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Advertising, sales promotion, personal selling and sales management.

Advertising

The term "advertising" originates from the Latin words "Ad" and "Verto."

  • "Ad" denotes towards, and
  • "Verto" translates to I turn.

Essentially, advertising is the act of redirecting people's attention toward a specific thing. It involves the strategic communication and presentation of information to capture and engage the audience, guiding their focus and interest towards a particular subject, product, or idea. Through various mediums and techniques, advertising aims to:

  • Influence perceptions,
  • Generate awareness, and
  • Ultimately prompt action or response from the target audience.

Definition

According to Stanton,

"Advertising consists of all the activities involved in presenting to a group of non-personal, oral, and visual, openly sponsored messages regarding a product, service, or idea. This message, called an advertisement, is disseminated through one or more media and is paid for by the identified sponsor."

Elements of Advertising

  1. Mass Communication:
    Advertising is a form of non-personal communication that reaches a wide audience of buyers simultaneously. It enables advertisers to convey messages swiftly to hundreds or thousands of individuals within a short timeframe.

  2. Informative Resource:
    Advertising serves as a documented source of information, providing valuable details for the benefit of consumers. It assists buyers in making informed and satisfactory purchase decisions.

  3. Paid Promotional Method:
    Being a paid form of presentation, advertising requires the sponsor to invest in conveying their message through chosen media channels. The advertiser compensates the media entity for their services.

  4. Persuasive Influence:
    The primary objective of advertising is to persuade buyers to make a purchase. It involves the art of influencing human behavior, sparking desires, and creating motivation to possess the advertised product.

  5. Sponsor Identification:
    Advertisements are distinctly associated with their sponsors. The producer or entity initiating the advertising campaign is easily identified as the sponsor, utilizing appropriate media for dissemination.

Sales Promotion

The term "Promotion" originates from the Latin word "Promovere," signifying to move forward. Within the promotional mix, which comprises personal selling and advertising, sales promotion stands as one of its integral pillars.

Serving as a bridge between personal selling and advertising, sales promotion holds a crucial and specialized role within the field of marketing. It involves strategic activities designed to propel products or services forward in the market, contributing to the overall success of a marketing campaign.

Definition

According to W.J. Stanton,

"Promotion encompasses all the tools in the marketing mix whose major role is persuasive communication."

Objectives of Sales Promotion

Sales promotion is a vital bridge or a connecting link, removing the gap between personal selling and advertising. The main objectives of sales promotion activities are:

  1. Increase Sales Directly

    • Achieved by publicity through media, complementary tools, and poster advertising.

  2. Disseminate Information

    • Spread product details to salesmen, dealers, and ultimate consumers.

  3. Attract Prospective Buyers

    • Influence and induce potential buyers to purchase the product at the point of purchase.

  4. Support Salesmen

    • Enable salesmen to achieve more sales in their territory.

  5. Encourage Retailers

    • Foster cooperation between retailers to sell one brand over another.

Personal Selling

Personal selling represents a unique and distinct form of communication, differentiating itself from other modes by being characterized as a two-way interaction rather than a one-way exchange.

In personal selling, communication is not only transmitted but also reciprocated, fostering a dynamic and interactive engagement between the seller and the prospect. This form of communication is deeply intertwined with social behavior, as both the seller and the potential buyer mutually influence each other throughout the interaction.

The essence of personal selling lies in the interpersonal connection, allowing for a tailored and responsive approach to address the specific needs and concerns of individual prospects.

According to Philip Kotler,

"Personal selling involves oral presentation in a conversation with one or more prospective purchasers for the purpose of making sales."

Sales Management

Sales management is a dynamic and multifaceted process that revolves around guiding, inspiring, and exerting influence to steer individuals toward the accomplishment of sales objectives.

At its core, sales management involves overseeing the complete sales cycle, encompassing pivotal elements such as:

  • Forecasting,
  • Budgeting, and
  • Sales team coordination.

The sales manager assumes a central role in ensuring the successful execution of sales strategies, optimizing performance, and driving organizational growth.

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