Sei sulla pagina 1di 6

Topics: At study on effective adverting and sale promotion


From: Bharath V
BG Nagara
Advertising is only element of the promotion mix but it often
considered promote in the overall marketing mix design. It is
high visibility and pervasiveness made it has an important social
and economy topic in the 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 goods or services. Promotion is the
most often intended to be supporting components in a marketing

Objects of advertising and sale promotion:

1 To do the entire selling job

2. To introduce a new product

3. To force middlemen to handle the product

4. To remind users to buy the product

5. To publicize some change in marketing strategy

6. To improve the moral of dealers and/or sales people

7. To acquaint buyers and prospects with the new uses of the product
Literature review:
Pushkar, Murthy and Murali, k. Mantrala (2005)
Developed and analyzed a normative form for allocating a set, short-term
advertising financial plan between produce publicity and prizes of a rank-order sale
contest for a identical sales power when sales are ambitious by both individual
advertising attempt and marketing. The model provides insights into how the most
select funds allocations vary with the synergy between promotions and selling
effort, sales force size, sales someone risk-tolerance, perceived cost of effort,
selling efficiency and sales reply indecision. The study places of interest the need
for and value of close management between marketing and sales management in
scheming a support programmed connecting together advertising and sales force

Ajay, Karla and Mengxe, Shi (2001)

how a fume be supposed to propose an most favorable challenge to maximize its
income through motivating the sales common effort, particularly how many sales
public should be given awards and how the reward should be billed between the
winners. The consequences show that sales peoples apply lower effort when there
are large numbers of participants or when sales insecurity is high. Rank-Order
competition is found better to Multiple-Winners contest format. Total number of
winners must be increased and the extend decrease when sales people are more risk

William, H. Murphy and Ravipreet, S. Sohi (1995)

The factors which are connected with salespeople's outlook towards a sales contest.
They together data through verbal protocols and surveys from salespeople
belonging to a separation of a Fortune 100 firm. Results indicate that salespeople's
self-esteem, promise level, and career stage play a role in influencing feelings
towards the sales contest.

Karl, Hellman (2005)

A business-to-business goods plan necessary to comprise a clear classification of
its goal advertise, point-of-difference from competitors that are forceful the clients
and evidence that the firm's claims are worthy. Business-to-Business companies
need to increase their strategies to include analytical why possible customers are
not trade their products and then increasing specific programmers to rise above the

Fusun, F. Gonul, (2001)

Investigated whether and how pricing and promotional activities influence
prescription choice behavior They find that physicians are characterized by fairly
limited price sensitivity, detailing and samples have mostly informative effect on
physicians and physicians with relatively large number of Medicare or health
maintenance organization patients are less influenced by promotions than other

Nandakumar, (2001)

"Attempted to develop a simple garner- theoretic framework to examine the
strategic consideration that underlines a retailer's decision to pass through a trade
deal. According to them in an environment where manufacturers offer trade
promotion, a retailer may not have the incentive to pass a low wholesale price on
to consumers because consumers do not have perfect information about on-going
trade promotions. However, if the retailer never passes savings on, consumers can
infer opportunistic pricing based on prior knowledge of trade promotion frequency
and have a higher tendency to shop elsewhere. The extent of retailer opportunism
depends on product-market characteristics, such as the retailer's clientele and the
heterogeneity of consumer search cost as well as the characteristics of the
manufacturer's trade promotion policy like the frequency of trade promotion and
depth of discount offered.

Adilson, Borge, (2005)

proposed a method to decrease redundancy effect of promotion without reducing
overall promotion utility. Their results suggested that grocery stores might avoid
redundancy effects by introducing categories with buying association in their
promotional assortment resulting in higher share of full priced products in the
consumer baskets without reducing global utility of promotion.

Jan-Benedict, (2005)

answered the questions how do competitors react to each other's price promotion
and advertising attacks and what are the reasons for the observed reaction behavior
Results of empirical study show that the most predominant form of competitor's
response is passive in nature. The competitor's reaction is usually retaliatory in the
same instrument, More over they argue that there are very few long-run
consequences of any type of reaction behavior.
Mary, P. Conchar, et.a1.(2005)
a narrative view of econometric models published in the business literature that
estimate the effect of advertising and promotional spending on the market value of
the firm. They suggest that there is a positive relationship between levels of
advertising and promotional spending and the market value of the Advertising and
sales promotions spending are generally expected to generate future cash flows and
produce increases in shareholders wealth.

Wesly, S. Changchien, et.a1.(2004)

Log proposed an online personalized sales promotion decision system. The
proposed system consists of three modules namely, Marketing strategy, Promotion
patterns model and Personalized promotion products. A prototype system has been
developed to illustrate how the proposed online personalized promotion decision
supports systems work in electronic commerce.