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Arketing chapter

Arketing chapter

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Transcript

  • 1. Lecture By Prof. Dr. MAK Chishty
    Introduction to Advertising and Promotion
  • 2. 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
    • Phone: +92-21-34619310 Cell: 0321-5335323
    • 3. Email: getmyself@myself.com
    • 4. 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
  • 5. 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
  • 6. Advertising Versus Publicity
    Advertising
    Paid, sponsor-identified, nonpersonal (media) communications.
    Publicity
    Non-paid, unsponsored, nonpersonal (media) communications.
  • 7. 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
  • 8. 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.
  • 9. 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.
  • 10. Modes of Direct Marketing
    Direct Mail Advertising
    Direct Response Advertising
    Outbound & Inbound Telemarketing
    Cataloging
    The Internet
  • 11. Objectives Affect the Promotional Mix
    Individual Sales
    Customer Loyalty
    Company Image
    Brand Image
    Store Patronage
    Service Contract
  • 12. Objectives Affect the Promotional Mix
    Inquiry
    Visitation
    Product Trial
    Prescription
    Recommendation
    Adoption
  • 18. 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
  • 19. Consumer Information Processing
    The Mind’s Machinery
  • 20. 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?
  • 21. The Agenda
    • Explore the route marketing messages must travel to register in the consumer’s mind
    • 22. Note the cognitive obstacles that stand in the way
    • 23. Discuss the cognitive structures that give meaning to brands
  • Stimulus - Response Models
    • The mind is a “black box”
    • 24. what happens inside is irrelevant
    • 25. S - R models would account for consumer response to database marketing efforts
    • 26. mailing is stimulus
    • 27. buying is response
    • 28. inducement is reinforcement
  • The Psychology of Conditioning
    • Classical conditioning theorists
    • 29. Pavlov
    • 30. Watson
    • 31. Skinner and operant conditioning
  • Brands
    • Brands are concepts inside the consumer’s mind
    • 32. How are they created?
  • S - O - R Models
    • Cognitive models seek to understand what goes on “inside the black box”
    • 33. Guiding analogy for information processing psychology is the computer
  • The Computer Analogy
    • Many similarities between computer and consumer information processing
    • 34. input/output devices
    • 35. processing unit
    • 36. memory
    • 37. Development of cognitive science, AI
  • Elements of Memory
    Long
    Short-term
    Sensory
    Term
    Memory
    Stimuli
    Register
    Memory
    (STM)
    (LTM)
  • 38. Selective Perception
    • Selective exposure
    • 39. Selective attention
    • 40. “Slippage” a serious problem
  • Long-term Memory
    • Unlimited capacity
    • 41. Permanent store of information
    • 42. A structure of nodes (or concepts) and linkages