322 advertising, sales promotion, & public relations
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Transcript of 322 advertising, sales promotion, & public relations
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Integrated Marketing Integrated Marketing Communication: Advertising, Communication: Advertising, Sales Promotion, and Public Sales Promotion, and Public RelationsRelations
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Promotion – marketing communication
• An element of An element of marketing mixmarketing mix
• Communication Communication techniques aimed at techniques aimed at informing, informing, influencing,reminding influencing,reminding and persuading to buy and persuading to buy or use a particular or use a particular product.product.
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Two types of promotion
• Product PromotionProduct Promotion– Type of promotion that a business uses Type of promotion that a business uses
to convince potential customers to buy to convince potential customers to buy products from them and not their products from them and not their competitors.competitors.
• Institutional PromotionInstitutional Promotion– Type of promotion that a business uses Type of promotion that a business uses
to create a favorable image for itself.to create a favorable image for itself.
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Integrated Marketing Communication
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Composition of mix depends upon…
• Stage in the life cycleStage in the life cycle:: Advertising is Advertising is very important at the time of launchvery important at the time of launch
• Nature of the productNature of the product:: Complex/TechnicalComplex/Technical
• Competitor activitiesCompetitor activities• Marketing budgetMarketing budget• Marketing strategyMarketing strategy• Target marketTarget market
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Communication Platforms
AdvertisingAdvertising• Print and broadcast adsPrint and broadcast ads• Packaging insertsPackaging inserts• Motion picturesMotion pictures• Brochures and bookletsBrochures and booklets• PostersPosters• BillboardsBillboards• POP displaysPOP displays• LogosLogos• VideotapesVideotapes
Sales PromotionSales Promotion• Contests, games, Contests, games, • PremiumsPremiums• SamplingSampling• Trade shows, exhibitsTrade shows, exhibits• CouponsCoupons• RebatesRebates• EntertainmentEntertainment• Continuity programsContinuity programs
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Communication Platforms
Events/ ExperiencesEvents/ Experiences• SportsSports• EntertainmentEntertainment• FestivalsFestivals• ArtsArts• CausesCauses• Factory toursFactory tours• Company museumsCompany museums• Street activitiesStreet activities
Public RelationsPublic Relations• Press kitsPress kits• SpeechesSpeeches• SeminarsSeminars• Annual reportsAnnual reports• Charitable donationsCharitable donations• PublicationsPublications• Community relationsCommunity relations• LobbyingLobbying
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Communication Platforms
Personal SellingPersonal Selling• Sales presentationsSales presentations• Sales meetingsSales meetings• Incentive programsIncentive programs• SamplesSamples• Fairs and trade showsFairs and trade shows
Direct MarketingDirect Marketing• CatalogsCatalogs• MailingsMailings• TelemarketingTelemarketing• Electronic shoppingElectronic shopping• TV shoppingTV shopping• Fax mailFax mail• E-mailE-mail• Voice mailVoice mail
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Elements in the Communications Process• SenderSender• MessageMessage• ReceiverReceiver• ResponseResponse• FeedbackFeedback• NoiseNoise
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Models of the Response Process
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Steps in Developing Effective Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Manage IMC
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Promotional objectives
• To increase salesTo increase sales• To attract new To attract new
customerscustomers• To retain existing onesTo retain existing ones• To encourage customer To encourage customer
loyaltyloyalty• To create awarenessTo create awareness• Brand awarenessBrand awareness• To informTo inform• To remindTo remind• To ensureTo ensure
• To modify attitudesTo modify attitudes• To create an imageTo create an image• To position a productTo position a product• To improve position in To improve position in
the marketthe market• To pull the product To pull the product
through channelsthrough channels• To push the product To push the product
through channelsthrough channels
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Push vs. Pull Promotion Strategy
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Designing the Communications• Message strategy (what to say?)Message strategy (what to say?)• Creative strategy (how to say it)Creative strategy (how to say it)• Message source (who should say it)Message source (who should say it)• Personal communication channelsPersonal communication channels• Nonpersonal communication channelsNonpersonal communication channels• IntegrationIntegration
