Quiz 19: Promotional Strategy

Business

Advertising plan of BaC cosmetics store: BaC is the existing physical form business such as building, production floor, and operation stores. The advertisements used for such stores are as follows: • Radio • Circulars • Television • Magazines • Newspapers In this case, the brand ambassadors are necessary for the product in order to place the product in the minds of the consumers. And this requires lot of investments for advertising and for the brand ambassadors. Here, the advertisers make the viewers to watch their ad on television, radio or newspapers. Advertising plan for online-only cosmetics store: Online stores are not physically present; instead, the shopper shops from his household personal computer or laptops. The advertisements used for such stores are as follows: • Website retailer creates awareness about website addresses • Display selling details, sales, closeouts, or specialties • Provide additional benefits such as beauty assistance This is a different case, where a brand ambassador is not necessarily needed to make the viewer know regarding the product. The product is made to appear on the screen of the viewers which doesn't require any additional costs except the cost for placing the ad. In the contrast, the viewer himself searches for the product on the net to know the details and make a purchase.

Cooperative advertising goals of manufacturer, retailer overlaps: Advertising is an "audio visual communication" between the business and their audience for marketing a product or a service. The goals of advertising are targets to be achieved through advertising. Combined goals: • Sales expansion • Increased advertising • One-another cooperation • Reduction of promotional costs Cooperative advertising goals of the manufacturer, retailer differs: Retailer goals: • Control placement • Increase store sales • Stress to make a purchase immediately (example: "Limited period offer") • Highlight store name • Control advertisement content • Rely on measured terms of advertisement • Try to place more products in a single ad Manufacturer goals: • Control • Loyalty • Visibility • Reputation • Mainly stress on the features of the product rather than the prices • Very few products are placed in a single ad

Positive publicity of a local beauty salon: Positive publicity is the creation of a positive influence to the business organization. Positive publicity is created through the following services: Any consumer could enjoy the benefits he gets from the product that was purchased. Whereas, this is not possible in the case of service as nothing could be taken that is visible, like the product. All he gains is the experience during the service that is renedered. And this should make him to remember for long time, even after the service is offered. So, as the beauty salon also belongs to the category of service provider, it should mostly attract the customers by rendering a quality service. In addition to this, the following ideas also work well with the saloon in getting a good impression among the customers. And finally leads to the positive word of mouth, resulting success for the business. • Senior citizen offer packs • Group of hair samples to cancer patients • Factual advertisement of the benefits received • Customer's beautiful photographs in local media • Maintain a pleasant and attractive ambience • Sending an alert message or a call for every two or three weeks, to remind the consumers • Providing more beauty and health tips to regular consumers in the form of book let or the pamphlets • Facilitating the drop in and pick-ups for the disabled etc.,

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