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Advertising

Advertising Objectives

Informative Advertising Persuasive Advertising Build Primary Demand Build Selective Demand Comparison Advertising Reminder Advertising Compares One
Informative Advertising
Persuasive Advertising
Build Primary Demand
Build Selective Demand
Comparison Advertising
Reminder Advertising
Compares One Brand to
Another
Keeps Consumers Thinking
About a Product.

Advertising Budget Methods

Affordable Percentage of Sales Competitive-Parity Objective-and-Task

Product Differentiation Stage in the Product Life Cycle Factors in Setting the Advertising Advertising Budget Market
Product
Differentiation
Stage in the Product
Life Cycle
Factors in Setting
the Advertising
Advertising
Budget
Market
Frequency
Share
Competition
and Clutter

AIDA

AIDA

AIDA

is an acronym used in marketing and advertising that describes a common list of events that may occur when a consumer engages

with an advertisement. The base of brand promotion also. A - Attention (Awareness): attract the attention of the customer.

I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on

features, as in traditional advertising).

D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.

A - Action: lead customers towards taking action and/or purchasing.

Using a system like this gives one a general understanding of how to

target a market effectively. Moving from step to step, one loses

some percent of prospects.

Advertisement Copy

Text of a print, radio, or television advertising

message that aims at catching and holding the interest of

the prospective buyer, and at persuading him or her to make a purchase all within a few short seconds.

The headline of an advertising copy is said to be the most important part, and quite often a small change in its wording brings disproportionate results.

Most advertising copy is based on advertising/consumer research and is composed by professional copywriters hired

by advertising agencies.

Also called advertisement copy, ad copy, or just copy.

Advertising Agency

A marketing services firm that assists companies in planning, repairing,

implementing, and evaluating all or portions of their advertising programs.

Advantages of Advertising Agency

Low budget Less employs Professional point of view

Sales Promotion

Sales Promotion

Mass communication technique that offers short-

term incentives to encourage purchase or sales of

a product or service.

Rapid growth in the industry has been achieved because:

Product managers are facing more pressure to increase their current sales,

Companies face more competition, Advertising efficiency has declined, Consumers have become more deal oriented.

Promotion Mix

A promotion mix is a company’s total marketing communications program and it

consists of a specific blend of:

Advertising Sales Promotions Public Relations Personal Selling

Factors in Setting the Promotion Mix

Type of Product and Market

Push vs. Pull Strategy

Buyer Readiness State

Product Life-Cycle Stage

Promotion Tools / Techniques

Consumer - Promotion Tools

Short-Term Incentives to Encourage Purchase or Sales of a Product or Service.

Consumer-Promotion

Objectives

Entice Consumers to Try a New Product Lure Customers Away From Competitors’ Products
Entice Consumers to
Try a New Product
Lure Customers Away
From Competitors’ Products

Get Consumers to “Load Up’

on a Mature Product Hold & Reward Loyal Customers Consumer Relationship Building
on a Mature Product
Hold & Reward Loyal
Customers
Consumer Relationship
Building
Consumer-Promotion Tools Samples Advertising Specialties Coupons Patronage Patronage Rewards Rewards Cash Refunds Contests Price Packs Sweepstakes
Consumer-Promotion Tools
Samples
Advertising
Specialties
Coupons
Patronage Patronage
Rewards Rewards
Cash Refunds
Contests
Price Packs
Sweepstakes
Premiums
Games
Point-of-Purchase
Displays

Trade - Promotion Tools

Short-Term Incentives That are Directed to Retailers and Wholesalers.

Trade - Promotion Tools Short-Term Incentives That are Directed to Retailers and Wholesalers. Trade-Promotion Objectives Persuade

Trade-Promotion Objectives

Persuade Retailers or Wholesalers to Carry a Brand Give a Brand Shelf Space Promote a Brand
Persuade Retailers or
Wholesalers to Carry a Brand
Give a Brand Shelf Space
Promote a Brand in
Advertising
Push a Brand to Consumers

Trade-Promotion

Price-Offs Allowances Buy-Back Guarantees Free Goods
Price-Offs
Allowances
Buy-Back
Guarantees
Free Goods
Tools Premiums Patronage Displays Rewards Discounts Push Money
Tools
Premiums
Patronage
Displays
Rewards
Discounts
Push Money

Specialty

Advertising

Items

Business - Promotion Tools

Short-Term Incentives That are Directed to

Business - Promotion Tools Short-Term Incentives That are Directed to Industrial Customers. Business-Promotion Objectives Business-Promotion Tools

Industrial Customers.