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Creative Strategy• CS is the way a marketer translates the message into a CS is the way a marketer translates the message into a
specific communicationspecific communication• Informational and transformational appealsInformational and transformational appeals
– Informational appeals-related to product /service attributes,benefitsInformational appeals-related to product /service attributes,benefits• Problem solution adsProblem solution ads• Product demonstration adsProduct demonstration ads• Product comparison adsProduct comparison ads• Endorsements Endorsements
– Transformational appeals-relates to non product related Transformational appeals-relates to non product related benefit/imagebenefit/image• Kind of people who use the brandKind of people who use the brand• Kind of experience that results from using the brandKind of experience that results from using the brand
• Positive and negative appealsPositive and negative appeals– FearFear– GuiltGuilt– ShameShame– HumorHumor– LoveLove– PridePride– Joy Joy
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Message Source
• Source can be the company itself Source can be the company itself or known/unknown peopleor known/unknown people
• Celebrity CharacteristicsCelebrity Characteristics– ExpertiseExpertise– TrustworthinessTrustworthiness– LikeabilityLikeability
• State of congruence between State of congruence between attitude towards source & messageattitude towards source & message
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Personal Communications ChannelsThese let two persons communicate These let two persons communicate
face to face,person to audience, face to face,person to audience, overphone thru e-mail overphone thru e-mail
• Expert ChannelsExpert Channels• Social ChannelsSocial Channels
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Nonpersonal Communication Channels• MediaMedia• Sales PromotionSales Promotion• Events and ExperiencesEvents and Experiences• Public RelationsPublic Relations
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Establish the Budget
• AffordableAffordable• Percentage-of-SalesPercentage-of-Sales• Competitive ParityCompetitive Parity• Objective-and-TaskObjective-and-Task
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Estimate Costs Associated with Tasks(determine costs of advertising, promotions, etc.)
Determine Specific Tasks(advertise on market area television and radio and local newspapers)
Establish Objectives(create awareness of new product among 20 percent of target market)
Determine Specific Tasks(advertise on market area television and radio and local newspapers)
Establish Objectives(create awareness of new product among 20 percent of target market)
Objective and Task Method
Monitor and Adjust(monitor performance and adjust)
Estimate Costs Associated with Tasks(determine costs of advertising, promotions, etc.)
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Advertising….
• Any paid form of Any paid form of non-personal non-personal presentation and presentation and promotion of ideas, promotion of ideas, goods, or services goods, or services by an identified by an identified sponsor.sponsor.
Advertise here!
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Promotional mix - advertisingProduct advertising Sells a particular good or service
Retail advertising Initiated by retailers and directed at consumers via papers, television
Institutional advertising Intended to promote a firm’s image rather than sell product
Trade advertisingInitiated by manufacturers and
directed to retailers and wholesalers
Industrial advertising Initiated by manufacturers and directed to other manufacturers
Advocacy advertising Promote view to influence public opinion or legislation
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Major Decisions in Advertising
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The Five M’s of Advertising
• MissionMission• MoneyMoney• MessageMessage• MediaMedia• MeasurementMeasurement
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Advertising Objectives
• Informative advertisingInformative advertising• Persuasive advertisingPersuasive advertising• Reminder advertisingReminder advertising• Reinforcement advertisingReinforcement advertising
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Factors to Consider in Setting an Advertising Budget• Stage in the product life cycleStage in the product life cycle• Market share and consumer baseMarket share and consumer base• Competition and clutterCompetition and clutter• Advertising frequencyAdvertising frequency• Product substitutabilityProduct substitutability
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Creative Brief
• Positioning Positioning statementstatement
• Key messageKey message• Target marketTarget market• ObjectivesObjectives• Key brand benefitsKey brand benefits
• Brand promiseBrand promise• Evidence of Evidence of
promisepromise• MediaMedia• BackgroundBackground• Creative Creative
considerationsconsiderations
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Advertising media
Internet
Yellow pages
Direct mail
Outdoor
Magazines
Radio
Television
