A Project Report On Sales and Advertising: D. Shasikanth, Mba
A Project Report On Sales and Advertising: D. Shasikanth, Mba
This paper To improve skills in the research and 3. Sales Promotion, and
analysis of customer segments, demand, and market
potential. To utilize knowledge of the Buyer 4. Publicity
Behavior to enhance strategic decision-making. To
1. Advertising is the dissemination of information by
analyze the Buying Behavior of the customer when
non-personal means through paid media where the
selecting a particular brand. Bridging the gap
source is the sponsoring organization.
between performance expectations of the customers
and Most of the people looking for Mileage in cars 2. Personal selling is the dissemination of
and Next preference are given to the Style and Look information by non-personal methods, like face-to-
of the .product. face, contacts between audience and employees of
the sponsoring organization. The source of
Performance delivered to them will ensure customer
information is the sponsoring organization. 2
delight. It is advised that the customers are educated
about the services and employees updated on the 3. Sales promotion is the dissemination of
expectations of the customers. Even the employees in information through a wide variety of activities other
the retail outlets have to be well trained to help the than personal selling, advertising and publicity which
customers. stimulate consumer purchasing and dealer
effectiveness.
The data for the study has been obtained from
secondary sources i.e., from various books and 4. Publicity is the disseminating of information by
journals fact sheets of different cars and websites. personal or non-personal means and is not directly
From this it can be seen that 96.77% of customers paid by the organization and the organization is not
are satisfied with their products. the source.
product. Coupons can be useful promotional devices price, with the reduction coming out of the
for established products. They can encourage manufacturer’s profit margin, not the retailer’s.
nonusers to try a brand, encourage repeat purchase
among current users, and get users to try a new, Frequency programs: One of the fastest-growing
improved version of brand. areas of sales and advertising is the use of frequency
programs also referred to as continuity or loyalty
Premium: Premiums are a sales and advertising programs. Loyalty programs that offers members
device used by many marketers. A premium is an discounts, a chance to accumulate points that can be
offer of an item of merchandise or service either free also redeemed for rewards, newsletters, and other
or at a low price that is an extra incentive for special services.
purchasers. The two basic types of offers are the free
premium and the self-liquidating premium. Event marketing: event marketing is a type of
promotion where a company or brand is linked to an
Contests and sweepstakes: contests and event or where a themed activity is developed for the
sweepstakes are an increasingly popular consumer- purpose of creating experiences for consumers and
oriented promotion. A contest is a promotion where promoting a product or service. Marketers often do
consumers compete for prizes or money on the basis event marketing by associating their product with
of skills or ability. The company determines winners some popular activity such as a sporting event,
by judging the entries or ascertaining which entry concert, fair, or festival
comes closest to some predetermined criteria. A
sweepstakes is a promotion where winners are Trade oriented sales and advertising:
determined purely by chance:
Trade oriented sales and advertising is targeted
It cannot require a proof of purchase as a condition toward marketing intermediaries such as wholesalers,
for entry. Entrants need only submit their names for retailers, distributors. Promotional and merchandising
the prize drawing. allowances, price deals, sales contests, and trade
shows are some of the promotional tools used to
Refunds and rebates: Refunds are offers by the encourage the trade to stock and promote a
manufacturer to return a portion of the product company’s products.
purchase price, usually after the consumer supplies
some proof of purchase. Consumers are generally Contests and dealer incentives: These are usually
very responsive to rebate offers, particularly as the targeted to sales personnel at the wholesale or retail
size of the savings increases. Rebates are used by level. The producer provides incentives such as
makers of all types of products, ranging from prizes for travel or expensive goods like televisions,
packaged goods to major appliances, cars, and computers and cars.
computer software.
Trade allowances: This promotion offers channel
Bonus packs: Bonus packs offer the consumer an partners price breaks for agreeing to stock the
extra amount of a product at the regular price by product. In most cases the allowance is not only
providing larger containers or extra units. Bonus given as encouragement to purchase the product but
packs result in a lower cost per unit for the consumer also as an inducement to promote the product in other
and provide extra value as well as more products for ways such as by offering attractive shelf space or
the money. store location, highlighting the product in company-
produced advertising or website display, or by
Price-off deals: Another consumer-oriented agreeing to have the retailer’s sales personnel “talk-
promotion technique is the direct price-off deal, up” the product to customers.
which reduces the price of the brand. Price off
reductions are typically offered right on the package Point-of-purchase displays: Point of purchase
through specially marked price packs. Typically, (POP) displays are specially designed materials
price-offs range from 10 to 25 percent off the regular intended for placement in retail stores. These
V. CONCLUSION
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