Page 205 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 11: Unconventional Promotional Media

Notes
While many companies are betting big on 3G, managing the increased demand for high-
speed data and video traffic along with existing voice traffic will be an enormous challenge
for service providers. To conform to the growing consumer demand, they need to transform
from traditional providers of access-based services into all-inclusive 'experience providers'
offering voice, video, data, and mobility services anywhere, anytime. They need to scale-
up their network capabilities tremendously and look at adopting a new approach to
building mobile networks. The days of delivering voice, video, and data services as distinct
offerings with each delivered over its own network, accessed using its own device, and
billed as a separate subscription are over.
However, while upgrading the network infrastructure, it is imperative for service providers
to keep their costs low in order to optimize profits. Adding separate networks for voice,
video, data to handle the expanding data/video traffic, will complicate the infrastructure
and maintaining quality will become a nightmare for operators. What is needed is a
single network infrastructure which can be scaled up to meet the demands of the consumers
and at the same time maintain cost efficiency. The key here is to move to an all IP-based
network where voice, video and data are converged onto a single system, reducing the
CAPEX for service providers.
There will be three primary challenges in the deployment of mobile Value Added Services.
India is a price sensitive market hence determining the right pricing for the services will
be extremely important. The other challenge for the operators will be to collaborate
effectively with the ecosystem of content developers, content creators and IT vendors to
deliver an immersive experience to consumers. This will be especially important for
providing video services since video is complex, with many networks, formats, and
standards, working together to produce high quality visual data. Further, networks need
to be ready for distributing content efficiently. Since broadband in India is going to be
mostly mobility driven, we feel that the networks have to be ready for IPv6.

Source: www.expresscomputeronline.com

11.7 Summary

Unconventional mode of promotion includes personal selling, outdoor advertising, transit
advertising, internet advertising, cinemas and videos and mobile advertising.
In today’s highly dynamic and competitive market conditions, the role of personal selling
is not just limited to persuading customers to buy products but also adopting ways to
build long-term customer relationship.
Outdoor advertising represents the oldest medium. Outdoor advertising is usually used
as a supportive medium by most national advertisers and includes billboards, hoarding,
posters, wall paintings, and transit advertising, etc.
Transit advertising is targeted at millions of people who are exposed to various modes of
transportation, such as buses, subways, trains, or air travel. The printed ads are paid for
and provided by the advertiser to the firm managing transit advertising.

Cinema halls and videotapes are also used to communicate advertising messages.
Commercials are shown before the film and previews, carrying ad messages from both
local as well as national advertisers.

Internet advertising is seen in many forms and as the medium matures, the variety would
increase. Present day advertising on the Internet can be classified as ad banners, websites,
ad buttons, sponsorships, interstitials, and classified ads.

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