Advertising

ADVERTISING

INTRODUCTION:

Advertising is a form of communication intended to persuade an audience (viewers, readers or

listeners) to purchase or take some action upon products, ideas, or services. It includes the name
of a product or service and how that product or service could benefit the consumer, to persuade a
target market to purchase or to consume that particular brand. These messages are usually paid
for by sponsors and viewed via various media. Advertising can also serve to communicate an
idea to a large number of people in an attempt to convince them to take a certain action.

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. Non-commercial
advertisers who spend money to advertise items other than a consumer product or service include
political parties, interest groups, religious organizations and governmental agencies. Nonprofit
organizations may rely on free modes of persuasion, such as a public service announcement.

Modern advertising developed with the rise of mass production in the late 19th and early 20th
centuries. Mass media can be defined as any media meant to reach a mass amount of people.
Different types of media can be used to deliver these messages, including traditional media such
as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as
websites and text messages.

Advertising is any paid from of non-personal presentation and promotion of ideas, goods, or
services by an identified sponsor. Advertisers include not only business firms, but also
museums, charitable organizations, and government agencies that direct messages to target
publics. Ads are a cost-effective way to disseminate messages, whether to build bran preference
for Coca-Cola or to educate people to avoid hard drugs.

Organization handle advertising in different ways. In small companies, advertising is handled by

someone in the sales or marketing department, who works with an advertising agency. A large
company will often setup it own department, whose manger reports to the vice president of
marketing. The advertising department’s job is to propose a budget; develop advertising
strategy; approve ads and campaigns; and handle direct-mail advertising, dealer displays, and
other forms of advertising. Most companies use an outside agency to help create advertising
campaigns and to select and purchase media.

Global companies that use a large number of ad agencies located in different countries and
serving different divisions have suffered from uncoordinated advertising and image diffusion.
Some large companies, such as IBM and Hewlett-Packard, now use only a few agencies or even
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one that can supply global advertising, public relations, sales promotion, and Web consulting.
The result is integrated and more effective marketing communications and a much lower total
communications cost.

In developing a program, marketing managers must always start by identifying the target market
and buyer motives. Then they can make the five major decisions in developing and advertising
program, known as “the five Ms”.

Mission: What are the advertising objectives? Money: How much can be spent? Message: What
message should be sent? Median: What media should be used? Measurement: How should the
results be evaluated?.

According to Richard F. Taflinger:

One definition of advertising is: "Advertising is the nonpersonal communication of information

usually paid for and usually persuasive in nature about products, services or ideas by identified
sponsors through the various media."(Bovee, 1992, p. 7) So much for academic doubletalk. Now
let's take this statement apart and see what it means.

ADVERTISING MESSAGE:

Advertisers go through four steps to develop a creative strategy:

1. Message Generation

2. Message Evaluation and Selection

3. Message Execution

4. Social Responsibility review.

1. Message Generation: Advertising people have proposed different theories for creating
an effective message. Leo Burnett and his agency preferred to create a character that
expressed the product’s benefits. The Doyle, Dane & Bernbach agency favored
developing a narrative story with a problem, episodes related to the problem, and
outcomes.

Whatever method is used, creative people should talk to consumers, dealers, and
experts. However, when competitors all hear the same talk from members of the target
market, they often end up using the same appeal. Many of today’s ads for automobiles

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have a sameness about them – a car driving 90 miles an hour on a curved mountain road-
with the result that only weak link is established between the brand and the message.

2. Message evaluation and selection: A good ad normally focuses on one core selling
proposition. Dik Twedt suggested that messages be rated on desirability, exclusiveness,
and believability. The advertiser should conduct market research to determine which
appeal works best with its target audience. Once an effective appeal is found, the
advertiser should prepare a creative brief, typically covering one or two pages. It is an
elaboration of the positioning statement and includes: Key message; target audience;
communication objectives; benefits to promise; supports for the promise; and media to be
used. All the team members working on the campaign need to agree on the creative brief
before investing in costly ads.

3. Message Execution: The message’s impact depends not only on what is said, but often
more important, on how it is said. Some ads aim for rational positioning and others for
emotional positioning. The choice of headlines and copy can make a difference in impact.
Lalita Manrai created two ads for the same car. The first ad carried the headline “A New
Car”, the second, the headline “Is this car for you?” The second headline utilized an
advertising strategy called labeling, in which the consumer is labeled as the type of
person who is interested in that type of product. The two ads also differed in that the first
ad described the car’s features and the second described the car’s benefits. In the test, the
second ad far outperformed the first in terms of overall product impression, reader
interest in buying the product, and likelihood of recommending it to a friend.

