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Managing Mass Communication - Advertising

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Advertising
Managing Mass Communication
Advertising Expenditures
Advertising Growth in India
Advertising Campaign
Developing an Advertising Campaign
Media
Sales Promotion
Personal Selling as Promotion

Published in: Marketing, Business
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Managing Mass Communication - Advertising

  1. 1. MANAGING MASS COMMUNICATION  DEVELOPING AND MANAGING ADVERTISMENT  DECIDING ON MEDIA AND  MEASURING EFFECTIVENESS OF ADVERTISEMENT
  2. 2. Advertising Verbal and/or visual Nonpersonal message Delivery through media Identified sponsor Payment By sponsor To media Carrying message
  3. 3. Advertising Expenditures
  4. 4. Year Advertising expenditure (Rs. Crores) Percentage growth over last year 2008 21,000 20.0 2007 17,690 22.0 2006 14,505 21.7 2005 11,915 15.1 2004 10,354 10.9 2003 9,329 -- Advertising Growth in India Source: “Review 2005, “Pitch, January 2006, pp.28-29; “Pitch-Madison Media Advertising Outlook 2006”
  5. 5. 10 National Advertisers
  6. 6. Company Spend in millions of USD Hindustan Lever 99 Maruti Udyog (suzuki) 27 Pepsico 27 LG Electronics 25 Procter & Gamble 25 Dabur India 24 The media spend of India's leading advertisers in 2005 Source: Group M/M&M, www.adbrands.net/in
  7. 7. Types of Advertising TARGET: Consumer or BusinessTARGET: Consumer or Business TYPE OF DEMAND: Primary or SelectiveTYPE OF DEMAND: Primary or Selective MESSAGE: Product or InstitutionalMESSAGE: Product or Institutional SOURCE: Commercial or SocialSOURCE: Commercial or Social
  8. 8. Advertising Campaign All tasks involved in transforming a theme into a coordinated advertising program to accomplish a specific goal for a product or brand All tasks involved in transforming a theme into a coordinated advertising program to accomplish a specific goal for a product or brand Several different messages Over an extended time Using a variety of media Several different messages Over an extended time Using a variety of media Advertising Campaign Involves
  9. 9. Developing an Advertising Campaign Framework Advertising CampaignsFramework Advertising Campaigns Identify the target audience Establish promotional goals Set promotional budget Determine promotional theme
  10. 10. Defining Objectives Typical advertising 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. Budgets Vertical Cooperative Advertising Horizontal Cooperative Advertising Advertising allowance
  12. 12. Creating a Message AttentionAttention ExecutionExecution AppealAppeal InfluenceInfluence
  13. 13. Selecting Media Type Of Media Specific Media Vehicles Category Of Medium
  14. 14. Selecting Media: General Factors Objectives of the Ad Requirements of the Message Audience Coverage Time and Location Media Cost
  15. 15. Cost of Advertising
  16. 16. Media TV MAGAZINES NEWSPAPERS DIRECT MAIL RADIO OUT-OF-HOME INTERACTIV E YELLOW PAGES
  17. 17. Evaluating the Advertising Effort Difficulty Of Evaluation Methods Used to Measure Effectiveness
  18. 18. Sales Promotion Demand-stimulating devices to supplement advertising and facilitate personal selling Demand-stimulating devices to supplement advertising and facilitate personal selling Trade Promotions Consumer Promotions
  19. 19. Developing Sales Promotion Plans Determine Objectives and Strategies Determine Budgets Direct The Sales Promotion Effort Select Appropriate Techniques
  20. 20. Major Sales Promotion Devices
  21. 21. Examples of Product Placements
  22. 22. ASSIGNMENT Visit a 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. Public Relations Management tool designed to favorably influence attitudes toward an organization, Its products, and its policies Management tool designed to favorably influence attitudes toward an organization, Its products, and its policies
  24. 24. Benefits of Publicity Lower CostsLower Costs Increased attentionIncreased attention TimelinessTimeliness More informationMore information
  25. 25. Limitations of Publicity Loss of controlLoss of control Limited exposureLimited exposure Publicity is not freePublicity is not free
  26. 26. Personal Selling Major promotion tool Personal communication of information to persuade somebody to buy something. Major promotion tool Personal communication of information to persuade somebody to buy something. 500,000 People In advertising 16,000,000 People In sales
  27. 27. Personal Selling as Promotion Flexible Costly Difficult to attract quality people Minimize waste Focused Goal is sale
  28. 28. When Personal Selling is Used When MARKET is concentrated: •geographically, •in few industries, •or in several large customers When PRODUCT •value is not apparent, •has high unit cost, •is technical, •requires demonstration, •is fitted to customer’s need, •is in introductory stage of the Product Life Cycle
  29. 29. Scope of Personal Selling
  30. 30. Variety of Sales Jobs Delivery Sales Outside Order Taker Inside Order Taker Missionary Sales Person Sales Engineer Consultative Sales Person
  31. 31. Personal Selling Professional Sales Person Cost of Personal Selling Uniqueness of Sales Jobs
  32. 32. Changing Patterns in Personal Selling Selling Centers Systems Selling Global Sales Teams
  33. 33. Changing Patterns in Personal Selling Automation Telemarketing Relationship Selling Internet Selling
  34. 34. Selling Process
  35. 35. Recruiting ApplicantsRecruiting Applicants Recruitment and Selection Determining Hiring SpecificationsDetermining Hiring Specifications Matching Applicants with Hiring Specifications Matching Applicants with Hiring Specifications
  36. 36. Staffing and Operating a Sales Force
  37. 37. Compensating a Sales Force CommissionSalary Combination
  38. 38. Evaluating a Sales Person’s Performance Qualitative Quantitative
  39. 39. QUERIES

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