In today’s competitive environment ,the promotion part of the marketing mix plays a vital role in helping advertisor stay in touch with the prospects and customers. Within promotion , advertising is especially important when you are producing new products and reminding your target audience about the benefits of existing products .At the same time ,consumers faced with many choices sometimes need an e extra incentive to buy a particular products, and retailers sometimes need an extra incentive to buy a particular product. So you can give them extra benefit by using Sales Promotion.

1. Presented by:

2. SALES PROMOTION AND ADEVERTISING
SALES PROMOTION
Sales promotion is
the process of
persuading a
potential customer
to buy the product.
Sales promotion is
designed to be used
as a short-term
tactic to boost sales.
ADVERTISING
• Advertising (or
advertizing) is a form
of marketing
communication used
to promote or sell
something, usually a
business's product or
service.

3. The partnership between Sales Promotion & Advertising
• In today’s competitive environment ,the promotion part of
the marketing mix plays a vital role in helping advertisor
stay in touch with the prospects and customers. Within
promotion , advertising is especially important when you
are producing new products and reminding your target
audience about the benefits of existing products .At the
same time ,consumers faced with many choices sometimes
need an e extra incentive to buy a particular products, and
retailers sometimes need an extra incentive to buy a
particular product. So you can give them extra benefit by
using Sales Promotion.

8. Objectives of Sales promotion
• a. To introduce new products or services:
• Sales promotion is often used to motivate prospective consumers to try new products and services. Dealers
are also induced to introduce new products and services in the market. Usually, free samples are provided
through dealers during such introduction. Similarly, discounts in cash or goods may also be offered to dealers
to stock new products or deal with new services. Free samples, trade discounts, cash discounts are basically
sales promotion measures.
• b. To attract new customers:
• Sales promotion measures also play an important role in attracting new customers for an organisation.
Usually, new customers are those persons that are won away from other firms. Samples, gifts, prizes, etc. are
used to encourage consumers to try a new brand or shift their patronage to new dealers.
• c. To induce existing customers to buy more:
• Sales promotion devices are most often used to induce the existing customers of a firm to buy more. Product
development, offering three products at the cost of two, discount coupons, are some of the sales promotion
devices used by firms to motivate the existing buyers to buy more of a specific product.

9. Objectives of Sales promotion
• d. Helps the firm to remain competitive:
• Most of the companies undertake sales promotion activities in order to
remain in the competitive market. Therefore, in the modern competitive
world no firm can escape the responsibility of undertaking sales
promotion activities.
• e. To increase sales in off-seasons:
• Many products like air-coolers, fans, refrigerators, air-conditioners, cold
drinks, room heaters, etc. have seasonal demand. Manufacturers and
dealers dealing with such type of goods make every effort to maintain a
stable demand throughout the year.
• In other words, firms try to encourage the purchase of such goods in off-
seasons also. That is the main reason behind discounts and off-season
price reductions of such items in the market during slack seasons.

10. Types of consumer promotion
• Samples
The practice of offering a small quantity of your product free or at an
extremely low price.
Introducing a new product or seeking higher market share.
Sampling techniques are hire a firm to deliver door to door, bundle
samples with magazines and newspapers, or distribute almost
anywhere your target audience.

11. • Coupons
A coupon is a certificate good for a specific price
reduction when a particular product is purchased.
Coupon help you launch a new product or to build
the market share.

12. • Price promotions and price packs
Price promotion is a short term price reduction that’s
available to everyone who purchases the product
during the promotional period
Price packs are offering the consumer more value for
same money which have something extra with the
product package

13. • Money back offers
A refund is a money back offer to return a specific
amount after a particular product is purchase.
Discount available to those who actually file the
refund forms.
Rebate which refer offers on expensive product such
as cars, trucks and appliances.
Okidata offer a $50 rebate to consumer on buying 4
laser printer models.

14. • Contest and sweepstakes
Participants use the skill’s abilities to compete for
prizes.
Sweepstakes in which prizes are awarded based on a
random drawing ore some other method of section
by chance.

15. • Premiums
Trying a new product, or continuing to buy your
brand you can offer a premium, an item provided
free as an incentive to try or buy.

16. • Frequency programs
An on going offer of free merchandise or services designed
to encourage more of a product or purchasing a product
more frequently

17. • Point of purchase display
POP DISPLAY in include special merchandise racks, banner,
signs, and other items arranged outside or in front of retail
outlet.

18. Types of trade promotions
• Trade Deals
A trade deal is a short term arrangement in which
wholesalers and retailers are encouraged to stock and
promote products in exchange for special discount,
payments, additional merchandise.
A buying allowance is a payment or discount offered to a
distribute to encourage the purchase of a certain amount of
merchandise during a specified period.

19. • Trade contests and incentives
A sales contest that rewards distributers for meeting and
exceeding sale goals.
Push money the payment of a set of amount to a sales
person every time a particular item sold.

20. • Trade shows
Trade show is an event where manufacturers display and sell
their products to current and potential distributors.

21. • Sales support
Efforts of your own sales force and those of your distributors
by providing product information and training programs.

22. • Cooperate advertising
Product awareness trough national or regional advertising, you
have to let your target audience know where the product is
available in each market.

23. Not the same as a Premium
Coffee mugs
Ballpoint pens
Key chains
Watches
T-shirts

24.  Ads by Fax
 Simple cast
 Ads spliced onto
video taped movies
 CD’s DVD’s
 Entertainment websites
 Browsing
 Music downloading
 Gamming

25. Ads on videocassette
Short film
 Macintosh
 Medical Assistant movies
 Fashion shows

26.  Ads on computer disk
Mobile application
 Ads on computer based information
services
Raw data from a supermarket checkout counter can
be processed and organized to produce meaningful
information, such as the total unit sales of dish
detergent or the total sales revenue from dish
detergent for a specific store or sales territory
Marketing Information System (MIS): A
structure consisting of people, equipment, and
procedures to gather, sort, analyze, evaluate, and
distribute needed, timely, and accurate information to
marketing decision makers

27. An alphabetical listing of households
and businesses.
The best known are telephone
directories & Pharma guide

28. Published by…
Phone companies
Trade associations
Industrial groups
Others
They serve as…
Locators
Buying guides
Mailing lists
Target marketing

29. Advantages
 Relatively inexpensive
 Can be used with all demographic groups
 Are found in most of the households
 Usually kept for at least a year
Disadvantage
 Only printed once a year
 Some service business’ are used infrequently; therefore,
directory advertising must be combined with another type.

30.  Businesses are constantly creating innovative means of transmitting
their messages
 Sports arena billboards, ads in movie theaters, hot air balloons and
blimps, skywriting, etc.

31. Question?