Transcript File

5 M’s of advertising
1.
Mission: Why to advertise?
e.g. Creating awareness, communicating the
promotional schemes
2. Money: How much to spend?
e.g. Coke and Pepsi spends about 80% of their
promotional budget on advertising only.
3. Media: In which media to advertise?
e.g. For electronical items, visual display is
important and so the broadcasting (T.V.), for ad of
a music album Radio and for the Shradhdhanjali
the Print (newspaper) is best suit.
5 M’s of advertising
4. Message: What to communicate?
E.g. Advertisement of AIDS communicates the social
awareness while commercial advertisements are
meant for increase in sales.
5. Measurement: What we gained?
E.g. Mudra Ad. Agency (on behalf of the client)
conducts the researches on effectiveness of the
advertisement. Again what the viewer/reader liked
the most in the ad can be measured effectively
through the measurement.
Creation of AD
(A)Ad Theme or appeal- Assignment
There are wonderful 9 ‘Ras*’ for it.
1. Hasya Ras: e.g. Melody Khao Khud jan Jao
2. Veer Ras: e.g. White and Red Bravery Award
3. Gambhir Ras: e.g. ICICI Pru ‘Jeete Raho..’, Suffola
advertisements
4. Bibhatsa Ras: Virgin Mobile ad., McDowell’s, Axe
Deo.
5. Raudra Ras: ‘Jago Grahak Jago.’ campaign
6. Saumya Ras: Johnson & Johnson ad
7. Shringar Ras: DeBeers, Nakshatra, Agni diamond
jewellery
8. Adbhut Ras: LIC Jeevan Anand policy campaign
9. Karun Ras: Ads of UNICEF,CRY
* By Ms Parmita Mehta(MEFI)
[B] Advertising Layout- (Assignment)
1) Headline : It should reflect the content of
the ad.
2) Illustrations : They provide line drawings,
cartoons, pictures, symbols, photographs.
3) Color : Red, green, blue and black are
most popular colors used in
advertisements.
4) Body copy or Text : The body copy
explains and develops the ideas presented
in the headline.
5) Slogan : It avoids the audience to be
Sanjay Singhania (i.e. avoiding Short Term
Memory Loss) thy ENABLING THE
READER/VIEWER/LISTNER TO HAVE LONGLASTING MEMORY
Sales Promotion
“A direct inducement that offers an extra value or
incentive for the product to the sales force,
distributors, or the ultimate consumer with the
primary objective of creating an immediate sale.”
An extra
incentive to buy
A tool to
speed up sales
Targeted to
different parties
Sales Promotion
•It communicates marketing Information to consumers, users
and resellers. Promotion persuades and convinces the buyer
and influences his/her behavior to take the desired action.
Objectives of Sales Promotion
1. Launch New Products and increase Trial
2. Encourage repeat purchase
3. To Block Competitor’s moves
Two block-bustors
got released i.e
Rab ne banadi Jodi and
Gajini, for both the
movies, two big Sharks
of film industry
did lot of promotional
activities.
4. Encourage Dealers to participate in display and sales contests.
5. Deflect customers’ attention from price
6. To supplement advertising and personal selling
Sales Promotion Increases
Growing power of retailers
Reasons
Declining brand loyalty
Increased promotional sensitivity
Brand proliferation
Fragmentation of consumer markets
Short-term focus of marketers
Increased accountability
Competition
Clutter
Sales Promotion Vehicles
Consumer-Oriented
Trade-Oriented
Samples
Contests, incentives
Coupons
Trade allowances
Premiums
Point-of-purchase displays
Contests/sweepstakes
Training programs
Refunds/rebates
Trade shows
Bonus Packs
Cooperative advertising
Price-off deals
Frequency programs
Event marketing
Strengths of Sales promotion
1. It stimulates positive attitudes.
2. It gives extra incentives.
3. It gives direct inducement.
4. It is very flexible.
Limitations of Sales
Promotion:
1. It has got temporary life.
2.They are only supplementary
devices.