Business-Promotion

Objectives

Business-Promotion Tools

Generate Business Leads

Business - Promotion Tools Short-Term Incentives That are Directed to Industrial Customers. Business-Promotion Objectives Business-Promotion Tools

Stimulate Purchases

Business - Promotion Tools Short-Term Incentives That are Directed to Industrial Customers. Business-Promotion Objectives Business-Promotion Tools

Reward Customers

Business - Promotion Tools Short-Term Incentives That are Directed to Industrial Customers. Business-Promotion Objectives Business-Promotion Tools

Motivate Salespeople

Business - Promotion Tools Short-Term Incentives That are Directed to Industrial Customers. Business-Promotion Objectives Business-Promotion Tools
Business - Promotion Tools Short-Term Incentives That are Directed to Industrial Customers. Business-Promotion Objectives Business-Promotion Tools
Conventions
Conventions
Trade Shows
Trade Shows
Sales Contests
Sales Contests

Push vs. Pull Strategy

Personal Selling

Features of Personal Selling

(1) Personal Form:

Under personal selling a personal contact is established

between the buyers and the salesman. In other words, both the parties face each other.

(2) Development of Relationship:

Personal selling results in the development of personal

relationship between the sales person and the possible buyer. Such a relationship has an important place in sales.

(3) Oral Conversation:

There is oral conversation between the sales person and the buyer regarding the features of the product, i.e., price, colour, shape, design, method of using, etc.

Features of Personal Selling

(4) Quick solution of Queries:

The prospective buyer can make inquiries regarding the product.

Salesman answers these queries quickly and removes any doubts in the mind of the buyer.

(5) Receipt of Additional Information:

Normally, before introducing its product, a company is aware of the

preferences of the probable buyers. Nevertheless, during the

course of personal selling, when the sales person is in direct contact with the buyers he/she gathers additional information regarding their tastes and likings.

(6) Real Sale:

Under personal selling, the buyers are not only informed about the

product but the goods are actually sold to them.

Steps in Effective Selling

Prospecting/Qualifying

Preapproach

Approach

Presentation

Overcoming objections

Closing
Closing

Follow-up

Differences Between Advertising and Public Relations

Differences Between Advertising and

Public Relations

1. Paid Space or Free Coverage

Advertising:

The company pays for ad space. You know exactly when that ad will air or

be published.

Public Relations:

Your job is to get free publicity for the company. From news conferences

to press releases, you're focused on getting free media exposure for the

company and its products/services.

2. Creative Control Vs. No Control

Advertising:

Since you're paying for the space, you have creative control on what goes

into that ad.

Public Relations:

You have no control over how the media presents your information, if they

decide to use your info at all. They're not obligated to cover your event or

publish your press release just because you sent something to them.

Differences Between Advertising and

Public Relations

3. Shelf Life

Advertising:

Since you pay for the space, you can run your ads over and over for as long

as your budget allows. An ad generally has a longer shelf life than one

press release.

Public Relations:

You only submit a press release about a new product once. You only

submit a press release about a news conference once. The PR exposure

you receive is only circulated once. An editor won't publish your same

press release three or four times in their magazine.

4. Wise Consumers

Advertising:

Consumers know when they're reading an advertisement they're trying to

be sold a product or service."The consumer understands that we have

paid to present our selling message to him or her, and unfortunately, the

consumer often views our selling message very guardedly.

Differences Between Advertising and

Public Relations

Public Relations:

When someone reads a third-party article written about your

product or views coverage of your event on TV, they're seeing

something you didn't pay for with ad dollars and view it differently than they do paid advertising."Where we can generate some sort of third-party 'endorsement' by independent media sources, we can

create great credibility for our clients' products or services,“

5. Creativity or a Nose for News

Advertising:

In advertising, you get to exercise your creativity in creating new ad

campaigns and materials.

Public Relations:

In public relations, you have to have a nose for news and be able to generate buzz through that news. You exercise your creativity, to an extent, in the way you search for new news to release to the media.

Public Relations

Public Relations

Building good relations with the company’s various publics by obtaining favorable publicity,

building up a good “corporate image” and

handling or heading off unfavorable rumors, stories and events.

Major functions are:

Press Relations or Press Agentry Product Publicity Public Affairs Lobbying Investor Relations Development

Objective of PR

Building Product Awareness When introducing a new product or relaunching an existing product,

marketers can use a PR element that generates

consumer attention and awareness through media placements and special events.

Creating Interest Whether a PR placement is a short product article or is included with other products in

“round up” article, stories in the media can help entice

a targeted audience to try the product. For example, around the holiday season, a special holiday food may

be promoted with PR through promotional releases

sent to the food media or through special events that

sample the product.

Objective of PR

Providing Information PR can be used to provide customers with more in depth information about products and services. Through

articles, collateral materials, newsletters and websites, PR delivers information to customers that can help them gain understanding of the product.

