Question

A. Identify the major types of advertising.

B. Discuss the creative decisions in developing an advertising campaign.

C. Define and state the objectives of sales promotion and the tools used to achieve them.

Answer 1

a)The major types of advertising are:

1. Brand advertising: promoting the product’s brand image to the target market and in the minds of the target audience
2. Direct Response Advertising: it is a approach taken to advertise the product by directly contacting the consumers
3. B2B advertising: the advertising of the niche segment of products to the retailers and distributers
4. Local advertising: promoting the product by endorsing it locally among the retailers
5. Institutional advertising: creating a brand image in the minds of the consumers
6. Political advertising: the political campaigning done to promote a political candidate
7. Interactive advertising: the advertising which interacts with the consumer like in digital media as well as company’s website

b)The advertising objectives of a product are finalized by considering the creative decisions as well as the media related decisions. The creative decisions are regarding the impact the advertisement must have on the minds of the consumers. Also, the creative decision require the marketers to establish a connect with the consumers. The creative decision regarding a product:

1. Must drive perception
2. Must drive cognition
3. Should have emotional connect
4. Must be able to persuade the consumers

c)A company’s marketing team uses sales promotion as a tool to achieve the following objectives:

1. Create interest about the product in the market
2. Develop awareness about the product brand
3. Provide unique information about the product to the consumer
4. Convince the customer base and stimulate demands
5. To establish a competitive edge in the market

The various tools used for sales promotions are:

• Samples of the product
• Coupons to facilitate sale of the product
• Product demonstration to create the ease of access awareness
• Promotional contests to pull customers
• Cash refund offer in case of consumer dissatisfaction
• Consumer sweepstakes