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Advertising unit 4
 

Advertising unit 4

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  • Diagram scanned-profiles of major media types
  • Major tools in marketing PR

Advertising unit 4 Advertising unit 4 Presentation Transcript

  • Advertising Any paid form of non-personal presentation & promotion of ideas, goods or services by identified sponsors
  • Mission Advertising goal Money Stage in PLC Market share & consumer base Competition & clutter Media Major Types Reach Frequency Impact Message Message generation Message evaluation Message execution Measurement Sales Impact Communication Five Ms of Advertising
  • Advertising Goal- Specific communications task & achievement level Reinforcement Informative Reminder Persuasive
  • Advertising Budget
    • Stage in product life cycle
    • Market share & consumer base
    • Competition & clutter
    • Advertising frequency
    • Product substitutability
  • Advertising campaign Message strategy- positioning of ad Creative strategy- how ad express Advertising Medium
  • Measuring Effectiveness
    • Reach
      • No. of different persons or households exposed to particular media at specified time
    • Frequency
      • No. of times average person is exposed to message
    • Impact
      • Qualitative value of an exposure thru a given medium
  • Major Media Types
    • Sales Promotion
    • Consists of a collection of incentive tools , mostly short term , designed to stimulate quicker or greater purchase of particular products or services
    • Objectives
    • Attract new triers
    • Reward loyal customers
    • Increase repurchase rates
    • Often attract brand switchers
    Consumers enjoy satisfaction being smart shoppers
  • Public relations
    • Public
      • Any group that has actual or potential interest in company
    • PR
      • Variety of programs designed to promote or protect co. image
    • Functions
    • Press Relations
    • Product Publicity
    • Corporate communications
    • Lobbying
    • Counseling
    • Role
    • Assisting in launch new product
    • Assisting in repositioning mature product
    • Building interest in product category
    • Influencing target group
    • Defending public problems
    • Building corporate image
  • Major tools in marketing PR
  • Personal Selling Prospecting & Qualifying Pre-approach Approach Presentation & Demonstration Overcoming objections Closing Follow up & maintenance Major steps in Effective selling