industrial advertise met & promotion

8/4/2019 Industrial Advertise Met & Promotion

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IndustrialAdvertising &

Promotion



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n us r a ver s ngPromotion

v Def: Activity of creating advt. &

making sure people see them.

v Companies recognize importance of advt.

v Objective: Provide clarity ,Consistency &

maximum impact on people.

q

Overview:



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Ø Geographically Concentrated.

Ø Relatively Fewer Buyers.

Ø Costly in International Magazines.

Ø More Direct.

q

Characteristics:



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Ø Creating Awareness:

Ø Reaching members of Buying Centre.

Ø Increasing Sales efficiency & effectiveness.

Ø Efficient Reminding.

Ø Sales Lead Generation.

Ø Supporting Distribution Channel.

q Functions Performed by

Industrial Advertisement:



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ØIndustrial Products should be USP.

[ Unique Selling Proposition]

ØClearly reflected in Headlines.

ØUSP-Largest range of product.

ØHighly reliable product.ØKeeping in pace with global trend &

design.

ØInnovative technology giving benefits.

q

Effective Guidelines For IA:



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ØThe Copy of Advt. describe benefitsoffered in simple lang.

ØPhotograph of Prod. Appear prominently in Ad.

Ø At bottom Add. & Tel.No appear.

ØEven Authorized dealer no. should bethere.

ØThe Company’s Name appear in Bold

Letters

q

What makes IA stand Out:


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ØHindustan Thompson, Lintas,Clarion,

OBM [Ogilvy,Benson & Mather],Ulka.

Ø In 1989 Advt.Expences was Rs.12000million.

ØRs. 9000 m on Print Media & Rs.1750 m

onT.V. & remaining Rs.1250 m on Other

med.

q

Expences Of Advt.




ØPromotion An attempt to make product

popular or successful.

Ø In Industrial Advt. Obj. Of promotion is

gather business & leads by impressing

customers.

q

Promotion




ØForm of Direct Marketing.

ØPrinted provides supplier product lines &

items.ØBuyer rely on catalogue.

ØGeneral & Specific.

ØGeneral-Companies of extensive productlines & items.

ØSpecific-leaflet contains info. about

specific products for specific type of

q

Catalogue



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ØTechnical seminars for buyingorganisation.

ØCreates favorable image & establishmentof contacts technical peoples.[Member of buying org.]

Ø Audio-Video presentation by experts withQ&A session.

ØGive good results in sales & New ProductDevelopment.

q

Seminars:



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Ø Improve sales using demo. Aids.

Ø Photographs, Slides , Movies , A&V

Unit &actual product sample.

ØPurpose improve attention & creates

interest.ØHelps remember product features &

benefits.

ØEffective when buying first time.

q

Demonstration



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ØProduct sell infrequently then provides.

ØEffective in touch with customers.

ØShows Catalogues, Data sheets & receivegood attention.

ØSending task assigned to special

correspondence person.

q

Promotional Letters



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ØGift items to existing & New customers.

ØDiwali

ØCommon items are calendar, Diaries, Ballpens, Leather bags.

ØEffective promo. Novelty be inexpensive,

eye catching.Ø3 Categories High, Low, Middle Gifts.

q

Promotional Novelties:



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Thank You

industrial advertise met & promotion

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