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ALL PROGRESS IS BORN OF INQUIRY. DOUBT IS OFTEN BETTER THAN OVER-CONFIDENCE, FOR IT LEADS TO INQUIRY AND INQUIRY LEADS TO INVENTION.
Marketing Today
The course aims at making students understanding the concepts, philosophies, process, techniques and principles of Advertising and to develop an understanding of the Brand concept and the operational aspects of managing a brand.
PEDAGOGY
ASSIGNMENT-1
6 OTW & 3Contact Hrs. ASSIGNMENT-2 - 6 OTW & 3 Contact Hrs. CASE STUDY (02) 04 OTW & 02 Contact Hrs CLASS ROOM LECTURES - 34Hrs
Total Class Room Lectures Total Assignment/ Presentation Hrs Total OTW
34
16
SR. NO.
UNIT/CONTENT
HRS. ALLOTTED
HRS. PLANNED
HRS. INESCAPABLE
Role of Integrated Marketing Communication in the Marketing Programme Media Planning: Setting Media Objectives
10
10
11
10
10
3
4
10
12
12
10
10
8
Grand Total
42
42
36
Unit-1
1
Announcement of
1 6+2= 8
MS210.1.1
1 1
Assignment-1
2 1
2,3 4
MS210.1.2
MS210.1.3
1 2 1 1 1
1 2 1 1 1
5 6,7 8 9 10
MS210.1.4
MS210.1.5 MS210.1.6
MS210.1.7
TOTAL
10
Lecture
Pract/ Pns
Case
Total
OTW
Lecture No.
1 1 2 1 1 1
Submission of Assignment-1
1 1 2 3+1 1 1
Developing Media MS210.2.1 Strategies Evaluation of Different MS210.2.2 Media and Media Selection Media Buying; Measuring MS210.2.3 Advertising Effectiveness The Organisation for MS210.2.4 Advertising Ethical and Legal Aspect of MS210.2.5 Advertising
TOTAL
10
210.3/Brand-concept
Code
Unit-3
Unit/Activity Brand-concept: Nature and Importance of Brand Brand-concept: Nature and Importance of Brand Brand vs Generics; Brand Life Cycle Brand Name and Brand Mgt. Brand Identity: Conceiving, Planning and Executing (Aaker Model) Brand Loyalty, Measures of Loyalty; Brand Equity Concepts and Measures of Brand Equity-Cost Price and Consumer Based Methods Sustaining Brand Equity; Brand Personality; Definition of Brand Personality Measures of Personality, Formulation of Brand Personality Brand Vs Brand Personality
Lecture
Pract/Pns
CASE
Total
OTW
Lecture No.
Announcement of Assignment-2
21, 22
1
1 1
1
1 1
23
24 25
210.3.4
1 1 1 1 1 1 1
1 1 1 1 1 2 2
26
27 28 29 30 31,32
210.3.8
210.3.9 210.3.10
TOTAL
11
12
CASE
Total
OTW
Lecture No.
Unit-4
Brand Positioning: Concepts and Definitions Brand Positioning: Concepts and Definitions Celebrity Endorsement, Brand Extension Differential Advantage: Strategies for Competitive Advantage Brand Pyramid; Branding in different sectors Role of Information in Brand Management; Role of ecommunities in Brand Mgt.
1
1
33, 34, 35
MS210.4.1
1
1
36
37
MS210.4.2
MS210.4.3
1 2
1 2
38 39
MS210.4.4
210.4.5
40,41
TOTAL
10
Sr. No.
Code
Unit/Activity
Session of Assignment
Session of Submission
OTW
MARKS
Reference
MS210.1.3
15
20
Annexure -1
MS210.3.8
22
32
20
Annexure -2
ASSIGNMENT -I
Syllabus Ref: 210.1.3 Marks: 20 INTEGRATED MARKETING COMMUNICATION
Develop an integrated marketing communication program to emphasize the USP of the business. Explain the problems as Marketing Officer you encounter in developing the message and in ensuring that consumers understand the message correctly. Refer to the communication process you studied and also explain what kind noise may interfere with the communication process. Guidelines for writing assignment *Hand written, brief answers, not exceeding 6-10 pages are to be submitted in the standard AIMT file cover to Prof. M. Yaseen Khan by 9:30 am on ., ..2012. Use both sides of the sheet. *Late submissions will not be accepted and penalized. *Submission of the assignment will be followed by a classroom discussion on the possible solution of the problems given.
