ADVERTISING

Advertising is a form of non-personal promotion. It is when companies pay to promote ideas, goods or services in a variety of media outlets. With advertising, a company engages in a one-way communication to the prospect or customers. For example: Magazines, Newspapers, Television, Websites, Radio, Banners etc.

DISTINCT FEATURES OF ADVERTISING

1. Paid Form: The sponsor has to pay for advertising he has to bear

a cost to communicate with customers.2. Impersonality: There is no face to face contact between customers

and advertiser. It creates a monologue and not a dialogue.

3. Identified Sponsor: Advertisement is given by an identified company or

firm or individual.

MERITS AND DEMERITS OF ADVERTISING

MERITS(i) Reach(ii) Choice(iii) Legitimacy(iv) Expressiveness(v) Economy(vi) Enhancing Customer

Satisfaction and Confidence

DEMERITS(i) It is an Impersonal

Communication/Less Forceful

(ii) Advertising is less effective(iii) Difficulty in Media Choice(iv) Inflexibility(v) Lack of Feedback

PERSONAL SELLING Basically personal selling is

one to one communication between seller and prospective purchaser. It generates direct contact with prospects and customers. It is one of the most expensive forms of promotion.

Examples: personal meetings, telemarketing, e-mails, and correspondence

FEATURES OF PERSONAL SELLING

(i) Personal Interaction(ii) Two Way Communication(iii) Better Response(iv) Relationship(v) Better Convincing

SALES PROMOTION Sales promotion basically

represents all marketing activities other than personal selling, advertising, and public relations. Sales promotions are used to stimulate purchasing and sales and the objectives are to increase sales, inform potential customers about new products, and create a positive business or corporate image.

Examples: coupons, product samples, point-of-purchase displays.

SALES PROMOTION TECHNIQUES

MERITS AND DEMERITS OF SALES PROMOTION

MERITS1. Attention Value2. Useful in New Product

Launch3. Synergy in Total Promotion

Efforts4. Aid to other Promotion

Tools

DEMERITS1. Reflect Crisis2. Spoil Product Image