Advertising, Sales Promotion and Retailing

Extract

[...] Cinema, advertising has become less popular with the growth of commercial TV and the Internet. It is still a useful means of reaching people of all ages, especially young people who are the most frequent cinema goers representing 75% of total audiences. Commercial radio, advertising on radio can be heard on either local radio stations or on national radio stations. Local radio stations which broadcast to audiences in particular areas are a popular media with local businesses. The advantage = they are less expensive than a national radio station. [...]

[...] Type of Advertisement The company should advertise whenever it has an opportunity to promote its goods and services. Advertising usually takes place for the following reasons: Promotional campaign: regular weekly or monthly special offers which need to be promoted, these offers usually coincide with a seasonal event or period with seasonal demand, a national or local event or a promotion featured by a specific manufacturer. Awareness campaign: the frequent advertising is used to keep the name of a product or of a store before the public in order to maintain sales. [...]

[...] Government advertising: the government uses advertising not to sell goods but to transmit social messages to the public. Political advertising: it is used by politicians to persuade people to vote for them and therefore, it is an important part of the political process in democratic countries, also, it is an important source of communication for voters, some critics are concerned that political advertising tends to focus more on the image of candidates rather than on their programs or issues. Business-to-business advertising: this includes messages directed at retailers, wholesalers and distributors as well as industrial purchasers or buyers and professionals such as doctors, physicians, they tend to be concentrated in business publications or professional journals. [...]

[...] Advertising, Sales Promotion and Retailing Advertising and Sales Promotion Sales Promotion Definition Sales promotion is an essential feature of modern business. It consists of all the activities used by firms to maintain and increase their sales. If companies want to be successful, then they must make potential customers aware of what they sell. Also, they must provide reasons for customers to buy from them rather than their competitors or their rivals. Methods of Sales Promotion Sales promotion involves many carefully planned vents, which take place throughout the year to attract customers (example: retailers use the "January sales" or "back to school sales" or "Easter sales"). [...]

[...] Some sales promotion can produce an enormous increase in sales. Others have been so popular that the supplier of the free gifts cannot keep up with the demand. Many promotions produce only a brief increase in sales since customers may switch to another product or brand which introduces an attractive offer. Advertising Companies advertise in order to inform potential customers about goods and services which they sell. They also want to increase sales by persuading people to buy a certain brand of goods or to buy at a particular shop. [...]