Marketing

Daksha Kovle Diana Pereira Nisha Phatak Rahul Telure Sonal Kubal Vinod Apte Varada Nandanwadkar

Advertising


Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Thus, Advertising is a powerful communicating force & a vital marketing tool-helping to sell goods, services, images & ideas through channels of information & persuasion.

History Of Advertising


Three forms of advertising were used prior to the time the printing press began to open the door to the development of modern mass communication media.Namely,

Trademarks


Craftsmen used to place their individual marks on goods such as pottery & as the reputations of one particular artisan spread by word of mouth,buyers came to look for his distinctive mark.

Signs


Each little shop had an inscription on the wall next to entrance to tell the passerby which shop it was.(e.g wine,pottery,bread etc)
Paying people to hold signs is one of the oldest forms of advertising.

Town Criers


Men were paid to circulate through streets announcing the citizens of important news & other public events.

Types Of Advertising
Standard Advertising
This type of advertising attempts to persuade us to purchase certain products & services.  The motive is to sell & to create in the consumer the need & desire for a product.


Primary & Selective demand Advertising



Primary demand advertising is designed to stimulate demand for a category of product. E.g jute & products made from jute whereas, Selective demand is intended to stimulate demand for individual brands.E.g jute bags of a particular company.

Co-Operative Advertising


Co-operative advertising promotes products of two or more firms that share the cost of advertising. E.g A manufacturer and a few retailers may advertise for a product & share the cost of advertising.

Social Advertising


It is a type of public relations advertising & it as such has non-product,non-profit perspective.The main focus is on some matter of social importance.

Functions Of Advertising
To stimulate consumer attention to advertised brand. To influence favourably the consumers perception of the advertised brand. To facilitate consumer retention of the advertised brand. To create favourable attitude towards the brand. To generate search & purchase behaviour towards the advertised brand.

    

Objectives Of Advertising
Objectives of advertising can be broadly classified as Informative Advertising  It appears mostly in the introductory phase where the marketer is trying to introduce the product to the market. Persuasive Advertising  It assumes importance in a competitive stage where a companys objective is to build a demand for the product. Reminder Advertising  It is of importance in the maturity stage of the product to keep the consumers think about the product.


Impact of Advertising
Advertising has an important effect on a countrys economy, society, culture, and political system.  Economic Impact
 

Social Impact Cultural Impact Political Impact

Forms of Advertising


Media Covert Advertising Television Commercials Newer media and advertising approaches

 

Forms of Advertising

Hoarding outside the railway station Ads on Trains

Magazine Ad in 2003

Global Advertising


Advertising has gone through five major stages of development: domestic, export, international, multinational, and global. Four, potentially competing, business objectives. Three primary and fundamentally different approaches to the development of global advertising executions

 

What is CRM?


Customer Relationship Management is defined by four elements of a simple frame-work: Know Target Sell Service

  

CRM


Three views

Technology Centric CRM is the tool that enables the integration of information management system so that a wide range of data about customer spread in enterprise can be used to plan, schedule and control pre-sales and post-sales activity.

Customer lifecycle centric CRM is a comprehensive approach for creating, maintaining and expanding customer relationship.

Strategy Centric

Why CRM?

Why CRM is required?

Comparison of CRM with Traditional Marketing

Five Major Life Phases

Former Customer Established Customer New Customer Responder Prospect

High School

Marriage Children

Working Retired

CRM is a two stage concept

Oracle is no.1 in CRM Application



    

Oracle CRM, which now includes Siebel, is the world's leading solution for maximizing the value of your customer relationships. Only Oracle lets you take advantage of your rapidly changing business environment. Only Oracle is certifying all of its enterprise CRM applications. Oracle CRM is the most-comprehensive, best-selling, and most-implemented CRM solution available today. Oracle (including Siebel) as the software provider in 60 percent of CRM projects implemented in 2005. Oracle as the market-share leader in 27 (82 percent) of 33 industries surveyed.

Thank You