Page 189 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 10: Managing other Promotional Tools

Notes
According to Mr Uthaya Kumar, this is a welcome symbiosis — publicity for the products
and cost cutting for the moviemakers. The savings on the cost of publicity is significant
and in addition, they get market savvy companies handling the publicity. Marketing is
crucial to pull in crowds to the cinemas, he feels.
The Old Secret range is available in Tamil Nadu, Kerala and Karnataka, and will soon be
launched in Orissa, Andhra Pradesh and West Bengal. According to Mr Das, Old Secret
rum has been a hit from day one, and is among the top brands in its segment. The company
plans to aggressively market this brand, which is expected to emerge a major grosser for
Empee.

Source: www.thehindubusinessline.com
10.4 Corporate Advertising

Corporate advertising is an extension of public relations and does not promote any specific
product or service. Corporate advertising aims to build and maintain the image of a company or
an institution. Organisations and brands are meant to strengthen mutual credibility. Brands by
themselves often lose their significance unless their association with the marketer produces
authenticity.
The corporate image is something that customers perceive when the name of the company is
seen or heard. Corporate communications reach several audiences, such as company employees,
current customers, potential customers, non-users of company products or services, channel
members, shareholders, suppliers, financial institutions, and government agencies.
Major changes in the economic and political scenario, affecting business and industry may often
warrant advocacy or issue based advertising. Advocacy advertising refers to company's views
on issues that affect its business and to protect its position in the market place. In other cases the
company presents its viewpoint about a national cause such as the literacy movement or the
company may list its social contributions, or emphasise its socially oriented policies. Such
advertising usually does not attempt to sell anything directly but gives a face to the company
and attempts to develop a positive relationship by influencing public's reaction towards the
company and its products, services, sales force, and job offers. Much of the contemporary,
corporate advertising serves as the support function to promote a company's products or services.
Some of the important objectives of corporate advertising include:
1. To create and maintain corporate identity in public.
2. To counter negative attitudes towards the company.

3. To enhance company image.
4. To associate the company with some worthwhile national or social cause.
5. To overcome negative company image.

Task You must be well aware of the controversy that Coca Cola and Pepsi faced
a few years back. Make a pair of 2 persons. One of them assume to the
spokesperson for Coca Cola and another for Pepsi. Prepare a short speech
cum advertisement to convince people (others in class) that those allegations
were false.

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