Magazine article Marketing

Why Small Screen Is Big for Sales Promos

Magazine article Marketing

Why Small Screen Is Big for Sales Promos

Article excerpt

A string of recent high-profile, television-advertised promotions has dealt a severe blow to the belief that sales promotions and TV brand-building are incompatible.

Shell, Walkers Crisps, Maxwell House and Cadbury's have all put TV budgets behind promotions in the past year.

The shift was underlined last week by new research which finds that consumers would welcome more TV advertising supporting sales promotions, with 94% viewing it as a good idea.

The research was presented at the TVSP '95 conference, organised by TV sales house Laser. It sparked a debate between a number of speakers about how and why TV should be used to support sales promotions.

The findings also overturned the marketing nostrum that TV-supported sales promotions weaken brand equity. No consumers polled believed that to be the case, and some thought the opposite to be true.

Public perception

Commissioned by Laser, The Millward Brown research was based on the views of 194 female main shoppers, who were quizzed this March in hall tests and focus groups.

Two-thirds of the consumers thought "it is useful to hear about promotions on TV, otherwise you might not know about them", and 63% thought "advertising a promotion on TV makes people much more likely to buy the product being promoted". Vivien Marles, head of research at Laser, said that promotional ads appealed as much to consumers as brand-building ads.

Presenting the research, Millward Brown managing director Rosi Ware did warn against a willy-nilly plunge onto TV, pointing out that "the news of a promotion goes stale quickly, therefore the ads wear out", and that for weak brands "it may be better to concentrate advertising on enhancing brand values". But overall she said, empirical evidence collected on hundreds of campaigns indicated TV support of sales promotions was beneficial.

Her views were supported by Judith Passingham, commercial director at Taylor Nelson AGB, who said that the average sales uplift produced by promotions across a panel of 200 brands was 8%. She added that promotions were particularly useful at countering the rise of own-label, where market penetration had grown from 34% in the first quarter of 1994 to 39% for the same period of 1995. …

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