PROMOTIONPROMOTION

MODULE 5MODULE 5

TOPICS COVEREDTOPICS COVERED

• MEANING OF PROMOTIONMEANING OF PROMOTION• IMCIMC• PROMOTION MIX OR COMMUNICATION MIXPROMOTION MIX OR COMMUNICATION MIX• AIDA MODEL AND L AND S MODELAIDA MODEL AND L AND S MODEL• DAGMAR APPROACHDAGMAR APPROACH• ESSENTIALS FOR MESSAGEESSENTIALS FOR MESSAGE• NOISE, ATMOSPHERICS AND EVENT NOISE, ATMOSPHERICS AND EVENT

MANAGEMENTMANAGEMENT• Description of all Promotional ToolsDescription of all Promotional Tools

PROMOTIONPROMOTION

• Promotion is that marketing Promotion is that marketing communication activity that attempts to communication activity that attempts to inform and remind individuals and inform and remind individuals and persuade them to accept, resell, persuade them to accept, resell, recommend or use a product, service, idea recommend or use a product, service, idea or institution.or institution.

• Promotional communication has the triple Promotional communication has the triple purpose to perform. To inform, to purpose to perform. To inform, to persuade and to remind.persuade and to remind.

Integrated Marketing Integrated Marketing Communication (IMC)Communication (IMC)• Integrated Marketing CommunicationsIntegrated Marketing Communications (IMC), (IMC),

according to The American Marketing Association , according to The American Marketing Association , is “ a concept of marketing communication’s is “ a concept of marketing communication’s planning that recognises the added value of a planning that recognises the added value of a comprehensive plan that evaluates the strategic comprehensive plan that evaluates the strategic roles of a variety of communication disciplines – roles of a variety of communication disciplines – for example, general advertising, direct response, for example, general advertising, direct response, sales promotion, public relations and publicity, sales promotion, public relations and publicity, word of mouth , event management, direct word of mouth , event management, direct marketing- and combines these disciplines to marketing- and combines these disciplines to provide clarity, consistency and maximum provide clarity, consistency and maximum communications effect.”communications effect.”

• Integrated marketing communication can be Integrated marketing communication can be defined as a holistic approach to promote buying defined as a holistic approach to promote buying and selling in the digital economy. This concept and selling in the digital economy. This concept includes many online and offline marketing includes many online and offline marketing channels. Online marketing channels include any channels. Online marketing channels include any e-marketing campaigns or programs, from pay-e-marketing campaigns or programs, from pay-per-click, affiliate, email, banner to latest web per-click, affiliate, email, banner to latest web related channels , blog, and Internet TV. Offline related channels , blog, and Internet TV. Offline marketing channels are traditional print marketing channels are traditional print (newspaper, magazine), mail order, public (newspaper, magazine), mail order, public relations, industry analyst relations billboard, relations, industry analyst relations billboard, radio, and televisionradio, and television

• Integrated Marketing Communications is a simple concept. It Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are ensures that all forms of communications and messages are carefully linked together. carefully linked together.

• At its most basic level, Integrated Marketing At its most basic level, Integrated Marketing Communications, or IMC, as we'll call it, means integrating all Communications, or IMC, as we'll call it, means integrating all the promotional tools, so that they work together in harmony. the promotional tools, so that they work together in harmony.

• Promotion is one of the Ps in the marketing mix. Promotions Promotion is one of the Ps in the marketing mix. Promotions has its own mix of communications tools. has its own mix of communications tools.

• All of these communications tools work better if they work All of these communications tools work better if they work together in harmony rather than in isolation. Their sum is together in harmony rather than in isolation. Their sum is greater than their parts - providing they speak consistently greater than their parts - providing they speak consistently with one voice all the time, every time.with one voice all the time, every time.

• A planning process designed to assure that all brand contacts A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over organization are relevant to that person and consistent over time.time.

Reasons For The Growing Reasons For The Growing Importance of IMCImportance of IMC

• From media advertising to multiple forms of communication (including From media advertising to multiple forms of communication (including promotions, product placements, mailers...) promotions, product placements, mailers...)

• From mass media to more specialized media, which are centered From mass media to more specialized media, which are centered around specific target audiences. around specific target audiences.

