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Sales Promotion and Advertising, Brand Value, Sender-Recievr

What are primary differences between sales promotion and advertising?

Discuss some media and non-media marketing communications that are typically employed to increase customer interest, demand, and sales.

Does brand value always increase with increasing sales (of the product)? In this context discuss how discounts have the potential to affect (short term) sales and (long term) brand value.

With regard to the Sender-Receiver model of the communication process what steps can current organizations take to "listen and understand" or to get customers to "listen and understand"? What steps are taken by your own organization to elicit and act on customers' feedback?

Solution Preview

The differences between sales promotion and advertising are the following:

Advertising appeals to emotion, gives reasons for purchasing, no set time frame, it is indirect and subtle and used to persuade customers while promoting brand image.

Sales promotions offer an incentive to consumers to buy product (a coupon, buy one, get one free, a cross-promotional tie-in, samples), it is a rational appeal, with a short time frame, with the direct purpose of getting the sale quickly or inducing trial of the product. This typically occurs due to a change in price/value or service.

Here is a link with additional differences:

Media marketing communications would be advertisements, coupons, commercials and social media (Facebook, tweets)
Non-media marketing communications would include brand dynamics: packaging, placement, and price. It is also called below the line promotion. It would entail ...

Solution Summary

This detailed solution outlines the difference between sales promotion and advertising. It discusses media and non-media marketing communications. Also, it discusses if brand value always increases with increasing sales of the product, and how discounts affect the sales and brand value. It discusses the Sender-Reciever model of the communication process and describes how to get organizations to elicit and act upon customer feedback. It includes examples and links.