Lesson 3 Flashcards
Advertre means
Turn to
Advertising turns the ____ of the people.
Attention
Features of advertising
- Non-Personal
- Mass Communication
- Paid Communication
- Identifies sponsor
- Information and Persuasion
Promote the sale or reputation of a particular Service, Product, Brand.
Product advertising
Immediate action ->
Direct action Advertising
Favorable attitude over a long period->
Indirect action Advertising
Makes Consumers aware of its existence -> Suggestion
Informative Advertising
Remind people about a product or service
Reminder advertising
Concept Advertising aka->
Primary demand Advertising, Pioneering Advertising.
Simulate demand for a new type of product
Concept Advertising
2 types of Product advertising
- Direct Action Advertising -> Quick action
2. Indirect action Advertising -> Favorable attitude towards the advertised product over a long period of time
Advertising to build a favorable image on the organization rather than to promote the sale of a product or service.
Institutional Advertising
To persuade consumers to buy a product or service to support an idea.
Persuasive Advertising
Designed to change the lifestyle of people ->
Concept Advertising
Objectives of advertising
- Introduce new products
- Sustain demand for existing products
- To build brand preference
- To create goodwill
- Support dealers
- Eliminates Middlemen
- Educate customers
Advantages to manufucturers:
- Creates demand
- Help maintain steady demand
- Builds goodwill
- Direct link
- Provides sales => Helps meet competition
Advantages to Consumers
- Makes Shopping easier
- Wider choice
- Reduce price
- Educates
Advantages to society
- Generates employment
- Helps sustain press
- Adds to art and Culture
- Promotes healthy Competition
- Increases the standard of living
Credibility of advertising is
Low to moderate
Credibility of publicity is
Moderate to high
Features of a good advertising:
hint: Mark story
- Attention Value
- Memorizing value
- Suggestive value
- Conviction value
- Instinctive appeal value
- Sentimental value
- Educational Value
Consumer products of daily use require _____ appeal for advertising.
Wide
Industrial Products are advertised in _____
Trade, Technical Journals and Direct Mails.
Local Market ->
Films, Outdoor media and Regional Newspapers.
Newspapers, Radio and TV is used when
Market is large and geographically scattered
Short advertisements are to be given in
Radio, TV and Films.
Lengthy Advertisements are given in
Newspapers and Direct Mail
______, _______ and ________ have limited coverage.
Magazines, Direct Mail and Outdoor Media
______,_______ and __________ are costlier than _____, ____ and _______.
Radio, TV and films are costlier than direct mail, Newspapers and Outdoor Media.
Other factors of media like
Objective, Reminder, Media by competitors and types of buyers
Advantages of Sales Promotion
- Low Unit Cost
- Sales Support
- Faster product acceptance
- Effective Control
- Best for new products
The incentives through sales promotion schemes are ____ and not ______.
Artificial and Not real.
The main methods of sales promotion:
- Samples
- Trading stamps
- Coupons
- Premium or Bonus Offer
- Price Off Offers
- Bonus Offers
- Demonstrations at Fairs and Exhibitions
- Exchange offers.
Advertising has a _____-term perspective and Sales promotion has a ____-term perspective.
long-term, Short-term.
Advertising is _____ and ______ technique.
Sales promotion is ______ and ________ techniqe.
Recurring; Routine; Non-recurring and not in ordinary routine.
Advertising is _______-oriented.
Consumer
Sales Promotion is _______-oriented
Product
Advertising moves ______ towards the ______.
Sales promotion moves _______ towards the ________.
Buyer towards the product.
Product towards the buyer.
Brand ->
Any identification mark used to identify the product.
Registered Brand ->
Trademark
Trademark is registered under ->
Trade and Mercantile Mark act of 1958
Brands maybe
- Symbols
- Special Names
- Name of the producers.
Advantages of Branding ->
- Identify
- Differentiating
- Basis
- Minimize selling costs
- Ensures uniform standards and quality
- Fixed by manufacturer
- Widen the market
- Invariably packed
Mad Love on a brand/ Continue to prefer a brand due to faith in superiority
Brand Loyalty
brand equity.
The value which the brand adds to the product.
Methods under brand Promotion are:
- Advertisement
- Quality Control
- Publicity
What is ASCI?
Advertising Standards Council of India
What is AIDCAM?
Attention Interest Desire Conviction Action More Sales
Sales promotion is used to stimulate ____ purchasing and ___ effectiveness.
Customer; Dealer;
Sales Promotion is used to: (4)
Clear Overdue stocks; Helps meet competition; Launch New Products; make Immediate sales;
_______ encourages customers to shift to another brand
Sales Promotion
The basic purpose of sales promotion is to
Stimulate on-spot buying
In sales promotion, As soon as the incentives are withdrawn, _____ Decreases
Sales
Feeling that sales promotion maybe intended to sell __________ product
Sub stranded
________ is used during Slack Season.
Jan to June -> Sluggishness in entire economy -> There sales promotion is used.
Family Brand Means ->
Selling a number of allied products under the same name.
Customer’s confidence can be enjoyed only when the __ of the product is mantianed.
Quality.
Dealing a product -> it is a ______-concern
Trading
