Industrial Advertising & Promotion

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Industrial Advertising & Promotion

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Overview:

v Def: Activity of creating advt. &

making sure people see them.

v Companies recognize importance of advt. v Objective: Provide clarity ,Consistency &

maximum impact on people.

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Industrial Advertising & Promotion

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Characteristics:

Geographically Concentrated. Relatively Fewer Buyers. Costly in International Magazines. More Direct.

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Industrial Advertising & Promotion

Functions Performed by Industrial Advertisement:
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Creating Awareness: Reaching members of Buying Centre. Increasing Sales efficiency & effectiveness. Efficient Reminding. Sales Lead Generation. Supporting Distribution Channel.
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Industrial Advertising & Promotion

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Effective Guidelines For IA:

[ Unique Selling Proposition]
Clearly reflected in Headlines. USP-Largest range of product. Highly reliable product.

Industrial Products should be USP.

Keeping in pace with global trend &

design.
Innovative technology giving benefits. 4/19/12

Industrial Advertising & Promotion

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What makes IA stand Out:

offered in simple lang.

The Copy of Advt. describe benefits Photograph of Prod. Appear prominently

in Ad.

At bottom Add. & Tel.No appear. Even Authorized dealer no. should be

there.
The Companys Name appear in Bold

Letters
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Industrial Advertising & Promotion

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Expences Of Advt.

Hindustan Thompson, Lintas,Clarion,

OBM [Ogilvy,Benson & Mather],Ulka.

In 1989 Advt.Expences was Rs.12000

million.
Rs. 9000 m on Print Media & Rs.1750 m

on T.V. & remaining Rs.1250 m on Other med.

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Industrial Advertising & Promotion

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Promotion

Promotion An attempt to make product

popular or successful.
In Industrial Advt. Obj. Of promotion is

gather business & leads by impressing customers.

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Industrial Advertising & Promotion

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Catalogue

Form of Direct Marketing. Printed provides supplier product lines &

items.
Buyer rely on catalogue. General & Specific. General-Companies of extensive product

lines & items.

Specific-leaflet contains info. about

specific products for specific type of 4/19/12

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Seminars:

Technical seminars for buying

organisation.
Creates favorable image & establishment

of contacts technical peoples.[Member of buying org.] Q&A session.

Audio-Video presentation by experts with Give good results in sales & New Product

Development.

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Industrial Advertising & Promotion

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Demonstration

Improve sales using demo. Aids.

Photographs, Slides , Movies , A&V Unit &

actual product sample.

Purpose improve attention & creates

interest.
Helps remember product features &

benefits.

Effective when buying first time. 4/19/12

Industrial Advertising & Promotion

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Promotional Letters

Product sell infrequently then provides. Effective in touch with customers. Shows Catalogues, Data sheets & receive

good attention.
Sending task assigned to special

correspondence person.

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Industrial Advertising & Promotion

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Promotional Novelties:
Diwali

Gift items to existing & New customers. Common items are calendar, Diaries, Ball

pens, Leather bags.

Effective promo. Novelty be inexpensive,

eye catching.
3 Categories High, Low, Middle Gifts.

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Thank You

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