Here is the synopsis of our sample research paper on Sales Promotions and Advertising. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
Media advertising spending has been falling as a percentage of promotional spend for some years both in United Kingdom and United States. Sales promotion has been a major beneficiary of these changes. This 14 page paper looks at how and why this change is taking place. The paper sites many examples to illustrate the points raised and give examples of different promotions. The bibliography cites 12 sources.
Page Count:
14 pages (~225 words per page)
File: TS14_TEadsales.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
may not gain the sales targets. Traditionally a major part of any marketing budget would be advertising though the media. However, this trend is one which is changing, marketing budgets
are being re-evaluated in terms of the allocation of funds, and media advertising is an area which appears to be suffering, whilst other forms of promotion, such as direct marketing
and point of purchase promotions are gaining a large proportion of the marketing budgets. By looking at the current marketing environment it is apparent why sales promotion may be seen
as increasing in their importance at the expense of media advertising. This can be seen in both the United States and in the United Kingdom.
To assess is this perception is correct we will look at the general trends in advertising, in both the UK and the US, how money is spent
and the way in which sales promotions may be more effective than media advertising in terms of the purchase decision process and also the way marketing objectives can be met
with this approach rather than the traditional media advertising. 2. Advertising and the Media Advertising may be defined as "any paid form of nonpersonal presentation and promotion of ideas, goods,
or services by an identified sponsor" (Kotler, 2003; 590). Advertising in the media is therefore only a section of advertising which covers the use of the media, which can be
defined as the communications industry, such as television, radio and the printed media, with newspapers, local and regional as well as magazines and specialised publications and even the internet.
Looking at the figures that are correlated regarding the level spending on media advertising it appears the results are mixed. In the UK there was an overall increase in advertisement
...