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Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
Advertising & salespromotion
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Advertising & salespromotion

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  • 1.  
  • 2. Advertising
  • 3. 5 M of Advtg. MISSION Objective MONEY Factors: Stage in PLC Mkt. Share Clutter Frequency Substitutability MESSAGE Generation Evaluation & Selection Execution SR Review MEDIA R, F & I Types Vehicle Timing Allocation MEASUREMENT Comm impact Sales impact
  • 4. Media Selection <ul><li>It involves finding the most cost-effective media to deliver the desired number of exposures to the target audience. </li></ul>
  • 5. Media and its effectiveness <ul><li>Evaluation Metrics </li></ul><ul><ul><li>Communications Metrics </li></ul></ul><ul><ul><ul><li>Reach </li></ul></ul></ul><ul><ul><ul><li>Frequency </li></ul></ul></ul><ul><ul><ul><li>Impact </li></ul></ul></ul><ul><ul><ul><li>Gross Rating Points </li></ul></ul></ul><ul><ul><ul><li>(total number of exposures) : R x F </li></ul></ul></ul><ul><ul><ul><li>Weighted number of exposures : (R * F * I) </li></ul></ul></ul><ul><ul><ul><li>CPK (cost per thousand) </li></ul></ul></ul>
  • 6. Choosing among major Media Types <ul><ul><li>Media types – & its evaluation </li></ul></ul><ul><ul><li>Variables to consider </li></ul></ul><ul><ul><ul><li>Target audience media habits </li></ul></ul></ul><ul><ul><ul><li>Product </li></ul></ul></ul><ul><ul><ul><li>Message </li></ul></ul></ul><ul><ul><ul><li>Cost </li></ul></ul></ul>
  • 7. Media Vehicle <ul><ul><li>Audience size </li></ul></ul><ul><ul><ul><li>Circulation </li></ul></ul></ul><ul><ul><ul><li>Audience </li></ul></ul></ul><ul><ul><ul><li>Effective audience </li></ul></ul></ul><ul><ul><ul><li>Effective ad-exposed audience </li></ul></ul></ul><ul><ul><li>Composition </li></ul></ul><ul><ul><li>Media Cost </li></ul></ul>
  • 8. <ul><li>Customer Metrics </li></ul><ul><ul><ul><li>Exposures </li></ul></ul></ul><ul><ul><ul><li>Reception (Attention, Understanding) </li></ul></ul></ul><ul><ul><ul><li>Awareness (“Product” Spontaneous Recall, Recognition) </li></ul></ul></ul><ul><ul><ul><li>Acceptance (Attitudes) </li></ul></ul></ul><ul><ul><ul><li>Retention (Recall, Recognition) </li></ul></ul></ul><ul><ul><ul><li>Behavior (Trial, Repeat Sales) </li></ul></ul></ul>
  • 9. Media timings <ul><li>Macro scheduling </li></ul><ul><ul><ul><li>Factors to consider </li></ul></ul></ul><ul><ul><ul><ul><li>Carryover effect </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Habitual behaviour </li></ul></ul></ul></ul><ul><li>Micro Scheduling </li></ul><ul><ul><ul><li>factors to consider </li></ul></ul></ul><ul><ul><ul><ul><li>Buyer turnover </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Purchase frequency </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Forgetting rate </li></ul></ul></ul></ul><ul><li>New Product </li></ul><ul><ul><li>Continuity / Concentration / Flighting / Pulsing </li></ul></ul>
  • 10. Budget Allocation <ul><li>Space </li></ul><ul><ul><li>National buys </li></ul></ul><ul><ul><li>Spot buys </li></ul></ul><ul><ul><ul><li>Areas of Dominant Influence </li></ul></ul></ul><ul><li>Time </li></ul>
  • 11. Advertising Effectiveness
  • 12. Communication Effect Research <ul><li>Copy testing </li></ul><ul><ul><li>Pre-testing </li></ul></ul><ul><ul><ul><li>Direct Rating Method </li></ul></ul></ul><ul><ul><ul><ul><li>Attention, Read-thru, Cognitive, Affective, Behaviour </li></ul></ul></ul></ul><ul><ul><ul><li>Portfolio tests </li></ul></ul></ul><ul><ul><ul><li>Laboratory tests </li></ul></ul></ul><ul><ul><li>Post-testing </li></ul></ul>
  • 13. Sales Effect Research
  • 14. Sales Promotion
