Documente Academic
Documente Profesional
Documente Cultură
Topic – “Coordination
between Ad and
Sales Promotion Theams”
Presented By-
Group 1
PGDM Trimester V
Disha School of Management
Introduction
Budget Allocation
Co-relation of Sales
Promotion & Advertisement
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Promotion
Communicating information between sellers and potential buyer
or others in the channel to influence attitudes and behaviors.
behaviors
Advertisement
Any paid form of non-personal
communication about an
organization, good, service,
or idea by an identified sponsor.
Sales Promotion
Sales promotion a key ingredient in marketing campaign,
consist of a collection of incentive tool, mostly short term
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Rebates: A Consumer Information Source
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Budget Allocation
On
The Basis of
Product Life Cycle
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Budget
Introduction:- Sales Promotion : High
Advertisement: High
Growth:- Sales Promotion : Medium
Advertisement: Medium
Maturity:- Sales Promotion : Low
Advertisement: Low
Decline:- Sales Promotion : High
Advertisement: Low
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CORRELATION OF SALES PROMOTION
& ADVERTISEMENT
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The more the product’s quality and its
advertising persuasiveness fail to meet
competition, the greater is the need for
promotion to improve the price – value
relationship
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Heavy Weightage
Lasts in long run
Advertising – reason to buy
Sales Promotion – incentives to buy
SP is a push strategy
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MEDIA SUPPORT
Reach (R)
Frequency (F)
Impact (I)
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MEDIA TIMING &
ALLOCATION
Macro scheduling
Micro scheduling
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SALES PROMOTION
AGENCIES
TRADITIONAL NEW & IMPROVED
Created Tactics Creates Strategy
Do Single Project Continuing Service
Hired for Specialty One Full-service Firm
Single Agency Contact Agency Team Contact
Inferior to Ad Agency Equal to Ad Agency
Indirect Accountability Directly Accountable
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BigBazaar
The main idea
behind every effort is
to make a bulk
purchase
“Saal ke sabse saste
3 din”
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Hafte ka sabse sasta din “Wednesday bazaar”
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ICICI Bank
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REFERENCES
Marketing Management – Philip Kotler
Google
Articles by: McGraw-Hill Companies, Inc., McGraw-
Hill/Irwin (Google)
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