Assignment

Topic – “Coordination
between Ad and
Sales Promotion Theams”
Presented By-
Group 1
PGDM Trimester V
Disha School of Management
 Introduction

Budget Allocation

Co-relation of Sales
Promotion & Advertisement

Media Support and Timing

Shifting role of promotion

agencies

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Promotion
Communicating information between sellers and potential buyer
or others in the channel to influence attitudes and behaviors.
behaviors

Advertisement
Any paid form of non-personal
communication about an
organization, good, service,
or idea by an identified sponsor.

Sales Promotion
Sales promotion a key ingredient in marketing campaign,
consist of a collection of incentive tool, mostly short term

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 Rebates: A Consumer Information Source

• Buyers fill out rebate forms with names,

addresses and household data about customers
- directly targets price cuts to customers
- 5-10% are redeemed (A Phantom discount)

Pepsi offers a $5 rebate on the Home Alone video

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 Budget Allocation
On
The Basis of
Product Life Cycle

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Budget
Introduction:- Sales Promotion : High
Advertisement: High
Growth:- Sales Promotion : Medium
Advertisement: Medium
Maturity:- Sales Promotion : Low
Advertisement: Low
Decline:- Sales Promotion : High
Advertisement: Low

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 CORRELATION OF SALES PROMOTION
& ADVERTISEMENT

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 The more the product’s quality and its
advertising persuasiveness fail to meet
competition, the greater is the need for
promotion to improve the price – value
relationship

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 Heavy Weightage
Lasts in long run
Advertising – reason to buy
Sales Promotion – incentives to buy
SP is a push strategy

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MEDIA SUPPORT
Reach (R)

Frequency (F)

Impact (I)

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MEDIA TIMING &
ALLOCATION
Macro scheduling
Micro scheduling

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SALES PROMOTION
AGENCIES
TRADITIONAL NEW & IMPROVED
 Created Tactics  Creates Strategy
 Do Single Project  Continuing Service
 Hired for Specialty  One Full-service Firm
 Single Agency Contact  Agency Team Contact
 Inferior to Ad Agency  Equal to Ad Agency
 Indirect Accountability  Directly Accountable

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BigBazaar
The main idea
behind every effort is
to make a bulk
purchase
“Saal ke sabse saste
3 din”

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Hafte ka sabse sasta din “Wednesday bazaar”

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ICICI Bank

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REFERENCES
Marketing Management – Philip Kotler
Google
Articles by: McGraw-Hill Companies, Inc., McGraw-
Hill/Irwin (Google)

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