• From a manufacturer-dominated market to a retailer-dominated From a manufacturer-dominated market to a retailer-dominated market. The market control has transferred into the consumer's hands. market. The market control has transferred into the consumer's hands.

• From general-focus advertising and marketing to data-based From general-focus advertising and marketing to data-based marketing. marketing.

• From low agency accountability to greater agency accountability. From low agency accountability to greater agency accountability. Agencies now play a larger role in advertising than ever before. Agencies now play a larger role in advertising than ever before.

• From traditional compensation to performance-based compensation. From traditional compensation to performance-based compensation. This encourages people to do better because they are rewarded for This encourages people to do better because they are rewarded for the increase sales or benefits they cause to the company. the increase sales or benefits they cause to the company.

• From limited Internet access to widespread Internet availability. This From limited Internet access to widespread Internet availability. This means that people can not only have 24/7 access to what they want, means that people can not only have 24/7 access to what they want, but that advertisers can also target potential buyers just as much. but that advertisers can also target potential buyers just as much.

Disadvantages of IMCDisadvantages of IMC

• Some marketers resist IMC because Some marketers resist IMC because it requires changing accepted ways it requires changing accepted ways of doing things, decrease emphasis of doing things, decrease emphasis on advertising, puts an increased on advertising, puts an increased focus on communications and focus on communications and requires major changes within requires major changes within advertising agencies.advertising agencies.

IMC PLANNING PROCESSIMC PLANNING PROCESS

• Situation Analysis (Marketing Plan Review)Situation Analysis (Marketing Plan Review)• SWOT Analysis (Analyze internal SWOT Analysis (Analyze internal

capabilities and weaknesses in relation capabilities and weaknesses in relation with opportunities and threats)with opportunities and threats)

• Analysis of Communication process Analysis of Communication process (establish goals, message, channels)(establish goals, message, channels)

• Budget determinationBudget determination• Develop IMC (using all tools)Develop IMC (using all tools)• Implement IMCImplement IMC• Monitor, measure and control IMCMonitor, measure and control IMC

Promotion Mix or Promotion Mix or Communication MixCommunication Mix The Marketing Communication Mix consists of The Marketing Communication Mix consists of

eight major tools:eight major tools:• AdvertisingAdvertising• Personal SellingPersonal Selling• Sales PromotionSales Promotion• Events and ExperiencesEvents and Experiences• Public Relations and PublicityPublic Relations and Publicity• Direct MarketingDirect Marketing• Interactive MarketingInteractive Marketing• Word of Mouth MarketingWord of Mouth Marketing

MODEL- 1. AIDAMODEL- 1. AIDA

AIDA MODEL of Hierarchy of Consumer AIDA MODEL of Hierarchy of Consumer Response or Four Stage Model (developed Response or Four Stage Model (developed in 1920’s)in 1920’s)

1.1. Attention--- Cognitive Level Attention--- Cognitive Level 2.2. Interest--- Affective LevelInterest--- Affective Level3.3. Desire----- Affective LevelDesire----- Affective Level4.4. Action----- Connative LevelAction----- Connative Level The model says attract attention, gain The model says attract attention, gain

interest, arouse desire and result in action.interest, arouse desire and result in action.

MODEL- 2. Levidge and MODEL- 2. Levidge and Steiner Steiner Robert Levidge and Gary Steiner gave a Robert Levidge and Gary Steiner gave a

model variant of AIDA for marketing of model variant of AIDA for marketing of consumer durables, office and industrial consumer durables, office and industrial products or Six Stage Model of consumer products or Six Stage Model of consumer responseresponse

1.1. Knowledge– Cognitive LevelKnowledge– Cognitive Level2.2. Awareness– Cognitive LevelAwareness– Cognitive Level3.3. Preference– Affective LevelPreference– Affective Level4.4. Liking– Affective LevelLiking– Affective Level5.5. Conviction– Connative LevelConviction– Connative Level6.6. Purchase– Connative LevelPurchase– Connative Level

DAGMARDAGMAR

• DAGMAR was put forward by Russell H. Colley in his DAGMAR was put forward by Russell H. Colley in his book titled book titled DDefining efining AAdvertising dvertising GGoals for oals for MMeasured easured AAdvertising dvertising RResults in 1961 under the sponsorship of esults in 1961 under the sponsorship of Association of National Advertisers. The term DAGMAR Association of National Advertisers. The term DAGMAR corresponds with the abbreviation of the title . corresponds with the abbreviation of the title .

