Promotions platter- Advertising and SP activities.doc

Promotions platter: Advertising and SP activities SP activity (Sales promotion) in the advertising program is a separate project, generally by advertising agency, SP agents and marketing organizations, expert groups to deal with, but the SP activities include advertising campaigns on the development plan, because it is a brand The overall promotion campaign occupies the most important position. An advertising program to succeed, and often must make advertising and SP technologies complement each other. But advertising agencies in the development of advertising plans of a dangerous tendency in common: to place advertising program in SP very unimportant position, which eventually lead to negative advertising plans to implement - without the support of marketing department, advertising the results are not good. So smart advertisers tend to tend to the investment activities in the SP is much higher than on advertising investment activities of funding allocated to SP compared with the percentage allocated to the implementation of advertising much higher percentage of program costs, see the United States in recent years of the situation: (see table below) The U.S. calendar year growth of advertising and SP Comparison Chart Unit: one billion U.S. dollars Age 197519761977197819791980198119821983 project SP activity Percentage increase Advertising Percentage increase 27.7 5% 19.4 5) .8 8% 21.7 82.9 6% 23.4 87.8 15% 25.5 8B.4 12% 29.0 13I.4 17% 31.9 10T.0 15% 35.9 11d.0 15% 38.0 8q.7 12% 42.0 9% American Advertising Expert Robinson under the activities of the SP is defined as: ‘SP activities are on the same industry (brokers), or short-term incentives provide consumers an activity whose purpose is to entice customers to buy a particular product. ‘ The core element of SP program is to inspire, and this factor is the most critical factor in SP program. SP investment involved in the eight key areas are: 1. Meeting (meeting and Convention