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Case Study: Usage of Internet in Advertising and Sales Promotion

Rs. 2,500.00



Introduction:
Sales Promotions are inducements or gimmicks whose purpose is to encourage the purchase of a product/service immediately. Unlike advertising, where the objective is usually to influence long-term buying behavior, sales promotions are concerned with the short-term. A problem with promotions is that they sometimes cause consumers to focus more on the promotion than the product. In fact, sometimes consumers are not at all loyal to the product but are attracted to the coupon, gift, or rebate .

Some examples of sales promotions aimed at consumers (consumer promotions):
(a) coupons (b) free samples (c) refunds and rebates (d) demonstrations (e) premiums (gift for purchasing a product) (f) contests and sweepstakes (g) advertising specialties (some common ones are calendars, caps, refrigerator magnets, and pens with the name of the product or company) (h) point-of-purchase displays (displays in stores that are often used for impulse items such as magazines and candy) (i) shows or exhibits for consumers (J) special events (k) frequent-shopper gifts.

One key distinction to make when studying advertising is between general advertising and direct response advertising (i.e., direct marketing) . General advertising does not attempt to achieve an immediate measurable response. The ad might be for a soft drink, say, Coca Cola and show people enjoying a can of the soft drink while having fun on the beach. The person seeing the ad does not have to do anything. Of course, the ultimate goal of the ad is to get you to buy Coca Cola when you shop for a soft drink. However, an immediate response on the part of the person seeing the ad is not expected. With a direct response advertisement, the goal of the ad is to elicit a direct response. This is the reason the ad must have a device (usually a phone number to call) so that the prospect can do something after viewing the ad. For example, a person seeing an ad for Bowflex exercise equipment is, hopefully, going to call the toll-free telephone number within 60 minutes after seeing the commercial. The advantage of direct marketing is that there is a way of knowing how effective the ad (and the advertising medium) was by simply counting how many people called after seeing it. This is what is refereed to as measurable response. We can use the measurable responses to compare different ads for the product or different advertising media (radio vs. television) or even different vehicles within the same medium (e.g., two different television programs or two radio shows). Also, once people call in, we can capture their names and addresses and use them to build a database of customers or prospective customers.

Number of Pages of Project Report: 186
Package Includes:Synopsis/Project Proposal + Project Report
Project Format: Document (.doc)

Table of Contents of Project Report:
CHAPTER 1: INTRODUCTION
CHAPTER 2: THEORETICAL BACKGROUND
CHAPTER 3: LITERATURE REVIEW
CHAPTER 4: ADVERTISING INDUSTRY IN INDIA
CHAPTER 5: RESEARCH METHODLOGY
Type of Research Method
The Sample
Data collection
Data Analysis method
Objectives of the study
Hypotheses
CHAPTER 5: DATA ANALYSIS AND INTERPRETATION
FINDINGS
LIMITATIONS
RECOMMENDATIONS
CONCLUSION
CASE STUDY:
Saltworks builds sales, reduces ad costs
Portentís Strategy: Less PPC, More SEO
The Results: Higher Sales, Lower Costs
BIBLIOGRAPHY
APPENDIX: QUESTIONNAIRE

 


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