Documente Academic
Documente Profesional
Documente Cultură
Research,
Promotion and
Media
Submitted by: Group 7
Anirban Gupta (1411075)
Ankit Mishra (1411356)
Ankur Agrawal (1411357)
Gaurav Gulati (1411090)
Mohit Aggarwal (1411169)
Nitesh Jain (1411384)
Subir Roy (1411197)
Advertisement Response
categories
Advertisement recognition
Advertisement
Recognition
Many of the variables did not differentiate among the sales effects
of different advertising treatments. However, changing
Brand, copy and media strategy in categories with many purchase
occassions in which store-merchandising is low increases
The likelihood of TV advertising positively affecting sales
2. The respondents view a half hour variety program featuring four professional
performers. At mid point in the program seven commercials, including four
test commercials, are shown in pattern like the one diagrammed below
Performer
Performer
Performer
Performer
P
T
1
T
2
T
3
T
4
S
C = Constant Commercials
Commercials
T = Test
Result of exposure : Clutter/ Awareness score (percentage who recalled that the
brand was advertised) is measured by asking unaided brand name recall
question.
T
1
T
Program
T
Program
T
Program
Program
Purchase behaviour
Coupon stimulated purchasing:
o Test group is exposed to a set of commercials and
a questionnaire on the commercial is given for
completion.
o Test group is given a packet of redeemable
coupons.
o The selling-effectiveness score is calculated as the
ratio of purchases by viewer shoppers divided by
the purchases by control shoppers.
Split-cable tests:
o Panellists have a device connected to their TV sets
which allows channel selection to be monitored
and substitute one advertisement by another.
o This tests allows us to measure the impact of
specific ads, set of ads, the levels of advertising
budget, the interaction with promotion etc.
TRACKING STUDIES
Studies track changing views of a single set of consumers to
measure interest
Purpose
1.
To evaluate and reassess the advertising campaign
2.
Help with diagonsis, if the campaign is not working well
.Measures tracked in brand tracking studies
1 Brand awareness
2 Usage
3 Brand attitudes
4 Perceptions
5 Purchase intent
TRACKING STUDIES
Measures
Awareness:
o Tracked through brandrecall and recognition measures.
o A brand that it is easily recalled is generally more likely
to be considered for purchase decision
Usage:
o Measured usingfrequency of usage, recency and total
spending in the product and brand category
o These brand tracking studies tell us about
1) Consumer purchase behaviour 2) Preferences 3)
Market share
TRACKING STUDIES
Measures
TRACKING STUDIES
Requirements
Copy test
Ability to predict advertising
How do copy tests differ?
response
Advertisement used
Frequency of exposure
Where the exposure occurs
How respondents are obtained
Geography
Budget Decision
Finding optimal advertising budget is not easy!
How should budget then be decided?
Budget should be increased or decreased on the basis of its
effectiveness
Forced exposure testing can give optimal number of
exposures per month
Direct ways of calculating optimal budget
Regression analysis of internal sales and advertising data
Field experimentation
Split-cable experimentation
Advertising and promotion expenditure as percent of sales is
correlated with its market share and market growth
Media Research
How to measure effectiveness? Cost of insertions per thousand
Recent-Reading method: Did you read the book in the past week
/ month
Various Types of
PROMOTION
activities
1.Personal Selling- Direct contact between company
representatives and those who make purchase decisions.
2.Direct Marketing- Sending mail directly to customer.
3.Advertising- Non personal paid promotion using mass
media.
4.Public Relation- Uses third party sources and
particularly news media
5.Sponsorship- Supporting an event, activity and
organization by providing money
6.Sales promotion- Uses short term techniques often in
the form of incentives
7.Digital Communications- Any communication made
using digital services like web, cell phone etc.
SALES PROMOTION
The American Marketing Association (AMA) defines sales
promotion as The media and non-media marketing pressure
applied for a predetermined, limited period of time at the level of
consumer, retailer, or wholesaler in order to stimulate trial,
increase consumer demand, or improve product availability.
SALES PROMOTION
Types AND EXAMPLES
Consumer
Trade
Manufactur
er to
Consumer
To
Marketing
Intermedia
ries
Pull
Strategy
ExamplesCouponing,
Sampling,
Value Pack,
Price Pack,
Refund,
Premium
Push
Strategy
ExamplesAllowances
, Coupons,
Financing
Incentives
Retailer
Retailer to
Customer
Pull
Strategy
ExamplesDisplays,
Free
Goods,
Loss
Leaders
Promotion
Partnership
Manufactur
er and
Retailers
Push/ Pull
ExamplesTie in
promotion
Cut Back
Promotions
Maintain
Promotions
Cut Back
Promotions
Maintain
Promotions
PROMOTIONS AS MARKET
TRANSACTIONS
Source- Promotion as market transaction in Journal of Management and Marketing Research, Vol.
13, May 2013
Authored by- Nagasimha Balakrishna Kanagal
PROMOTIONS AS MARKET
TRANSACTIONS (Contd..)
Source- Promotion as market transaction in Journal of Management and Marketing Research, Vol.
13, May 2013
Authored by- Nagasimha Balakrishna Kanagal
Promotion AS A
MARKETING STRATEGY
SALES PROMOTION
RESEARCH
Source of Study- Impact of Sales Promotion Tools on Consumers
Purchase Decision towards White Good (Refrigerator) at Durg and Bhilai
Region of CG, India Soni Neha1 and Verghese Manoj2 1Department of
Management, GD Rungta College of Science and Technology, Bhilai C.G.,
INDIA 2Department of Management, R.C.E.T, Bhilai C.G., INDIA
Research Question:
Do the sales promotion tools have significant impact on consumer
purchasing decision.
Research Objectives:
i.
ii.
SALES PROMOTION
RESEARCH
Hypothesis:
H1: Price packs have significant impact on consumer purchase
decision
H2: Rebate has significant impact on consumer purchase
decision
H3: Offer has significant impact on consumer purchase decision
H4: Premium has significant impact on consumer purchase
decision
H5: Contest has significant impact on consumer purchase
decision
SALES PROMOTION
RESEARCH
Research Design: Descriptive and Causal
Research Instrument: Questionnaire
Data Source: Primary
Measurement Technique: 5 point Likert Scale
SALES PROMOTION
RESEARCH
Data Analysis
1. Factor Analysis
Significant variables are considered in multiple regression
2. Multiple regression
Strength of association tested.
3. Hypothesis Testing
significance of association tested through t and F test.
urnal:
Zeinolabedin Rahmani, Payame Noor University, Sari, Iran Hamidreza Salmani
javeri, Islamic Azad University, Tehran, Iran Amin Allahbakhsh, Payame Noor
iversity, Babol, Iran | Journal of Business Studies Quarterly 2012|
Brand equity
Source: Review the Impact of Advertising and Sale Promotion on Brand Equity | Journal of Business
Studies Quarterly 2012|
Questions