...CHAPTER 16 ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS |I. |LOOKING AHEAD: PREVIEWING THE CONCEPTS | | | | | | | |II. |ADVERTISING | | | | | | | |A. |Setting Advertising Objectives | | | | | | | |1. |Informative advertising | |2. |Persuasive advertising ...
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...SCOTTISH ENTERPRISE BORDERS EVALUATION OF CASHMERE MADE IN SCOTLAND PROMOTION 2001-2003 1. INTRODUCTION 1.1 Background In recent years UK manufacturing has suffered the effects of increased global competition from low cost manufacturers in the developing economies. The lower cost of materials, particularly labour, has forced UK manufacturers to maximise efficiency and production techniques to enable them to compete. Partly as a consequence, many manufacturing companies have taken the strategic decision to move to higher quality or specification products, which command a price premium in the market, with a hopeful corresponding impact on margins. The UK Textiles Industry is no exception to this trend and many companies that were unable to diversify, or had niche markets that proved unsustainable, have been taken over or ceased trading with the loss of many job opportunities. The Textiles Industry is important to the Scottish economy. It employs 22,000 people and with an output of £1.2 billion contributes £500 million to the country’s manufactured exports. The Scottish Borders is heavily dependent on this industry and in particular knitwear, which employs around 4,000 people. Recognising the sensitivity of the knitting and weaving sectors to the economy in the Scottish Borders, and following the successful action against the punitive import duties proposed by the USA government arising...
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...Impact of digital sales promotional offers on consumer perceptions of ASOS, UK ABSTRACT Digital sales promotion is a new marketing technique used by the organizations for communicating with large number of customers in an easy manner. Attractive digital sales promotions generate positive attitude among the customers and it directly increases the customer perceptions. In this context, the present study analyses the impact of digital sales promotional offers on consumer perceptions of ASOS, UK. ASOS is a UK based online retailer and it extensively use digital sales promotional techniques for attracting young generation. Digital sales promotion through social media, SEO, etc helps the company to improve its sales volume. However, improper management of social networking sites, failure in creating unique customer experiences, etc adversely affects customer perception and thereby sales of the company. So, the researcher has decided to analyse the case of ASOS for evaluating the research problem. The present study was conducted on the basis of positivism philosophy, deductive approach and descriptive research design. The researcher has interviewed the managers and surveyed the customers of ASOS for collecting primary data for the study. Interview method provided qualitative data and survey method provided quantitative data required for the research. Internal and external secondary sources were referred by the researcher for gathering secondary data. From the research study, it...
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...The Influence of Sale Promotion Factors on Purchase Decisions: A Case Study of Portable PCs in Thailand Rangsan Nochai 1 and Titida Nochai 2 1 Administration and Management College, King Mongkut’s Institute of Technology Ladkrabang, Ladkrabang, Bangkok 10520, Thailand, knrangsa@kmitl.ac.th 2 Department of Business Data Analysis, Faculty of Science and Technology, Assumption University, Hua Mak Campus, Bangkok, 10240, Thailand, titida@scitech.au.edu Abstract. The aim of this research is to investigate the sale promotion factors that impact on consumers’ purchasing decision on Portable PCs or notebooks in Thailand. This study was designed to use the survey research method and the convenience sampling technique was used in collecting the sample data. Questionnaires were distributed to qualified respondents in Commart Thailand 2011 Event at Queen Sirikit Convention Center on 17th – 20th March 2011. A total of 191 respondents were participated in this study. The data were analyzed and summarized with SPSS software and binary logistic regression analysis was used to examine which sale promotion factors that impact on consumers’ purchasing decision of Portable PC Acer and Compaq & HP. The results of this research is indicated that the sale promotion factors “Offer member card for discount” , “Extend warranty period” , “Bundled with scanner” , “Billboard, radio, leaflet, and magazine”, and “Able to pay by installments” are the important factors that impact on consumers’ purchasing...
