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Research Paper 1
Research Paper 1
Introduction
Companies always try to establish the contact with target market. This is a prestigious
status for company to address the customers. Company wanted to enhance its image in the
minds of common man so that in future, whenever it would be visited to customer court, it
would be having enough matter to communicate the customers. The company presents it’s
history products history and even national history. Companies have these processes in all
continuance and consistency. Promotion is a term which means the moving from one end to
another. In marketing, promotion means all those took that a marketer uses to take his
product from the factory to the customers and it involves the advertising sales promotion,
personal selling, public relations, publicity and merchandising. Promotions are result
oriented. Promotion system works with proper communication system. This has sender,
receivers and feedback system. Feed back is form of action which customer gives bark to the
The stages are Awareness, Interest, Desire and Action. The concept can also be
explained through Levidge and Stonier model. The model states about the different stages i.e.
Awareness, Knowledge, Liking, Preference, Conviction and Purchase. The conclusivity ends
The sales promotion and advertising functions and stimulate the customer purchase
decision in accordance with this model. Present research paper will examine the comparative
Objectives:
The research paper will high light the effectiveness and applicability factors of sales
promotion and advertisement techniques. How does this technique affect the cognitive,
affective and connative stages. The research study consists of empirical nature. It has
following objective
(iv) To suggest a balancing role of both the techniques in the promotion of products.
Review of Literature
The review of Literature provides the valuable and gainful insights on the research
topic. M. Rogers (1962) has give the Model of Hierarchy of Consumer response which
applies on sales promotion and advertising technique Brainsternthal and C Samuel Craig
(1973) have presented the role of appeal in achieving the goal of getting attention but also a
message can be block. Ray and Wilkie (1974) have focused on fact that after a certain time
David Ogilvy has indicated that the common man get the response quickly through
celebrities. Aaker, Batra and Myres (1992) have advocated the use of special testing methods
John David Son, Alice Tybout and Brain Sternthal (1978) have high lighted the
communication plays its role in duration of preselling, selling consuming and post
consuming stages with both customer and company. The issue remain that how company
reach to customer and how customer reach to the company. There are various communication
communication to one to one communication. The product’s style, price, package color
brand contact can view positive or negative message about the strategic positioning of brand.
One can start with talking to all the potential customers about their experiences with the
product. The marketers will have to pickup these experiences and impressions which
communication. The communication model exist with nine elements i.e. sender, Encoding,
message, Media, Decoding, Receiver, Response, Feedback and Noise. The senders must
follow that who are the audiences, what they want to send and what response that may
receive. There should be proper use of all the communication elements. The steps to be
followed are (1) Identify the target audience (2) Determine the communication objectives
(3) Design the message (4) Select the communication channels (5) establish the total
communication budget (6) Decide on communication mix (7) Measure the communication
The target receivers will belong to ie potential purchasers, present users, decision makers,
influencers, individual groups, and general citizen. The important part to be start from
analysis of current image of company products and its competitors. There can be a use of
Familiarity scale
Never Heard of Heard of Only Know a little bit Know a fair Know very well
amount
Favourability Scale
After the identification of target market and the perceptions which are driving in the
minds of customer, marketer will have to decide what does he desires to seek from consumers
mind. The response may follow cognitive, affective or behavioral stages. These can be a role
of three stages i.e. learn – feel – do, learn – do – feel and do- feel- learn etc. The objectives
can be decided from following (1) Awareness (2) Knowledge (3) Liking (4) Preference (5)
The communicator will also have to depend on the role of message. The contents of
message many involve appeal, theme, idea (unique selling proposition) Rational appeals will
speak of self interest and benefits. Emotional appeals will strike about negative and positive
emotions. Sometime humor, love, pride and joy play a very important role in communicating
the whole theme to customers. The message can be of two type i.e. One sided presentations
and two sided presentations. The message format also plays a very important role. For a print
copy, Words, headlines, color etc. are important features. The radio message will have words,
voice qualities are important factors. The television message will have facial expressions
gestures, dress, posture and hairstyle as important factors. Color also decides the importance
of situation. In a variety of products the color will play an important liking and disliking role.
