For MBA Marketing Trainees.....

1. Advertising and Sales Promotion Strategy By: Er. Sood

2. Advertising Personal Selling The Marketing Communications Mix By: Er. Sood Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Sales Promotion Short-term Incentives to Encourage Trial or Purchase. Public Relations Direct Marketing Direct Communications With Individuals to Obtain an Immediate Response. Protect and/or Promote Company’s Image/products. Personal Presentations.

7. Channels of Sales Promotions MANUFACTURER By: Er. Sood RETAILER Trade Promotions CONSUMER Consumer Promotions Push Push Pull Retail Promotions

8. Consumer Promotion -- PULL Consumer-Promotion Objectives Consumer-Promotion Tools Point-of-Purchase Displays Premiums Price Packs Cash Refunds Coupons Samples Games Sweepstakes Contests Advertising Specialties Entice Consumers to Try a New Product Lure Customers Away From Competitors’ Products Get Consumers to “Load Up’ on a Mature Product Hold & Reward Loyal Customers Consumer Relationship Building Patronage Rewards By: Er. Sood

9. Trade-Promotion Objectives Trade-Promotion Tools Persuade Retailers or Wholesalers to Carry a Brand Give a Brand Shelf Space Promote a Brand in Advertising Push a Brand to Consumers Trade Promotions -- PUSH By: Er. Sood Specialty Advertising Items Contests Free Goods Buy-Back Guarantees Allowances Price-Offs Patronage Rewards Push Money Discounts Premiums Displays

10. Identify and analyze target market Define Advertising objectives Create advertising platform Determine advertising appropriation Evaluate advertising effectiveness Execute campaign Create advertising messages Develop Media plan By: Er. Sood

12. Start by describing with demographic data Target market of a national chain of child day-care centers: “ Female household heads aged 25 to 34 employed outside the home who have one or more children under age 6 at home and live or work within within 10 miles of a current center.” By: Er. Sood

13. But need to add life-style and psychographic profile data “ This group aspires to have both a successful career and family. These women are serious about child-rearing responsibilities and are avid readers of books and articles on the subject. They are primarily outer-directed Emulators and Achievers in terms of VALS categories. They are concerned about where and with whom they leave their children. Heir child’s “experience” is of crucial importance, while cost of the service is an important, but secondary, concern.” By: Er. Sood

14. Identify and analyze target market Define Advertising objectives Create advertising platform Determine advertising appropriation Evaluate advertising effectiveness Execute campaign Create advertising messages Develop Media plan By: Er. Sood

16. Response Hierarchy Models Communi- cations Model AIDA Model Innovation- Adoption Model Hierarchy-of- Effects Model By: Er. Sood Stages Cognitive stage Affective stage Behavior stage Awareness Trial Adoption Interest Evaluation Purchase Liking Preference Conviction Awareness Knowlege Attention Interest Desire Action Behavior Attitude Intention Exposure Reception Cognitive response

19. Identify and analyze target market Define Advertising objectives Create advertising platform Determine advertising appropriation Evaluate advertising effectiveness Execute campaign Create advertising messages Develop Media plan By: Er. Sood

20. Advertising platform A statement of the basic idea or issues to be communicated in the advertisement. A general notion of the media type (e.g., TV, radio, newspapers, etc.) By: Er. Sood

21. Identify and analyze target market Define Advertising objectives Create advertising platform Determine advertising appropriation Evaluate advertising effectiveness Execute campaign Create advertising messages Develop Media plan By: Er. Sood

22. Issues to consider in setting advertising budget Product Life Cycle Market share Competitive clutter Product Substitutability By: Er. Sood

23. Percentage-of-Sales Method Setting Promotion Budget at a Certain % of Current or Forecasted Sales Affordable Method Setting Promotion Budget at the Level the Company Thinks They Can Afford. Competitive-Parity Method Setting Promotion Budget to Match Competitors’ Outlay Objective-and-Task Method Setting Promotion Budget by Defining Objectives, Tasks & Costs. Setting Advertising Budgets By: Er. Sood

24. Identify and analyze target market Define Advertising objectives Create advertising platform Determine advertising appropriation Evaluate advertising effectiveness Execute campaign Create advertising messages Develop Media plan By: Er. Sood