Message execution can be decisive for highly similar products, such as detergents,
cigarettes, coffee, and vodka. Consider the success of Absolute Vodka.

4. Social Responsibility Review: Advertisers and their agencies must be sure their
“creative” advertising does not overstep social and legal norms. Most marketers work
hard to communicate openly and honestly with consumers. Still, abuses occur, and
public policy makers have developed a substantial body of law and regulations to govern
advertising.

Under U.S law, companies must avoid false or deceptive advertising. Advertisers must
not make false claims, such as stating that product cures something when it does not.
They must avoid false demonstrations, such as using sand-covered plexi-glass instead of
sandpaper to demonstrate that a razor blade can shave sandpaper. It is illegal in the
United States to create ads that have to capacity to deceive, even though no one may
actually be deceived. For example, a floor wax cannot be advertised as giving six months

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protection unless it does so under typical conditions, and a diet bread cannot be
advertised as having fewer calories simply because it slices are thinner. The problem is
how to tell the difference between deception and “puffery”- simple exaggerations not
intended to be believed.

Diagram of Message

ADVERTISING OBJECTIVES :

The advertising objectives must flow from prior decisions on target market, market positioning,
and marketing mix.

Advertising objectives can be classified according to whether their aim is to inform, persuade,
remind, or reinforce.

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 Informative advertising: It aims to create awareness and knowledge of new products or

new features of existing products.

 Persuasive advertising: It aims to create liking, preference, conviction, and purchase of a

product or service. Some persuasive advertising uses comparative advertising, which
makes an explicit comparison of the attributes of two or more brands. Comparative
advertising works best when it elicits cognitive and affective motivations simultaneously.

 Reminder advertising: It aims to stimulate repeat purchase of products and services.

Expensive, four-color Coca-Cola ads in magazines are intended to remind people to
purchase Coca-Cola.

 Reinforcement advertising: It aims to convince current purchasers that they made the
right choice. Automobile ads often depict satisfied customers enjoying special features
of their new car:

ADVERTISING BUDGET:

How does a company know if it is spending the right amount? Some critics charge that large,
consumer packaged-goods firms tend to overspend on advertising as a form of insurance against
not spending enough, and that industrial companies underestimate the power of company and
product image building and tend to under spend.

Although advertising is treated as current expense, part of it is really an investment that builds up
an intangible asset called brand equity. When $5 million is spent on capital equipment the
equipment may be treated as a five-year depreciable asset and only one-fifth of the cost is written
off in the first year. When $5 million is spent on advertising to launch a new product, the entire
cost must be written off in the first year. This treatment of advertising reduces the company’s
reported profit and therefore limits the number of new product launches a company can
undertake in any one year:

There are five specific factors to consider when setting the advertising budget:

 Stage in the product life cycle: New products typically receive large advertising budgets
to build awareness and to gain consumer trial. Established brand usually are supported
with lower advertising budgets as a ratio to sales.

 Marketing share and consumer base: High-market-share brands usually require less
advertising expenditure as a percentage of sales to maintain share. To build share by
increasing market size requires larger expenditures. On a cost-per-impression basis, it is

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less expensive to reach consumers of a widely used brand than to reach consumers of
low-share brands.

 Competition and clutter: In a market with a large number of competitors and high
advertising spending, a brand must advertise more heavily to be heard. Even simple
clutter from advertisements not directly competitive to the brand creates a need for
heavier advertising.

 Advertising frequency: The number of repetitions needed to put across the brand’s
message to consumers has an important impact on the advertising budget.

 Product substitutability: Brands in a commodity class require heavy advertising to

establish a differential image. Advertising is also important when a brand can offer
unique physical benefits or features.

Marketing scientists have built a number of advertising-expenditure models that take these
factors into account. Vidale and Wolfe’s model called for a larger advertising budget, the higher
the sales-response rate, the higher the sale-decay rate (the rate at which customer forget the
advertising and brand), and the higher the untapped sales potential. Unfortunately, this model
leaves out other important factors, such as the rate of competitive advertising and the
effectiveness of the company’s ads.

