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MA NA G ING MA S S              C OMMUNIC A TION DEVELOPING   AND MANAGING ADVERTISMENT DECIDING   ON MEDIA AND MEASURI...
Ad ve rtis ingVerbal and/or    visual                Identified sponsorNonpersonal  message                    Payment   D...
Ad ve rtis ing E xp e nd itu re s
Advertising Growth in IndiaYear                      Advertising expenditure Percentage growth over                       ...
1 0 N ational Ad ve rtis e rs
The media spend of Indias leading advertisers                   in 2005 Company                             Spend in milli...
Typ e s of Ad ve rtis ingTARGET: Consumer or BusinessTYPE OF DEMAND: Primary or SelectiveMESSAGE: Product or Institutional...
Ad ve rtis ing C am p aignAdvertising Campaign       All tasks involved            in transforming a theme   into a coordi...
D e ve lop ing an Ad ve rtis ing C am p aign   Framework Advertising Campaigns Identify   the    Establish     Set  target...
D e fining O b j ctive s                          eTypicaladvertising objectives are to: Support personal selling Impro...
Bu d ge ts  Vertical                     AdvertisingCooperative                      allowanceAdvertising         Horizont...
C re ating a M e s s ageAttention                       Influence Execution                       Appeal
S e le cting M e d iaType OfMedia               Category                  Of                Medium                        ...
S e le cting M e d ia: G e ne ral F actors Objectives   of the     Ad          Audience                 Coverage      Requ...
C os t of Ad ve rtis ing
M e d iaNEWSPAPERS             DIRECT MAIL               TV RADIO                  MAGAZINES             YELLOW           ...
E valu ating th e Ad ve rtis ing E ffort                         Methods  Difficulty                         Used toOf Eva...
S ale s P rom otion Demand-stimulating devices  to supplement advertisingand facilitate personal selling     Trade        ...
D e ve lop ing S ale s P rom otion P lansDetermineObjectives    and           Determine     DirectStrategies            Bu...
M aj S ale s P rom otion D e vice s   or
E xam p le s of P rod u ct P lace m e nts
A S S IG NME NT Visita supermarket, drugstore, or hardware store,  and make a list of all the sales promotion tools you  ...
P u b lic R e lations   Management tool designed to favorably  influence attitudestoward an organization,      Its product...
Be ne fits of P u b licity Lower Costs  Increased attention          More information                  Timeliness
Lim itations of P u b licity Loss of control       Limited exposurePublicity is not free
P e rs onal S e lling       Major promotion tool    Personal communication   of information to persuade  somebody to buy s...
P e rs onal S e lling as P rom otionFlexible               Goal is                        sale   Focused            Costly...
Wh e n P e rs onal S e lling is U s e d When MARKET           When PRODUCT is concentrated:      •value is not apparent,  ...
S cop e of P e rs onal S e lling
Varie ty of S ale s Job s    Delivery Sales               Inside Order Taker MissionarySales Person         Outside Order ...
P e rs onal S e llingProfessional Sales Person         Cost of Personal Selling             Uniqueness of Sales Jobs
C h anging P atte rns in P e rs onal S e lling    Selling                     Systems    Centers                      Sell...
C h anging P atte rns in P e rs onal S e lling   Relationship     Selling                 Telemarketing             Intern...
S e lling P roce s s
R e cru itm e nt and S e le ctionDetermining Hiring Specifications  Recruiting Applicants           Matching Applicants   ...
