G:\Advertidment & Public Relationing\Add 1


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G:\Advertidment & Public Relationing\Add 1

  1. 1. Lecture By Prof. Dr. MAK Chishty<br />Introduction to Advertising and Promotion<br />
  2. 2. This is me<br />Dr.M. Azam Khan<br />Education: Ph.D. (1994), From USA, MBA. from Holland; <br />Home town: Lahore, (youngest of Five boys)<br />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.<br />Research: Selling premium price products in low income markets.<br />Favorite Food: All Pakistani dishes <br />Favorite Sport to Watch: Cricket (1st); Hockey(2nd)<br />How to contact me<br /><ul><li>Phone: +92-21-34619310 Cell: 0321-5335323
  3. 3. Email: getmyself@myself.com
  4. 4. Office hrs: Sunday to Saturday follow students hours.</li></li></ul><li>The Marketing & Promotional Mixes<br />Product or Service<br />Pricing Policy<br />Distribution Method<br />Promotional Mix<br />Advertising<br />Publicity<br />Personal Selling<br />Sales Promotion<br />
  5. 5. Uses of Advertising <br />To Promote Products & Organizations<br />To Stimulate Primary & Selective Demand<br />To Offset Competitive Advertising<br />To Make Personal Selling More Effective<br />To Increase the Uses of a Product<br />To Remind and Reinforce Customers<br />
  6. 6. Advertising Versus Publicity<br />Advertising<br />Paid, sponsor-identified, nonpersonal (media) communications.<br />Publicity<br />Non-paid, unsponsored, nonpersonal (media) communications.<br />
  7. 7. Advertising Versus Publicity<br /> Advertising Attribute Publicity<br /> Great Control Little<br /> Lower Credibility Higher<br /> Achievable Reach Undetermined<br /> Scheduleable Frequency Low<br /> Specific Cost Unspecified<br /> High Flexibility Low<br /> Specifiable Timing Tentative<br />
  8. 8. Publicity Vehicles<br />NEWS RELEASES: Single-page news stories sent to media who might print or broadcast the content.<br />FEATURE ARTICLES: Larger manuscripts composed and edited for a particular medium.<br />CAPTIONED PHOTOS: Photographs with content identified and explained below the picture.<br />PRESS CONFERENCES: Meetings and presentations to invited reporters and editors.<br />SPECIAL EVENTS: Sponsorship of events, teams, or programs of public value.<br />
  9. 9. Sales Promotion Uses<br />Introduce new products.<br />Get existing customers to buy more.<br />Attract new customers.<br />Combat competition.<br />Maintain sales in off season.<br />Increase retail inventories.<br />Tie in advertising and personal selling.<br />Enhance personal selling efforts.<br />
  10. 10. Modes of Direct Marketing<br />Direct Mail Advertising<br />Direct Response Advertising<br />Outbound & Inbound Telemarketing<br />Cataloging<br />The Internet<br />
  11. 11. Objectives Affect the Promotional Mix<br />Individual Sales<br />Customer Loyalty<br />Company Image<br />Brand Image<br />Store Patronage<br />Service Contract<br />
  12. 12. Objectives Affect the Promotional Mix<br /><ul><li>Individual Sales
  13. 13. Customer Loyalty
  14. 14. Company Image
  15. 15. Brand Image
  16. 16. Store Patronage
  17. 17. Service Contract</li></ul>Inquiry<br />Visitation<br />Product Trial<br />Prescription<br />Recommendation<br />Adoption<br />
  18. 18. Allocation of the Promotional Mix<br />Contact Frequency<br />Mode of Contact<br />Intensity of Contact<br />Geographic Concentration<br />Innovation Rate<br />New and Repeat Buyer<br />Buying Decision<br />After Service<br />
  19. 19. Consumer Information Processing<br />The Mind’s Machinery<br />
  20. 20. A Communications Dilemma<br />Consumers overloaded with information<br />exposed to 300 ads per day, over 100,000 per year<br />Besides that, they probably don’t care very much in the first place<br />So how do you communicate with overloaded, uninvolved consumers?<br />
  21. 21. The Agenda<br /><ul><li>Explore the route marketing messages must travel to register in the consumer’s mind
  22. 22. Note the cognitive obstacles that stand in the way
  23. 23. Discuss the cognitive structures that give meaning to brands</li></li></ul><li>Stimulus - Response Models<br /><ul><li>The mind is a “black box”
  24. 24. what happens inside is irrelevant
  25. 25. S - R models would account for consumer response to database marketing efforts
  26. 26. mailing is stimulus
  27. 27. buying is response
  28. 28. inducement is reinforcement</li></li></ul><li>The Psychology of Conditioning<br /><ul><li>Classical conditioning theorists
  29. 29. Pavlov
  30. 30. Watson
  31. 31. Skinner and operant conditioning</li></li></ul><li>Brands<br /><ul><li>Brands are concepts inside the consumer’s mind
  32. 32. How are they created?</li></li></ul><li>S - O - R Models<br /><ul><li>Cognitive models seek to understand what goes on “inside the black box”
  33. 33. Guiding analogy for information processing psychology is the computer</li></li></ul><li>The Computer Analogy<br /><ul><li>Many similarities between computer and consumer information processing
  34. 34. input/output devices
  35. 35. processing unit
  36. 36. memory
  37. 37. Development of cognitive science, AI</li></li></ul><li>Elements of Memory<br />Long<br />Short-term<br />Sensory<br />Term<br />Memory<br />Stimuli<br />Register<br />Memory<br />(STM)<br />(LTM)<br />
  38. 38. Selective Perception<br /><ul><li>Selective exposure
  39. 39. Selective attention
  40. 40. “Slippage” a serious problem</li></li></ul><li>Long-term Memory<br /><ul><li>Unlimited capacity
  41. 41. Permanent store of information
  42. 42. A structure of nodes (or concepts) and linkages</li>