NewspaperMedia
Easily ignored, low readershipLow cost, interactive, 24-hour
Long ad-purchase lead time, high other-ad competition
Low cost, excellent local coverage, wide consumer use
High cost, junk mail image, need accurate mailing list
Very flexible, targets specific audience, complete information
Brief exposure, limited audience selectivity
High repeat exposure, low cost, local market focus
Long ad-purchase lead time, lack of flexibility
Long life, quality reproduction, high demographic selectivity
Fleeting exposure, audio presentation only
Low cost, high geographic & demographic selectivity
High cost, fleeting exposure, limited audience selectivity
Mass coverage, high attention with sight, sound,& motion
Competition from other features, limited selectivity
Good local coverage, broad acceptance, believable
Weaknesses Strengths
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Media Selection• Reach• Frequency• Impact• Exposure- reach X frequency
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Choosing Media Type
• Factors to consider:Factors to consider:– Media habits of target consumersMedia habits of target consumers– Nature of the productNature of the product– Type of messageType of message– CostCost– Media vehiclesMedia vehicles
•Specific media within each general media Specific media within each general media typetype
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Humor in Advertising
These days, it seems as though almost every company is using humor in its advertising, even the scholarly American Heritage Dictionary.
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Deciding on Media Timing• Must decide how to schedule the Must decide how to schedule the
advertising over the course of a yearadvertising over the course of a year– Follow seasonal patternFollow seasonal pattern– Oppose seasonal patternOppose seasonal pattern– Same coverage all yearSame coverage all year
• Choose the pattern of the adsChoose the pattern of the ads– ContinuityContinuity– ConcentrationConcentration– FlightingFlighting– PulsingPulsing
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Evaluating Advertising
Measure the communication effects of an ad.“Copy Testing”
Measure the sales effects of an ad.Is the ad increasing sales?
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Sales Promotion
Collection of incentive tools, mostlyshort term, designed to stimulate
quicker or greater purchase of particular products or services
by consumers or the trade.
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Sales promotion• Tactical point of sale material Tactical point of sale material
or inducements designed to or inducements designed to stimulate purchasesstimulate purchases
• Short term incentives to Short term incentives to increase salesincrease sales
• Some promotions are aimed Some promotions are aimed at consumers, some at at consumers, some at intermediaries and others at intermediaries and others at the salesforcethe salesforce
• E.g.: coupons, leaflets, E.g.: coupons, leaflets, demonstrations, samples, demonstrations, samples, free gifts, point of sale (POS) free gifts, point of sale (POS) displays etc.displays etc.
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Sales promotion
• Incentives provide a quick boost to Incentives provide a quick boost to salessales
• Effects maybe short term onlyEffects maybe short term only• Excess use of some incentives may Excess use of some incentives may
adversely effect brand imageadversely effect brand image
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Promotional mix – sales promotion
Premiums
Samples
CouponsPoint-of-purchase
Rebates
Prizes
Sales contests
Trade showsconventions
Price-off discount
Allowances
Consumer-oriented Trade-oriented
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Sample
Coupons
Cash Refunds“Rebates”Price Packs
“Cents-Off Deals”
Premiums
Advertising Specialties
Offers a trial amount of a product
Savings when purchasing specified products
Refund of part of the purchase price by mail
Reduced prices marked on the label or package by producer
Goods offered free or low cost as an incentive to buy a product
Articles imprinted with an advertiser’s name given as gifts
Consumer Sales Promotion Tools
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Patronage Rewards
Point-of-Purchase Promotions
Contest
Sweepstakes
Games
Cash or other award offered for regular use of a product or service
Displays or demonstrations at the point of purchase or sale
Consumers submit an entry to be judged by a panel
Consumers submit their names for a drawing
Consumers receive something each time they buy which may
help them win a prize
Consumer Sales Promotion Tools
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Trade Promotion
Persuade resellers to carry a brand
Give a brand shelf space
Promote brand in advertising
Push brand to customers
Discounts
Allowances
Free Goods
Push Money
Specialty Advertising Items
Objectives Tools
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Sales force promotions
• Promotions aimed Promotions aimed at the sales forceat the sales force
• Designed to Designed to motivate the sales motivate the sales force. E.gforce. E.g..
- BonusBonus- CommissionCommission- CouponCoupon
- VouchersVouchers- Free ServicesFree Services- Free giftsFree gifts- CompetitionCompetition
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Using Sales PromotionsEstablish objectives
Select tools
Develop program
Pretest
Implement and control
Evaluate results
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Public Relations
• Any activity Any activity designed to create designed to create a favorable image a favorable image toward a business, toward a business, its products or its its products or its policies.policies.
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Public relations
• Managing relations with an Managing relations with an organization’s various stakeholdersorganization’s various stakeholders
• The planned and sustained effort to The planned and sustained effort to establish and maintain goodwill & establish and maintain goodwill & mutual understanding between an mutual understanding between an organization’s various stakeholdersorganization’s various stakeholders
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Scope of PR• Promotion through media publicityPromotion through media publicity• Enhances public awareness of the Enhances public awareness of the
companycompany• Projects company’s mission & Projects company’s mission &
philosophyphilosophy• Projection of the organization as a Projection of the organization as a
source of opportunitiessource of opportunities• Obtaining favorable comments on the Obtaining favorable comments on the
mediamedia
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• A specific kind of public A specific kind of public relations that involves relations that involves placing positive and placing positive and newsworthy information newsworthy information about a business, its about a business, its products, or its policies in products, or its policies in the media is called…..the media is called…..
Publicity
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Publicity• Release of a commercially Release of a commercially
significant news about a significant news about a particular product or particular product or serviceservice
• Purpose is to obtain a Purpose is to obtain a favorable presentation of favorable presentation of such news via a medium such news via a medium not paid for by a sponsornot paid for by a sponsor
• Involves getting media Involves getting media coverage of an event or coverage of an event or product launch / articles in product launch / articles in newspapersnewspapers
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Sponsorship
• Payment for an Payment for an event/person/organization is given in event/person/organization is given in return of some benefit return of some benefit
• A specialized form of advertising that A specialized form of advertising that can create significant exposure for can create significant exposure for companiescompanies
• Common in the world of art and sportsCommon in the world of art and sports
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Ideal EventsAudience closely matches target market
Event generates media attention
Event is unique with few sponsors
Event enhances brand image of sponsor
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Merchandising
• Attempts to influence customers at Attempts to influence customers at the point of salethe point of sale- Display pop-up standsDisplay pop-up stands- wobblers, danglers etc.wobblers, danglers etc.- Store layoutStore layout- Storage spaceStorage space- AmbienceAmbience
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Packaging
• The outer wrapper or The outer wrapper or the container is often an the container is often an indicator of the quality indicator of the quality of the product itselfof the product itself
• Packaging serves the Packaging serves the following purposes:following purposes:- Protection of the productProtection of the product- Preservation of the productPreservation of the product- Provides informationProvides information- Promotes the productPromotes the product- ConvenienceConvenience
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Direct Marketing
Use of consumer-direct channels to reachand deliver goods and services to
customers without using market middlemen.
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Direct Marketing Channels
• CatalogsCatalogs• Direct mailDirect mail• TelemarketingTelemarketing• Web sitesWeb sites• Email marketingEmail marketing• Mobile devicesMobile devices
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RFM Formula for Selecting Prospects• RecencyRecency• FrequencyFrequency• Monetary valueMonetary value
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Components of the Mailing
• Outside envelopeOutside envelope• Sales letterSales letter• CircularCircular• Reply formReply form• Reply envelopeReply envelope
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Personal Selling
– This type of This type of promotion promotion requires requires contact with contact with potential potential buyersbuyers
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Personal Selling• Personal selling is a paid, personal form of Personal selling is a paid, personal form of
promotion.promotion.• Involves two-way personal communication Involves two-way personal communication
between salespeople and individual between salespeople and individual customers.customers.
