 Okay, learners, we are continuing our discussion on Unit 9 Promotion of your Marketing Management course. So this is the last video of Unit 9 on Promotion. Here we have taken up some learning objectives and after going to this particular video, you should be able to identify what are the advantages and disadvantages of advertising. Then you should also be able to define sales promotion, publicity to other promotional tools and then the push and pull marketing, what is the difference between these two? These are the four things that we have taken up to be discussed in this particular video and in the preceding videos, we have discussed about types of advertising, what advertising is all about. So here we are going to discuss about the advantages and disadvantages of advertising, then understanding the concepts of sales promotion, publicity and then push marketing and pull marketing. So what are the advantages of advertising? So advertisements have, when we are going for television advertisement, it has got the visual appeal. So it is an expression is amplified. So that amplified expression is an advantage of say television advertising. If we go for radio advertising, say good quality sound and that reaches to the remotest part of the country, that is an advantage of radio advertising. In case of newspaper and magazine advertisement, say newspaper advertisement, tender advertisement, these are things which are mostly people look for, those who are in need and many times they also read the other advertisements which are published in newspaper part. Magazine advertisement, it's mostly leisurely reading, say those of you who are making the frequent say frequent flyers, air travels. So during air travel, the in flight magazine, many times we look at it and we look at it in a very leisurely manner. So that leisurely reading, that is an advantage of magazine advertisement. But in case of newspaper, it's mostly Harriet reading. In the morning we just see the newspaper, we do not go, we do not have the time to go to the all the details and we postpone reading and think that in the evening we shall see it and suppose in the evening we don't get it, then next day morning, then next day newspaper arrives. So that is a Harriet thing. So that's why newspaper advertisement we see that the headings are given, the headlines are given in a catchy manner so that we don't miss it. And many times we, in order to place lots of information, say tender advertisement, recruitment advertisement, etcetera, contents, depending upon the content layout, we need to give it. Advertisements have got the benefits of building long-term image. And many times we can restore the frequency because many times the products are repeat-persist. So to give the consumers a hammering, constant hammering, repeat reminders, we make use of advertisement. These advantages, cost per person may be low but total cost is high, mostly in case of mass media, like say newspaper, national level newspaper, Times of India cost is far fittingly high, television advertisement, prime time, cost is very high, cost per second, cost per person, cost per exposure, cost per thousand, cost per million may be low, but overall budget, promotion budget, it goes high. Advertisement, other disadvantage is monologue, it's not dialogue. Personal selling, the salesperson and the customer, they go for a dialogue. That relationship, conversation takes place. But in case of advertisement, it's mostly one way communication, monologue. There is no scope for having questions, answers, clarifications, like all those things are not there. And advertisements are said to be less persuasive than personal selling or say sales promotion. Sales promotion have gotten immediate inducement. We are going to discuss about that. So sales promotion is an activity or material that offers consumers, sales persons and retailers a direct inducement for processing a product, direct inducement, buy to get one free. That is a direct inducement. For whom it is directed, this is for the consumers. This can be directed to the retailers also. Buy 10 cartons, you get one carton free. Then baked on carton, you sell it to the consumers but you will get one carton free. That is a direct inducement. To the sales persons that you are working in a photocopier company, your target is 100 photocopiers. And if you can sell 110 photocopiers, you will be entitled for a bonus. You will be entitled for some incentive. That is direct inducement. So sales promotion is an activity or material that offers consumers three categories. Consumers, sales persons and retailers. Retailers means intermediary. It could be wholesalers also. It could be distributors also. So intermediary. These are the three categories for whom sales promotion can be targeted. So it induces strong reaction. It induces quick action. So stronger response and quick action are two hallmarks of sales promotion. So three days Mela is on before the Mela, during the Mela, after the Mela. We gave a sales discount, a special discount for the Mela discount of say 10% book fare. We are entitled for an extra discount, like that. But it may not be regular. Maybe once in a year, that too sometimes in November, sometimes in December. It may not be regular once in a year or could be once in a once in six months. But that is an inducement. So these are the sales promotion. The other one is publicity. This is not directly paid for. Say if you are averaging in the newspaper or say television, you would have to pay centimeter wise, cost per column. You would have to pay per second wise, cost per second. So for a 10 second slot in the prime time of the television advertisement, the cost will be prohibitively high. But in case of publicity, you don't directly pay for it. Suppose the organization is going to launch a new, say, antibiotic. So the pharmaceutical organization, instead of going for an advertisement, can organize a press meet, can invite the journalist, can brief them that this is the new product we are going to launch. These are the benefits. These are the specific capacity to fight diseases. Say next day morning, the newspaper, the consumers or the type of readers will come to know about that particular activity. So this is a publicity. It's not directly paid for, but it is a managed activity. That's why it is also a sales promotion. So a non-paid form of non-personal communication about an organization or products that is transmitted through mass media, like a newspaper or say television, in the form of a news story. That is publicity. So it does not directly facilitate the actions, actions of information that way. So it's an action of God. Of God means, suppose many people do not see the advertisement in a newspaper. They go for the news items only. So when they will read it, that this particular company has launched a new antibiotic as a news item, so they will be targeted that way. That is of God. If we give an advertisement, they will possibly will not read it. But as a news item, they will be reading it. And as it will be as a news item, read as a news item, so its credibility is likely to be high compared to advertising. So that is an advertisement of publicity. Then another thing that we are supposed to discuss in this particular video that is given in your SLM also, is PUSH strategy and PUSH strategy. As you know by the dictionary definition, PUSH is PUSH, PULH is PULH, PULH is towards the marketer, PUSH is towards the consumer. So PUSH is across the channels. The company will produce the things, will try to sell to the distributor, giving some discount, etcetera, etcetera, some incentive. Distributor will further give the incentives to the wholesalers, wholesalers will give it, retailer will give it, PUSH, PUSH, PUSH. But in case of PULH, the demand will be generated. The consumers will come to know about the product, they will go to the retailer. Do you have this product? No, I don't have. So please have this. Retailer will place the order to the distributor, distributor will place the order to the right, the dealer, dealer will place the order to the company. So it will be generated across from the consumers, that is PULH, PUSH will be from the producer to the next level. So in case of PUSH marketing, advertising and promotional strategies are geared towards the marketing and distribution channels to entice them in promoting products or services. The marketer promotes the product to the next number, to the next level in the same, in the marketing channel. But in case of PULH marketing, the marketer promotes the products directly to the consumers and stimulate stronger consumer demand product. So these are the basic aspects which we have discussed in Unit 9. We have discussed about the promotional tools, the different media, some of the advantages, disadvantages, etc. Thank you very much.