Relationship Between Advertising and Sales Promotion

This article studies the relationship between advertising and sales promotions and their impact on brand equity. A main priority for most companies is to establish and achieve a strong and powerful brand name. A company can build a strong brand name by creating the market for their customers want. By creating a strong brand name, a company will become more established. Brand equity is important to the producer, retailer and consumer. The consumer knowledge of the brand says how the producer will produce and market the product. The consumer knowledge of the brand name also determines the quantity the retailer will sale. Brand equity can have a positive or negative effect. A positive effect would be for everyone to recognize the name and†¦show more content†¦This article studies the relationship between advertising and sales promotions and their impact on brand equity. A main priority for most companies is to establish and achieve a strong and powerful brand name. A company ca n build a strong brand name by creating the market for their customers want. By creating a strong brand name a company will become more established. Brand equity is important to the producer, retailer and consumer. The consumer knowledge of the brand says how the producer will produce and market the product. The consumer knowledge of the brand name also determines the quantity the retailer will sale. Brand equity can have a positive or negative effect. A positive effect would be for everyone to recognize the name and purchase the product. The negative effect would be to have the product recalled. Brand equity is important because it can offer many advantages for a company. Brand equity can create a high demand for your product, reduce marketing cost and the company’s brand name will have high credibility. Advertising and sales promotions pay a major role in establishing brand equity. Advertising is a promotional strategy with the intent to attract and create interest and desire to increase purchases and brand awareness. An example of advertising would be a television commercial for a new laptop showing all of the new or updated features. Sales promotions offer customers an incentive to buy an item. Sale promotions areShow MoreRelatedAdvertising Effect Of A Firm On The Sales Of Brand921 Words   |  4 PagesClarke (1973) defined advertising competition as follows: â€Å"Brand A will be said to compete with Brand B through advertising if a change in the advertising of Brand A is associated with a change in the sales of Brand B† (p. 251). Since competition among firms is a frequent scenario in most markets, discovering how firms react when their counterparts attack with promotions and advertising has been an issue extensively studied. 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