ASSIGNMENT

OF

MARKETING MANAGEMENT

ON

ADVERTISING AND SALEPROMOTION

STRATEGIES OF

MANAGEMENT EDUCATION INSTITUTES

SUBMITTED TO SUBMITTED BY

Mr Satinder Kumar Sahil Verma

ROLL NO-5784

Sachin Kansal

ROLL NO-5788
 Introduction of advertising

Today the word advertising is very common to all of us because, it is the business of the
people for the people and by the people. Advertising is a form of communication intended to
persuade its viewers, readers or listeners to take some action. It usually includes the name of
a product or service and how that product or service could benefit the consumer, to persuade
potential customers to purchase or to consume that particular brand.

The most widely quoted definition is one given by the American marketing Association
according to which it is “any paid form of non-personal presentation of ideas ,goods, services
b an identified sponsor”. put in order words. it is sales message directed to mass audience that
seeks to sell goods ,services or ideas through persuasion on behalf of the paying sponsor.

Commercial advertisers often seek to generate increased consumption of their products or

services through branding, which involves the repetition of an image or product name in an
effort to associate related qualities with the brand in the minds of consumers. Different types
of media can be used to deliver these messages, including traditional media such as
newspapers, magazines, television, radio, outdoor or direct mail. Advertising may be placed
by an advertising agency on behalf of a company or other organization.

Organizations that spend money on advertising promoting items other than a consumer
product or service include political parties, interest groups, religious organizations and
governmental agencies. Nonprofits organizations may rely on free modes of persuasion, such
as a public service announcement.
INTRODUCTION OF SALE PROMOTION

Sales promotion is one of the four aspects of promotional mix. (The other three parts of the
promotional mix are advertising, personal selling, and publicity/public relations.) Media and
non-media marketing communication are employed for a pre-determined, limited time to
increase consumer demand, stimulate market demand or improve product availability.
Examples include:

• contests
• point of purchase displays
• rebate (marketing)
• free travel, such as free flights

Sales promotions can be directed at either the customer, sales staff, or distribution channel
members (such as retailers). Sales promotions targeted at the consumer are called consumer
sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales
promotions. Some sale promotions, particularly ones with unusual methods, are considered
gimmick by many.
Consumer sales promotion techniques

• Price deal: A temporary reduction in the price, such as happy hour

• Loyal Reward Program: Consumers collect points, miles, or credits for purchases and
redeem them for rewards. Two famous examples are Pepsi Stuff and AAdvantage.
• Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage
marked on the package.
• Price-pack deal: The packaging offers a consumer a certain percentage more of the
product for the same price (for example, 25 percent extra).
• Coupons: coupons have become a standard mechanism for sales promotions.
• Loss leader: the price of a popular product is temporarily reduced in order to stimulate
other profitable sales
• Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for
delivery.
• On-shelf couponing: Coupons are present at the shelf where the product is available.
• Checkout dispensers: On checkout the customer is given a coupon based on products
purchased.
• On-line couponing: Coupons are available on line. Consumers print them out and take
them to the store.
• Mobile couponing: Coupons are available on a mobile phone. Consumers show the
offer on a mobile phone to a salesperson for redemption.
• Online interactive promotion game: Consumers play an interactive game associated
with the promoted product. See an example of the Interactive Internet Ad for tomato
ketchup.
• Rebates: Consumers are offered money back if the receipt and barcode are mailed to
the producer.
• Contests/sweepstakes/games: The consumer is automatically entered into the event by
purchasing the product.
• Point-of-sale displays:-
• Kids eat free specials: Offers a discount on the total dining bill by offering 1 free kids
meal with each regular meal purchased.
Trade sales promotion techniques

• Trade allowances: short term incentive offered to induce a retailer to stock up on a

product.
• Dealer loader: An incentive given to induce a retailer to purchase and display a
product.
• Trade contest: A contest to reward retailers that sell the most products.
• Point-of-purchase displays: Extra sales tools given to retailers to boost sales.
• Training programs: dealer employees are trained in selling the product.
• Push money: also known as "spiffs". An extra commission paid to retail employees to
push products.
Sale promotion strategies adopt by different management
institutes-

These days management institutes adopt number of strategies to attract students. The
strategies adopt by different institutes are given below.

Sale promotion strategies adopt by Indian institute of planning

and management (IIPM)-

These sale promotion strategies adopt by IIPM to attract students are given below:

Why Study Abroad When IIPM Gives You 3 global Advantages!

