Advertising & salespromotion
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Advertising & salespromotion

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Advertising & salespromotion Advertising & salespromotion Presentation Transcript

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