Advertising and Sales

Topics: Advertising, Marketing, Public relations Pages: 7 (2358 words) Published: September 13, 2013
advertisiBachelor of Business Administration- BBA Semester 3 BBA 304 - Advertising and sales
Q1. What is the meaning of advertising? Explain the advertising pyramid with a neat diagram. "Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media to reach broad audiences” The five basic element of this pyramid are: attention, interest, desire, action and satisfaction. Attention: The first objective of advertising is to capture attention of the consumer. The job is easy as even shouting or clapping can draw attention. Therefore, the copywriter usually makes the headline very catchy by using the bigger fonts. The other techniques are to use short punch lines in conversational language. Interest: The advertisement’s next objective is to create interest in the readers about the product. After giving a good headline, their interest is retained by elaborating on the key features of the product. This is usually incorporated in the body copy. Desire: In this step, the advertisement creates a situation for the prospective customer to enjoy benefits of the product vicariously. The writer creates a situation that makes the reader feel as though there is a lot that is being missed if one does not use the product. Action: The purpose of this step is to motivate people to do something. No advertisement is successful if it cannot induce any action. This is not a difficult step because if the copy is clear then surely the reader will act. Satisfaction: The tip of the pyramid is satisfaction. After the product is bought, the buyer should have a feel of satisfaction. The customer should always feel that it has got the appropriate returns for the money spent. Q2. What do you understand by integrated marketing communication (IMC)? What are the various roles? “IMC is a strategic business process used to develop, execute, and evaluate coordinated, measureable, persuasive brand communications programs over time with customers, prospects, employees, associates, and other targeted relevant internal and external audiences. The goal is to generate both short-term financial returns and build long-term brand and share-holder value.” Integrated Marketing Communications (IMC) is a process involving coordination of various promotional elements and other marketing activities that communicate with a firm’s customers. It includes managing customer relationships that drive brand value through communication efforts. The role of IMC can be discussed with the following points:

· Identifying the target audience
· Specifying promotion objectives
· Setting the promotion budget
· Selecting the right promotional tools
· Designing the promotion
· Scheduling the promotion
Identifying the target audience: IMC’s first function is to identify the right audience. It is very important to deliver the message to the right audience. Specifying promotion objectives:
· Designed for a well-defined target audience
· Measurable
· Cover a specified time period
Hierarchy of effects:
Sequence of stages a prospective buyer goes through Use as a tool to develop objectives · Awareness – Ability to recognize and remember the product or brand · Interest – Increase in desire to learn about the product features · Evaluation – Consumer’s appraisal of the product on important attributes · Trial – Consumer’s actual first purchase and use

· Adoption – Repeated purchase and use of the product or brand Setting the promotion budget:
· Percentage of sales: Funds are allocated as a percentage of past or anticipated sales · Competitive parity: Matching the competitor’s absolute level of spending Selecting the right promotional tools

· Specify the combination of the five basic IMC tools – advertising, Personal selling, sales promotion, public relations and direct marketing · Promotion mix can...
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