Always the popular and attractive sources gather higher attention and recall for the message.
Credibility, likability and expertise are the important role for message sources.
directly with each other face to face, person to audience over the phone or e-mail. The
company may hire advocate channels, Expert channels and social channels. The word of
mouth sources also deliver some results. Non personal channels may include media,
atmosphere and events. The big question remains that how do companies decide the
communication budget. A brand team will be formed. They will do situation analysis,
forecasting etc and decides the budges for advertising sales promotions and trade promotion.
1. As brands move to the more mature phase of product life cycle. Manager allocates
Advertising and sales promotions can be two promotions. Advertising consist of (i)
Pring and brand cast ads (ii) Packaging outer (iii) Packaging – inserts (iv) Motion pictures (v)
Brochures and Booklets, (vi) Posters and leaflets (vii) Directories (viii) Reprints of ads (ix)
Bill boards (x) Display signs (xi) Point of purchase (xii) Audiovisual material (xiii) Symbols
and logos (xiv) Video tapes, Sales promotions consist of (i) Contests, (ii) Games
(iii) Premium (iv) gifts (v) sampling (vi) fairs and trade shows (vii) Exhibits (viii)
Demonstrations (ix) Coupons (x) Rebates (xi) Low- interest financing (xii) Entertainment
There is a role of push V/s pull strategy. Push strategy involves the manufacturer
using sales force and trade promotion to induce intermediaries to carry, promote and sell the
product to end users. Push strategy is useful when there is low brand loyalty. Pull strategy
involves the use of consumer advertising and promotion to present product to the customer
for purchase when the brand loyalty is high. The buyers readiness stage also very important
for selecting advertising and sales promotion. When there is awareness building stage the
advertising is the appropriate. When the product is known then mostly the sales promotion is
beneficial.
The companies keep focus on market in building the brand image. They remain with
focused attitude to remain at the top position. Price reduction can improve the brand cavity
with the increase ad spend. Point of purchase plays on crucial role in advertising. The POP
Danglers
Sign boards
Streamers
Merchandizing.
Window Displays.
These could be sent to following locations 1. At homes, 2. At retail shops, 3. On the streets,
4. Sent by mail. Direct mail gives the best description about the colour, graphics and data.
Use of colours, glossy paper gives a best touch to readers. It also gives personal impression to
customer.
main routs are with hoarding and bill boards. The site is chosen on the basis of give
consideration on the basis of no of vehicles are passing from the route. Pole signs are placed
on electric, telephone or special poles meant for the advertisement. Mobile bill boards are
also useful for this purpose. Many vehicles are used to these advertisements. Even the
animals like camels and elephants are in use for outdoor advertising.
Advertising dealing with the people, logic and emotions. In many products there is a
talk of applying sense and understanding. In some product ads talk is to focus on watching
common sense. Many times emotional seen are presented to the company like valve for
money. Quality appeal, indirect appeals etc. Most advertisers like to present the unique
selling proposition. Many products are having many features like problem solving,
various criterias and Idea push is the situation with the advertising. The visual ad is the full
of art and creativity. Lines, shapes, colour, size, sound, texture is important areas. Designing
and formatting plays on important role in total presentation of add. The new Traffic
The role of advertising is great. It's a chance for a brand to speak itslif story life directly
to the consumer, to build information and project a powerful brand image, to image creation
and build brand equity, to bypass the distribution and circumvent competitors. In reality,
however, the part of advertising is seldom realized. In fact, the opposite is true. Media
advertising is problematic in the terms of productive expenditure First, few companies start
with basic strategy research to develop a creative platform to follow the development of their
advertising. Second, few companies pretest their advertising creative to make a sure it has a
chance to work. Third, even fewer companies track their advertising once it's "on air" to
measure the effects of the advertising over time. Advertising tends to be created in an
informational vacuum and is rarely evaluated in any consistent, systematic way thereafter. In
No wonder that many companies have grown weary of traditional advertise in have
confidence media dollars into sales promotion and direct-response marketing activities -
where effects are easy see, and easy to measure. The strategic role of advertising is jugreat is
greater.