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...in Africa (ITU, 2007). In the last decade, mobile communication in Ghana has grown rapidly and users benefit from smaller devices and longer lasting accessories. Wider bandwidths are always available from competing firms who task themselves with setting new communication standards within the industry. This has called for a critical attention for mobile telecommunication service providers to utilize a multiplicity of strategies in sustaining current customer base and bringing new ones on board and to make these customers very loyal to the brand. One major tool being used is sales promotion. This communication mix vehicle has traditionally been labeled the 'relation' of advertising (Kotler, 1999). A number of reasons have fuelled the recent escalation in emphasis on sales promotions in the telecommunications industry. These pressures include brand managers’ need to meet short term organizational sales targets which advertising does not guarantee; low differentiation among competing brands and...
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...plan should include the appropriate place and promotional strategy to ensure that what goes on behind the scenes positively impacts the view the consumer has on the product for long-term sustainability. A keen awareness of the marketplace and customer need is essential to ensuring the appropriate amount of advertising is conducted to distribute product. Having a sound marketing strategy in place ensures that marketing objectives are achieved cost effectively. Advertising, publicity, and sales promotion are activities designed to promote and persuasively influence people to buy a company’s product or service. Promotional strategy should be devised in a manner that is reflective of promotional objectives and are measurable. Careful evaluation of goals, cost of promotion compared to benefits, and what promotions are working or not working should be considered. When deciding what form of advertising is best to promote a product, an assessment should be made of advantages and disadvantages of each method to ensure promotion and cost effectiveness. Dooples promotion budget allows for the focus on multiple mediums for advertising as part of the promotional strategy best suited for promotion and cost effectiveness. The use of a sales promotion schedule by Dooples is essential to increase sales and brand awareness for Company. Through strategically planned sales and incentives, consumers will be enticed to try the product offered and ensure current customers remain loyal to the brand...
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...Sales promotion From Wikipedia, the free encyclopedia Sales promotion is one of the seven aspects of the promotional mix. (The other six parts of the promotional mix are advertising, personal selling, direct marketing, publicity/public relations, corporate image and exhibitions.) 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, coupons,freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, andrebates 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 calledconsumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmicks by many. Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.[1] |Content| |s | | [show| |] | [edit]Consumer...
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...Sales Promotion and Consumer Loyalty: A Study of Nigerian Tecommunication Industry Oyeniyi Omotayo Abstract In today’s competitive business world customers are considered to be kings. Customers have several choices to make among alternative products, and they exercise a high level of influence in the market with respect to product size, quality and price. Hence, it is important for producers to meet the needs of customers in order to stay competitive. One of the marketing communication tools that is used in attracting the attention of the customer and build their loyalty is sales promotion. The aim of this paper therefore is to determine the effect of sales promotion on customer loyalty in the telecommunication industry. In this study, the survey method was used in gathering information from the respondents. Simple random sampling was used to select a sample size of 310, while descriptive and inferential statistical analyses were conducted with the aid of SPSS software. Producers spend a large part of their total marketing communication expenses on sales promotion. Hence, this paper attempts to find the effect of sales promotion on customer loyalty using a sample of customers of mobile telecommunication services. The paper found that, there is positive relationship between sales promotion and customer loyalty. More importantly, it was discovered that non-loyal customers are more prone to switch to competing products as a result of sales promotion than loyal customers. Key...
