Advertising

The role of advertising in your marketing mix will depend on the market you are in. However, some things can be said that apply across the board

The role of advertising (defined as paid for space in a medium, where you control the content) is:

• To raise awareness of your brand in its product/service category

• To generate or improve the image of quality

• To help generate sales leads

• To support the distribution chain

Analysis and experience show that

• Salespeople who are well supported sell more, at better prices

• Relatively small increases in sales volume often have a disproportiatelypositive effect on the bottom line, because fixed costs are spread over a higher volume.

• Increasing demand encourages higher prices

• In almost all circumstances, price cutting is an expensive alternative to effective advertising.

Let ContactPoint help you strike the right balance.

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