ASSIGNMENT -II
Syllabus Ref: 210.3.8 Marks: 20
Requirement
Go to a local retail store. Choose five packages that are effective and eye capturing. Describe the reasons they are effective and eye capturing. Do you really consider brand-strength of a product when you buy it? Will you buy a prestigious brand, knowing fully well that you are buying an expensive and an inferior product? Do you really believe that your personality changes as you change the brands you own? And ask yourself does society really confer prestige on people who possess prestigious brands. Guidelines for writing assignment *Hand written, brief answers, not exceeding 6-12 pages, are to be submitted in the standard AIMT file cover to Prof. M. Yaseen Khan by 9:30 am on , 2012. Use both sides of the sheet. *Late submissions will not be accepted and penalized. *Submission of the assignment will be followed by a classroom discussion on the possible solution of the problems given.
SCHEME OF EVALUATION
Evaluation Parameters
Written Internal Test Assignment-1 Quiz Test
Marks
50 20 10
Weightage
15 10 5
Assignment-2
TOTAL
20
100
10
40
PRODUCT PHILOSOPHY
The Industrial Revolution The product philosophy holds that the organization knows its product better than anyone or any organization. The company knows what will work in designing and producing the product and what will not work. This confidence in their ability is not a radical concept, but the confidence leads to the consumer being overlooked. This philosophy of only relying on the organization's skill and desires for the
Today, the gunsmith shop in Williamsburg, Virginia, still operates using the product philosophy. The gunsmiths produce single-shot rifles using the technology available during the 1700s. They are only able to produce about four or five rifles every year, and they charge from $15,000 to $20,000 for each rifle. However, the high price does not deter the demand for the guns; their uniqueness commands a waiting list of three to four years. Today's Williamsburg Gunsmith Shop situation was typical for organizations operating before the Industrial Revolution. Most goods were in such short supply that companies could sell all that they made. Consequently, organizations did not need to consult with consumers about designing and producing their products.
When mass production techniques created the Industrial Revolution, the volume of output was greatly increased. Yet the increased production of goods did not immediately eliminate the shortages from the pre-industrial era.
SELLING PHILOSOPHY The selling era has the shortest period of dominance around 1930 and stayed in widespread use until about 1950. The selling philosophy holds that an organization can sell any product it produces with the use of marketing techniques, such as advertising and personal selling. It assumes that a well-trained and motivated sales force can sell any product. Organizations could create marketing departments that would be concerned with selling the goods, and the rest of the organization could be left to concentrate on producing the goods. The reason for the emergence of the selling philosophy was the ever-rising number of goods available after the Industrial Revolution. Organizations became progressively more efficient in production, which increased the volume of goods. With the increased supply, competition also entered production.
MARKETING PHILOSOPHY However, more companies began to realize that it is easier to sell a product that the customer wants, than to sell a product the customer does not want. When many companies began to realize this fact, the selling era gave way to the marketing era of the marketing concept and philosophy. The marketing era started to dominate around 1950, and it continues to the present. The marketing concept recognizes that the company's knowledge and skill in designing products may not always be meeting the needs of customers. It also recognizes that even a good sales department cannot sell every product that does not meet consumers' needs. When customers have many choices, they will choose the one that best meets their needs.
The marketing concept and philosophy states that the organization should strive to satisfy its customers' wants and needs while meeting the organization's goals. The best way to meet the organization's goals is also by meeting customer needs and wants. The marketing concept's emphasis is to understand the customers before designing and producing a product for them. With the customer's wants and needs incorporated into the design and manufacture of the product, sales and profit goals are far more likely to be met. The idea of keeping close to the organization's customers seems simple. In reality, it is very easy to forget the customer's needs and wants. Sometimes the management is so involved with the product that their own desires and wants begin to take dominance, even though they have adopted the marketing concept.
For example:Many years agobefore there was a Subway on every cornera college student opened a small submarine sandwich shop near his university's campus. The sub shop was an immediate success. By using the marketing concept, the young entrepreneur had recognized an unmet need in the student population and opened a business that met that need. Unfortunately, the story does not end at this point. The sub shop was so successful that it began to outgrow its original location after about three years. The shop moved to a larger location with more parking spaces, also near the university. At the new sub shop, waiters in tuxedos met the students and seated them at tables with tablecloths. Besides the traditional subs, the shop now served full meals and had a bar. Within a few months the sub shop was out of business. The owner of the shop had become so involved with his business vision that he forgot the customers' needs and wants. They did not want an upscale restaurantthere were other
Barter Era
Production Era
Sales Era
Oneon-One Trading
PROMOTION MIX
Propagating the distinctiveness of the product and the nature and extent of value it carries by using different methods and media of comm.