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...tools is sales promotion which has been very important in the food retail division(Sue Peattie; 1998). Nowadays several promotional tools such as coupons, bonus packs, free samples and sweepstakes are very commonly practiced activities offered by manufacturers to its consumers but the next step which is the consumer response to these activities has not been understood well in this regard (Chem L. Narayan and P.S. Raju; 1985). So keeping in mind the importance of consumer's reactions and response towards promotional campaigns of organizations in order to implement these promotional activities successfully, the influence of these promotional activities on sales and consumer decision is going to be analyzed. Promotional campaign is an attempt to influence the consumer buying decision; and promotional strategist is a functional behavioral analyst who finds the nature of the response towards any promotional activity and seriously weighs up the facts and support provided by the respondents via behavioral research in order to achieve utmost results and efficient findings (Peter L. Wright; 1973). The impact of advertising on the purchasing behavior of the consumer has been acknowledged in the marketing literature while the impact of promotional activities has given lees consideration (Deborah L. Owens, Michael Hardman, Bruce Keiller). Advertising has a much closed relation with sales promotional tools. Sales promotion is consist of short term incentives to encourage purchase or sale of a...
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...Sci. Res., 3(6)99-106, 2013 © 2013, TextRoad Publication ISSN 2090-4304 Journal of Basic and Applied Scientific Research www.textroad.com Estimating the Effectiveness of Promotional Tools on Sales Growth An Analysis of Occasional Study Faisal Shafique Butt1, Muhammad Waseem1, Tariq Rafique2, M. Wasif Nisar1, Dr. Syed Mazhar Abbas Zaidi1 1 COMSATS Institute of Information Technology, Wah Cantt 2 Preston University, Islamabad ABSTRACT This paper examines that promotional tools such as TV advertisement, Print Media, Billboards and LCD’s create boosting impact on short-term sales. Advertisement is primarily used to attract new customers and increase purchases by existing consumers. Publicity and advertising straightforwardly have an effect on the power of loyalty a buyer has for its beloved product. Therefore, if the preferred brand puts together a strong advertisement companion, the devotion of the customer will definitely increase but on the other side if the competitor brand also goes on advertising, the loyalty may decrease. Results are positively associated and have a strong relationship of promotional tools on sales growth under occasional study of advertisement campaign by Olpers milk Pakistan in the month of Ramadan. KEY WORDS: Advertisement, sales growth, Olpers, Regression, Milk INTRODUCTION In the words of Peter Drucker; the objective of marketing activities is to boost trade. By bearing in mind huge modifications and changes in the economic...
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...CHAPTER 1 INTRODUCTION Introduction The network services first enter Malaysia in the early 1990s during the management of former Prime Minister, Tun Dr. Mahathir Mohamad. The network service which perceived to be some kind of policies that may favor the political supporters was not accepted by some parties. Hence, the service was constraint to gain acceptance by public and did not had any improvement. After the Asian financial crisis which hit Malaysia on year 1997-1998, a new era of market was transformed. A standalone policy and regulatory body known as the Malaysian Communications and Multimedia Commission (MCMC) was formed to bring new length of transparency and public liability to technology sector administration. Since then, broadband connections were widely spread in the market. For example, 1700 broadband connections were provided in approximately 800 libraries and expanded to public location where Internet can be found at most towns. As the government keep pushing toward the development of a broadband society, a large total number of broadband connections of all kind increases from 19,000 to over 200,000 in year 2002. While in year 2004, the government determines to set an amount of RM 800 million to build and improve broadband connectivity at countryside and outskirt. As Malaysia pushing ahead to create a broadband society, broadband service provider can grab this opportunity and promote the service to the consumer. Malaysia has been continuously proving...
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...Advertising and Sales Promotion The biggest advantage of sales promotions are that, if they are done correctly, they can stimulate and increase consumer purchases and develop or improve retailer or middlemen efforts to stock and sell a product. A sales promotion can be coupons, gifts, samples, in-store promotions, contests or sponsorship of special events (sporting events, fairs, etc.) In markets where consumers may be hard to reach through regular advertising channels, a sales promotion is necessary and very effective. Sales promotions are generally seen as fun and can have long-lasting I favorable impressions on consumers. In addition, another advantage is that sales promotion activities may be narrowly targeted to consumers and/or offered for only a short time before being dropped or replaced with more permanent efforts. This flexible nature of sales promotions makes them ideal for a marketing campaign tailored to fit local customs and circumstances. For example, Philip Morris, British American Tobacco, & R.J. Reynolds competed in the Taiwanese market by handing out free cigarettes, a practice not utilized in the U.S. market. Both Philip Morris and R.J. Reynolds built market share by offering Korean consumers free cigarette lighters and desk diaries with the firms' logos in return for cigarette purchases. One of the disadvantages is that the success of a sales promotion may depend on local adaptation. Since cultures have an impact on any type of advertising/promotion...