• DAGMAR views advertising has to perform a DAGMAR views advertising has to perform a Communication task and not a Sales task, Communication task and not a Sales task, therefore advertising goal should be separate therefore advertising goal should be separate and specific, should be written, a defined and specific, should be written, a defined audience and a specific time period.audience and a specific time period.

• In the DAGMAR approach, the communication task is In the DAGMAR approach, the communication task is based on a specific model of the communication based on a specific model of the communication process which is also referred to as Hierarchy of process which is also referred to as Hierarchy of Effects ModelEffects Model

Hierarchy of Effects ModelHierarchy of Effects Model

Controversies to DAGMARControversies to DAGMAR

The first controversy centered around The first controversy centered around the theme: What should be the the theme: What should be the objective of advertising- objective of advertising- communication as propounded by communication as propounded by DAGMAR or it should be sales?DAGMAR or it should be sales?Others are DAGMAR Approach is less Others are DAGMAR Approach is less practicable, Inhibits creative ideas, practicable, Inhibits creative ideas, use of hierarchy of effects model.use of hierarchy of effects model.

Message EssentialsMessage Essentials

• 1. Message Considerations: The 1. Message Considerations: The marketer has to penetrate through marketer has to penetrate through the target audience’s perceptual veil the target audience’s perceptual veil because everything that is said is not because everything that is said is not grasped and retained in consumer’s grasped and retained in consumer’s mind. Selective attention, distortion mind. Selective attention, distortion and retention occurs everytime a and retention occurs everytime a person is exposed to message.person is exposed to message.

• 2. Message Content: In deciding the right 2. Message Content: In deciding the right content , the marketer has to choose content , the marketer has to choose words and appeal, a theme , idea or any words and appeal, a theme , idea or any unique proposition that will make the unique proposition that will make the message stand out in the noise created by message stand out in the noise created by the competition in media.the competition in media.

Therefore, Therefore, Right WordsRight Words play a key role. play a key role.

Appeal:Appeal: Fear, Humor, Rational, Fear, Humor, Rational, Emotion, Ethical appeals can be used. Emotion, Ethical appeals can be used.

• 3. Message Structure: This refers to the body of 3. Message Structure: This refers to the body of the message. There are conclusion drawing the message. There are conclusion drawing messages, one or to sided arguments etc.messages, one or to sided arguments etc.

• 4. Message Format: creative part of the 4. Message Format: creative part of the message and includes decisions like headlines, message and includes decisions like headlines, colour, text, visuals and styling.colour, text, visuals and styling.

• 5. Source of the Message: An excellent 5. Source of the Message: An excellent message communicated by a weak man would message communicated by a weak man would create no tremors and thus source should be create no tremors and thus source should be strong.strong.

Noise, Atmospherics and Event Noise, Atmospherics and Event ManagementManagement• Noise: If we open a magazine, newspaper or Noise: If we open a magazine, newspaper or

switch on a television there are so many switch on a television there are so many advertisements and not every advertisement is advertisements and not every advertisement is noticed. This is noise in the media.noticed. This is noise in the media.

• Atmospherics: Packaged environment that Atmospherics: Packaged environment that creates the buyers perception of the firm and its creates the buyers perception of the firm and its products. Johnson and Johnson ‘s claen building products. Johnson and Johnson ‘s claen building depicts the products are tender, caring and depicts the products are tender, caring and healthy.healthy.

• Event Management: special events organised to Event Management: special events organised to communicate message and getting undivided communicate message and getting undivided attention.attention.

1. ADVETISEMENT1. ADVETISEMENT

According to Institute of Practitioners in Advertising (IPA): "The According to Institute of Practitioners in Advertising (IPA): "The means of providing the most persuasive possible selling means of providing the most persuasive possible selling message to the right prospects at the lowest possible cost".message to the right prospects at the lowest possible cost".

Kotler and Armstrong provide an alternative definition:Kotler and Armstrong provide an alternative definition: "Advertising is any paid form of non-personal presentation and "Advertising is any paid form of non-personal presentation and

promotion of ideas, goods and services through mass media promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an such as newspapers, magazines, television or radio by an identified sponsor".identified sponsor".