  • 15. Points to covered <ul><li>What is sales promotion? </li></ul><ul><li>Importance of SP </li></ul><ul><li>Purpose of Sales Promotion </li></ul><ul><li>Major decisions </li></ul><ul><ul><li>Establishing objectives </li></ul></ul><ul><ul><li>Select the tools </li></ul></ul><ul><ul><li>Develop the program </li></ul></ul><ul><ul><li>Pretest the program </li></ul></ul><ul><ul><li>Implement & control </li></ul></ul><ul><ul><li>Evaluate the results </li></ul></ul><ul><li>Impact of SP </li></ul><ul><li>Evaluation of SP </li></ul>
  • 16. What is sales promotion? <ul><li>It consists of a diverse collection of incentive tools, mostly short-term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. </li></ul>
  • 17. ADVERTISING SALESMANSHIP SALES PROMOTION
  • 18. Importance of SP <ul><li>Synergy effect </li></ul><ul><li>An immediate reaction </li></ul><ul><ul><li>Consumers </li></ul></ul><ul><ul><li>Dealers </li></ul></ul><ul><ul><li>Firm’s sales persons </li></ul></ul><ul><li>To accelerate sales </li></ul>
  • 19. Purpose of Sales Promotion <ul><li>To call attention to new products and product improvement </li></ul><ul><li>Informing buyers of new brand and new package </li></ul><ul><li>Improving market share </li></ul><ul><li>Increasing usage rate by present customers </li></ul><ul><li>Maintaining brand loyalty </li></ul><ul><li>Obtaining dealer outlets </li></ul><ul><li>Securing additional shelf-space </li></ul><ul><li>Creating talking points for salespersons </li></ul><ul><li>Meeting competition </li></ul>
  • 20. Major decisions
  • 21. Establishing objectives <ul><li>Consumers </li></ul><ul><li>Retailers </li></ul><ul><li>Sales force </li></ul>
  • 22. Select the tools <ul><li>Consumer promotion tools </li></ul><ul><ul><li>Factors to consider </li></ul></ul><ul><ul><ul><li>Type of market </li></ul></ul></ul><ul><ul><ul><li>SP Objective </li></ul></ul></ul><ul><ul><ul><li>Competitive condition’ </li></ul></ul></ul><ul><ul><ul><li>Cost – effectiveness of each tool </li></ul></ul></ul><ul><li>Trade-promotion tools </li></ul><ul><ul><li>Reasons </li></ul></ul><ul><ul><li>Challenges faced </li></ul></ul><ul><li>Sales force promotion tools </li></ul>
  • 23. Develop the program <ul><li>Factors to consider </li></ul><ul><ul><li>Size of incentive </li></ul></ul><ul><ul><li>Conditions for participation </li></ul></ul><ul><ul><li>Duration of promotion </li></ul></ul><ul><ul><li>Distribution vehicle </li></ul></ul><ul><ul><li>Timing of promotion </li></ul></ul><ul><ul><li>Total SP budget </li></ul></ul>
  • 24. Pretest the program
  • 25. Implement & control <ul><li>Lead time </li></ul><ul><li>Sell-in time </li></ul>
  • 26. Evaluate the results <ul><li>Sales data </li></ul><ul><li>Consumer survey </li></ul><ul><li>Experiment </li></ul>
  • 27. Impact of Sales Promotion <ul><li>Psychological/Attitudinal Impacts: Individual Level </li></ul><ul><ul><li>Draws Attention/Creates “Excitement” </li></ul></ul><ul><ul><li>Communicates Value </li></ul></ul><ul><ul><li>Conveys Urgency </li></ul></ul><ul><ul><li>Alters Reference Price? </li></ul></ul><ul><li>Behavioral Impacts: The Market Level </li></ul><ul><ul><li>Category Expansion </li></ul></ul><ul><ul><li>Brand Switching </li></ul></ul><ul><ul><li>Purchase Acceleration </li></ul></ul><ul><ul><li>Stockpiling </li></ul></ul>
  • 28. Evaluation of SP
  • 29. Strengths of SP <ul><ul><li>Stimulate +ve attitude </li></ul></ul><ul><ul><li>Extra incentive </li></ul></ul><ul><ul><li>Direct inducement </li></ul></ul><ul><ul><li>Flexibility in PLC </li></ul></ul>
  • 30. Limitations of SP <ul><li>short-term </li></ul><ul><li>can't build brand loyalty </li></ul><ul><li>Supplementary device </li></ul><ul><li>Non-recurring in its use </li></ul><ul><li>Too many affects brand image </li></ul><ul><li>Low status by ad agencies </li></ul>
  • 31. Publicity & PR
  • 32. Points to be covered <ul><li>What is it? </li></ul><ul><li>Role of Marketing PR </li></ul><ul><li>Major decisions in mktg. PR </li></ul><ul><ul><li>Establishing the marketing objectives </li></ul></ul><ul><ul><li>Choosing messages and vehicles </li></ul></ul><ul><ul><li>Implementing the plan </li></ul></ul><ul><ul><li>Evaluating results </li></ul></ul>