b) Advertising d) Publicity/Public
Communication Platforms
Advertising Print and broadcast ads Packaging inserts Motion pictures Brochures and booklets Posters Billboards POP displays Logos Videotapes Sales Promotion Contests, games, sweepstakes Premiums Sampling Trade shows, exhibits Coupons Rebates Entertainment Continuity programs
PROMOTION
Personal Selling Advertising Sales Promotion Publicity/Public Relation Direct Marketing
The brand name and logo: Soap, Cold Cream, Shampoo, Ponds, LakmeLOreal Halo, Sunsilk, Clinic-All Clear, Dove, Lux, DTH, LCD, Music System, Mobile Reliance, Samsung, Philips, Nokia, Fast-Food, Soap (Rural) Toothpaste, Motorcycle Maggi,McDonald,Lifebouy, Colgate, Close, Hero Honda The company name communicate. A TATA Product, BPL, RAYMONDS,
Field of Experience
Senders field
Receivers field
Sales Promotion
Public Relations
Personal Selling
Direct Marketing
ADVERTISING
paid, nonpersonal communication regarding goods, services, organizations, people, places, and ideas that is transmitted through various media by business firms, government and other nonprofit organizations, and individuals who are identified in the advertising message as the sponsor.
PERSONAL SELLING
involves oral communication with one or more prospective buyers by paid representatives for the purpose of making sales.
SALES PROMOTION
Involvespaid.marketing communication activities (other than advertising, publicity, or personal selling) that are intended to stimulate consumer purchases and dealer effectiveness
AIDS prevention campaign in West Bengal was a unique integrated mass media campaign
What is Advertising?
Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Advertising Objectives
Informative advertising Reminder advertising Persuasive advertising Reinforcement advertising
OBJECTIVE SETTING
The objectives of promotion may be categorized as stimulating demand and enhancing company image.
The sequential short-term, intermediate, and long-term promotion goals for a firm to pursue.
Primary demand is an objective when seeking consumer interest for a product category. Selective demand is a later objective that seeks consumer interest for a particular brand of a product.
DAGMAR
Defining Advertising Goals for Measured Advertising Results
Russell Colley (1961) developed a model for setting advertising objectives and measuring the results. This model was entitled Defining Advertising Goals for Measured Advertising Results- DAGMAR. DAGMAR model suggests that the ultimate objective of advertising must carry a consumer through four levels of understanding: from unawareness to Awarenessthe consumer must first be aware of a brand or company Comprehensionhe or she must have a comprehension of what the product is and its benefits; Convictionhe or she must arrive at the mental disposition or conviction to buys the brand; Actionfinally, he or she actually buy that product.
AWARENESS
The model suggests that before the acceptance of a product by an individual, there is a series of mental steps which the individual goes through. At some point of time, the individual will be unaware of the product or offer in the market. The initial communication task of the advertising activity is to increase consumer awareness of the product or offer.
COMPREHENSION & IMAGE The second step of the communication process is comprehension of the product or offer and involves the target audience learning something about the product or offer. What are its specific characteristics and appeals, including associated imagery and feelings? In what way does it differ from its competitors? Whom is it supposed to benefit?
ATTITUDE
The third step is the attitude (or conviction) step and intervenes between comprehension and final action. COGNITIVE- mental image, understanding interpretation AFFECTIVE- feelings or emotions about the object, idea
or topic.
ACTION
The action phase involves some overt move on the part of the buyer such as trying a brand for the first time, visiting a showroom, or requesting information.
Think?
You are a dealer or distributor and want to sell products of a reputed company. You don't have to worry about the image and perception of the brand. You are just worried that customers might not want to buy from you. And, instead, buy from a competiting shop next to yours dealing with the same kinds of products. In such a case what should be done? What should be your advertising objective? Should you have a advertising strategy? What would be the ingredients of such an advertising plan? What should be the budget?
The whole communication process is a bit more complex. And under different circumstances, it may differ slightly, but the basic concept revolves around what is mentioned above. The DAGMAR approach emphasizes the communication task of advertising. The second important concept of the approach is that the advertising goal should be specific. It should be a written, measurable task involving a starting point, a defined audience, and a fixed time period.
Advertising and Consumer Behavior The primary goal of an IMC program is to develop effective methods of informing, persuading reminding and reinforcing consumer/customer to purchase products. The best way reach the goal is to clearly understand how a buyer makes the decision to purchase from a particular vendor/retailer.
