IMC

1. 5
Developing, Monitoring,
evaluation and control
of IMC programs

2. Sales Promotion
A direct inducement that offers
an extra value or incentive for
the product to the sales force,
distributors, or ultimate consumer
with the primary objective of
creating an immediate sale
16-3

3. Sales Promotion Vehicles
Samples
Coupons
Premiums
Contests/sweepstakes
Refunds/rebates
Bonus Packs
Price-off deals
Frequency programs
Cooperative advertising
Trade allowances
Sales training programs
Contests, incentives
POP displays
Trade shows
Consumer-Oriented Trade-Oriented
Event marketing
16-5
PayTM

4. Objectives of Consumer-Oriented Promotions
Increase
consumption of an
established brand
Target a
specific segment
Enhance IMC
efforts and build
brand equity
Defend (maintain)
current customers
Obtain trial
and purchase
16-9

5. Targeting Specific Consumers
16-10

6. Sampling
The products
are of
relatively low
unit value
The product
can be broken
into a small
piece or size
that reflects
the full
features and
benefits
The purchase
cycle is
relatively
short
Sampling Works Best When
16-11

7. “Free Fryday” Promotion
16-12

8. Sampling Methods
Door-to-door
Direct mail
In-store
On package
Events
Newspaper/magazine insert
Other methods
Methods
16-13

9. Sampling @ Big Bazaar
16-14

10. Couponing
The
oldest and
most widely
used
sales
promotion
tool
85% of
consumers
use
coupons;
21% use
them
regularly
16-15

11. Coupons are Available Electronically
16-16

12. Premiums
An offer of an item, merchandise, or
service, free or at a low cost, that is
an extra incentive for customers
Types of Premiums
Free:
Only requires purchase
of the product
Self-liquidating:
consumer required to
pay some or all of the
cost of the premium
16-18
AIM CCD promo

13. Corn Flakes Premium Offer
16-19

14. Premiums
16-20

15. Contests and Sweepstakes
Sweepstakes
Contest
Promotion where winners are
determined purely by chance
Winners chosen by random selection from
pool of entries or generation of a number
to match those held by game entrants
Consumers compete for prizes or money
on the basis of skills or ability
Winners determined by judging entries
or ascertaining which entry is closest
to predetermined criteria
16-21

16. CONTEST

17. Contests
17-23

18. Lays

19. SWEEPSTAKES

20. Trade Oriented Promotions
Maintain support for
established brands
Encourage display of
products
Build retail inventories
Obtain distribution for new
products
Objectives
?
16-26

21. Types of Trade Oriented Promotions
Buying
Promotional
Slotting
POP displays
Sales training
Trade shows
Contests and incentives
Trade allowances
Co-op Advertising
Types
16-27
Santoor wholesale

22. 5B
Public Relations, Publicity, and
Corporate Advertising

23. Public Relations Defined
A management function
And identifies the policies and procedures
Of an organization with the public interest
And executes a program of action (& communication)
To earn public understanding and acceptance
Which evaluates public attitudes
17-29

24. General Mills Capitalizes on News
17-31

25. A Response to Negative News
17-32

26. Marketing Public Relations Functions
Build market excitement before media ads break
Create ad news where there is no product news
Introduce a product with little or no advertising
Provide a value-added customer service
Build brand-to-customer bonds
Influence the influentials
Improve ROI
Defend products at risk, give consumers reason to buy
17-33

27. Corporate Advertising
An extension of the PR
function
Promotes the organization
Does not promote a specific
product or service
Image
enhancement
Assuming a
position on an
issue or cause
Seeks
involvement
17-37

28. Employee Recruitment by INFOSYS
17-39

29. Event Sponsorship
Sporting
Events
Music,
Entertainment
Causes Festivals
Cultural Events Arts
Corporate Sponsor
17-40

30. Advocacy/Public Awareness Advertising
Propagating ideas and
elucidating controversial social
issues of public importance in a
manner that supports the
interests of the sponsor
17-41

31. Cause Related Marketing
A form of marketing whereby
companies link with charities
or nonprofit organizations as
contributing sponsors
17-43

32. Cause Related Marketing
17-44

34. BB 6 Pack

35. MEASURING AD
EFFECTIVENESS

36. Test Points
3.Finished art or
commercial pretesting
1.Concept Testing
2.Rough Testing
4.Market testing
(posttesting)
Occurs at
Various Stages
18-50

37. Posttests of Broadcast Commercials
Test marketing
Day after recall
tests
Persuasive
measures
Diagnostics
Comprehensive
measures
Single-source
tracking
Tracking
studies
Testing
18-51

38. END OF TEST MATCH