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mix Communication techniques aimed at informing, influencing,reminding and persuading to buy or use a particular product.
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Institutional Promotion
Type of promotion that a business uses to create a favorable image for itself.
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Communication Platforms
Advertising Sales Promotion Print and broadcast ads Contests, games, Packaging inserts Premiums Motion pictures Sampling Brochures and booklets Trade shows, exhibits Posters Coupons Billboards Rebates POP displays Entertainment Logos Continuity programs Videotapes
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Communication Platforms
Events/ Experiences Sports Entertainment Festivals Arts Causes Factory tours Company museums Street activities Public Relations Press kits Speeches Seminars Annual reports Charitable donations Publications Community relations Lobbying
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Communication Platforms
Personal Selling Sales presentations Sales meetings Incentive programs Samples Fairs and trade shows Direct Marketing Catalogs Mailings Telemarketing Electronic shopping TV shopping Fax mail E-mail Voice mail
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Promotional objectives
To increase sales To attract new customers To retain existing ones To encourage customer loyalty To create awareness Brand awareness To inform To remind To ensure
To modify attitudes To create an image To position a product To improve position in the market To pull the product through channels To push the product through channels
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Creative Strategy
Kind of people who use the brand Kind of experience that results from using the brand
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Message Source
Source can be the company itself or
known/unknown people Celebrity Characteristics
Expertise Trustworthiness Likeability
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Advertising.
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
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Retail advertising
Institutional advertising
Trade advertising
Industrial advertising
Advocacy advertising
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Advertising Objectives
Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising
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Creative Brief
Positioning statement Key message Target market Objectives Key brand benefits
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Advertising media
Media Newspaper Television Radio Magazines Outdoor Direct mail Yellow pages Internet Strengths
Good local coverage, broad acceptance, believable
Weaknesses
Competition from other features, limited selectivity
Mass coverage, high attention with High cost, fleeting exposure, sight, sound,& motion limited audience selectivity
Low cost, high geographic & demographic selectivity Long life, quality reproduction, high demographic selectivity High repeat exposure, low cost, local market focus Very flexible, targets specific audience, complete information Fleeting exposure, audio presentation only Long ad-purchase lead time, lack of flexibility Brief exposure, limited audience selectivity High cost, junk mail image, need accurate mailing list
Low cost, excellent local coverage, Long ad-purchase lead time, wide consumer use high other-ad competition Low cost, interactive, 24-hour Easily ignored, low readership
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Media Selection
Reach Frequency Impact Exposure- reach X frequency
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Humor in Advertising
These days, it seems as though almost every company is using humor in its advertising, even the scholarly American Heritage Dictionary.
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Evaluating Advertising
Measure the communication effects of an ad. Copy Testing
Sales Promotion
Collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.
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Sales promotion
or inducements designed to stimulate purchases Short term incentives to increase sales Some promotions are aimed at consumers, some at intermediaries and others at the salesforce E.g.: coupons, leaflets, demonstrations, samples, free gifts, point of sale (POS) displays etc.
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Sales promotion
Incentives provide a quick boost to sales Effects maybe short term only Excess use of some incentives may
adversely effect brand image
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Price-off discount
Consumer-oriented
Trade-oriented
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Games
Trade Promotion
Objectives
Persuade resellers to carry a brand
Give a brand shelf space Promote brand in advertising Push brand to customers
Tools
Discounts
Allowances
Free Goods
Push Money
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Public Relations
Any activity designed
to create a favorable image toward a business, its products or its policies.
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Public relations
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company Projects companys mission & philosophy Projection of the organization as a source of opportunities Obtaining favorable comments on the media
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Publicity
A specific kind of public
relations that involves placing positive and newsworthy information about a business, its products, or its policies in the media is called..
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Release of a commercially
Publicity
significant news about a particular product or service Purpose is to obtain a favorable presentation of such news via a medium not paid for by a sponsor Involves getting media coverage of an event or product launch / articles in newspapers
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Sponsorship
Payment for an event/person/organization
is given in return of some benefit A specialized form of advertising that can create significant exposure for companies Common in the world of art and sports
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Ideal Events
Audience closely matches target market Event generates media attention Event is unique with few sponsors
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Merchandising
Attempts to influence customers at the
point of sale
Display pop-up stands wobblers, danglers etc. Store layout Storage space Ambience
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Packaging
The outer wrapper or the
container is often an indicator of the quality of the product itself Packaging serves the following purposes:
Protection of the product Preservation of the product Provides information Promotes the product Convenience
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Direct Marketing
Use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen.
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Personal Selling
This type of promotion requires contact with potential buyers
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promotion. Involves two-way personal communication between salespeople and individual customers. Carried out through telephone, at meetings, at retail outlets & door to door selling High priced, low volume and highly technical products rely heavily on personal selling 12-57
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Compensating Salespeople
Fixed amount:
Variable amount: Expenses:
Commissions or bonuses
Repays for job-related expenditures Vacations, sick leave, pension, etc.
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Salary
Fringe benefits:
Supervising Salespeople
Motivating Salespeople
Organizational climate Sales quotas Positive incentives: Sales meetings Sales contests Recognition and honors Cash awards, trips, profit sharing
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Personal Selling
STRENGTHS Great attention Msg is customized Persuasive impact Potential for development of relationship Adaptable Opportunity to close sale call
WEAKNESSES High cost Labor intensive Expensive Can only reach a limited no. of customers
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Direct mail
Personal selling
Telemarketing
Word of mouth
Difficult to manage
Sales promotion
Non-personal appeal
Public relations
Public Relations
Creates a favorable image for the business itself
Sales Promotion
Efforts stimulate sales
Personal Selling
Builds on all of the other efforts by helping customers complete the sale
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toothpaste which can effectively prevent cavities and tooth decay. But the toothpaste market is highly crowded with multiple brands. If you were to evolve a marketing communication strategy ,how will you proceed? Which appeal will you use and why??
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A leading European
departmental store is all set to enter the Indian market. Evolve an advertising strategy for the store. Mention the objectives, creative strategy and media choices.
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Customization Communication-interactivity Connection- linkage to other sites Commerce- capabilities for commercial transactions
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Attractiveness
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Online Ads
Banner ads Microsites- a limited area on the web managed and
paid for by an external advertiser/company
Sponsorships- e.g podcasts Interstitials Search-related ads & display ads Alliances Communities WOM thru-Social networking sitesmyspace ,facebook Buzz & viral Marketing
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e-Marketing Guidelines
Give the customer a reason to respond Personalize the content of your emails Offer something the customer could not
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Relationship marketing
Relationship Marketing -The process of
creating , maintaining and enhancing strong ,value-laden relationships with Customers and other stakeholders. Relationship marketing is based on the premise that important accounts need focused and continuous attention.
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ICICI Bank
The ad opens on Shah Rukh Khan speaking about
relationships in life. He says all relationships are based upon trust, same as his with ICICI. He says how 2.5 crore Indians have entrusted this bank, making it India's second largest bank. He goes on to say that the bank is solid, responsible and trustworthy, just like every relationship The ad ends as he says he trusts ICICI bank with his money and will always continue to do so.
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