Advertising
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This document discusses key concepts in advertising including definitions, objectives, types of advertising objectives, factors that influence advertising budgets, the components of an advertising copy, how to convert a message into a copy, the AIDA model of advertising, and decisions that advertising agencies must make regarding reach, goals, media types, vehicles, and scheduling.
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This document provides an overview of advertising and public relations concepts. It defines advertising as a paid form of non-personal promotion to inform potential customers and encourage sales. It discusses different advertising types such as informative, persuasive, comparative, and reminder advertising. It also covers advertising classifications based on media used, appeals, regions, and the sales presentation process. Public relations aims to build good relations with stakeholders to maintain a positive brand reputation. The document concludes with an explanation of the hierarchy of effects model for advertising campaigns.
Operational communication IBSM
The document discusses operational communication strategies for advertising, including developing a creative brief, insight, promise, and creative ideas. It also covers advertising theories, research methods like pre-testing and post-testing, different types of media including above-the-line, below-the-line, and through-the-line approaches. Promotional tools like TV, print, radio, and direct marketing are also mentioned.
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Why study Financial Management
This document provides an overview and introduction to the topic of financial management. It discusses the importance of fundamental financial knowledge and the growing career opportunities in fields like financial analysis, corporate finance, and financial advising. It also lists some common career paths in areas such as corporate management, investment banking, financial planning services, brokerage firms, insurance companies, and commercial banking. Additionally, it previews the key topics that will be covered in the course, including sources of finance, time value of money, capital budgeting, capital structure, dividend policy, and working capital. Finally, it provides guidance on what to prepare for the course, including reviewing financial statements and basic accounting terms, as well as recommended textbooks and reference materials.
Marketing Audit
The marketing audit is a comprehensive, systematic, and independent examination of a company's marketing environment, objectives, strategies, and activities. It identifies problem areas and opportunities to recommend a plan to improve marketing performance. A marketing audit is comprehensive, covering all marketing activities, the environment, objectives, and plans. It is systematic, following a step-by-step process, and conducted periodically even without identified problems. The audit is independent to reduce bias and includes examining the environment, strategies, organization, systems, productivity, and functions.
Marketing Organisation
The document discusses marketing organizations. A marketing organization is a group of marketing personnel brought together to make decisions on products, pricing, placement, and promotion. It aims to achieve quantitative and qualitative marketing objectives through proper coordination between marketing roles. There are different types of marketing organizations including functional, product-oriented, market/territory-oriented, and customer-oriented structures. The size of a marketing organization is affected by external economic and political factors, internal organizational purposes, and individual role choices.
Publicity
Public relations involves using mass media outlets like news stories to create a positive image for a company, product, or service rather than direct sales promotion. The objective is to present a favorable impression to customers, employees, and the public through activities like assisting with new product launches, countering negative publicity, and influencing target groups. Public relations encompasses functions such as media relations, publicity, community involvement, and promoting goodwill through various types of campaigns, publications, events, and sponsorships.
Personal Selling
Personal selling involves face-to-face interactions between salespeople and customers to sell products. It develops relationships through oral conversations and quick solutions to queries. The key functions of personal selling are to make new and repeat sales, provide customer service, track sales records, give presentations, and develop goodwill for the company. The personal selling process includes prospecting, preparing by gathering information, making an approach, delivering a sales presentation, addressing objections, closing the sale, and following up with customers.
Direct Marketing
Direct marketing involves communicating directly with customers to build relationships, elicit responses like sales or requests for information, and generate traffic. Common direct marketing methods include direct mail, catalogs, telemarketing, and vending machines. The objectives are relationship building, direct sales, and lead generation. Benefits for customers include convenience and control, while benefits for marketers are personalization, measurable results, and relationship building with less competition. Homework involves researching related topics like e-commerce, e-business, and mobile marketing.
Sales Promotion
Sales promotion aims to increase short-term sales through various campaigns and incentives. It differs from advertising and personal selling in focusing on temporary opportunities rather than long-term branding or relationships. Common sales promotion tools include samples, premiums, sweepstakes, bonus packs, price discounts, loyalty programs, coupons, and rebates. Promotions target consumers, trade partners, or retailers and can employ either push strategies that directly supply customers, or pull strategies that motivate customers to actively seek out the brand.
