IMPACT OF ADVERSTISING AND PROMOTIONAL STRATEGIES
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IMPACT OF ADVERSTISING AND PROMOTIONAL STRATEGIES
Chapter one
1.0 Introduction.
Advertising includes all acts involving presenting to a group. A non-personnel, audible or visual, explicitly sponsored message about products, services, or ideas that is distributed through one or more media and paid for by a specific sponsor. First, there is a significant distinction between advertising and advertisement.
Advertisement is the message itself, whereas advertising is a potent communication force and a crucial marketing strategy for selling goods, services, images, and ideas via the channels of information and persuasion.
According to Kolter (1998), “advertising is any paid form of non-personnel presentation and promotion of ideas, goods, and services, by an identified sponsor.”
Advertising aims to sell goods and services, create demands, familiarise the public with the product, prepare the way for salespeople, create goodwill, and introduce new styles and customs.
Advertising is a component of the marketing mix, however it can be used by a person, such as an entertainer, or by a non-commercial organisation that is not involved in marketing, such as a hospital advertising for employees.
Advertising is one of four key strategies that businesses employ to direct persuasive communication to potential buyers and the general public. It consists of non-personnel kinds of communication delivered via paid media with clear sponsorship.
Although advertising is predominantly a private company marketing strategy, it is utilised in many countries around the world, including communist countries.
It operates not only on behalf of specific goods and services, but also adopts characteristics that are less immediately related to selling.
However, the strength of advertising as an economic stimulant in its persuasive and informative properties awake (2000) assert that “advertising can ever create a market where no market exists.” Its influence persuades consumers to buy things they don’t need or that are not in their best interests.
According to Perreavult (1999), “sales promotion refers to those promotion activities other than advertising, publicity, and personal selling that stimulate interest, trial, or purchase by final customers or others in the channel; this can include the use of samples, signs, catalogues, novelties, and circulars.”
According to Kotler (2002), “Sales promotion, a key component in marketing campaigns, consists of a collection of incentive tools, mostly short-term, designed to stimulate faster or greater purchase of specific products or services by consumers or the trade.”
Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy. Sales promotion includes tools for consumer promotion (samples, cash refund offers, discounts, premiums, prizes, patronage, free trials warranties, in promotion, cross promotion, point-of-purchase displays, and demonstrations).
Trade promotion (discounts, advertising and display allowances, and free goods), as well as business and sales force promotion (trade exhibitions and conventions). Contests for sales representatives (particularly, advertising).
Sales promotion tools differ in their specific purposes. A free sample encourages consumer testing, whereas free management advisory services seek to establish a long-term partnership with a shop.
1.12 Research Problem
The study investigates the impact of advertising and promotional strategies in an organisation. Customers or consumers do not have appropriate information about the product, and there is no effective communication of the product’s usefulness, therefore it cannot meet consumer needs and wants.
Nonetheless, the lever of consumer awareness is weak in Ibedmore Resources because a greater proportion of consumers lack knowledge and understanding of the actual message that may be delivered to them through advertising. This has persuaded people to purchase products or things. This is the problem.
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