 जिसी तृरीके से भी हम ने प्रमोँशरन के बार में औब ताश्व Documented grill now we are going to see we're going to discuss about elements of promotional mix Crawl in these shared�ो Burn in these stump then public relations then personnel selling and then sales planning so they are four key elements now we are going to discuss all these four key elements one by one so the first discussion is about advertising what is advertising? if I discuss it from the perspective of the key aspect or elaborate it in front of you then first of all it is a paid form number two, the important thing is a non-personal presentation so when we will talk about paid non-personal presentation on the third number it is out of store mass media discussion and on the fourth number on the fourth level there is a need for sponsorship through sponsorship because in the store of the retailer whatever advertising is either they are sponsored by the suppliers or some other third parties so what sponsorship is available you need to identify some sponsor for it so we have if I look at this advertising in the perspective of retail then we have four key components which are being made first of all it is a paid form if I talk about number two then it is a non-personal presentation on the third number mass media, mass market to cover it and fourth you have to identify a certain sponsor to do that so what are the objectives of advertising now I will come to them so the first objective is that you have to inform the customer about goods you have to inform the customer about services you have to inform the customer about the company's retail store's attributes so for these three things the first key objective of the promotion is to set what kind of advertising you have to achieve then easing the job of sales personnel the people who are doing sales work to facilitate advertising it is a tool for the sales personnel it is a tool for the sales people so that they can inform the customer that which company which retail store which business they are representing developing demand for the private label brands private brands even retailer's own brand to develop its demand advertising helps a lot for example if a retail store has its own brand which nobody else knows except for that retail store so through advertising you can really promote you can really create demand of your own brand as you will advertise of course this will impact in increasing the sales so short term sales to increase through advertising you can achieve this objective customer's traffic of course the more frequently the customer visit to you customer's traffic can be built through advertising and developing and reinforcing retail image as we were talking about earlier topics for retailer image is very important to build image so through advertising you can reinforce your message you can reinforce your image so that the customer will be very clear that this is what this retail store is all about so now if we come towards discussion so we have what advantages and disadvantages of the advertising so that before we go towards the next element we need to evaluate what are its advantages and disadvantages so the first advantage of our advertising is that it attracts large audience gain pass along readership if you are talking through print media then quickly message to the customer, to the mass customers on this the contact cost is low because massification if you are running an ad on television so the cost per contact is very low that is one of the key advantages of this subject then many alternatives available there are many options to advertise this is one of the advantages control over the message over the content which you want which is approved which can improve your image then it is possible to study the message the editorial content can be improved one of the advantages and self service operations this is one of the advantages of the advertising there are some disadvantages as we said that the advantage is standardized message because it is less flexible it lacks flexibility so one of the disadvantages is standardized messages there is not much flexibility then there is a heavy investment on some media as I talked about television media it requires heavy investment of advertising then geographic flexibility limit is one of the disadvantages for example if I have this advertisement is not meant for some area but of course if there is that medium that advertising medium then you are going to do that so some media require long lead time again important disadvantage of advertising is that there are some media of advertising for which lead time is required some media also whose rates are very throw away some media also have media limit the ability to provide detailed information but you can only provide very limited information to the point may be customer require detailed information on some level so maybe through this advertising is not possible some mediums are not possible so if I share comparison chart then we have which brand advertising which market they are going to cover and particular suitability for which retailers so it is a very important chart to understand first of all I will talk about daily newspapers so market coverage is single community and entire city so this suitability is medium that is all large detailers they can afford it if it is about weekly papers then again it is a single community target so these retailers should target those who are strictly following local market whose local market is according to norms then if you are talking about shopper papers then it is most household concept of one community so these neighborhood retailers suitability is medium if we talk about direct mail then if you see all types of goods and services retailer suitability so using direct mail it normally suitability is all kinds of retailers which are expanding and growing or are very new in this business radio then it suits those retailers whose identifiable segments are with us they know their identifiable segments TV suits where you are massively spread your retailers of goods and services with wide appeal you can easily attract customers more if we talk about using advertising through social media then all types of goods and services oriented retailer can target it very easily if you talk about transit outdoor then we have such retailers which are amusement oriented tourist oriented they can use outdoor similarly if we talk about local magazines as a medium then normally entertainment oriented firms malls mail order firms suit such retailers and if we talk about flyers then these service stations dry cleaners, neighborhood firms these suitability is mostly within the perspective we have an example about advertising there are a lot of examples which are in favor of advertising for example this is a billboard advertising for the pedestrian and for the motorist so that when they see it then they will know that it is advertising of any particular brand advertising has a key role in the promotional mix but of course it has a set of benefits and of course it has a set of cost which we have discussed earlier now retailer has to decide which mode of advertising which medium to opt which has the most suitability for its business