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setting the advertising objectives the advertising objectives must flow from prior decisions on the target market market positioning and the
advertising management advertising management involves the major decisions in the management of the advertising broadly it includes the following
classification of advertising1 advertising may be bordaly classified from the points of view businneesaims coverage users and
features of advertising1 it is mass communication process every piece of advertising gurantees satisfactionof human wants and wnts them
meaning or definition the term advertising is derived from the original latin word advertere which means to turn the attention every price of
publicity publicity is a non -personal not paid stimulation of the demand of the product or services or business units by planning commercially
sales promotion it includes activities other than advertising personal selling publicity and public relations which are used in the promotiong of the
characteristics of the promotional typesfactor advertisingpublicitypersonal sellingsales promotionaudiencemassmasssmall one to
meaning of the promotion mixpromotion mix refers to the combination of the various promotional elements viz advertising personal selling publicity
characteristics of promotioncustomer are informed about the product or services of the company either at the time of introduction of a new product
meaning amp definition of the promotion promotion is a communication process by which the producers of the products or services draw attention of the
objectives of measuring advertising some advertisers do not bother to measure advertising effectiveness they expect that the sales will ultimately
advantages of the advertising1 it increases the sales volume advertising increases the sales volume of the product hence mass
characteristics of the sales promotion1 sales promotion does not include advertisement personal selling and
sales promotionmeaning amp definition the word promotion originates from the latin word promovere to move forward or to push forward sales and
objectives of the sales promotion the major objectives of the sales promotion are1 to increase buying response at the
major decisions in sales promotion in using sales promotion a company must establish its objectives select the tools develop the program pretest the
methodsdevices of sales promotion the various sales promotion devices can be classified in three ways as shown in figure below1 consumer promotion
forms of consumer promotion1 free distribution of samples it involves free distribution of samples to ultimate consumers the samples may be
sales force promotions personal selling by far is the most important method of the sales promotion to make it highly effctive sales force promotion
uses of sales promotions1 for facilitating introduction of new products2 for retrieving lost
organizing sales promotion compagins1 identifying the requirement the first requirement is to identify the specific
personal sellingmeaning amp definition personal selling is unique as it is a face to face transaction between a salesman and a prospective customer
objectives of the personal selling personal selling has two types of objectives - long termand short term the long term objectives which are more or
role of the salesman1 diagnostic this involves a salesman probing and finding the cause of a problem like an expert doctor a