Transcript Sales and Promotions Management Session 1st Dated: -07-03-2010

Sales and Promotions
st
Management Session 1
Dated: -07-03-2010
By: -Neeraj Gupta
Integrated Marketing Communication
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A concept of marketing communications planning that recognises the
added value of a comprehensive plan that evaluates the strategic
roles of a variety of communication disciplines- for example general
advertising, direct response, sales promotion, and public relationsand combines these disciplines to provide clarity, consistency, and
maximum communications impact. By: - American Association of
Advertising Agencies
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The first definition of IMC by American Association of Advertising
Agencies says:
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"… a concept of marketing communications planning that recognises the
added value of a comprehensive plan that evaluates the strategic roles of
a variety of communication disciplines - for example, general advertising,
direct response, sales promotion, and public relations – and combines
these disciplines to provide clarity, consistency, and maximum
communications impact."
Objectives of IMC
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To coordinate all of a company's marketing and promotional efforts to
project and reinforce a consistent, unified image of the company or
its brands to the market-place.
An attempt to improve over the traditional method of treating
promotion elements as totally separate activities.
One of the "new generation" marketing approaches being used by
companies to better focus their marketing efforts in acquiring,
retaining, and developing relationships with customers and other
stakeholders.
A very important and fundamental reason, besides others, is the
value of strategically integrating different elements of
communications functions and take advantage of the resulting
synergy among different tools in developing more effective and
efficient marketing communication programmes.
Types of Messages
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Planned Messages- Communicate what
company says about itself.
Product Messages- What the company does
using 4 P’s of marketing
Service Messages
Unplanned messages- What others say
about company and its products and confirm
what the company claims.
Sustainable Competitive advantage based on IMC by making
changes to Existing Promotional Strategy
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Some of these changes include:
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Changing technology, which has made it possible for media organizations to
identify, segment, select, and attract smaller audiences for their respective
vehicles.
The trend toward de-regulation that has allowed for increased competition within
many industries, such as air travel, banking, and utilities.
Globalization of the marketplace, which causes promotional efforts, including
advertising, sales promotion, public relations and personal selling, to be
implemented throughout a worldwide market. Customisation for different
culturesis key to competing successfully in this arena.
Changes in the demographic and psychographic profiles of today's consumers,
that have paved the way for new product category opportunities (such as
healthcare for the aging "baby boomers" and health food/clubs for nutrition
conscious consumers).
Money-rich, time-poor consumers are seeking control of their purchases.
Consumers have become adept at avoiding marketing communication, through
the use of VCRs/VCD/DVD players, remote controls, radio push buttons, etc., so
when they are at all listening, the message should be simply stated and easy to
understand. Today's generation is also more visually oriented than verbally, which
means they rely more on images, symbols and graphics than any previous
generation.
IMC
The Marketing Communications/Promotional Mix
Advertising
Any Paid Form of Nonpersonal
Presentation by an Identified
Sponsor.
Sales Promotion
Short-term Incentives to
Encourage Trial or Purchase.
Public Relations
Personal Selling
Direct Marketing
Protect and/or Promote
Company’s Image/products.
Personal Presentations.
Direct Communications
With Individuals to Obtain
an Immediate Response.
Advertising
Mass persuasive communication
paid for by an identified sponsor
that makes use of various media
Structure of Advertising
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First, advertising is a highly structured form of communication and
employs both verbal and non-verbal elements. These elements are
composed to fill predetermined space and time formats that are
controlled by the sponsor.
Second, the focus of advertising is directed to groups of people
rather than to individuals and for this reason it is non-personal or
mass communication. The groups might be personal consumers,
organisations, resellers, etc.
Third, most advertising is paid for by sponsors for the media time or
space it uses to communicate its messages. However, sometimes
public service messages are carried in media for which no payment
is made.
Fourth, although most advertising messages are intended to be
persuasive to accomplish the desired selling function, some ads
appear only to inform people, examples being legal announcements,
change of address, obituaries, etc., without any persuasive intent.
Fifth, an ad identifies its sponsor.
Advertising is never neutral.
Challenges and Opportunities of a
Promotion Career
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Advertising Managers: -In a small firm, managers
may serve as liaisons between the firm and the
advertising or promotion agency to which many
advertising or promotional functions are contracted
out. In larger firms, advertising managers oversee
in-house account, creative, and media services
departments.
Marketing managers
Promotions Managers
Public Relations Managers
Work Environment
Thank You