To successfully utilize advertising in the marketing mix, three types of research are
compulsory
-- Strategy research. How advertising works differs from one product category to other
product category, and from brand to brand within a category. -- Advertising pretesting. Once
the advertising creativity is finalised, it's really important to test the advertising. Pretesting
commercials. In the importance criteria, pretesting provides help to the improvement of the
Tracking research is the only way to know if the advertising is working. It's the way
to know about advertising effectiveness. The term tracking research refers to telephone
Tracking questionnaire:
-- 3Brand image –
-- 5 Demographics..
-- 6 Aided advertising message recall. consumers have a tendency to claim that they recall all
It is wise to decide your sample in a general manner.. The broader definition of the
sample is a safe aspect as per the demographics of a market can alter over time. If you define
your sample in a too narrowly, you run the risk of the sample becoming non operative.
of interview seemed to be high with continuous surveys. Continuous tracking dismiss out the
effects of short-term disturbances such as adverse publicity, new product introductions, bad
sales promotion is one of the important aspect of promotion. Sales promotions are non-
personal promotional efforts that are designed to have an immediate impact on sales. Sales
determined, limited time to increase consumer demand, stimulate market demand or improve
coupons
contests
rebates
Sales promotions can be focusedat either the customer, or to 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 wholesalers are called
cents-off deal: offers a brand at a lowe price. Price decrease may be a percentage
price-pack deal: The packaging presents a consumer a certain percentage more of the
Free Standing Insert (FSI). A coupon booklet is fixed into the local newspaper for
delivery
on-shelf couponing: Coupons are placedat the shelf where the product is available.
products purchased
on-line couponing: Coupons are available on line. Consumers print them out and take
Rebates: Consumers are presented money back if the receipt and packaging is mailed
to the producer.
Trade Allowances: short term incentive offered to induce a retailer and stockist to
stock up on a product.
product.
Trade Contest: A contest or compettion to reward retailers that sell the most product
Training Programs: dealer employees are trained in selling skills the product
distribution members to carry their products and to promote them more effectively.
Merchandise.
Finance....
o Cooperative Advertising:
The Research exercise has been accomplished with the sample size of 300 customers
and 100 retailers. The questionnaire method was applied for this exercise. The Research
design was a blend of descriptive and exploratory research design. The respondents have
been selected through a stratawise and cluster sampling method. The customers have been
schemes.
The research study has investigated the effect of advertising in both test marketing
The age factor was an important issue. The age wise variations have been highlighted
in the research process. The age factor has become a factor for the comparative analysis of
The table is showing the variations in response as per agewise situation. At below 25
years dislike factor for sales promotion is in higher proportion. The dislikeliness factor for
advertisement is also moderately higher. The age group at 45-55 years has a closed situation
The Males have a likeliness figure of 60% and dislikeliness for 40% for sales
promotions. Males have less likeliness for Advertisement as (55,45) The Female (43,57) for
Sales Promotion and (53,47) for advertisement. Focus Group approach has also given the
varied results.
Consumers perceived Sales Promotion as a purchase decision factor
Sex
The perception is in effective stage. Female have 77% as a heavy perceived mind with
the selection of consumer durable. The Non affected stage is also very high in this regard.
Sex
Advertising present the perceived state of mind of the consumers. It affect the Male
(2) The Age factor plays and important role for the selection of products w.r.t. advertising
(3) The Gender factor also plays an important role in the selection of sales promotion and
advertising.
(4) The Sales promotions and advertising are not affective at some purchase stages.
References
(1) Brain sternthal and C Samuel Craig – “Humour in Advertising” Journals of Marketing
Oct.73, pp 17-18.
(2) Joe David son Alice Tybout and Brainsternthal “Impact of Deals and Deal Retraction
(3) Aaker, David, A. Batra, Radeev and Myers, John G “Advertising Management”,
(4) Evesett M Rogers, Diffusion of Innovations Free Press, New York, 1962 pp 79-86.
(5) Brain Strenthal and C Samuel Craig “Humour in Advertising”, Journal of Marketing,
(6) www.quirks.com
(7) www.tutor2u.net/business/