept is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.

See also

Activities

Overview of Advertising Management
- Internet Exercises

Planning Advertising and Media Strategy: Finding Links to the Market

Lectures and Tutorials

Readings

A marketing plan may be part of an overall business plan.

Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use.

See also

Activities

Case Studies

Integrating Advertising With Other Elements of the Communication Mix

Lectures and Tutorials

Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

Readings

The Marketing Communications or Promotional Mix

Your marketing plan will be executed by using the tactical elements of the Marketing Communications, or Promotions Mix. The Marketing Communications Mix is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing a company uses to pursue its advertising and marketing objectives.

Setting the Promotional Mix

When deciding how to properly utilize the marketing communications mix to meet your marketing objectives, it is important to consider the relative strengths and weaknesses of each component of the mix. Further, you must always define your total budget first (generally defined in the Marketing and/or Business Plan) and then decide upon the best way to leverage the different elements of the mix to maximize the return on your investment. You will balance the various parts of the mix to not only create an integrated approach to your marketing communications but you must also devote enough resources for each component to be successful.

Read More ...

Relationship marketing was first defined as a form of marketing developed from direct
response marketing campaigns which emphasizes customer retention and satisfaction, rather
than a dominant focus on sales transactions.

As a practice, relationship marketing differs from other forms of marketing in that it recognizes
the long term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages.

With the growth of the internet and mobile platforms, relationship marketing has continued
to evolve and move forward as technology opens more collaborative and social communication channels. This includes tools for managing relationships with customers that goes beyond
simple demographic and customer service data. Relationship marketing extends to include
inbound marketing efforts, (a combination of search optimization and strategic content), PR,
social media and application development. Relationship marketing is a broadly recognized,
widely-implemented strategy for managing and nurturing a company’s interactions with clients
and sales prospects. It also involves using technology to organize, synchronize business processes, (principally sales and marketing activities), and most importantly, automate those marketing and communication activities on concrete marketing sequences that could run in autopilot, (also known as marketing sequences). The overall goals are to find, attract and
win new clients, nurture and retain those the company already has, entice former clients back
into the fold, and reduce the costs of marketing and client service. [1] Once simply a label for
a category of software tools, today, it generally denotes a company-wide business strategy embracing all client-facing departments and even beyond. When an implementation is effective, people, processes, and technology work in synergy to increase profitability, and reduce operational costs.

See also

Marketing
Key concepts
Product marketing · Pricing Distribution · Service · Retail Brand management Account-based marketing Ethics · Effectiveness · Research Segmentation · Strategy · Activation Management · Dominance Marketing operations
Promotional contents
Advertising · Branding · Underwriting Direct marketing · Personal sales Product placement · Publicity Sales promotion · Sex in advertising Loyalty marketing · SMS marketing Premiums · Prizes
Promotional media
Printing · Publication · Broadcasting Out-of-home advertising · Internet Point of sale · Merchandise Digital marketing · In-game advertising In-store demonstration · Word-of-mouth Brand ambassador · Drip marketing · Visual merchandising

Creative Strategy and the Creative Process

Lectures and Tutorials

Readings

In advertising, different creative strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product. Advertisers use different ways of thinking to create catchy slogans that capture consumer attention. Creative strategies promote publicity, public relations, personal selling and sales promotion.

These ways of thinking are divided into three basic descriptions: Weak strategies, mid-strength strategies and strong strategies. The strategies labeled "strong, mid-strength, and weak are generic phrases used in the text books referenced below to help students understand the intensity of each different type of advertising strategy. Advertisements, weak, mid-strength, and strong can be found in television, radio, and magazines/print.

Since the beginning of advertising, strategies have been created, starting with the simplest (weak) strategies in the 1940s.

External links

Push or Pull?

Activities

Developing a Promotional Campaign

Producing Ads for Print, Electronic and Digital Media

Lectures and Tutorials

Readings

An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients.

Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce television commercials and radio commercials as part of an advertising campaign.

Read More ...

See also

External links

4A's - American Association of Advertising Agencies

Digital media is a form of electronic media where data is stored in digital (as opposed to analog) form. It can refer to the technical aspect of storage and transmission (e.g. hard disk drives or computer networking) of information or to the "end product", such as digital video, augmented reality or digital art.

Florida's digital media industry association, Digital Media Alliance Florida, defines digital media as "the creative convergence of digital arts, science, technology and business for human expression, communication, social interaction and education".

There is a rich history of non-binary digital media and computers.

See also

External links

"The Digital Media Winners of 2007" - Annual MP3 Newswire award

"Topics in Digital Media Spring 2010"

"Topics In Digital Media Fall 2009"

Interactive Digital Media (IDM)

Web Links

Reference Library

Sales Promotion Management

Lectures and Tutorials

Readings

Sales promotion is one of the seven aspects of the promotional mix. (The other six parts of the promotional mix are advertising, personal selling, direct marketing, publicity/public relations, corporate image and exhibitions.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates.

Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmicks by many.

Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.^[1]

See also

Journal of Promotion Management
innovations in planning and applied research

Activity

Developing a Promotional Campaign

Using Direct Marketing and Sales Promotion

Lectures and Tutorials

Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Readings

Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising.

The RFM Formula in Direct Marketing

Direct marketing messages emphasize a focus on the customer, data, and accountability. Characteristics that distinguish direct marketing are:

1. Marketing messages are addressed directly to customers. Direct marketing relies on being able to address the members of a target market. Addressability comes in a variety of forms including email addresses, mobile phone numbers, Web browser cookies, fax numbers and United States and international postal addresses.