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...1. Call quality 3 2.3.2. Price structure 4 2.3.3. Convenience 5 2.3.4. Sales promotion 6 2.3.5. Advertising 7 2.3.6. Reliability 8 2.4. Theoretical Research Model 8 2.5. Hypothesis 8 2. Literature Review This chapter presents the literature review. It divided into three parts. In the first section, an overview of telecommunications is described, that is, the general definition of telecommunications, then the growing of subscriptions in Vietnam is stated. Secondly, the study will discuss about the customer choice and its previous studies. Finally, the antecedents of customer choice in this study are discussed. 2.1. An Overview of Mobile Telecom 2.1.1. Mobile Telecom market definition The mobile telecom market is a type of service industry in which customers place much importance not only on how they are served (functional quality), but also and more importantly, on outcome or nature of services they receive and experience which constitute technical quality variables like network quality (Wang & Lo 2002; Gi-Du and James 2004). Mobile communications markets can be divided by the type of services provided and by the telecommunications networks used for production into the sub-markets for cellular radiotelephony, paging, trunked mobile radio access, and satellite services and networks (see Gerpott, 1998, p. 220; Knauer, 1998, p. 509; Stoetzer & Tewes, 1996, p. 304). In terms of sales revenues and number of customers involved, the mobile cellular telephony market...
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...Promotion of a Restaurant What types of promotions are “frequency-builders” and how they can be implemented? Prior to making any decisions about what promotion to run, one must first ask how well the customer is known. If a business does not understand the target audience, they will never run the most effective or efficient promotion. If the motivations of the customers are understood, it will be much easier to develop positive marketing programs which are both effective and cost efficient. If a business does not know their customers, it is time that they learn about them. Get to know what triggers their visit. Get to know what they think about the inside, the outside, the employees, and the management. Understand that the entire customer area, as well as the customer-visible areas. Items as small as table tents or table stands, successful color coordination of the seats, the window treatments, the carpet or floor covering, the wall covering, the menu covers, employee uniforms; all of these items have a subconscious effect on the customers, and can impact their decision to return. Items such as the choice of music, even items such as the temperature of the dining area and the smells coming out of the kitchen can intensify the customer experience. Having an excellent training program can be beneficial, great staff can be very effective in bringing customers back repeatedly. It is no surprise that customers return more regularly when they know the staff on a first name basis...
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...Sample Case Scenarios Via: Harvard Business School Scenario 1: Clean Edge Razor: Splitting Hairs in Product Positioning description After three years of development, Paramount Health and Beauty Company is preparing to launch a new technologically advanced vibrating razor called Clean Edge. The innovative new design of Clean Edge provides superior performance by stimulating the hair follicles to lift the hair from the skin, allowing for a closer shave. The company has already decided to introduce Clean Edge into the men's market where it has a strong presence. Jackson Randall, the product manager for Clean Edge, struggles with how best to position the product for the launch. One strategy is to release Clean Edge as a "niche" product, targeting the high-end market of fastidious groomers looking for superior skin care products. Another strategy is to release the product into the highly competitive mainstream razor market where the product can be positioned as the most effective razor available. Randall meets internal resistance to the mainstream strategy from the product manager for the company's current, but aging, mainstream razor products and he must consider the effects of cannibalization in his plan. Randall must recommend an optimal strategy and provide supporting economic analysis of his decision--not just for Clean Edge, but for its effect on the entire company. Learning objective: Explore issues associated with strategic product positioning. Review new product development...
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