TYPES OF ADVERTISING :
Digital advertising :

Television advertising / Music in advertising:

The TV commercial is generally considered the most effective mass-market advertising format,
as is reflected by the high prices TV networks charge for commercial airtime during popular TV
events. The annual Super Bowl football game in the United States is known as the most
prominent advertising event on television. The average cost of a single thirty-second TV spot
during this game has reached US$3 million (as of 2009).

The majority of television commercials feature a song or jingle that listeners soon relate to the
product. Virtual advertisements may be inserted into regular television programming through
computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local

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commercial that are not relevant to the remote broadcast audience. More controversially, virtual
commercial may be inserted into the background where none exist in real-life. This technique is
especially used in televised sporting events.

An infomercial is a long-format television commercial, typically five minutes or longer. The

word "infomercial" combining the words "information" & "commercial". The main objective in
an infomercial is to create an impulse purchase, so that the consumer sees the presentation and
then immediately buys the product through the advertised toll-free telephone number or website.
Infomercials describe, display, and often demonstrate products and their features, and commonly
have testimonials from consumers and industry professionals.

Radio advertising :

Radio advertising is a form of advertising via the medium of radio. Radio advertisements are
broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving
device. Airtime is purchased from a station or network in exchange for airing the commercials.
While radio has the obvious limitation of being restricted to sound, proponents of radio
advertising often cite this as an advantage.

Online advertising :

Online advertising is a form of promotion that uses the Internet and World Wide Web for the
expressed purpose of delivering marketing messages to attract customers. Examples of online
advertising include contextual ads that appear on search engine results pages, banner ads, in text
ads, Rich Media Ads, Social network advertising, online classified advertising, advertising
networks and e-mail marketing, including e-mail spam.

Physical advertising :
Press advertising :

Press advertising describes advertising in a printed medium such as a newspaper, magazine, or

trade journal. This encompasses everything from media with a very broad readership base, such
as a major national newspaper or magazine, to more narrowly targeted media such as local
newspapers and trade journals on very specialized topics. A form of press advertising is

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classified advertising, which allows private individuals or companies to purchase a small,

narrowly targeted ad for a low fee advertising a product or service. Another form of press
advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article
section of a newspaper.

Mobile commercial advertising :

Mobile commercial are generally vehicle mounted commercial or digital screens. These can be
on dedicated vehicles built solely for carrying advertisements along routes preselected by clients,
they can also be specially equipped cargo trucks or, in some cases, large banners strewn from
planes. The commercial are often lighted; some being backlit, and others employing spotlights.
Some commercial displays are static, while others change; for example, continuously or
periodically rotating among a set of advertisements. Mobile displays are used for various
situations in metropolitan areas throughout the world, including: Target advertising, One-day,
and long-term campaigns, Conventions, Sporting events, Store openings and similar promotional
events, and Big advertisements from smaller companies.

In-store advertising :

In-store advertising is any advertisement placed in a retail store. It includes placement of a

product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout
counters, eye-catching displays promoting a specific product, and advertisements in such places
as shopping carts and in-store video displays.

Coffee cup advertising :

Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an
office, cafe, or drive-through coffee shop. This form of advertising was first popularized in
Australia, and has begun growing in popularity in the United States, India, and parts of the
Middle East.

Street advertising :

This type of advertising first came to prominence in the UK by Street Advertising Services to
create outdoor advertising on street furniture and pavements. Working with products such as
Reverse Graffiti and 3d pavement advertising, the media became an affordable and effective tool
for getting brand messages out into public spaces.

Celebrity branding :

This type of advertising focuses upon using celebrity power, fame, money, popularity to gain
recognition for their products and promote specific stores or products. Advertisers often
advertise their products, for example, when celebrities share their favorite products or wear
clothes by specific brands or designers. Celebrities are often involved in advertising campaigns

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such as television or print adverts to advertise specific or general products. The use of celebrities
to endorse a brand can have its downsides, however. One mistake by a celebrity can be
detrimental to the public relations of a brand. For example, following his performance of eight
gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract
with Kellogg's was terminated, as Kellogg's did not want to associate with him after he was
photographed smoking marijuana.

COMMUNICATION :
Communication means not only speech or pictures, but any way one person can pass
information, ideas or feelings to another. Thus communication uses all of the senses: Smell,
Touch, Taste, Sound and Sight. Of the five, only two are really useful in advertising i.e., Sound
and Sight.

