2. Lobbying

3. Corporate advertising

Promotes company as a whole, rather than a particular product or service.

4. Sponsorship

a business relationship between a provider of funds, resources and individual, event or organization which offers in return some rights and associations that may be used for commercial advantage. The 4 principal reasons for sponsorship are:

1. Gaining publicity

2. Creating entertainment opportunities

3. Improving community relations

4. Creating promotional opportunities

Which factors are to consider while choosing an object of sponsorship?

• Communication objectives (what are we trying to achieve?)

• Target Market

• Risk

• Promotional opportunities

• past record

• cost finally

Sales promotion

- incentives to consumer or the trade that are designed to stimulate purchase (money offs, free gifts and sales force competitions). Major sales promotion types:

1. Consumer promotions

-> Money offs and bonus packs

-> Premiums (any merchandise offered free or at low cost as an incentive to purchase a brand)

-> Free samples, coupons, prize promotions

2. Trade promotions

-> Price discounts, free goods

-> Competitions, allowances, promotional price support

-> in-store display and promotional support

What are the objectives of sales promotion?

1. Fast sales boost

2. Encourage trial

3. Encourage repeat purchase

4. Stimulate purchase of larger or more expensive packs

5. Gain distribution and shelf place

Ethical issues in adv

1. Ad to children

2. Misleading ads