WHAT IS MF SCOPE OF MF SIGNIFICANCE OF MF ADVERTISING SALES PROMOTION EXPENDITURE CLASIFICATION OF COST COSTSHEET

MARKETING FINANCE: Marketing Finance is about the impact of marketing on business value. It involves the integration of marketing's focus on customer value creation with finance's focus on value capture. Marketing Finance to refer to any effort to quantify the contribution of marketing to increased business value The focus of Marketing Finance is therefore the quantitative measurement of any action designed to increase customer value The problem with this narrow focus is that it restricts the field of study to those marketing activities that can be explicitly modeled in terms of a supply and demand curve or directly linked to specific transactions. ADVERTISING: According to American Marketing Association--Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor. Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service.Advertising includes the name of a product or service and how that product or service could benefit the consumer, toper suede potential customers to purchase or to consume that particular BRAND. ADVERTISING PLANNING FRAMEWORK: 1. OBJECTIVE SETTING: Communication objectives ,Sales objectives 2. BUDGET DECISION: Affordable appoarch Percent of sales Objectives and task

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3. MESSAGE DECISION : Messsage strategy Message execution 4. MEDIA DECISION:

Reach,frequency, impact, timing , media vechile or type.

5. CAMPAIGN EVALUATION: communication impact sales impact.

SETTING THE OBJECTIVES :

The advertising objectives can be sales oriented or communication oriented The objectives stated clearly and precisely enable the advertiser to measure the extent up to which the objectives have been met or achieved. The advertising objectives must be stated clearly in a precise and measurable terms. Although the long term objective of each ad is to have an increase in sales, all ad campaigns are not designed with this specific objective Some ad campaigns may focus on increasing the awareness about the product or service, changing the attitude, informing the new product etc

SETTING THE ADVERTISING BUDGET METHODS:

Affordable approach Percentage of sales method Competitive parity method Objective & task method

CREATING ADVERTISING MESSAGE:

Just to gain and hold attention, advertising messages must be better planned, more imaginative, more entertaining and more rewarding to consumers. A creative strategy focus on what the advertising message says or communicates and guides the development of all messages used in the advertising campaign. Creativity plays an important role in developing effective message.

MEDIA PLANNING:
A media planner needs to answer the following question: Which audiences do we want to reach? & When how to reach them? Where to reach them? How many people should be reached? How often do we need to reach them? What will it cost to reach them?

EVALUATING THE EFFECTIVENESS OF ADVERTISEMENTS:

The advertising program should evaluate both the communication effect and the sales effect of advertising regularly. Measuring the communication effects of an advertisement-copy testing- tells whether the ad is communicating well. The sales effect

of advertising are often harder to measure than the communication effect because sales are affected by many factors besides advertising- such as product features, price and availability. TYPES OF ADVERTISING:

Television ads, Radio ads Bill board ads (hoarding on main loads ) Mobile Bill board ads (mobile vehicles mounted with digital screen) In store ads( retail ads mainly seen on exists or cash counters) & Online ads etc.
Advantages: Manufacturer: it increases sales volume, increases net profits, its helps opening in new market, maintain existing market. Customer: easy purchasing, saves time, choose best quality products, provides info Disadvantages:

Less persavive, High level of wastage , Difficult to evaluate, Little in attractive, Costly
SALE PROMOTION: Sales promotions are another way to advertise. Sales promotions are double purposed because they are used to gather information about what type of customers you draw in and where they are, and to jump start sales. Sales Promotion consist of diverse collection of incentive tools, mostly short term designed to stimulate quicker or greater purchase of particular product or services by consumers or the trade-According to Philip Kotler. From the above definition one can understand the following characteristics of Sales Promotion.

Its short term in nature Its objectives is to promote sales quickly Sales promotion is done with channel partners as well as the customers.
Sales promotions include things like contests and games, sweepstakes, product giveaways, samples coupons, loyalty programs, and discounts Commonly used tools and techniques of sales promotion: Sponsorships, Demonstration, trade fairs and Exhibition, Contest Loyalty program. Free samples. Exchange offers.Coupons.