• Carried out through telephone, at meetings, Carried out through telephone, at meetings, at retail outlets & door to door sellingat retail outlets & door to door selling
• High priced, low volume and highly technical High priced, low volume and highly technical products rely heavily on personal sellingproducts rely heavily on personal selling
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The Nature of Personal Selling
• Most salespeople are well-educated, Most salespeople are well-educated, well-trained professionals who work well-trained professionals who work to build and maintain long-term to build and maintain long-term customer relationships.customer relationships.
• The term salesperson covers a wide The term salesperson covers a wide range of positions:range of positions:– Order taker: Department store clerkOrder taker: Department store clerk– Order getter: Creative selling in different Order getter: Creative selling in different
environmentsenvironments
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The Role of the Sales Force
• Salespeople:Salespeople:– Probe customers to learn about Probe customers to learn about
problemsproblems– Adjust marketing offers to fit special Adjust marketing offers to fit special
needsneeds– Negotiate terms of salesNegotiate terms of sales– Build long-term personal relationshipsBuild long-term personal relationships
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The Role of the Sales ForceSales Force serves as critical link between
company and its customers
They represent the company to the customers
They represent the customers to the company
Goal =Customer Satisfaction and Company Profit
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Major types of sales jobs
•Creative sellingCreative selling•Order takingOrder taking•Technical specialistsTechnical specialists
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Major Steps in Sales Force Management
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Sales Force StructureTerritorial: Salesperson assigned to exclusive
area and sells full line of products
Product: Sales force sells only certain product lines
Customer: Sales force organizes along customer or industry lines
Complex: Combination of several types of structures
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Compensating Salespeople
• Fixed amount: Fixed amount: – Salary Salary
• Variable amount:Variable amount:– Commissions or bonusesCommissions or bonuses
• Expenses:Expenses:– Repays for job-related expendituresRepays for job-related expenditures
• Fringe benefits:Fringe benefits:– Vacations, sick leave, pension, etc.Vacations, sick leave, pension, etc.
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Supervising Salespeople
• Motivating SalespeopleMotivating Salespeople– Organizational climateOrganizational climate– Sales quotasSales quotas– Positive incentives:Positive incentives:
•Sales meetingsSales meetings•Sales contestsSales contests•Recognition and honorsRecognition and honors•Cash awards, trips, profit sharingCash awards, trips, profit sharing
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Major Steps in Effective Selling
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Personal Selling
• STRENGTHSSTRENGTHS• Great attentionGreat attention• Msg is customizedMsg is customized• Persuasive impactPersuasive impact• Potential for Potential for
development of development of relationshiprelationship
• AdaptableAdaptable• Opportunity to close Opportunity to close
sale callsale call
• WEAKNESSESWEAKNESSES- High costHigh cost- Labor intensiveLabor intensive- ExpensiveExpensive- Can only reach a Can only reach a
limited no. of limited no. of customerscustomers
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Promotional mix – comparison
Inexpensive, has high credibility
Tool Strengths Weaknesses
AdvertisingLarge audience, low cost per contact, can modify message
Overall expensive, difficult to measure effectiveness
Direct mailEffective when using targeted
and current mailing listReaches disinterested parties
and considered “junk”
Personal sellingTailored to each buyer,
immediate buyer responseExpensive
TelemarketingImmediate feedback and
immediate buyer responseOften seen as intrusive
Word of mouthDifficult to manage
Sales promotionInexpensive, short-term sales
increasesNon-personal appeal
Public relationsCreates positive attitude about
product/firmNon-personal appeal, hard ot
measure effectiveness
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What do they do?