2. Direct marketing seeks to drive a specific "call to action." For example, an advertisement may ask the prospect to call a free phone number or click on a link to a website.

3. Direct marketing emphasizes trackable, measurable responses from customers — regardless of medium.

4. Direct marketing is practiced by businesses of all sizes — from the smallest start-up to the leaders on the Fortune 500. A well-executed direct advertising campaign can prove a positive return on investment by showing how many potential customers responded to a clear call-to-action. General advertising eschews calls-for-action in favor of messages that try to build prospects’ emotional awareness or engagement with a brand. Even well-designed general advertisements rarely can prove their impact on the organization’s bottom line.

See also

External links

Using Out-of-Home, Exhibitive and Supplemental Media

Lectures and Tutorials

Using Out-of-Home, Exhibitive, and Supplemental Media

Readings

Consumer Advocacy Groups' Expectations for Packaging

Out-of-home advertising (or outdoor advertising) is made up of more than 100 different formats, totaling $6.99 billion in annual revenues in 2008 in the USA.^[1] Outdoor advertising is essentially any type of advertising that reaches the consumer while he or she is outside the home. This is in contrast with broadcast, print, and Internet advertising.

Out of home advertising, therefore, is focused on marketing to consumers when they are "on the go" in public places, in transit, waiting (such as in a medical office), and/or in specific commercial locations (such as in a retail venue). Outdoor advertising formats fall into four main categories: billboards, street furniture, transit, and alternative.^[2]

See also

External links

Web Links
- Reference Library

A trade fair (trade show, trade exhibition or expo) is an exhibition organized so that companies in a specific industry can showcase and demonstrate their latest products, service, study activities of rivals and examine recent market trends and opportunities. In contrast to consumer fairs, only some trade fairs are open to the public, while others can only be attended by company representatives (members of the trade, e.g. professionals) and members of the press, therefore trade shows are classified as either "Public" or "Trade Only". A few fairs are hybrids of the two; one example is the Frankfurt Book Fair, which is trade-only for its first three days and open to the general public on its final two days. They are held on a continuing basis in virtually all markets and normally attract companies from around the globe. For example, in the U.S. there are currently over 2500^{[citation needed]} trade shows held every year, and several online directories have been established to help organizers, attendees, and marketers identify appropriate events.

See also

External links

Media related to Trade fairs at Wikimedia Commons. Media related to Trade Fair Organisers at Wikimedia Commons

Guerrilla Marketing

Lectures and Tutorials

Guerrilla Marketing

Readings

Guerrilla marketing is an advertising strategy in which low-cost unconventional means (graffiti, sticker bombing, flash mobs) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea. The term guerrilla marketing is easily traced to guerrilla warfare which utilizes atypical tactics to achieve a goal in a competitive and unforgiving environment.

Larger Map

The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places.

The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. The term has since entered the popular vocabulary and marketing textbooks.

Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerrilla marketing now utilize mobile digital technologies to engage the consumer and create a memorable brand experience.

Guerrilla marketing focuses on low cost creative strategies of marketing. Basic requirements are time, energy, and imagination and not money. Sales do not compose of the primary static to measure business but is replaced by profit. Emphasis is on retaining existing customers then acquiring new ones.

See also

Techniques

External links

Web Links
- Reference Library

Activity

Guerrilla Marketing

Case Study

Sales Promotion and Personal Selling

Lectures and Tutorials

Readings

Selling is offering to exchange something of value for something else. The something of value being offered may be tangible or intangible. The something else, usually money, is most often seen by the seller as being of equal or greater value than that being offered for sale.

Another person or organization expressing an interest in acquiring the offered thing of value is referred to as a potential buyer, prospective customer or prospect. Buying and selling are understood to be two sides of the same "coin" or transaction. Both seller and buyer engage is in a process of negotiation to consummate the exchange of values. The exchange, or selling, process has implied rules and identifiable stages. It is implied that the selling process will proceed fairly and ethically so that the parties end up nearly equally rewarded. The stages of selling, and buying, involve getting acquainted, assessing each party’s need for the other’s item of value, and determining if the values to be exchanged are equivalent or nearly so, or, in buyer's terms, "worth the price.”

From a management viewpoint it is thought of as a part of marketing,^[1] although the skills required are different. Sales often forms a separate grouping in a corporate structure, employing separate specialist operatives known as salespersons (singular: salesperson). Selling is considered by many to be a sort of persuading "art". Contrary to popular belief, the methodological approach of selling refers to a systematic process of repetitive and measurable milestones, by which a salesman relates his or her offering of a product or service in return enabling the buyer to achieve their goal in an economic way.^[2] While the sales process refers to a systematic process of repetitive and measurable milestones, the definition of the selling is somewhat ambiguous due to the close nature of advertising, promotion, public relations, and direct marketing.

The Role of Ad Agencies and Other Marketing Communication Organizations

Lectures and Tutorials

Readings

External links

Activities

Promotion, Advertising Agencies and the Media

Recommended Texts

Advertising and Promotion with Powerweb
By: Belch, George E Belch, Michael A
ISBN: 0072508825
DOI: 10.1036/0072508825
Format: WW BB DH
Pub Date: 2001-05-04
Copyright: 2001
Edition:5

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