Marketing Planning
A marketing plan is a road map that surveys the business environment, describes strengths, weaknesses, opportunities and threats (SWOT), and contains financial budgets and marketing strategies. It differs from a business plan by focusing more on strategy. The key steps in developing a marketing plan include an executive summary, environmental analysis, SWOT analysis, marketing objectives, marketing strategy involving target markets and the marketing mix, an action program outlining who does what by when, and financial projections.
Introduction to IMC
Integrated marketing communication involves coordinating different promotional tools such as advertising, sales promotion, public relations, direct marketing, and personal selling to deliver a unified message about a company's brands. Selecting an effective marketing communication mix depends on factors like the product, its stage in the product lifecycle, and buyers' readiness which progresses from awareness to purchase. Common models for integrated marketing communication are AIDA (Attention, Interest, Desire, Action) and the Hierarchy of Effects.
Packaging and Labeling
Packaging involves designing and producing containers for products. There are three types of packaging: primary, secondary, and shipping. Packaging serves growing uses like self-service, convenience, brand image, innovation, and affluence. Good packaging must identify the brand, provide descriptive and persuasive information, facilitate transportation and protection, assist with storage, and aid consumption. Labeling identifies the product or brand, describes the product contents and use, can grade the product, promote the product, and meet legal requirements.
Pricing Decisions
1. Consumers use price as an indicator of quality and have internal and external reference prices that they compare new prices to in order to form perceptions. Prices ending in certain numbers like 0 or 5 are more memorable to consumers.
2. When setting prices, companies must estimate costs, understand demand curves and price sensitivity, analyze competitors' prices, and select a pricing method and objective such as maximum profit, market share, or cost recovery. Pricing strategies can impact demand and influence other marketing activities.
3. Homework involves explaining the strategy of penetration pricing.
Branding
A brand is a name, symbol or design that identifies products from one seller and differentiates them from competitors. Brands help identify the maker, simplify product handling, organize accounting, offer legal protection, signify quality, create barriers to entry, and provide competitive advantages like securing price premiums. Branding endows products with the power of the brand name while brand equity reflects the added value of positive brand associations. Strong brands improve perceptions, build loyalty, and provide greater marketing and financial benefits.
Product Decisions
The document discusses various concepts related to product decisions and new product development, including defining the core, basic, expected, and augmented levels of a product offering. It also outlines the stages of the product life cycle and marketing strategies at different stages. Additionally, it covers frameworks for classifying products and differentiating them, as well as the process for developing new products from idea generation to commercialization.
Positioning
This document discusses product positioning and differentiation strategies. It defines positioning as designing a company's offerings and image to occupy a distinctive place in the target market's mind. Marketers must plan positions to give their products the greatest advantage in selected target markets. There are four main differentiation strategies discussed: product differentiation based on attributes, personnel differentiation based on employee qualities, channel differentiation based on distribution channels, and image differentiation based on public perception. The document outlines key steps in effective positioning which include identifying competitive advantages, selecting a unique selling proposition, communicating the chosen position, and supporting it with a unique marketing mix.
Market Targeting
Targeting involves selecting the specific segment or group that a product is designed for. When evaluating potential target segments, companies consider the segment's size, expected growth, competitive position within the industry, the cost to reach customers in that segment, and how well the segment aligns with the company's goals. Targeting can range from undifferentiated mass marketing aimed at a broad audience to highly concentrated niche marketing targeted at a very small, specific group. Companies must determine which target market pattern is best, such as focusing on a single segment, selecting certain segments, specializing in specific products, or aiming for full market coverage.
Market Segmentation
This document discusses various ways to segment consumer and business markets. There are four major types of segmentation: geographic, demographic, psychographic, and behavioral. Geographic segmentation divides markets into geographic units. Demographic segmentation divides markets based on variables like age, gender, income. Psychographic segmentation divides based on psychological factors like personality traits and lifestyle values. Behavioral segmentation divides based on factors like customer benefits sought, brand loyalty, and usage rates. Effective segmentation criteria should be measurable, substantial in size, accessible to target, allow for differentiation of needs, and be actionable for marketing strategies.
Micro Marketing
This document discusses various micro-marketing strategies including segment marketing, niche marketing, local marketing, and customerization. Segment marketing involves dividing the market into homogeneous subgroups with similar preferences. Niche marketing targets a small, distinct group with unique needs. Local marketing tailors products and services to the needs of local customer groups. Customerization allows individuals to customize products on a one-to-one basis. The document provides examples and key benefits of each micro-marketing strategy.