GOTA-Global Opportunities and Threat analysis
ALL IIPM INTERNATIONAL STUDENTS are taken FREE OF COST to EUROPE /
AMERICA / OTHER DEVELOPED NATIONS for 15-20 days to get first hand
international experience of how the best in the world work, as part of the Global
Opportunities and Threat Analysis (GOTA) Programme. More than 6500 IIPM
students visited 200 + organizations and universities in the last 2 years in
countries like ENGLAND, AUSTRALIA, USA, FRANCE, GERMANY, BELGIUM,
SWITZERLAND, ITALY, NORWAY,
FINLAND,SPAIN,SWEDEN,AUSTRIA,TURKEY,JAPAN,SINGAPORE,MALAYSIA,SOUTHA
FRICA,BELGIUM,UAE….

GSEP-GLOBAL STUDENT RESEARCH PROGRAM

Students from top international universities come to IIPM INTERNATIONAL to
learn from our superior professors and benefit from our superior curriculum as
part of IIPM’s Global Student Exchange Program (GSEP).
GOP – Global Outreach Program
ALL IIPM INTERNATIONAL SUDENTS are taught by professors from the Top 20
B-School and universities of the world like HARVARD, COLUMBIA, YALE, WHARTON,
STANFORD, GSB CHICAGO, IMD as a part of IIPM’s Global Outreach Programme(GOP).

IIPM’s triple international advantage helps you:

1. Expand your worldview and become internationally competitive.

2. Increase your chances of placement internationally or with MNC’s in India.
3. Make new friends across the globe and learn from their culture and lifestyle.

OTHERS SALE PROMOTION OFFERs OF IIPM IS

Free laptops to students

Wi-Fi campuses

100 % placements

Meet to chance with celebrities

Improved infrastructure.
Sale promotion strategies of lovely Professional university-

LPU follow the following sale promotion strategies to attract students

 LPU start the scholarship scheme in which students get scholarship for courses in the
fulfils that criteria .numbers of students attract toward this strategies and LPU in
successful in his objective. The scholarship scheme offered by Lovely Professional
University as part of the initiative to reward the bright and deserving students has got
as many as 1,500 applicants availing its benefit. With more than 100 courses being
put in the domain of scholarship benefits from graduate to postgraduate and M Phil
levels, students have been increasingly enthusiastic to draw benefit of the reward
scheme. Students with 70 per cent marks and above have been eligible to avail the
scholarship benefits. The students from southern and eastern part of the country have
been at the forefront to reap benefits of the offered scholarship.
 Conducted guest lecture from IIM faculty to increase the knowledge of students.
 These days LPU do numbers of tie up with foreign universities in which student go
abroad to attend seminar there this strategy of sale promotion of LPU also work
because students cannot pay anything additional for this facilities all the expenses
related to this are included in tuition fee.
 LPU provide 100% placements to its students LPU call number of companies for the
placement of their students all the students want placements so they prefer LPU.
Sale promotion strategies of AMITY UNIVERSITY.

Amity University is the one of

the top universities of India. Amity is always known by their quality of education and
their Infrastructure amity always use sale promotion strategies to attract students. the
sale promotion strategies are given below

 Direct admission in MBA without passing any entrance if some students have
money they can easily get admission in Amity University.
 Amity is first university in India which is totally Wi-Fi today is era of internet
so students attract towards this sale promotion technique they want to update
which happened in world.
 Amity provide world class infrastructure to their students amity hostels,
library, classes show their world class infrastructure. Amity, you will be
among the many students coming from all across the country to live in Amity
Residences, which come closest to being a home away from home The
separate facilities for boys and girls, caring wardens and a tight security ensure
a pleasant stay allowing students to focus on their academic.
 Healthy body makes for a healthy mind. To ensure your well being, Amity
campuses have tie ups with renowned groups of hospitals to take care of any
emergency, whatsoever.
Advertisement strategies of management institutes

Today is the world of advertisement students are very much affected by

advertisement of these management institutes. Because these advertisements
attract the students to get admission in these institutes. Management institutes
use different media of advertisement to attract the students. The advertisement
strategies of different institutes to attract students.

Advertisement strategies of IIPM institutes-

IIPM usually use print media to advertise their institutes. when the admission
is started we easily get advertisement in all newspaper. IIPM has been
aggressively advertising in the print media across the country in most of the
newspapers and magazines. IIPM reportedly spent 2.8 Corers in April and 5.1
Corers in May 2008 on advertising in the print media, at a time when students
are likely to be making decisions on which institutions to join. Such marketing
budgets would be the envy of FMCG/Durable giants, let alone other
educational institutions.

IIPM also use television commercials to for advertisement to attract the

students because television advertisements influence the large group of
peoples.
Advertisement strategies of lovely professional
university-

Lovely professional university also use print media to attract students because
in the days of admission in colleges students want to update with current
topics and prepare of GD and PI so this university use print media, a large
amount is spend on print media.

This university also use radio media of advertisement because these days radio
are in demand so this university also use this media.