There are five main stages in a well-managed advertising campaign:There are five main stages in a well-managed advertising campaign:• Stage 1: Set Advertising ObjectivesStage 1: Set Advertising Objectives An advertising objective is a specific communication task to be An advertising objective is a specific communication task to be

achieved with a specific target audience during a specified period of achieved with a specific target audience during a specified period of time. Advertising objectives fall into three main categories:time. Advertising objectives fall into three main categories:

(a) To (a) To informinform - e.g. tell customers about a new product - e.g. tell customers about a new product(b) To (b) To persuadepersuade - e.g. encourage customers to switch to a different brand - e.g. encourage customers to switch to a different brand(c) To(c) To remind remind - e.g. remind buyers where to find a product - e.g. remind buyers where to find a product

Stage 2: Setting Advertising BudgetStage 2: Setting Advertising Budget::

a.a. Affordable or Arbitrary AllocationAffordable or Arbitrary Allocation

b.b. Competitive Parity MethodCompetitive Parity Method

c.c. Percentage of Sales MethodPercentage of Sales Method

d.d. Objective and Task MethodObjective and Task Method

Stage 3: Determine the key Advertising Messages and Copy Testing Stage 3: Determine the key Advertising Messages and Copy Testing and Developmentand Development

Spending a lot on advertising does not guarantee success. Spending a lot on advertising does not guarantee success. Research suggests that the clarity of the advertising message is Research suggests that the clarity of the advertising message is often more important than the amount spent. The advertising often more important than the amount spent. The advertising message must be carefully targeted to impact the target customer message must be carefully targeted to impact the target customer audience. A successful advertising message should have the audience. A successful advertising message should have the following characteristics:following characteristics:

(a)(a) Meaningful Meaningful (b) (b) DistinctiveDistinctive (c) (c) BelievableBelievable Message essentials like right words and right appeal, message Message essentials like right words and right appeal, message

structure, formatting ,styling and source of the message are structure, formatting ,styling and source of the message are importantimportant

This is the stage where creative part comes into being. Mostly This is the stage where creative part comes into being. Mostly companies outsource it to the Advertising Agencies companies outsource it to the Advertising Agencies

•

• Advertising Agencies: Advertising agencies do the creative Advertising Agencies: Advertising agencies do the creative work.work.

Leading Advertising Agencies:Leading Advertising Agencies:• Ogilvy and MatherOgilvy and Mather• DDB NeedhamDDB Needham• MudraMudra• Foote, Cone and BeldingFoote, Cone and Belding• Ted BatesTed Bates• McCann EricksonMcCann Erickson• Leo Burnett Leo Burnett • Grey AdvertisingGrey Advertising• Walter Thompson Company Walter Thompson Company

• 4 Approaches in Copy Development:4 Approaches in Copy Development:• 1. David Ogilvy: Founder of famous Ogilvy and 1. David Ogilvy: Founder of famous Ogilvy and

Mather (O AND M). In his famous book Mather (O AND M). In his famous book Confessions of an Advertising man, he gave 11 Confessions of an Advertising man, he gave 11 principles in 1964. The important amongst those principles in 1964. The important amongst those were that:were that:

• Do not create dull copiesDo not create dull copies• Avoid clowningAvoid clowning• Celebrities should endorseCelebrities should endorse• Be honestBe honest• Do not Imitate etc.Do not Imitate etc. He was the staunch believer of ResearchHe was the staunch believer of Research

• 2. William Bernbach: founder of Doyle Dane 2. William Bernbach: founder of Doyle Dane Bernbach now known as DDB Needham agency, Bernbach now known as DDB Needham agency, he demphasises research because it leads to ‘me he demphasises research because it leads to ‘me too’ brands. He avoided heavy repititions in his too’ brands. He avoided heavy repititions in his copy.copy.

• 3. Leo Burnett: Founder of Leo Burnett agency 3. Leo Burnett: Founder of Leo Burnett agency was of the opinion to use common man in was of the opinion to use common man in advertising as opposed to David Ogilvy.advertising as opposed to David Ogilvy.

• 4. Rooser Reeves: founder of Ted Bates agency, 4. Rooser Reeves: founder of Ted Bates agency, he propounded USP (Unique Selling Proposition) he propounded USP (Unique Selling Proposition) concept. USP should be unique that someone has concept. USP should be unique that someone has never claimed it.never claimed it.

