Trends in Sales Promotions used in Print advertising in
2005 : AdEx study
Wednesday, July 5th, 2006
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Key Findings:
• Sales Promotions accounted for 18% share of overall
advertising space in 2005
• Price Promotions
had a 25% share of Sales Promotions used in 2005
• In
2005, growth of Volume Promotion was almost twice that in 2004
• Contest Promotions ruled national publications
with 45% share in 2005
• In Q4 2005, Sales Promotions
gained the highest share of 36%
• LG Electronics
made maximum use of three types of Sales Promotions in 2005
This week AdEx takes a look at the kinds of Sales Promotions
used in Print advertising to woo potential buyers in 2005.
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The
following Table explains the types of Sales Promotions used:
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| Growth
of types of Sales Promotions in 2005 compared to 2004
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• In 2005, Growth of Volume
Promotion was nearly twice that in 2004.
• Combination
and Price Promotions saw a near equal growth of 33% in 2005
over 2004. |
| Contribution
from Sales advertising in Print advertising during 2003-05
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| • Although Brand Promotions
constituted the largest chunk with 65% share, ‘Others’
and Sales Promotions had 18% share each |
| Seasonality
of Sales Promotion in the four quarters across 2003-05
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| • Share of Sales
Promotions had a tendency to rise in the last quarter, 36% being
the highest share in 2005 |
Split
of the kinds of Sales Promotion used in Print in 2005
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•
‘Price’ Promotions led with 25% share , ‘Contest’
Promotions were close behind with 21% share in 2005 |
| Sales
Promotions employed by Product Categories in ‘05
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| • Independent Retailers
banked on Price Promotions the most, while Durables banked on
‘Contest Promotions’ |
| Top
advertiser and Top category using types of Sales Promotion
in ‘05
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| • LG Electronics used Contests,
Multiple and Add-on Promotions the most in 2005 |
| Sales
Promotions used in different Publication Zones in ‘05
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• Contest’ Promotions
had a 45% share of Sales Promotions in national publications,
and 25% share in North zone publications
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Look out for out for the sequel
to Sales Promotions Newsletter next week, which will feature
an update of Jan-Jun 2006 and will give an insight into the
seasonality in various sales promotions and the regional players..
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We will be
coming out with similar analyses on other categories in the
coming days. |
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| (Analysis
from AdEx India- A Division of TAM Media Research)
For
more such analysis click here...
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