Advertising is the process of expressing the qualities and advantages of your products and services, relative to the product and services that your competitors are offering. In most instances, businesses will use advertising as a means of expressing the unique selling proposition that makes their products and services superior to those that their competitors sell.
Sales promotions are all about the short-term sales of products and services. Many companies push these promotions during specific periods when consumer demand is likely to be higher than normal. For example, the holiday season is a prime time for businesses to hold sales promotions, because customers are more primed to make impulse purchases. Sales promotions can include free trials for a limited time, discount coupons, and buy-one-get-one-free deals.
ADVERTISING
Advertising objectives
Task and process
Market segmentation and target audience
Message and copy development.
Exercises/Case Studies
MEDIA
Mass Media
Selection
Planning and Scheduling
Web Advertising
Integrated programme and budget planning.
Exercises/Case Studies
IMPLEMENTATION
Implementing the programme coordination and control
Advertising agencies –
Organization and operation.
Exercises/Case Studies
SALES PROMOTION
Why and When Sales promotion activities
Consumer and sales channel oriented
Planning
Campaigns – Budgeting, Implementation and Control
Exercises/Case Studies
CONTROL
Measurement of effectiveness
Ethics, Economics and Social Relevance
Exercises/Case Studies
Conclusion and Feedback
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