• Stage 4: Decide which Advertising Media to UseStage 4: Decide which Advertising Media to Use There are a variety of advertising media from which to chose. There are a variety of advertising media from which to chose.

A campaign may use one or more of the media alternatives. A campaign may use one or more of the media alternatives. The key factors in choosing the right media include:The key factors in choosing the right media include:

(a) (a) Reach Reach - what proportion of the target customers will be - what proportion of the target customers will be exposed to the advertising?exposed to the advertising?

(b)(b) Frequency Frequency - how many times will the target customer be - how many times will the target customer be exposed to the advertising message?exposed to the advertising message?

(c) (c) Media ImpactMedia Impact - where, if the target customer sees the - where, if the target customer sees the message - will it have most impact? message - will it have most impact?

  Media Mix means choosing from variety of vehicles like Media Mix means choosing from variety of vehicles like magazines, newspaper, audio visual, direct mail, radio etc.magazines, newspaper, audio visual, direct mail, radio etc.

Stage 5: Evaluating and Measuring Advertising Stage 5: Evaluating and Measuring Advertising EffectivenessEffectiveness: The evaluation of an advertising campaign : The evaluation of an advertising campaign should focus on two key areas:should focus on two key areas:

(1) (1) The Communication Effects The Communication Effects - is the intended message - is the intended message being communicated effectively and to the intended being communicated effectively and to the intended audience?audience?

(2) (2) The Sales EffectsThe Sales Effects - has the campaign generated the - has the campaign generated the intended sales growth. This second area is much more intended sales growth. This second area is much more difficult to measure. difficult to measure.

Testing Methods:Testing Methods:1. Recognition Tests1. Recognition Tests

2. Recall Tests: Aided or Unaided2. Recall Tests: Aided or Unaided 3. Psychological and Attitude Measurement Tests3. Psychological and Attitude Measurement Tests

2. SALES PROMOTION2. SALES PROMOTION

• ““An activity designed to boost the sales of a product or service. It An activity designed to boost the sales of a product or service. It may include an advertising campaign, increased PR activity, a free-may include an advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps, arranging sample campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions, setting up competitions with demonstrations or exhibitions, setting up competitions with attractive prizes, temporary price reductions, door-to-door calling, attractive prizes, temporary price reductions, door-to-door calling, telemarketing, personal letters on other methods”. More than any telemarketing, personal letters on other methods”. More than any other element of the promotional mix, sales promotion is about other element of the promotional mix, sales promotion is about “action”. “action”.

• It is about stimulating customers to buy a product. It is not designed It is about stimulating customers to buy a product. It is not designed to be informative – a role which advertising is much better suited to.to be informative – a role which advertising is much better suited to.

• Sales promotion is commonly referred to as Sales promotion is commonly referred to as “Below the Line”“Below the Line” promotion.promotion.

Sales promotion can be directed at:Sales promotion can be directed at: The ultimate consumer (a The ultimate consumer (a “pull strategy”“pull strategy” encouraging purchase also encouraging purchase also

referred as Consumer Sales Promotion)referred as Consumer Sales Promotion) The distribution channel (a The distribution channel (a “push strategy”“push strategy” also known as Trade also known as Trade

Sales Promotion encouraging the channels to stock the product). Sales Promotion encouraging the channels to stock the product). This is usually known as “selling into the trade”This is usually known as “selling into the trade”

Methods of Sales PromotionMethods of Sales Promotion

1. Price promotions1. Price promotions: Price promotions are also : Price promotions are also commonly known as” price discounting”commonly known as” price discounting”

These offer either (1) a discount to the normal These offer either (1) a discount to the normal selling price of a product, or (2) more of the selling price of a product, or (2) more of the product at the normal price.product at the normal price.

2. Coupons: 2. Coupons: Coupons are another, very versatile, Coupons are another, very versatile, way of offering a discount.way of offering a discount.

- On a pack to encourage repeat purchase - On a pack to encourage repeat purchase - A cut-out coupon - A cut-out coupon • The key objective with a coupon promotion is to The key objective with a coupon promotion is to

maximise the redemption rate – this is the maximise the redemption rate – this is the proportion of customers actually using the proportion of customers actually using the coupon.coupon.