Smell :

Smell is an extremely strong form of communication. However, when it comes to advertising, it

is not very useful. A smell can immediately evoke memories. Remember times when you've
smelled something and what memories came to your mind. The smell could be a perfume or
aftershave that reminds you of George. It could be popcorn, newly mown grass, char-broiling
steak, or roses. Any smell can conjure up a memory for you.

For example, the smell of hay in a cow barn always reminds me of my grandfather's farm in
Indiana and the fun I had there as a child.

The point is, the effect of using smell in advertising cannot be controlled by the advertiser.
Although many people smell the same things, what they associate with those smells varies with
each person. Without some control, smell is a very strong form of communication for
advertising.

Touch :

Touch has a limitation that makes it of little use to advertising, the customer has to come in
actual contact with the item to be touched. Thus the item must actually exist and be put in a
medium that can carry it. This puts touch more in the area of personal selling than advertising. It
is possible to use touch for a limited number of products.

For example, samples of cloth or paper can be bound into magazines. The potential customer can
thus feel percale or the texture of corduroy, tell through touch the difference between slick

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magazine stock, embossing, Classic Laid or 100% rag paper. However, for the majority of
products touch is useless for advertising.

Taste :

Taste is probably the least useful communication channel available to advertising. Like touch,
taste requires the potential customer to come in actual physical contact with the product.
However, taste is even more limited than touch. There are few products other than food for
which taste is a major selling point, and there is virtually no medium in which an ad can be
placed that people are likely to lick; I'm sure few people are going to lick a magazine page or the
TV screen, nor get much sense of what the product tastes like from them. It is possible to use
direct mail, sending samples to homes, but that is an expensive way to advertise.

Thus, taste is much more effective in personal selling, such as sampling foods in supermarkets or
in door-to-door sales.

The remaining two senses, sound and sight, are the most effective and easily used channels of
communication available to advertising. For these reasons virtually all advertising relies on them.

Sound :

Sound is extremely useful for advertising. It can be used in a variety of media, from radio and
television to the new technology of binding micro-sound chips in magazines to present 20-
second sales messages. It is also capable of presenting words and "theatre of the mind."

Words, the method by which humans communicate their ideas and feelings, are presented by
sound, by speaking aloud. Through the use of words it is possible to deliver logical arguments,
discuss pros and cons, and evoke emotions.

More, through the use of sound it is possible to create what is called "the theatre of the mind."
What this means is that sound can conjure in the listener's mind images and actions that don't
necessarily exist.

Thus sound, in the forms of words and effects, are quite useful to the advertiser in affecting a
listener.

For Example, Music of Sun Direct “Tan Tana Tan” and Britania Bisuits “Tin Tin Tidin”

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Sight :

Sight is arguably the most useful of the communication channels available to the advertiser.
Through sight it is possible to use both words and images effectively.

Words do not have to be spoken to be understood. They can be printed, as well. Although it is
difficult to put in written words the emotional impact possible in spoken words, with their
inflections and subtle sound cues, nevertheless written words are unsurpassed for getting across
and explaining complex ideas or arguments.

Communication conclusion:

The five forms of human communication can be used to send any message to potential
customers. However, not all five are equal. Smell, touch and taste are of little use, but sound and
sight are of great value and effectiveness.

Types of Communication Media in Marketing :

By Scott Christ, How Contributor updated: January 14, 2011

Broadcasting towers are used in communications media like Television and Radio :

Communication media in marketing is the collection of various media companies used to

promote their products and services to customers. Traditional media types include print
advertising in newspapers and magazines; television and radio; and direct mail, while "digital"
media includes Internet-based tactics like email and social media marketing. Each each of these
media types has its own unique benefits, however, there is no one-size-fits-all approach for
marketers. Choose the media types that fit within your strategy and budget, and measure and
assess the effectiveness of each marketing campaign.

Print Media :

Traditional print marketing is a type of communication media that you can use in a variety of
ways. Use commercial to reach a broad audience with a simple, direct marketing message.
Advertise in magazines and trade publications to reach a highly targeted audience for your
product in service. Advertise in newspapers to reach a large audience at a low cost in specific
geographic locations. Although print media is still prevalent, the rise of the Internet has resulted
in marketers having to really "break through the clutter" to reach consumers via print-based

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channels. This means setting yourself apart from the competition by providing highly targeted,
benefit-driven content that is useful to consumers.

