advertising + sales .ppt

7/30/2019 advertising + sales .ppt

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ADVERTISING Any paid form of non-personalpresentation & promotion of ideas,

goods or services by an identifiedsponsor

mostly used by business firms,non-profit organizations,professionals, social agencies


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ADVERTISING

OBJECTIVES

A specificcommunication tasktobe accomplished with a

specific targetaudienceduring a specific periodoftime.


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ADVERTISING

BUDGET depends on its stage in the product

life cycle and market share.

New Products typically need largeadvertising budgets to build

awareness & to gain consumertrial.

Mature Brands usually require


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SETTING ADVERTISING

BUDGET More Competitive Brands in a market

with many competitors and high

advertising clutter must be advertisedmore heavily to be noticed above thenoise in the market.

Undifferentiated Brands may requireheavy advertising to set them apart.

Differentiated Brands : For suchproducts, advertising can be used to


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DEVELOPING

ADVERTISIING STRATEGY Creating Advertising Messages

Selecting Advertising Media

Media Planning function & creatingthe message are equallyimportant.


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CREATING ADVERTISING

MESSAGES

Advertisement cannot succeed

unless it communicates well &gains attention.

Good advertising messages areimportant in existing costly &

cluttered advertising


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BREAKINGBREAKING

THROUGHTHROUGHTHETHE

CLUTTERCLUTTER


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STRATEGY Identify customer benefits

Example: Head & Shoulder compelling creative concept

Example:Safeguard Antibacterial Soap Creative concept may emerge as

a visualization a phrase a combination of two

Advertising appeals should havefollowing three characteristics

Meaningful Believable Distinctive

Example: Colgate Toothpaste


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EXECUTIONAny message can be presented indifferent execution styles, such as

Slice of Life Lifestyle Fantasy Mood or Image

Musical Personality Symbol Technical Expertise Scientific Evidence Testimonial Evidence or Endorsement


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SLICEOF LIFEExample:

Tang Instant Drink

LIFE STYLEExample:Ads of Yamaha, Honda,Suzuki etc


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FANTASYExample: PONDS Dream Flower Talcum

Powder

MODEL OR

IMAGEExample: Pantene


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MUSICALExample: Telenor Talk Shawk

Sunsip Ka Limopaani

PERSONALITY

SYMBOLExample: Dentonic Tooth Powder 7up


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EXPERTISEExample: Haleeb Milk Pack

Nido

Example:Dettol an AntibacterialSoap

HarpicPower

CIENTIFIC EVIDENCE


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EVIDENCE OR

ENDORSEMENTExample:

Lux Beauty Soap

Lifebuoy Germ Buster

Pert Plus


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EXECUTION

Advertiser must choose a tone for the ad.Example:Nokia Mobile Phone

Advertiser must use memorable andattention getting words in the ad Example: Habib Cooking Oil---- Format elements make a difference in an

ads impact as well as in its cost. A

reader notices the Illustration Headline CopyExample: Surf Excel

Moreover these three elements must


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ADVERTISING

MEDIA1. Deciding on reach, frequency

and impact

2. Choosing among major media

types

3. Selecting specific media

vehicles


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FREQUENCY &

IMPACT REACH

FREQUENCY

MEDIA IMPACT


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AMONG MAJOR

MEDIA TYPES Major media types are: Newspapers Television

Direct mail Radio Magazines Outdoor Internet

Factors influencing media choices Media Habits of Target Consumers Nature of the Product Advertising Cost Media Impact Media Multi-Taskers


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SPECIFIC MEDIA

VEHICLES cost per thousand personsreached by a vehicle.

costs of producing ads fordifferent media.

media cost measures against

several media impact factors like Audience Quality Audience Attention Editorial Quality


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MEDIA TIMINGS

Continuity

Pulsing


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ADVERTISING

Communication effect

Sales effect

S G


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ADVERTISING

CONSIDERATIONS

Organizing for advertising

International advertising

decisions


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if your trade promotion rupees,if your trade promotion rupees,arent building your brand, whatarent building your brand, whatthe hell are they building??the hell are they building??