3. They are non-recurring in their
use.
4. Too many sales promotions may
affect the image.
5. Ad agencies accord low status
to sales promotion.
Direct Marketing
• Here, the organization communicate directly with
target customer to generate a response or
transaction.
• It involves activities like database management ,
direct selling, telemarketing, giving direct mailer or
catalogue to the prospect.
• The companies spend large amount of money
each year developing and maintaining database
containing the address and Phone no to use
telemarketing to call customer directly and attempt
to sell them products/services or turn them as sales
leads.
• it is COLD CALLING
Interactive/Internet Marketing
Interactive/Internet Marketing
• Unlike advertising which is one -way in nature this
new media allows user to perform a variety of
functions such as receive and alter information and
image , make inquiries, respond to question and
make purchase.
• It is an advertising medium as many companies
advertise their products and services on the
website of other companies and pay to link their
banner ads or websites.
• We will find so many intercative banners on the
popular website like yahoo , way2sms,ibibo,
facebook etc….
Publicity
Meaning: In this method of marketing communication,
the advertiser is behind the curtain. And most of the
time publicity is sponsored by the indirect
beneficiary.
 We use the terms “publicity” and “advertising” as
having separate meanings, depending on the
manner in which the material is published or
disseminated.
 Pesticide found in coca cola= Negative
 Katrina in Ajmer sherif= Positive
 Rakhi and candidates Suicide incident over the
outcome of NDTV imagine show= Negative
 Adani groups name in Karnataka Lokayukta Report
for acquisition of alleged iron ore mine.
- Those who use public resources for publicity
can be divided into groups. They are:
• • Ministers of the Crown, and their staff;
• • parliamentary party leaders, their staff,
and other Members of Parliament (MPs).
• •High profile people from film industry and
corporate world just to create hype.
• The techniques used to gain publicity
include news release, press-conferrence ,
feature articles, editorials, photographs,
films, and videotapes.
Public Relation
• When an Organization systematically plans and
distributes information in an attempt to control and
manage its image and the nature of the publicity it
receives, it is engaging in a function what we call
Public Relation.
• The objective is to establish and maintain a positive
image of the company among its various publics.
• It does include special publications, participation in
community activities, fund-raising, sponsorship of
special events, and various public affair activities…
Personal Selling
It refers to oral face-to-face interaction or conversation between
a sales representative and prospective customer for the
purpose of making sales.
Steps in Personal Selling
1.
2.
3.
4.
5.
6.
7.
Prospecting
Pre-approach
Approach
Presentation and demonstration
Handling objections
Closing
Follow-up
E.g. All the sales representatives of Eureka Forbes, Life
Insurance Executives are doing the same job.
Features of PS
1. High pressure salesmanship.
2. Salesmanship is persuasion.
3. Salesmanship is winning the Buyer’s
confidence.
4. Salesmanship Aims at providing service to
the buyer.
5. Salesmanship aims at mutual benefit.
6. Salesmanship is an education process.
7. Salesmanship is a creative process.
Traits of a successful sales person
1. Know the product
2. Know the company
3. Know the
competition
4. Know the customers
5. Know the process of
selling
6. Know one self
Integrated Marketing Communications Planning Model
Review of Marketing Plan
Promotional Program Situation Analysis
Analysis of the Communications Process
Budget Determination
Develop Integrated Marketing Communications Programs
Advertising
Sales
Promotion
PR/
Publicity
Personal
Selling
Direct
Marketing
Internet/
Interactive
Advertising
Objectives
Sales
Promotion
Objectives
PR/
Publicity
Objectives
Personal
Selling
Objectives
Direct
Marketing
Objectives
Internet/
Interactive
Objectives
Message
Strategy
Sales
Promotion
Strategy
PR/
Publicity
Strategy
Personal
Selling
Strategy
Direct
Marketing
Strategy
Internet/
Interactive
Strategy
Integration & Implementation of Marketing Communications Strategies
Monitor, Evaluate & Control Promotional Program
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin