Advertising and Sales Promotion

INTRODUCTION
Adverting is only one element of the promotion mix, but it often considered
prominent in the overall marketing mix design. Its high visibility and pervasiveness
made it as an important social and encomia topic in Indian society.
Promotion may be defined as “the co-ordination of all seller initiated efforts
to set up channels of information and persuasion to facilitate the scale of a good or
service.” Promotion is most often intended to be a supporting component in a
marketing mix. Promotion decision must be integrated and co-ordinated with the
rest of the marketing mix, particularly product/brand decisions, so that it may
effectively support an entire marketing mix strategy. The promotion mix consists
of four basic elements. They are:-
1. Advertising
2. Personal Selling
3. Sales Promotion, and
4. Publicity
1. Advertising is the dissemination of information by non-personal means
through paid media where the source is the sponsoring organization.
2. Personal selling is the dissemination of information by non-personal
methods, like face-to-face, contacts between audience and employees of the
sponsoring organization. The source of information is the sponsoring
organization.
3. Sales promotion is the dissemination of information through a wide variety
of activities other than personal selling, advertising and publicity which
stimulate consumer purchasing and dealer effectiveness.
4. Publicity is the disseminating of information by personal or non-personal
means and is not directly paid by the organization and the organization is
not the source.
ORIGIN AND DEVELOPMENT OF ADVERTISING
It has been wrongly assumed that the advertising function is of recent origin.
Evidences suggest that the Romans practiced advertising; but the earliest indication
of its use in this country dates back to the Middle Ages, when the use of the
surname indicated a man’s occupation. The next stage in the evolution of
advertising was the use of signs as... [continues]

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