• AdvertisingAdvertising– Creates awareness of a business’s productCreates awareness of a business’s product
• Public RelationsPublic Relations– Creates a favorable image for the business itselfCreates a favorable image for the business itself
• Sales PromotionSales Promotion– Efforts stimulate salesEfforts stimulate sales
• Personal SellingPersonal Selling– Builds on all of the other efforts by helping Builds on all of the other efforts by helping
customers complete the salecustomers complete the sale
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•A company wishes to launch a new A company wishes to launch a new toothpaste which can effectively toothpaste which can effectively prevent cavities and tooth decay. prevent cavities and tooth decay. But the toothpaste market is highly But the toothpaste market is highly crowded with multiple brands. If crowded with multiple brands. If you were to evolve a marketing you were to evolve a marketing communication strategy ,how will communication strategy ,how will you proceed?you proceed?
•Which appeal will you use and Which appeal will you use and why??why??
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•A leading European A leading European departmental store is all set departmental store is all set to enter the Indian market. to enter the Indian market. Evolve an advertising Evolve an advertising strategy for the store.strategy for the store.
•Mention the objectives, Mention the objectives, creative strategy and media creative strategy and media choices.choices.
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Placing ads and promotion online
• Context-Context-Layout & designLayout & design• Content- Content- text, pictures ,sounds, videostext, pictures ,sounds, videos• Community- Community- how the site enables user to user how the site enables user to user communicationcommunication• CustomizationCustomization• Communication-Communication-interactivityinteractivity• Connection- Connection- linkage to other siteslinkage to other sites• Commerce- Commerce- capabilities for commercial transactionscapabilities for commercial transactions
Web sites must express the firms’ purpose, history, products & vision
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Ease of Use and Attractiveness• Ease of UseEase of Use
– Downloads quicklyDownloads quickly– First page is easy to understandFirst page is easy to understand– Easy to navigateEasy to navigate
• AttractivenessAttractiveness– Clean lookingClean looking– Not overly crammed with contentNot overly crammed with content– Readable fontsReadable fonts– Good use of color and soundGood use of color and sound
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Increasing Visits and Site Stickiness• Deep information with linksDeep information with links• Changing news of interestChanging news of interest• Changing offers Changing offers • Contests and sweepstakesContests and sweepstakes• Humor and jokesHumor and jokes• Games Games
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Online Ads• Banner adsBanner ads• Microsites- Microsites- a limited area on the web managed and paid for by an a limited area on the web managed and paid for by an
external advertiser/companyexternal advertiser/company• Sponsorships- e.g podcastsSponsorships- e.g podcasts• InterstitialsInterstitials• Search-related ads & display adsSearch-related ads & display ads• AlliancesAlliances• CommunitiesCommunities• WOM thru-Social networking sites-myspace ,facebookWOM thru-Social networking sites-myspace ,facebook• Buzz & viral MarketingBuzz & viral Marketing
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e-Marketing Guidelines
• Give the customer a reason to Give the customer a reason to respondrespond
• Personalize the content of your emailsPersonalize the content of your emails• Offer something the customer could Offer something the customer could
not get via direct mailnot get via direct mail• Make it easy for customers to Make it easy for customers to
unsubscribeunsubscribe
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Relationship marketing
•Relationship Marketing -The process of creating , maintaining and enhancing strong ,value-laden relationships with Customers and other stakeholders.
•Relationship marketing is based on the premise that important accounts need focused and continuous attention.
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• The ad opens on Shah Rukh Khan speaking about The ad opens on Shah Rukh Khan speaking about relationships in life. relationships in life.
• He says all relationships are based upon trust, He says all relationships are based upon trust, same as his with ICICI. same as his with ICICI.
• He says how 2.5 crore Indians have entrusted this He says how 2.5 crore Indians have entrusted this bank, making it India's second largest bank. bank, making it India's second largest bank.
• He goes on to say that the bank is solid, He goes on to say that the bank is solid, responsible and trustworthy, just like every responsible and trustworthy, just like every relationship relationship
• The ad ends as he says he trusts ICICI bank with The ad ends as he says he trusts ICICI bank with his money and will always continue to do so. his money and will always continue to do so.
ICICI Bank