3. Gift with purchase:3. Gift with purchase: It is also known as a It is also known as a “premium promotion” in that the customer gets “premium promotion” in that the customer gets something in addition to the main purchase. something in addition to the main purchase.

4. 4. Competitions and prizesCompetitions and prizes5. Fairs and Trade Shows5. Fairs and Trade Shows6. Demonstrations6. Demonstrations7. Trade in allowances7. Trade in allowances8. Money Refunds8. Money Refunds9. Point of sales display9. Point of sales display10.Sampling10.Sampling11. Low interest financing11. Low interest financing

3. PERSONAL SELLING3. PERSONAL SELLING

• Personal selling is oral communication with Personal selling is oral communication with potential buyers of a product with the intention of potential buyers of a product with the intention of making a sale. The personal selling may focus making a sale. The personal selling may focus initially on developing a relationship with the initially on developing a relationship with the potential buyer, but will always ultimately end potential buyer, but will always ultimately end with an attempt to "close the sale“with an attempt to "close the sale“

• According to American Marketing Association: According to American Marketing Association: Personal selling is the personal or impersonal Personal selling is the personal or impersonal process of assisting or persuading a prospective process of assisting or persuading a prospective customer to buy a product or service and to act customer to buy a product or service and to act favourable upon an idea that has commercial favourable upon an idea that has commercial significance to the seller.significance to the seller.

Personal Selling ProcessPersonal Selling Process

• 1. Prospecting1. Prospecting

• 2. Qualifying the Prospect2. Qualifying the Prospect

• 3. Approaching3. Approaching

• 4. Sales Presentation4. Sales Presentation

• 5. Handling objections5. Handling objections

• 6. Closing the Sales6. Closing the Sales

• 7. Follow up7. Follow up

4. PUBLIC RELATIONS and 4. PUBLIC RELATIONS and PUBLICITYPUBLICITY• Public Relations: Communication function that seeks to Public Relations: Communication function that seeks to

build good relationships with an organisations publics build good relationships with an organisations publics including consumers, stockholders, and legislators.including consumers, stockholders, and legislators.

• Publicity: unpaid communication appearing in the mass Publicity: unpaid communication appearing in the mass media about an organisationmedia about an organisation

• The advantages of publicity are low cost, and credibility The advantages of publicity are low cost, and credibility (particularly if the publicity is aired in between news stories (particularly if the publicity is aired in between news stories like on evening TV news casts). New technologies such as like on evening TV news casts). New technologies such as weblogs, web cameras, web affiliates, and convergence weblogs, web cameras, web affiliates, and convergence (phone-camera posting of pictures and videos to websites) (phone-camera posting of pictures and videos to websites) are changing the cost-structure. The disadvantages are lack are changing the cost-structure. The disadvantages are lack of control over how your releases will be used, and of control over how your releases will be used, and frustration over the low percentage of releases that are frustration over the low percentage of releases that are taken up by the media.taken up by the media.

But the publicist cannot wait around for the news to present opportunities. But the publicist cannot wait around for the news to present opportunities. They must also try to create their own news. They must also try to create their own news.

• Contest Contest • Art exhibitions Art exhibitions • Event sponsorship Event sponsorship • Arrange a speech or talk Arrange a speech or talk • Make an analysis or prediction Make an analysis or prediction • Conduct a poll or survey Conduct a poll or survey • Issue a report Issue a report • Take a stand on a controversial subject Take a stand on a controversial subject • Arrange for a testimonial Arrange for a testimonial • Announce an appointment Announce an appointment • Invent then present an award Invent then present an award • Stage a debate Stage a debate • Press kitsPress kits• Issue a commendation Issue a commendation

• The following section lists numerous means by which you can The following section lists numerous means by which you can publicize events. Some of these ideas will be familiar to you, publicize events. Some of these ideas will be familiar to you, while others will hopefully provide you with some innovative while others will hopefully provide you with some innovative and more creative ways of effectively publicizing activities.and more creative ways of effectively publicizing activities.  

