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INTRODUCTION:
Adverting is only one element of the promotion mix, but it often considered prominent in the overall marketing mix design. Its high visibility and pervasiveness made it as an important social and encomia topic in Indian society. Promotion may be defined as "the co-ordination of all seller initiated efforts to set up channels of information and persuasion to facilitate the scale of a good or service. Promotion is most often intended to be a supporting component in a marketing mix. Promotion decision must be integrated and co-ordinated with the rest of the marketing mix, particularly product/brand decisions, so that it may effectively support an entire marketing mix strategy. The promotion mix consists of four basic elements. They are:-
1. Advertising is the dissemination of information by non-personal means through paid media where the source is the sponsoring organization. 2. Personal selling is the dissemination of information by non-personal methods, like face-to-face, contacts between audience and employees of the sponsoring organization. The source of information is the sponsoring organization.
3. Sales promotion is the dissemination of information through a wide variety of activities other than personal selling, advertising and publicity which stimulate consumer purchasing and dealer effectiveness. 4. Publicity is the disseminating of information by personal or non-personal means and is not directly paid by the organization and the organization is not the source.
DEFINITION OF ADVERTISISNG:
The American Marketing Association, Chicago, has defined advertising as "any form of nonpersonal presentation or promotion of ideas, goods or services, by an dentified sponsor."
Advertisement is a MESSAGE to large groups. It is in the form of NON_PERSONAL COMMUNICATION. It persuade the GENERAL PUBLICS to purchase the goods or services, advertised. It is PAID FOR by advertiser to publisher. Advertising messages are IDENTIFIED with the advertiser. Advertising includes the following forms of messages:
The messages carried in Newspapers and magazines; On radio and television broadcasts; Circular of all kinds, (whether distributed by mail, by person, thorough tradesmen, or by inserts in packages); Dealer help materials, Window display and counter display materials and efforts; Store signs, motion pictures used for advertising, Novelties bearing advertising messages and Signature of the advertiser.
ADVANTAGES OF ADVERTISING:
Advertising is considered multi dimensional. It helps number of marketing activities. It is a technique of sales promotion. Sales volume is increased by advertising. It helps and supports the salesman in selling the products. Consumer knowledge about the product is increase by advertising. It helps the consumer to save their time in purchases. It helps the manufacturer sell their products. It helps quick selling is possible which leads to more production at less cast. The relation between wholesalers and retailers is improved through advertising. Advertising introduces new products, stimulates markets regarding the existing and repeated sales.
Product
BENEFITS TO MANUFACTURERS:
1. It increase sales volume. On the one hand, it reduces the cost of production and,on the other increases profits. 2. It helps easy introduction of products into the markets. 3. It helps to create an image and reputation not only of the product but also of the advertiser. 4. Retail price maintance is possible. 5. It helps to establish a direct contact between manufacturers and consumers.
1. Easy sale of the products is possible since consumers are aware of rhe product 2. and its quality. 3. It increases the rate of the turnover of stock.
4. It supplements the selling activities. 5. The reputation credited is shared by the wholesalers and retailers and alike. 6. It enables them to have product information.
BENEFITS TO CONSUMERS:
1. Advertising stresses quality and very often prices. This forms an indirect guarantee to the consumers. Further more, large scale production assured by advertising enables the seller to sell the product at a lower cast. 2. It provides an opportunity to the customers to compare the merits and demerits of various substitute products. 3. This is perhaps the only medium through which consumers could know the varied and new uses of a product. 4. Modern advertisements are highly informative.
BENEFITS TO SALESMEN:
1. Introducing the product is made easy. 2. Advertising prepares necessary ground for a salesman to begin his work. Hence sales efforts are reduced. 3. The contact established with the customer by a salesman is made permanent through advertising. 4. The salesman can weigh the effectiveness of advertising when he makes a direct contact with the customer.
BENEFITS TO COMMUNITY:
1. Advertising in general is educative in nature. In the words of the late president Roosevelt of the USA, Advertising brings to the greatest number of people actual knowledge concerning useful things; it is essentially a form of education and the progress of civilization depends on education'. 2. Advertising leads to large scale production creating more employment opportunities. 3. Advertising has made more popular and universal the uses of such inventions as the auto mobiles, radios, various household appliances. "Advertising nourishes the consuming power of man. Its creates wants for a better standing of living.. It spurs individual exertion and greater production".
Sales promotion such as coupons and trade allowances produce quicker, more measurable sales results. However critics of this strategy argue that these immediate benefits come at the expense of building brand equity. They believe that an over emphasize on sales promotion may under mine a brand's future.
??Competitive Pressure If competitors offer buyers price reductions, contest or other incentives, a firm may feel forced to retaliate with its own sales promotions. ??Buyers' expectations Once they are offered purchase incentives, consumers and channel members get used to them and soon begin expecting them. ??Low quality of retail selling Many retailers use inadequately trained sales clerks or have switched to self service. For these outlets, sales promotion devices such as product displays and samples often are the only effective promotional tools available at the point of purchase.
By now it is clearly understood that The role of Advertising and promotion In fast moving consumer Good Markets. Advertising has been seen as one of the primary tools of Brand Building. The high cost and difficulties of mass advertising are seen as one of the major challenges to fast moving consumer good brands.
The basic assumption is that brands need advertising but some strong brands apparently do not. Spencer used to spend almost nothing on advertising, Yet it was an enormously powerful brand. Of course, Both these are retailers; they have stores which people pass by go into. The Stores Themselves Are In Their Way Advertising, and It Is Difficult to think of major brands other than retailers those have done without advertising. We can safely make two statements about brand communication : ??Every brand must have some means of communicating with its buyers. This may not be advertising, but it must be direct if it is to be controllable. and frame can be achieved, but the message has to be one that its really new and interesting. ??All the means of communication and the messages transmitted must be Co-ordinate to make some that they are saying the sense thing, confused consumers don't buy.
There Is A Price Paradise The standard model of advertising and the brand suggests that a strong brand is less sensitive to price than a weaker one. When advertising increases sales, the average sensitivity to price also increases. In other words, a seemingly successful campaign has made buyers more sensitive to price, where as we would expect our brand buyers to be, if anything, less sensitive. Integrating Advertising And Promotions The answer to the problem of conflicting communications must be to Integrate advertising and Promotion. There are two common sense reasons for integration.
The First reason is that integration creates synergy. This is a much Abused word, but the evidence shows clearly that advertising and promotion can work together to produce a greater effect. In addition, The integration of advertising and promotion gives the consumer a coherent message. If advertising and promotion are to achieve synergy and to build a cumulative
CONCLUSION:
Advertising: A firm as its basic of fundamental tool production uses it. It normally has longterm objectives like building brand awareness or building consumers loyalty or repositioning a brand. It helps sales by adding some durable and long-term value to the product. Advertising in mostly an indirect way for consumer to buy a product.
Sales: It is generally designed to supplement advertising and facilitates personal selling.It performs the immediate task of increasing current sales. It aids selling by temporarily changing the existing price value relationship of the product. Sales promotion is a direct and almost open inducement to consumers to immediately try the product.
Thus from all the above studies it can be concluded that for the marketing of any product, the best way to increase sales is through the Sales promotion rather than advertising. It is so because in advertising a product there is many criteria's, which are to be, fulfilled which is not an easy task. Thus it is easier to increase the sales through sales promotion.