Stimulating Demand A positive article in a newspaper, on a TV news show or mentioned on the Internet, often results in a

discernable increase in product sales.

Reinforcing the Brand In many companies the public relations function is also involved with brand reinforcement by maintaining positive relationships with key audiences, and thereby aiding in building a strong image. Today it is ever more important for

companies and brands to build a good image. A strong image helps

the company build its business and it can help the company in times of crises as well.

Public Relations Tools / Types Public Service News Activities Corporate Identity Materials Speeches Audiovisual Special Materials
Public Relations Tools / Types
Public
Service
News
Activities
Corporate
Identity
Materials
Speeches
Audiovisual
Special
Materials
Events
Written
Materials

difference between public relation and publicity

difference between public relation and

publicity

PURPOSE Public relations is a strategic communications discipline, focused on managing reputation. Publicity is the process of gaining visibility.

COMPONENTS

publicity tends to only be press agents.

Public Relations encompasses media relations, community relations, analyst relations and now social media relations.

difference between public relation and

publicity

HOW IT WORKS

Publicity is getting unpaid media to pay attention, write you up, point to you, run a picture, make a commotion. Sometimes publicity is helpful, and

good publicity is always good for your ego.

PR is the strategic crafting of your story. It’s the focused examination of your interactions and

tactics and products and pricing that, when

combined, determine what and how people talk about you.

Direct Marketing

Features of Direct Marketing

Marketing messages are addressed directly to the

customer and/or customers. Direct marketing relies on

being able to address the members of a target market.

Addressability comes in a variety of forms including email addresses, mobile phone numbers, Web browser cookies, fax numbers and postal addresses.

Direct marketing seeks to drive a specific "call to action." For example, an advertisement may ask the prospect to call a free phone number or click on a link to a website.

Direct marketing emphasizes trackable, measurable responses from customers regardless of medium.

Functions of Direct Marketing

Cross-selling Lead generation for sales force

Up-selling current and new products to existing customers

Keeping customers sold on product/service Selling to new prospects Generation of retail traffic

Basic concepts in Direct Marketing

Electronic commerce

Electronic commerce, commonly known as e- commerce, is a type of industry where buying and selling of product or service is conducted over electronic systems such as the Internet and other computer networks.

Modern electronic commerce typically uses the World Wide Web at least at one point in the transaction's life-cycle, although it may encompass a wider range of technologies such as

e-mail, mobile devices social media, and

telephones as well.

M commerce

Mobile commerce is the delivery of electronic commerce capabilities directly into the

consumer’s hand, anywhere, via wireless

technology.

M commerce

Products and services available

Mobile Money Transfer

Mobile ATM

Mobile ticketing

Mobile vouchers, coupons and loyalty cards

Content purchase and delivery

Location-based services

Information services

Mobile banking

Mobile brokerage

Auctions

Mobile browsing

Mobile purchase

In-application mobile phone payments

Mobile marketing and advertising

e-business

Electronic business, or e-business, may be defined as the application of information and communication

technologies (ICT) in support of all the activities of business. Commerce constitutes the exchange of products and services between businesses, groups and individuals and can be seen as one of the essential activities of any

business. Electronic commerce focuses on the use of ICT to

enable the external activities and relationships of the business with individuals, groups and other businesses.

e-business may be defined as the conduct of industry,

trade,and commerce using the computer networks. the

term "e-business" was coined by IBM's marketing and Internet teams in 1996.

E marketing

Email marketing is directly marketing a commercial message to a group of

people using email. In its broadest sense, every email sent to a potential

or current customer could be considered email marketing. It usually

involves using email to send ads, request business, or solicit sales or

donations, and is meant to build loyalty, trust, or brand awareness. Email

marketing can be done to either cold lists or current customer database.

Broadly, the term is usually used to refer to:

Sending email messages with the purpose of enhancing the relationship of

a merchant with its current or previous customers, to encourage customer

loyalty and repeat business.

Sending email messages with the purpose of acquiring new customers or

convincing current customers to purchase something immediately.

Adding advertisements to email messages sent by other companies to

their customers.

E networking

Networking on the Internet can be very valuable. E-networking,

which combines traditional networking with the power of the

Internet, allows for the creation of a virtual community of contacts that can provide critical information on job leads and industry trends.

There are several advantages to e-networking:

No need to pick up a telephone and speak to a stranger.

Usually results in a quick response to your inquiry.

Allows simplicity in managing a circle of new contacts.

Most importantly, everyone with an email address is available to you.

M marketing

Mobile marketing is marketing on or with a mobile device, such as a cell phone.

Mobile marketing can also be defined as “the use of the mobile medium as a means of

marketing communication”, the “distribution

of any kind of promotional or advertising

messages to customer through wireless

networks”.