Lecture By Prof. Dr. MAK Chishty Introduction to Advertising and Promotion
This is me Dr.M. Azam Khan Education: Ph.D. (1994), From USA, MBA. from Holland; Home town: Lahore, (youngest of Five boys) Employment: 25 Years of practical marketing in the field of FMCG with leading National and Multinationals in Pakistan, Central Asian States and Middle east countries. Research: Selling premium price products in low income markets. Favorite Food: All Pakistani dishes Favorite Sport to Watch: Cricket (1st); Hockey(2nd) How to contact me
Office hrs: Sunday to Saturday follow students hours.
The Marketing & Promotional Mixes Product or Service Pricing Policy Distribution Method Promotional Mix Advertising Publicity Personal Selling Sales Promotion
Uses of Advertising To Promote Products & Organizations To Stimulate Primary & Selective Demand To Offset Competitive Advertising To Make Personal Selling More Effective To Increase the Uses of a Product To Remind and Reinforce Customers
Advertising Versus Publicity Advertising Attribute Publicity Great Control Little Lower Credibility Higher Achievable Reach Undetermined Scheduleable Frequency Low Specific Cost Unspecified High Flexibility Low Specifiable Timing Tentative
Publicity Vehicles NEWS RELEASES: Single-page news stories sent to media who might print or broadcast the content. FEATURE ARTICLES: Larger manuscripts composed and edited for a particular medium. CAPTIONED PHOTOS: Photographs with content identified and explained below the picture. PRESS CONFERENCES: Meetings and presentations to invited reporters and editors. SPECIAL EVENTS: Sponsorship of events, teams, or programs of public value.
Sales Promotion Uses Introduce new products. Get existing customers to buy more. Attract new customers. Combat competition. Maintain sales in off season. Increase retail inventories. Tie in advertising and personal selling. Enhance personal selling efforts.
Modes of Direct Marketing Direct Mail Advertising Direct Response Advertising Outbound & Inbound Telemarketing Cataloging The Internet
Objectives Affect the Promotional Mix Individual Sales Customer Loyalty Company Image Brand Image Store Patronage Service Contract
Allocation of the Promotional Mix Contact Frequency Mode of Contact Intensity of Contact Geographic Concentration Innovation Rate New and Repeat Buyer Buying Decision After Service
Consumer Information Processing The Mind’s Machinery
A Communications Dilemma Consumers overloaded with information exposed to 300 ads per day, over 100,000 per year Besides that, they probably don’t care very much in the first place So how do you communicate with overloaded, uninvolved consumers?