  • 33. What is it? <ul><li>Public </li></ul><ul><li>Functions of PR Department </li></ul><ul><ul><li>Press relations </li></ul></ul><ul><ul><li>Product publicity </li></ul></ul><ul><ul><li>Corporate communication </li></ul></ul><ul><ul><li>Lobbying </li></ul></ul><ul><ul><li>Counseling </li></ul></ul>
  • 34. Role of Marketing PR <ul><li>Assisting in launching new products </li></ul><ul><li>Assisting in repositioning a mature product </li></ul><ul><li>Building interest in product category </li></ul><ul><li>Influencing in specific target groups </li></ul><ul><li>Defending products that have encountered public problems </li></ul><ul><li>Building the corporate image </li></ul>
  • 35. Major decisions in mktg. PR <ul><li>Establishing the marketing objectives </li></ul><ul><li>Choosing messages and vehicles </li></ul><ul><li>Implementing the plan </li></ul><ul><li>Evaluating results </li></ul><ul><ul><li>Number of exposures </li></ul></ul><ul><ul><li>Awareness / Attitude change </li></ul></ul><ul><ul><li>Contribution to sales & profits </li></ul></ul>
  • 36. Personal Selling / Managing Sales Force
  • 37. Points to be covered <ul><li>What is it? </li></ul><ul><li>Designing the sales force </li></ul><ul><li>Managing sales force </li></ul><ul><li>Principles of Personal Selling </li></ul><ul><li>Features of Personal Selling </li></ul><ul><li>Types of Salesperson </li></ul>
  • 38. What is it?
  • 39. Designing the sales force
  • 40. Sales force objectives and strategy <ul><li>Task to perform </li></ul><ul><ul><li>Prospecting , Targeting, Communicating, </li></ul></ul><ul><ul><li>Selling, Servicing, Information gathering, </li></ul></ul><ul><ul><li>Allocating </li></ul></ul><ul><li>Ways </li></ul><ul><ul><li>One to one, one to many </li></ul></ul><ul><ul><li>Many to many </li></ul></ul><ul><ul><li>Conference selling </li></ul></ul><ul><ul><li>Seminar selling </li></ul></ul><ul><li>Sales force </li></ul><ul><ul><li>Direct sales force </li></ul></ul><ul><ul><li>Contractual sales force </li></ul></ul>
  • 41. Sales force structure <ul><li>Territorial </li></ul><ul><li>Product </li></ul><ul><li>Market </li></ul><ul><li>Complex </li></ul>
  • 42. Sales force size <ul><li>Work load approach </li></ul><ul><ul><li>Group customers as per annual sales volume </li></ul></ul><ul><ul><li>Desirable call frequency for each class </li></ul></ul><ul><ul><li>Total workload per year per class </li></ul></ul><ul><ul><li>Average number of calls by each salesperson </li></ul></ul><ul><ul><li>Number of salesperson required </li></ul></ul>
  • 43. Sales force compensation <ul><li>Level of compensation </li></ul><ul><li>Components of plans </li></ul><ul><ul><li>Fixed amount </li></ul></ul><ul><ul><li>Variable amount </li></ul></ul><ul><ul><li>Expense allowance </li></ul></ul><ul><ul><li>Benefits </li></ul></ul><ul><li>Compensation plans </li></ul><ul><ul><li>Straight salary </li></ul></ul><ul><ul><li>Straight commission </li></ul></ul><ul><ul><li>Salary + commission </li></ul></ul>
  • 44. Managing Sales Force
  • 45. Recruiting & Selecting SR
  • 46. Training SR
  • 47. Supervising SR
  • 48. Motivating SR
  • 49. Evaluating SR
  • 50. Principles of Personal Selling <ul><li>Professionalism </li></ul>
  • 51. Steps in effective Selling <ul><li>Prospecting & Qualifying </li></ul><ul><li>Pre-approach </li></ul><ul><li>Approach </li></ul><ul><li>Presentation & Demonstration </li></ul><ul><li>Overcoming objections </li></ul><ul><li>Closing </li></ul><ul><li>Follow up and maintenance </li></ul>
  • 52. <ul><li>Negotiation </li></ul><ul><ul><li>When to negotiate </li></ul></ul><ul><ul><li>Formulating a negotiating strategy </li></ul></ul><ul><li>Relationship marketing </li></ul>
  • 53. [email_address] Thank you for your proper response and support! For further information contact: +91-9427913540 [email_address] From : Parakhiya Vasant

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