TV and Radio :

Television and radio are two other traditional types of communication media. Marketing via
television ads can be costly but allows you to reach a huge audience. Also, you can place your
ads on stations that your target audiences tends to watch the most. Marketing via radio is less
expensive than television, but radio lacks the visual benefits of television. However, advertising
over the radio allows you to select specific stations that cater to your customer demographics.

Direct Mail :

Direct mail is a form of print media in marketing in which you send targeted marketing messages
via postal mail to a select group of people. One of the biggest benefits of direct mail is it is
directly measurable. A well-written direct mail piece should contain a "call to action" at the end,
in which you ask the reader to do something specific, like visit your website or place an order.
This allows you to track the percentage of people who respond to your offer.

Digital Media :

Companies use digital media communication to promote their products and services online.
Email marketing is a digital communication platform companies use to form relationships with
customers. Companies collect email addresses from their customers, then send weekly or
monthly emails that include relevant content, brand updates, and special deals and discounts.
Social media marketing is another communication media type and involves using social websites
like Twitter and Facebook to interact with customers. For example, some companies create a
Facebook "fan" page, where customers can sign up to receive brand updates and deals. Another
type of digital communication media is search engine marketing, or SEM. Companies develop
ads that appear when prospective customers search on a specified set of search terms. This media
type allows for a highly targeted marketing message to a customer who is searching for your type
of product or service.

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PROMOTION AND ELEMENTS OF PROMOTION:

Promotion is probably the most visible element of the marketing mix to most people and is ofter
seen is one of the more of lamorous marketing functions. Promotional activities can and do, have
a significant impact on demand for a paricular product or services.

The Elements of Promotion :

Product packaging serves as an important form of Promotion, Particularly for goods that sit on
store shelves. Marketern divide their Promotional possibilities. Advertising, Sales Promotion,
Public relations and personal selling. The nature of the message and the contxt in which it is to
be delivered provide powerful dues about which method to choose. Few organisational buyers
would feel comfortable buying plant equipment solely on the basis of direct mail or telephone
communication, few consumers need to talk to a sales persons to choose a certain brand of
channel pear but rely on advertising for most product information.

1. Personal Selling : He or She have to spend considerable time in developing and

delivering a message suited to the individual customer, time may also be spent travelling
or waiting for the opportunity to deliver line message.

Further more the personal sales promotion, online a TV or Video communication

can focus on the best prospects those most to buy the product being of fered direct and
feedback from customers is amont the major advantages of personal selling. The other
elements of promotion are essentially one way communications delivered to potential
buyers. They provide little or no interpersonal activity and the feed balls information they
elicit is not immediate, reactions in the form of buying or refusals to buy slow in coming
although they are potentially devastating to the marketing organisation.

2. Advertising : The term adveritising originates from the latin work 'adverto', which
means to turn round advertising thus denotes the means employed to draw attention to
any object or purpose. In the marketing context. Advertising has beeen defined "as a paid
and non-personal form of presentation and Promotion of ideas, goods or services by an
identified sponser". There is not only an identified sponsor, but also an identified the
advertiser intends to spread his ideas about his product offering among his customers and
prospects popularisation of the products is the basic aim of the activity.

The American marketing Association describes it as "Advertising is any paid

form of non-personal presentating and promotion of ideas, goods or services by an
identified sponser.

"Advertising is a powerful Communication tool directed towards specific tatget

customer in order to carry the messages regarding a prticular product services or ideas

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meaningfully and persuasively with a view to achieve certain specific objectives such as,
to establish brand loyalty, expansion of the existing markets increased sales volume etc.,

3. Public relations and Publicity : Publicity is part of a large concept that of public
relations today's public relations practitioners perform the folling functions.

a. Press Relations : The aim of press relations is to place new media to attract attentions to
a person product or servives.

b. Product Publicity : Product publicity involves various efforts to publicity through news,
media and other means specific products and happening to produccts.

c. Corporate Communication : This activity covers internal and external communication

to give attention and understanding to the institution.

SALES PROMOTIONS :
A sales promotion is activity intended to produce some short-term change in behavior. This can
range from a cents-off coupon that motivates a customer to buy a box of cereal today to a sales
contest that inspires an employee to sign up as many customers as he can by the end of the
month.

Promotion Tools And Techniques :

When the Target Is Consumers :

Sales promotions targeted to consumers encourage purchase or build interest in a product during
a specified time period. The key element of sales promotions is its limited-time nature.
Consumer sales promotion tools include the following:

Price or Value Discount Promotion Techniques :

Price or value discount promotion tools include coupons for packaged-goods products like
deodorant. These offer cents off the price and have an expiration date of a few months out,
encouraging immediate purchase. Similarly, pizza delivery companies located near colleges
typically have special deals at the start of the semester to entice new customers.