Inexpensive Publicity TechniquesInexpensive Publicity Techniques  • POSTERS:POSTERS: The essential purpose of a poster is the rapid The essential purpose of a poster is the rapid

telling of a single message using a limited number of telling of a single message using a limited number of elements. Posters are viewed more rapidly than are other elements. Posters are viewed more rapidly than are other methods of advertisement; hence, their message must be methods of advertisement; hence, their message must be strong, simple, and brief.strong, simple, and brief.

• FLYERS:FLYERS: A smaller version of the poster is the flyer. A smaller version of the poster is the flyer. They are usually made on 8 ½” x 11 or 8 ½” x 14 paper. An They are usually made on 8 ½” x 11 or 8 ½” x 14 paper. An advantage is that they can be reproduced easily at minimal advantage is that they can be reproduced easily at minimal cost. cost. 

• TABLE Tents:TABLE Tents: Table tents should be made of a thick or heavy Table tents should be made of a thick or heavy grade of paper that shall stand firm. Table tents can be grade of paper that shall stand firm. Table tents can be placed in visible locations including the lounge, lobby, dining placed in visible locations including the lounge, lobby, dining hall, and on desk tops.hall, and on desk tops.

• CALENDAR:CALENDAR: A large calendar of activities located in a A large calendar of activities located in a central location is a particularly effective technique. central location is a particularly effective technique.

• BALLOONS:BALLOONS: You can write a message on the balloon or You can write a message on the balloon or put the message on a piece of paper inside the balloon. put the message on a piece of paper inside the balloon. Balloons can be tied with string to door knobs, handed out Balloons can be tied with string to door knobs, handed out at the entrance of the building, or handed out in dining at the entrance of the building, or handed out in dining hall lines. hall lines. 

• BANNERS:BANNERS: A large extension of the poster, these can be A large extension of the poster, these can be hung outside your residence hall or in your main lobby. A hung outside your residence hall or in your main lobby. A bedsheet or old shower curtain will make a good size bedsheet or old shower curtain will make a good size banner.banner.

• WORD OF Mouth: And of course, there is the time-honored WORD OF Mouth: And of course, there is the time-honored word-of-mouth perhaps the oldest, yet most effective way word-of-mouth perhaps the oldest, yet most effective way to get the word out. Go door to door and personally inform to get the word out. Go door to door and personally inform people of the activity; and remind them frequently, so that people of the activity; and remind them frequently, so that they don’t forget.they don’t forget.

5. Events and Experiences5. Events and Experiences

• SportsSports

• EntertainmentEntertainment

• FestivalsFestivals

• ArtsArts

• CausesCauses

• Company MuseumsCompany Museums

• Social campaignsSocial campaigns

6. Direct Marketing6. Direct Marketing

• Use of Direct channels to reach Use of Direct channels to reach consumers without taking help of consumers without taking help of middlemen like:middlemen like:

• Direct MailDirect Mail

• TelemarketingTelemarketing

• Catalog MarketingCatalog Marketing

• WebsitesWebsites

• Mobile devisesMobile devises

7. Word of Mouth Marketing7. Word of Mouth Marketing

• Social networks have become an important force in both Social networks have become an important force in both B2C,B2B and C2C marketing.B2C,B2B and C2C marketing.

• Buzz Marketing: generates excitement, creates publicity Buzz Marketing: generates excitement, creates publicity and convey new brand related information.and convey new brand related information.

• Viral Marketing: encourages consumer to pass along Viral Marketing: encourages consumer to pass along company developed products, services or audios, video or company developed products, services or audios, video or written information online. The information spreads like written information online. The information spreads like Viral fever and is very quick.Viral fever and is very quick.

• Blogs and Chat Rooms: regularly updated online journals or Blogs and Chat Rooms: regularly updated online journals or diaries are also WOM technique.diaries are also WOM technique.

• Shill Marketing or Stealth marketing: company paid people Shill Marketing or Stealth marketing: company paid people talking good about the product in public places without talking good about the product in public places without disclosing that they are paid.disclosing that they are paid.

8. Interactive Marketing8. Interactive Marketing

• The internet provides much greater interaction The internet provides much greater interaction and individualisation.and individualisation.

• Placing Ads and Promotion OnlinePlacing Ads and Promotion Online• Voice mailVoice mail• BlogsBlogs• MailingsMailings• CatalogsCatalogs• Fax mailFax mail• Electronic shoppingElectronic shopping• WebsitesWebsites