Recommended
Recommended
More Related Content
What's hot
What's hot (13)
Similar to Promotion mix
Similar to Promotion mix (20)
Recently uploaded
Recently uploaded (20)
Promotion mix
- 1. Advertising and Sales Promotion Prepared by P.NEELIMA Assistant Professor Avinash Degree College Hyderabad, Kukatpally
- 3. Learning Objectives • To know the importance of marketing communication • To study the various tools of marketing communication • To analyze how different promotional tools can be wisely chosen in regards to the changing trends • To develop new ideas on how to commute to a larger prospects effectively
- 4. MARKETING • Study and management of exchange relations • Business process of creating relationships • Process through which goods and services move from concept to the consumer
- 5. Identify the Brand / Product name The taste of India The complete Man Tyres with Muscles Khayal apka Connecting India Taste bhi Health bhi Bleed Blue No one can eat just one Dimag ki batti jalade Bajate Raho Dobara mat poochna Jiyo sar uthake
- 6. Promotion or Marketing Communication Mix • Includes a variety of communication activities to educate customers, increase awareness, increase demand, build brand value and recognition and provide differentiation. • Firms attempt to inform, persuade and remind consumers directly or indirectly about the products and brands they sell.
- 7. Tools of marketing communication and their characteristics Pervasiveness , amplified expressiveness, control Ability to be attention getting, Incentive, Invitation Relevant, engaging, implicit High credibility, ability to reach hard to find buyers, dramatization
- 8. Rich, Interactive, Up to date Timely, Influential, Pervasive Personal, Proactive, Complementary Customized, relationship oriented, response Oriented
- 9. Various tools of marketing communication mix
- 10. Carefully integrating and coordinating the company’s many communication channels to deliver a clear, consistent, and compelling message about the organization and its products
- 12. Developing effective Communication • Identify the target audience – potential buyers, existing users, influencers, general public etc. • Set the communications objective - a. Establish need for category b. Build brand awareness c. Build brand attitude d. Influence brand purchase intention • Design the Communications – a. Message Strategy b. Creative strategy – Informational appeal or Transformational appeal • Select the Communication Channels – a. Personal Channels b. Non- Personal Channels • Establish the total Marketing Communications Budget • Selecting the marketing Communications Mix • Measuring Communication Results.
- 13. Factors in setting the marketing Communication Mix 1. Type of Product Market a. Consumer Market (B2C) – Sales Promotion and Advertisement b. Business Market (B2B) – Personal Selling 2. Buyer Readiness stage a. Awareness stage – Advertisement and Personal selling b. Conviction stage – Personal Selling c. Closing – Personal Selling and sales promotion d. Reordering – Personal selling, Sales Promotion and Reminder Advertising Online activities at any stage
Editor's Notes
- Introducion to marketing Briefly describing the importance of marketing and its elements
- Conduct a quiz round by showing the taglines and logos one by one and let the students identify the brand. By this round they can get to know how these taglines and logos have an impact on their minds as a result of effective marketing communication
- Asking the students to identify which form of promotional tool it is by showing this pictures and then explaining each one in detail Advertisement- any paid form of non personal presentation and promotion of ideas, goods or services Sales Promotion – short term incentives to encourage the purchase or sale of a product or service. Events and Experiences- sponsoring an event or creating experiences of joy and fun to customers in form of art, sports, for any cause etc Public Relations and Publicity-building up a good corporate image in the society
- 5. Online and Socila Media marketing – marketing on internet through social media story telling,online contests etc 6. Mobile Marketing- sending text messages or by calling the customer 7. Direct and database Marketing – through email 8. Personal selling – one to one interaction with customers
- First asking the students to read the article and give their view. Then making them understand how the trends and customer interests changed by giving examples. Consumers Then – relying on marketer supplied information Cell phones and TV sets No control over the nature and timing of message they choose to send and receive Consumers NOW- Using technology to seek out information Exchange brand related information Satellite telivision, social networks Full control over the messages they send and receive Finally making them to understand the importance of IMC(Integrated Marketing Communications)
- For Example: Sender – Any corporate/Manufacturer Encoding – Ad agency puts the thought into symbolic form(words, sounds, illustrations in form of Advertisement) Message – the actual Ad Media- television programs / social media/ Radio/ text message etc Decoding – consumer watches the ad and interprets the words and images Receiver – the consumer receives the message shown in the Ad Feedback – Receivers response (remembers, praises the ad, hums the tagline etc) Noise – consumer getting distracted from the actual message Here we can show an Advertisement of any product or service and taking a small test of what the students understood or remembered from the AD. If they are able to convey the actual message then the communication process is complete otherwise we should ask them to identify the distraction.