Application of Sales Objectives in Advertising
Direct Action Advertising: Some direct action advertising attempts to induce quick response from the members of the target audience, such as ads offering some kind of incentive, or ads announcing contests, or encouraging prospects to place orders on phone or through internet. In such cases evaluation is based on sales results.
Sales Promotion Programs: Many sales promotion programs have sales objectives since their goal is often to generate trial or short-term sales increases
Example
“Scratch and Win” offers are usually advertised on television by many companies. One such company was VIM bar, which had a scratch and Win offer. In case of companies where advertising plays a dominant role in the marketing programme and other elements are relatively stable, sales oriented objectives are used.
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