STIMULUS
Problem Recognition
Information Search
Evaluation Of Alternatives
Purchase
PostPurchase Behaviour
Demographics Factors
STIMULUS
A cue (social, commercial, or non-commercial)
Social cue-friends, family, co-workers etc. Interpersonal source Commercial cue-Ads, personal selling and sales promotion. Non-commercial cue-consumer reports, the Govt. Bulletin.
A drive (Physical) meant to motivate a person A physical drive occurs when a persons physical senses are affected. (Thirst, Hunger & fear) A person may be exposed to any or all these stimuli If sufficiently stimulated, person will proceed to the next stage in the decision process. If not, the person will ignore the cue and delay or terminate the decision process for the given goods, service, organization, person, place, or idea.
Problem Recognition
Consumer recognizes that the goods, service organization, person, place or idea under consideration may solve a problem of shortage or unfulfilled desire.
Recognition of Shortageneeded.
Repurchase is
Recognition of Unfulfilled Desire- Consumer becomes aware of a goods, service, organization, person, place, or idea that has not been bought before.
Information Search
where the customers go through previous memories and experiences looking for acceptable ways to meet a need by buying a product. An affective IMC program targets potential buyers as they are involved in these process. The objective of IMC/Advertising is to find out ways to influence consumer purchasing decisions. NEED WANT INFORMATION SEARCH
Starts with
Internal Search
(Mental recalling of product that might satisfy/meet the need) How it was met in the past
Internal Search
i) Consumer conducts a more complete internal search ii) Not every possible brand is considered. iii) Product tried, not met the need, left out. iV) Little knowledge about product, left out. v) no. of brands are reduced to a group that is mentally manageable
MARKETERS JOB
Make sure brand becomes part of the awareness set at least. Convincing to bring them into consideration set by different mode of advertisement. Obtain high level of brand equity-high quality, reasonable price through attractive and powerful advertising message.
Search Dynamics
Market Partitioning-Identifying the hierarchy
*Brand Dominant Hierarchy-General Motors *Nation Dominant Hierarchy-Japanese Cars Cars Pontiac Toyota Corolla
CONSIDERATIO N SET
External Search
Consumer still feel uncertain about the right brand to purchase. SOURCE: Friends, relatives, experts, books magazines newspaper advertisement publicity in-store display, sales people internet radio/TV How much time consumer spends on? 1. Ability to search 2. Motivation 3. Cost/benefit
MARKETERS JOB
The consumers goal in making the effort to perform an external search is to acquire information leading to a better, more informed decision. The goal of marketers is to provide information that allows consumers to make the right choice. When a consumer has not yet made up his mind it is an ideal time for marketers to influence the decision-making process. The key is to provide the right information at the right time.
Consumer Attitudes
Mental position taken towards atopic, person, event that influence holders feelings, perceptions, learning process and subsequent behaviors. Attitude can drive purchase decision. Positive attitude improve the propensity to purchase the product.. If consumers like advt. the probability to purchase the product being featured increased.
Three Components
Affective- the feelings or emotions about the object Cognitive- mental images, understanding, and interpretation of the object Conative - intention to, action or behavior.
Sequence of Events
A. Cognitive Affective Conative
B. Affective
Conative
Cognitive
C . Conative
Cognitive
Affective
Cognitive
Understanding
Affective
feeling, emotion
Conative
intention
Some may feel favorably about topic but not be moved to change their purchasing behavior.
How to develop?
Evaluation Of Alternatives
EVM MODEL
Computer
Attributes
Memory Graphics Capacity=40% capability=30% Size & Weight=20% Price=10%
10 8 6 4
8 9 8 3
6 8 10 7
4 3 5 8
STORE IT
LEND IT
RENT IT
GIVE IT AWAY
TRADE IT
SELL IT
THROW IT AWAY
TO BE RESOLD
TO BE USED
DIRECT TO CONSUMER
THROUGH MIDDLEMEN
TO INTERMEDIRIES
1. Setting Objectives
The firm establishes a budget after considering various requirements such as types of ads, medium, frequency, and campaign goals.
Objective-and-Task Method Setting Promotion Budget by Defining Objectives, Tasks & Costs.
Comparative Advertising
Advertising
Sales
Product Planning
Packaging Strategy
Packaging is the least expensive form of advertising Every package is a 5 second commercial
Determining Advertising Budgets; Advertising Planning and Strategy Creative Strategy Development
Determining Advertising Budgets; Advertising Planning and Strategy Creative Strategy Development