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In addition to coupons companies place in newspapers, send by mail (or by mobile phone), or
offer on a Web site, a marketer may offer a temporary price reduction at the store or offer a
rebate. Unlike a coupon, which gives the discount immediately upon purchase, a rebate refunds
part of the purchase price to the consumer after the consumer fills out and returns a form along
with a sales receipt to the company.

Bonus packs :

Bonus packs deliver more product without more cost, such as 20 percent more nuts in a canned
nut mix, or 33 percent more liquid soap for the same price. Some companies offer bonus packs
twice a year as a way to reward customers with special offers. Other companies time their bonus
packs to economic cycles. “Whenever there is a downturn in the economy, we do very well with
bonus packs and opening price shampoos like Suave, VO5 and Jheri Rhedding,” said Larry Vick,
divisional merchandise manager for ShopKo. During difficult economic times, people are careful
with their money and like to buy products that offer more of the good for the same amount of
money. Hint: With all of the economic woes surrounding us, the coupon business is a pretty nice
place to be right now.

a) Visibility-Increasing :

A premium is a free item you receive if you purchase another item. Sexy Hair Concepts, for
example, offered free styling gel with purchase of their shampoo or conditioner during the “Girls

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Night Out” days at Beauty Brands retail stores. In some cases, the premium may directly
encourage future product sales, such as the Campbell’s Soup Cookbook containing new recipes
that just happen to call for additional soup flavors.

Contests and sweepstakes offer the opportunity to win an exciting prize like a vacation to
Hawaii or a $1,000 shopping spree. The difference between the two is that a contest is a test of
skill, whereas a sweepstakes is simply based on luck. For example, a contest may ask consumers
to bake a cake using the brand as an ingredient, whereas a sweepstakes simply requires filling
out the entry form.

By law, sweepstakes cannot be tied to a purchase, which means that any consumer can be
eligible to win the prize if they fill out the entry form. Therefore, it’s best to use sweepstakes to
build awareness of your brand, not to drive immediate sales. The sweepstakes should be cleverly
tied to your brand. For example, if your product is canned pineapple, a sweepstakes with the
grand prize of a trip to Hawaii makes sense. If your product is motor oil, a sweepstakes in which
the grand prize is a chance to be on a NASCAR pit crew team is more relevant and effective than
winning a lunch date with Hannah Montana (Danica Patrick is another story). Sweepstakes also
offer an opportunity to generate publicity (discussed below) during a time when you are not
introducing new products.

b) Volume-Increasing Promotion :

Sampling is a popular (though expensive) promotional tool. Food and beverage companies often
provide free samples to consumers to give them a chance to try a new product for free. More
than one college student has feasted for free by timing strategic visits to stores like Sam’s Club
that provide tastes of new food items. Sometimes the packets will be a smaller trial size, such as
two packets of Celestial Seasonings tea rather than a box; other times the sample will be full size,
like a cup of Silk yogurt. In the example we mentioned previously, Unilever handed out free
samples of its new detergent. Sampling intends to increase future sales volume by acquiring new
customers for the product.

Loyalty programs reward consumers for their frequent, continuing purchase of a product.
Frequent flyer programs such as the United Airlines Mileage Plus program offer free miles to
their customers with each flight they purchase. The more miles they fly per year, the bigger the
bonus mileage. For example, customers who fly fifty thousand miles or more per year get double
bonus miles (a hundred thousand miles or the equivalent of four free airline tickets in the United

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States) for the miles they’ve purchased. These loyalty programs offer additional perks, such as
shorter lines, to their loyal customers. Restaurants or coffee shops often have punch cards that
reward customers with a free coffee or sandwich after the purchase of nine coffees or
sandwiches.

Conclusion :

Advertising is a form of communication and it act as a blood for manufacturer to survive in the
present competitive market, with the help of the advertising messages people will able to get the
information about the product and it also helps manufacturer to increase his sales promotion and
profit margin.

Bibliography :

Book : Philip Kotler

Websites : www.wsu.edu

www.en.wikipedia.org

www.ehow.com

www.scribd.com

www.flatworldknowledge.com

Jnana Sahyadri, Kuvempu University, Shankaraghatta Page 17