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Sales Promotion And Publicity
SPECIALTY ADVERTISING
Specialty advertising is the use of products to advertise another product or company. These are often
used to make good impressions on customers through gifts. It is a reminder type of promotion to which
the recipient will be exposed each time he uses the gift. There are four general types.
- The wall Specialty: such as calendars, clocks, thermometers and so on.
- The Desk Specialty: such as fountain pen, desk sets, time pieces, desk calendar, attachment
of telephone and others. - The Pocket Specialty: like key holders and chains, pens, pencils, pocket comb, purses,
matches, bill folds and others - The Home Specialty: like bottle openers, brushes, telephone book covers, baby bibs, plastic
cups and others.
ADVANTAGES OF BELOw-THE-LINE ADVERTISING
- Advertising circulation waste is avoided as they can be directed at target audience
- They are useful for small segments of consumers
- They maintain continuous exposure for long periods of time
DISADVANTAGE OF “BELOw-THE-LINE ADVERTISING”
The major disadvantage is the limited space available for the advert message.
ROLES OF PACKAGING IN SALES PROMOTION
Packing containing a product has been recognized as playing more than protective role. It is increasing
by becoming important in its role as a promotional tool for marketing the product content.
The promotional aspects of packaging can be both long term – such as advertising or short term – such
as sales promotion.
Promotional Aspects: a package has the promotional ability of identifying a product from an array of
competing products; it also conveys information and meaning about the product – especially in self-
service stores where impulse purchase depends greatly upon product appearance on the shelf. Packaging
plays the role of attention-getter which starts the sales process. It provides information about product
attributes such as price, quality, quantity, instructions for use and other product information. Package
conveys emotional or psychological meaning or imagery through colour and shape.