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Introduction toAdvertising
Management
Chapter 1
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What is Marketing
“Marketing is the process of planning andexecuting the conception, pricing, promotion anddistribution of ideas, goods and services tocreate exchanges that satisfy individual or
organizational objectives”
American Marketing Association
4Ps = Product, Price, Promotion (sales promotion,
advertising, sales force, public relations and direct marketing) andPlace
E.Jerome McCarthy
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Areas of mass communication
Advertising – Marketing tool that disseminatesinformation through mass media (radio,television, newspaper, magazine) about abrand aimed at large no. of people.
Salesmanship – Involves persuasive
communication directed towards a singleindividual in an interpersonal mode
Sales promotion – Consists of diversecollection of incentive tools, mostly short term,
designed to stimulate quicker or greaterpurchase of particular products or services byconsumers or the trade
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Areas of mass communication
Publicity – Sending a message to someonebecause it is newsworthy and is published orbroadcast without charge to the sender.
Public relations – Utilizing journalists to saywhat they want to say themselves, control
over message, paid for media
Marketing public relations – Offshoot of PR.Consumer driven.
Direct marketing – Interactive system of
marketing which uses one or more advertisingmedia to effect a measurable response andtransaction at any location
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Advertising
Advertising is any paid form of non-personalpresentation and promotion of ideas, goods, orservices by an identified sponsor. American Marketing
Association
Advertising is the discovery and
communication of a persuasive difference for abrand to the target prospect.Subroto Sen Gupta
Advertising is the mass paid communication of building brands through persuasivecommunication and positioning them in theconsumer perception with a constant eye onthe marketing environment and consumerexpectations.
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Theories of advertising
The stimulus response theory – Conditionedresponse
The starch model (Daniel Starch) - seen, read,believed, remembered, acted upon
The AIDA – Attention, interest, desire andaction
The DAGMAR model (Russel Colley) – Definingadvertising goals for measured advertisingresults Aware – Comprehension – arrive -
action
Theory of cognitive dissonance (L.Festinger) –People see what they expect to see
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Functions of advertising
Increase customer base and demand
Increase primary demand
Increase usage
Differentiation
Reducing time between purchases
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Sales Promotion
“Consists of diverse collection of incentive tools,mostly short term, designed to stimulate quickeror greater purchase of particular products or
services by consumers or the trade”
Philip Kotler
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Sales Promotion
Sales Promotion can be aimed at
End Users Traders
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Industry tie-upsDealer money
Sales Promotion aimed atTraders
Trade Deals
Cooperativeadvertising tie ups
Trader Sales Team
POP Display
Push Money
Trade Fairs Trade Shows
Traders
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Interactivepromotions Consumer
Sampling
Refunds &Rebates
Contest &Sweepstakes
Sales Promotion aimed at end-users
Price Deals
Premium offers
Mail Premiums
Specialty items
Continuityprograms
Coupons
End-Users
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Thank You