Consumer Protection Act
The Consumer Protection Act was enacted in 1986 to provide better protection of consumer interests in India. It applies to all of India except Jammu and Kashmir. Previously, consumer rights were limited under the doctrines of caveat emptor and collective bargaining by sellers. The Act aims to address issues like expensive and time-consuming litigation processes through consumer redressal forums. Consumers can file complaints regarding defective goods or services, unfair trade practices, extra charges, or hazardous goods lacking proper information. Complaints can be filed by individual consumers, recognized consumer associations, or government bodies. Redressal forums include district, state and national commissions based on the value of the claim. If found guilty, traders must remedy defects, replace goods
Organisational Buying
1. The document discusses key features of business markets, including that they have fewer, larger buyers who seek close relationships with suppliers and engage in professional buying influenced by several factors.
2. It describes business buying behavior as how organizations determine what products and services they need to purchase for use in production, resale, or renting for profit.
3. The business buying process is outlined as how business buyers identify needs, evaluate alternatives, and select among suppliers and brands. Various stages and considerations in the process are defined.
Types of Consumer Buying Decision
There are four main types of consumer buying decisions: complex buying behavior, dissonance reducing behavior, habitual buying behavior, and variety-seeking behavior. Complex buying behavior involves high consumer involvement, significant perceived differences between brands, and occurs for expensive, risky purchases like computers. Dissonance reducing behavior also has high involvement but less perceived brand differences, for purchases like carpets where learning occurs but decisions are quick. Habitual buying has low involvement and little brand differences, for everyday low-cost items bought out of habit. Variety-seeking behavior has low involvement but significant perceived brand differences, leading to frequent brand switching for items like cookies.
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Chapter-1
Introduction to objective, scope and outcome the subject
Chapter 2
Introduction: Scope and Specialization of Civil Engineering, Role of civil Engineer in Society, Impact of infrastructural development on economy of country.
Chapter 3
Surveying: Object Principles & Types of Surveying; Site Plans, Plans & Maps; Scales & Unit of different Measurements.
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Levelling: Instrument used Object of levelling, Methods of levelling in brief, and Contour maps.
Chapter 4
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Chapter 5
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Chapter 6
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Water Pollution: Water Quality standards, Introduction to Treatment & Disposal of Waste Water. Reuse and Saving of Water, Rain Water Harvesting. Solid Waste Management: Classification of Solid Waste, Collection, Transportation and Disposal of Solid. Recycling of Solid Waste: Energy Recovery, Sanitary Landfill, On-Site Sanitation. Air & Noise Pollution: Primary and Secondary air pollutants, Harmful effects of Air Pollution, Control of Air Pollution. . Noise Pollution Harmful Effects of noise pollution, control of noise pollution, Global warming & Climate Change, Ozone depletion, Greenhouse effect
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1. Palancharmy, Basic Civil Engineering, McGraw Hill publishers.
2. Satheesh Gopi, Basic Civil Engineering, Pearson Publishers.
3. Ketki Rangwala Dalal, Essentials of Civil Engineering, Charotar Publishing House.
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Advertising
- 1. ADVERTISINGProf Prashant Kumar Gupta Jain College Of MBA &
- 2. Definition Any paid form of non personal presentation and promotion of ideas and goods or services by an identified sponsor
- 3. Advertising Objective Specific Communication Specific Audience Specific Period Of Time Achievement level to be accomplished
- 4. Classification Of Advertising Objectives Informative Advertising: Aims at creating brand awareness and knowledge Persuasive Advertising: Aims at creating liking, preference, conviction and purchase Reminder Advertising: Aims to stimulate repurchase Reinforcement Advertising: Convince current purchasers that they made right decision
- 5. Advertising Budget Stage in PLC (New product-More Budget) Market Share (High Share-Less Advertisement) Competition (More clutter- More Budget) Advertising Frequency Product Substitutability( More chances of substitution- More Budget)
- 6. Advertising Copy Text of a print, radio, or television advertising message that aims at catching and holding the interest of the prospective buyer, and at persuading him or her to make a purchase all within a few short seconds
- 7. Converting Message into Copy 1. Visualisation: Mental process where the advertisement is imagined 2. Layout: End product of visualisation where elements of advertising like graphics, text, pictures are put into place
- 8. AIDA Model 1. A general understanding of how to target a market effectively 2. Common list of events that may occur when a consumer engages with an advertisem
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