25. Issues in Selecting Advertising Media Reach, Frequency, and Impact Major Media Type Options Media Habits of Target Consumers Nature of the Product Type of Message Cost Specific Media Vehicles Specific Media Within a Given Type (e.g., E.R.) Balance Media Cost Against Media Factors: Audience Quality & Attention, Editorial Quality Media Timing Scheduling of Advertising Over the Course of a Year Pattern of Ads: Continuity or Pulsing By: Er. Sood

26. Profiles of Major Media Types Newspapers Advantages: Flexibility, timeliness; good local market coverage; high believability Limitations: Short life; poor reproduction quality; small pass-along audience Television Advantages: Combines sight, sound, motion; high attention; high reach; appealing to senses Limitations: High absolute costs; high clutter; fleeting exposure; less audience selectivity Direct Mail Advantages: Audience selectivity; flexibility, no ad compe- tition within same medium; allows personalization Limitations: Relative high cost; “junk mail” image By: Er. Sood

27. Radio Advantages: Mass use; high geographic and demographic selectivity; low cost Limitations: Audio only; fleeting exposure; lower attention; fragmented audiences Magazines Advantages: High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along readership Limitations: Long ad purchase lead time; no guarantee of position Outdoor Advantages: Flexibility; high repeat exposure; low cost; low message competition Limitations: Little audience selectivity; creative limitations Profiles of Major Media Types By: Er. Sood

28. Issues in Selecting Advertising Media Reach, Frequency, and Impact Major Media Type Options Media Habits of Target Consumers Nature of the Product Type of Message Cost Specific Media Vehicles Specific Media Within a Given Type (e.g., E.R.) Balance Media Cost Against Media Factors: Audience Quality & Attention, Editorial Quality Media Timing Scheduling of Advertising Over the Course of a Year Pattern of Ads: Continuity or Pulsing By: Er. Sood

29. Issues in Selecting Advertising Media Reach, Frequency, and Impact Major Media Type Options Media Habits of Target Consumers Nature of the Product Type of Message Cost Specific Media Vehicles Specific Media Within a Given Type (e.g., E.R.) Balance Media Cost Against Media Factors: Audience Quality & Attention, Editorial Quality Media Timing Scheduling of Advertising Over the Course of a Year Pattern of Ads: Continuity or Pulsing By: Er. Sood

30. Classification of Advertising Timing Patterns By: Er. Sood Month Number of messages per month Concen- trated (1) (2) (3) Level Rising Falling Alternating (4) Continuous (8) (7) (6) (5) (9) Inter- mittent (10) (11) (12) (9)

31. Identify and analyze target market Define Advertising objectives Create advertising platform Determine advertising appropriation Evaluate advertising effectiveness Execute campaign Create advertising messages Develop Media plan By: Er. Sood

32. Factors Impacting the Receipt of a Message By: Er. Sood Selective Attention Selective Distortion Selective Retention

33. Message Source Expertise, Trustworthiness, Likeability Issues to Consider in Designing the Message Message Structure Draw Conclusions Argument Type Argument Order Message Content Rational Appeals Emotional Appeals Moral Appeals By: Er. Sood

34. Typical Message Execution Styles Spokesperson Slice of Life Scientific Evidence Lifestyle Humor Fantasy Musical Real or animated Symbol Mood or Image Comparisons Demonstration By: Er. Sood

36. Common Appeals Vanity and egotism Profit motive Fun and pleasure Health concerns Convenience Love Fear Admiration/worship Sex By: Er. Sood Common Message Appeals

37. Identify and analyze target market Define Advertising objectives Create advertising platform Determine advertising appropriation Evaluate advertising effectiveness Execute campaign Create advertising messages Develop Media plan By: Er. Sood

38. Identify and analyze target market Define Advertising objectives Create advertising platform Determine advertising appropriation Evaluate advertising effectiveness Execute campaign Create advertising messages Develop Media plan By: Er. Sood

39. Advertising Program Evaluation Advertising Evaluation By: Er. Sood Communication Effects Is the advertisement meeting the specific communication objective? Sales Effects (to the extent possible) Is the Ad Increasing Sales?