0
 
Advertising
5 M of Advtg.  MISSION Objective MONEY  Factors: Stage in PLC Mkt. Share Clutter  Frequency  Substitutability  MESSAGE Gen...
Media Selection <ul><li>It involves finding the most cost-effective media to deliver the desired number of exposures to th...
Media and its effectiveness <ul><li>Evaluation Metrics </li></ul><ul><ul><li>Communications Metrics </li></ul></ul><ul><ul...
Choosing among major Media Types <ul><ul><li>Media types – & its evaluation  </li></ul></ul><ul><ul><li>Variables to consi...
Media Vehicle <ul><ul><li>Audience size </li></ul></ul><ul><ul><ul><li>Circulation  </li></ul></ul></ul><ul><ul><ul><li>Au...
<ul><li>Customer Metrics </li></ul><ul><ul><ul><li>Exposures </li></ul></ul></ul><ul><ul><ul><li>Reception (Attention, Und...
Media timings  <ul><li>Macro scheduling  </li></ul><ul><ul><ul><li>Factors to consider </li></ul></ul></ul><ul><ul><ul><ul...
Budget Allocation <ul><li>Space  </li></ul><ul><ul><li>National buys </li></ul></ul><ul><ul><li>Spot buys  </li></ul></ul>...
Advertising Effectiveness
Communication Effect Research <ul><li>Copy testing  </li></ul><ul><ul><li>Pre-testing  </li></ul></ul><ul><ul><ul><li>Dire...
Sales Effect Research
Sales Promotion
Points to covered <ul><li>What is sales promotion? </li></ul><ul><li>Importance of SP </li></ul><ul><li>Purpose of Sales P...
What is sales promotion? <ul><li>It consists of a diverse collection of incentive tools, mostly short-term, designed to st...
ADVERTISING SALESMANSHIP SALES PROMOTION
Importance of SP <ul><li>Synergy effect  </li></ul><ul><li>An immediate reaction </li></ul><ul><ul><li>Consumers  </li></u...
Purpose of Sales Promotion <ul><li>To call attention to new products and product improvement </li></ul><ul><li>Informing b...
Major decisions
Establishing objectives  <ul><li>Consumers </li></ul><ul><li>Retailers  </li></ul><ul><li>Sales force  </li></ul>
Select the tools  <ul><li>Consumer promotion tools </li></ul><ul><ul><li>Factors to consider </li></ul></ul><ul><ul><ul><l...
Develop the program <ul><li>Factors to consider </li></ul><ul><ul><li>Size of incentive </li></ul></ul><ul><ul><li>Conditi...
Pretest the program
Implement & control <ul><li>Lead time </li></ul><ul><li>Sell-in time </li></ul>
Evaluate the results <ul><li>Sales data </li></ul><ul><li>Consumer survey </li></ul><ul><li>Experiment  </li></ul>
Impact of Sales Promotion <ul><li>Psychological/Attitudinal Impacts: Individual Level </li></ul><ul><ul><li>Draws Attentio...
Evaluation of SP
Strengths of SP <ul><ul><li>Stimulate +ve attitude  </li></ul></ul><ul><ul><li>Extra incentive  </li></ul></ul><ul><ul><li...
Limitations of SP <ul><li>short-term  </li></ul><ul><li>can't build brand loyalty  </li></ul><ul><li>Supplementary device ...
Publicity & PR
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....
What is it? <ul><li>Public  </li></ul><ul><li>Functions of PR Department  </li></ul><ul><ul><li>Press relations  </li></ul...
Role of Marketing PR <ul><li>Assisting in launching new products  </li></ul><ul><li>Assisting in repositioning a mature pr...
Major decisions in mktg. PR <ul><li>Establishing the marketing objectives </li></ul><ul><li>Choosing messages and vehicles...
Personal Selling /  Managing Sales Force
Points to be covered  <ul><li>What is it? </li></ul><ul><li>Designing the sales force  </li></ul><ul><li>Managing sales fo...
What is it?
Designing the sales force
Sales force objectives and strategy  <ul><li>Task to perform  </li></ul><ul><ul><li>Prospecting , Targeting, Communicating...
Sales force structure <ul><li>Territorial  </li></ul><ul><li>Product  </li></ul><ul><li>Market  </li></ul><ul><li>Complex ...
Sales force size <ul><li>Work load approach  </li></ul><ul><ul><li>Group customers as per annual sales volume </li></ul></...
Sales force compensation  <ul><li>Level of compensation </li></ul><ul><li>Components of plans </li></ul><ul><ul><li>Fixed ...
Managing Sales Force
Recruiting & Selecting SR
Training SR
Supervising SR
Motivating SR
Evaluating SR
Principles of Personal Selling <ul><li>Professionalism  </li></ul>
Steps in effective Selling  <ul><li>Prospecting & Qualifying </li></ul><ul><li>Pre-approach  </li></ul><ul><li>Approach  <...
<ul><li>Negotiation  </li></ul><ul><ul><li>When to negotiate  </li></ul></ul><ul><ul><li>Formulating a negotiating strateg...
[email_address] Thank you for your proper response and support! For further information contact:  +91-9427913540 [email_ad...
Upcoming SlideShare
Loading in...5
×

Advertising & salespromotion

1,777

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,777
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
78
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Advertising & salespromotion"

  1. 2. Advertising
  2. 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
  3. 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>
  4. 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>
  5. 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>
  6. 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>
  7. 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>
  8. 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>
  9. 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>
  10. 11. Advertising Effectiveness
  11. 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>
  12. 13. Sales Effect Research
  13. 14. Sales Promotion
  14. 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>
  15. 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>
  16. 17. ADVERTISING SALESMANSHIP SALES PROMOTION
  17. 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>
  18. 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>
  19. 20. Major decisions
  20. 21. Establishing objectives <ul><li>Consumers </li></ul><ul><li>Retailers </li></ul><ul><li>Sales force </li></ul>
  21. 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>
  22. 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>
  23. 24. Pretest the program
  24. 25. Implement & control <ul><li>Lead time </li></ul><ul><li>Sell-in time </li></ul>
  25. 26. Evaluate the results <ul><li>Sales data </li></ul><ul><li>Consumer survey </li></ul><ul><li>Experiment </li></ul>
  26. 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>
  27. 28. Evaluation of SP
  28. 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>
  29. 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>
  30. 31. Publicity & PR
  31. 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>
  32. 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>
  33. 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>
  34. 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>
  35. 36. Personal Selling / Managing Sales Force
  36. 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>
  37. 38. What is it?
  38. 39. Designing the sales force
  39. 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>
  40. 41. Sales force structure <ul><li>Territorial </li></ul><ul><li>Product </li></ul><ul><li>Market </li></ul><ul><li>Complex </li></ul>
  41. 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>
  42. 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>
  43. 44. Managing Sales Force
  44. 45. Recruiting & Selecting SR
  45. 46. Training SR
  46. 47. Supervising SR
  47. 48. Motivating SR
  48. 49. Evaluating SR
  49. 50. Principles of Personal Selling <ul><li>Professionalism </li></ul>
  50. 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>
  51. 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>
  52. 53. [email_address] Thank you for your proper response and support! For further information contact: +91-9427913540 [email_address] From : Parakhiya Vasant
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×