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SALES PROMOTION short-term incentives to encourage the

purchase or sale of a product or service

Unlike advertising offers reasons to buy aproduct or service, sales promotion offers

reason to buybuynownow!!

constitutes wide variety of promotion

tools designed to stimulate


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RAPID GROWTH OF SALEPROMOTION

..targeted toward final buyers, retailers

and wholesalers, business customers, andmembers of the sales force

Pressure on project managers to increase

sales

Competition faced by companies


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SALES PROMOTION

OBJECTIVES consumer promotions

Trade promotions Sales force

Sales promotions are usually usedtogether with advertising, personal selling,or other promotion mix tools

Build long-term customer relationships..customer relationships.. byeither sales promotion oreven price

promotions


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DEVELOPING THE SALES

PROMOTION PROGRAM

The size of the incentivesize of the incentive

Conditions for participationConditions for participation Promote & distributePromote & distribute the promotion

program itself..!

Length of the promotionLength of the promotion EvaluationEvaluation : effecttiming of demand OR

total demand

SurveysSurveys


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Major SalesPromotion ToolsConsumer PromotionConsumer Promotion

ToolTool

Trade Promotion ToolsTrade Promotion ToolsBusiness PromotionBusiness Promotion

ToolsTools


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The main consumer

promotion tools include SamplesSamples

Price PacksPrice Packs PremiumPremium

Advertising SpecialtyAdvertising Specialty

Patronage RewardPatronage Reward Contests, Sweepstakes, GamesContests, Sweepstakes, Games


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SAMPLE

A small amount of a productA small amount of a product

offered to customers for trial..offered to customers for trial..

e.g. cosmeticse.g. cosmetics


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PREMIUM

Good offered either free or atlow cost as an incentive to buy

a product..

Advertising


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Advertising

Specialty

Useful article imprinted with anadvertisers name, given as a giftto consumers..

Patronage


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PatronageReward

Cash or other awards for theregular use of a certain companysproducts or services.

S t k


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Sweepstakes,

Games Promotional events that give

consumers the chance to winsomething such as cash, trips, orgoods by luck or through extra

effort.. E.g. Jazz

TRADE PROMOTION


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TRADE PROMOTION

TOOLS persuade resellers to carry a brand, give it

shelf space, promote it in advertising, andpush it to consumers.

Many of the tools used for consumerpromotions contests, premiums, displayscan also be used as trade promotions.


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Trade Promotion

Tools

DiscountDiscount

A straight reduction in priceA straight reduction in price

or purchases during a statedor purchases during a stated

period of time.. e.g. Ramadanperiod of time.. e.g. Ramadan

offersoffers

AllowanceAllowance

Promotional money paid byPromotional money paid by

manufacturers to retailers inmanufacturers to retailers in

return for an agreement toreturn for an agreement to

feature the manufacturersfeature the manufacturers


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BusinessPromotion Tools

used to generate businessleads, stimulate purchases,

reward customers, andmotivate salespeople.

includes many of the same

tools used for consumer or


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Business Promotion

Tools

Conventions & Trade Shows

Sales Contests


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PUBLICRELATIONS


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Let me ask you something.

How would you feel if all your phoneconversations last night were secretly

taped and made public today??

DEFINING THE TERM


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DEFINING THE TERMPR

It can be defined as:

building good relations withthe companys various publics byobtaining favorable publicity,building up a good corporateimage and handling or heading offunfavorable rumors, stories andevents.

FUNCTIONS OF PR


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FUNCTIONS OF PRDEPARTMENT

PRESS RELATIONS OR PRESSAGENCY:

e.g advertising in the

paper or having press releases

FUNCTIONS OF PR


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FUNCTIONS OF PRDEPARTMENT

PRODUCT PUBLICITY

e.g advertisements PUBLIC AFFAIRS

LOBBYING

e.g the scenario when theimport of cars was delayed


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ROLE OF PUBLIC


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ROLE OF PUBLICRELATIONS

promotion

build and maintain relations

rebuild interest

IMPACT OF PUBLIC


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IMPACT OF PUBLICRELATIONS

Has a strong impact on people

lower cost usually gives spectacular results

e.g. the pre launch hype aboutDJUICE


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MAJOR PR TOOLS

A public relation manager uses

various tools> news

> speeches

> special events> buzz marketing


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MAJOR PR TOOLS

> Mobile marketing

>

written materials> Audiovisual materials

> Corporate identity materials

> companys website> Contributing to Public Service

Activities

advertising + sales .ppt

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