S taffing and O p e rating a S ale s F orce
C om p e ns ating a S ale s F orce  Salary                  Commission             Combination
E valu ating a S ale s P e rs on’s         P e rform ance  Quantitative                        Qualitative
QUERIES
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Advertising

  1. 1. MA NA G ING MA S S C OMMUNIC A TION DEVELOPING AND MANAGING ADVERTISMENT DECIDING ON MEDIA AND MEASURING EFFECTIVENESS OF ADVERTISEMENT
  2. 2. Ad ve rtis ingVerbal and/or visual Identified sponsorNonpersonal message Payment Delivery By sponsor through To media media Carrying message
  3. 3. Ad ve rtis ing E xp e nd itu re s
  4. 4. Advertising Growth in IndiaYear Advertising expenditure Percentage growth over (Rs. Crores) last year2008 21,000 20.02007 17,690 22.02006 14,505 21.72005 11,915 15.12004 10,354 10.92003 9,329 --Source: “Review 2005, “Pitch, January 2006, pp.28-29; “Pitch-Madison MediaAdvertising Outlook 2006”
  5. 5. 1 0 N ational Ad ve rtis e rs
  6. 6. The media spend of Indias leading advertisers in 2005 Company Spend in millions of USD Hindustan Lever 99 Maruti Udyog (suzuki) 27 Pepsico 27 LG Electronics 25 Procter & Gamble 25 Dabur India 24Source: Group M/M&M, www.adbrands.net/in
  7. 7. Typ e s of Ad ve rtis ingTARGET: Consumer or BusinessTYPE OF DEMAND: Primary or SelectiveMESSAGE: Product or Institutional SOURCE: Commercial or Social
  8. 8. Ad ve rtis ing C am p aignAdvertising Campaign All tasks involved in transforming a theme into a coordinated advertising program to accomplish a specific goal for a product or brand Involves Several different messages Over an extended time Using a variety of media
  9. 9. D e ve lop ing an Ad ve rtis ing C am p aign Framework Advertising Campaigns Identify the Establish Set target promotional Determine promotional audience goals promotional budget theme
  10. 10. D e fining O b j ctive s eTypicaladvertising objectives are to: Support personal selling Improve dealer relations Introduce and position a new product Expand the use of a product Reposition an existing product Counteract substitution
  11. 11. Bu d ge ts Vertical AdvertisingCooperative allowanceAdvertising Horizontal Cooperative Advertising
  12. 12. C re ating a M e s s ageAttention Influence Execution Appeal
  13. 13. S e le cting M e d iaType OfMedia Category Of Medium Specific Media Vehicles
  14. 14. S e le cting M e d ia: G e ne ral F actors Objectives of the Ad Audience Coverage Requirements of the Message Time and Location Media Cost
  15. 15. C os t of Ad ve rtis ing
  16. 16. M e d iaNEWSPAPERS DIRECT MAIL TV RADIO MAGAZINES YELLOW PAGESOUT-OF-HOME INTERACTIV E
  17. 17. E valu ating th e Ad ve rtis ing E ffort Methods Difficulty Used toOf Evaluation Measure Effectiveness
  18. 18. S ale s P rom otion Demand-stimulating devices to supplement advertisingand facilitate personal selling Trade Consumer Promotions Promotions
  19. 19. D e ve lop ing S ale s P rom otion P lansDetermineObjectives and Determine DirectStrategies Budgets The Sales Select Promotion Appropriate Effort Techniques
  20. 20. M aj S ale s P rom otion D e vice s or
  21. 21. E xam p le s of P rod u ct P lace m e nts
  22. 22. A S S IG NME NT Visita supermarket, drugstore, or hardware store, and make a list of all the sales promotion tools you observe. Describe how each one relates to the sales promotion objectives discussed in the class. Which do you think are particularly effective? Why? Individual assignment Deadline: 09th November 2011.
  23. 23. P u b lic R e lations Management tool designed to favorably influence attitudestoward an organization, Its products, and its policies
  24. 24. Be ne fits of P u b licity Lower Costs Increased attention More information Timeliness
  25. 25. Lim itations of P u b licity Loss of control Limited exposurePublicity is not free
  26. 26. P e rs onal S e lling Major promotion tool Personal communication of information to persuade somebody to buy something.16,000,000 500,000 People People In sales In advertising
  27. 27. P e rs onal S e lling as P rom otionFlexible Goal is sale Focused Costly Difficult to Minimize attract quality waste people
  28. 28. Wh e n P e rs onal S e lling is U s e d When MARKET When PRODUCT is concentrated: •value is not apparent, •has high unit cost, •geographically, •is technical, •in few industries, •requires demonstration, •or in several •is fitted to customer’s need, large customers •is in introductory stage of the Product Life Cycle
  29. 29. S cop e of P e rs onal S e lling
  30. 30. Varie ty of S ale s Job s Delivery Sales Inside Order Taker MissionarySales Person Outside Order Taker Sales Engineer Consultative Sales Person
  31. 31. P e rs onal S e llingProfessional Sales Person Cost of Personal Selling Uniqueness of Sales Jobs
  32. 32. C h anging P atte rns in P e rs onal S e lling Selling Systems Centers Selling Global Sales Teams
  33. 33. C h anging P atte rns in P e rs onal S e lling Relationship Selling Telemarketing Internet Automation Selling
  34. 34. S e lling P roce s s
  35. 35. R e cru itm e nt and S e le ctionDetermining Hiring Specifications Recruiting Applicants Matching Applicants with Hiring Specifications
  36. 36. S taffing and O p e rating a S ale s F orce
  37. 37. C om p e ns ating a S ale s F orce Salary Commission Combination
  38. 38. E valu ating a S ale s P e rs on’s P e rform ance Quantitative Qualitative
  39. 39. QUERIES

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