This document discusses integrated marketing communication, which involves using advertising, sales promotion, and public relations together in a coordinated way. It defines these elements of the promotional mix and notes that the optimal composition depends on factors like the product, stage in its life cycle, and marketing budget. The document outlines various communication platforms and tools under each element, including examples like advertising through different media, sales promotion techniques like coupons and rebates, and public relations activities. It emphasizes that the goal of integrated marketing communication is to manage stakeholder relationships and maintain goodwill through a coordinated promotional strategy.
The document discusses the role of integrated marketing communications (IMC) in the marketing process. It covers topics like target marketing, segmentation, positioning, the 4 P's of marketing (product, price, place, promotion), and push vs. pull distribution strategies. The overall process involves analyzing markets, identifying customer segments, developing marketing strategies and programs for each segment, and promoting products to final buyers through various communication channels.
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITYAvinash Singh
This document discusses how marketers can design marketing programs to build brand equity. It explains that marketing activities like product, pricing, and distribution strategies can enhance brand awareness, image, responses, and resonance if integrated effectively. The chapter explores new approaches like experiential, one-to-one, and permission marketing that personalize the customer experience. It emphasizes the need to reconcile these new approaches with traditional marketing activities and use models of brand equity to focus marketing programs on building the brand.
Chapter 3 of Principles of Advertising. Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations. Belch and Belch
Creative strategy: planning and developmentRahul Barwe
The document discusses various aspects of developing creative advertising strategies and tactics. It describes creative strategy as generating unique ideas to solve communication problems. It then outlines several creative processes models, including Young's which involves immersion, digestion, incubation and illumination. Wallas' model includes preparation, incubation, illumination and verification. The document also discusses account planning, the role of the creative brief, positioning and finding a unique selling proposition.
The document discusses various aspects of advertising and sales promotion strategies, including:
- The different types of marketing communications and their pros and cons, such as advertising, personal selling, publicity, and sales promotions.
- Key considerations in developing an advertising strategy such as identifying the target market, setting objectives, determining budget, selecting media, creating messages, and evaluating effectiveness.
- Factors to consider when implementing a sales promotion strategy, including incentives aimed at consumers versus retailers and the trade channel.
Presentation on Marketing communication processAjay Veer
Marketing communications refer to the strategy used by a company or individual to reach their target market through various types of communication. Marketing communication includes advertising, direct marketing, branding, packaging,
sales presentations, trade show appearances etc.
The document discusses integrated marketing communications and trends affecting the field. It defines integrated marketing communications as coordinating all marketing communication tools and avenues into a seamless program. Key trends include an emphasis on accountability, the explosion of the digital arena and integration of media platforms, and a shift in channel power to retailers and consumers. The goal of integrated marketing is to maximize impact through a unified strategy and message across channels.
The document discusses the role of integrated marketing communications (IMC) in the marketing process. It covers topics like target marketing, segmentation, positioning, the 4 P's of marketing (product, price, place, promotion), and push vs. pull distribution strategies. The overall process involves analyzing markets, identifying customer segments, developing marketing strategies and programs for each segment, and promoting products to final buyers through various communication channels.
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITYAvinash Singh
This document discusses how marketers can design marketing programs to build brand equity. It explains that marketing activities like product, pricing, and distribution strategies can enhance brand awareness, image, responses, and resonance if integrated effectively. The chapter explores new approaches like experiential, one-to-one, and permission marketing that personalize the customer experience. It emphasizes the need to reconcile these new approaches with traditional marketing activities and use models of brand equity to focus marketing programs on building the brand.
Chapter 3 of Principles of Advertising. Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations. Belch and Belch
Creative strategy: planning and developmentRahul Barwe
The document discusses various aspects of developing creative advertising strategies and tactics. It describes creative strategy as generating unique ideas to solve communication problems. It then outlines several creative processes models, including Young's which involves immersion, digestion, incubation and illumination. Wallas' model includes preparation, incubation, illumination and verification. The document also discusses account planning, the role of the creative brief, positioning and finding a unique selling proposition.
The document discusses various aspects of advertising and sales promotion strategies, including:
- The different types of marketing communications and their pros and cons, such as advertising, personal selling, publicity, and sales promotions.
- Key considerations in developing an advertising strategy such as identifying the target market, setting objectives, determining budget, selecting media, creating messages, and evaluating effectiveness.
- Factors to consider when implementing a sales promotion strategy, including incentives aimed at consumers versus retailers and the trade channel.
Presentation on Marketing communication processAjay Veer
Marketing communications refer to the strategy used by a company or individual to reach their target market through various types of communication. Marketing communication includes advertising, direct marketing, branding, packaging,
sales presentations, trade show appearances etc.
The document discusses integrated marketing communications and trends affecting the field. It defines integrated marketing communications as coordinating all marketing communication tools and avenues into a seamless program. Key trends include an emphasis on accountability, the explosion of the digital arena and integration of media platforms, and a shift in channel power to retailers and consumers. The goal of integrated marketing is to maximize impact through a unified strategy and message across channels.
The document outlines the key components of an effective message design, including the four P's of personal, powerful, permanent, and performance messages as well as models like the head and heart model. It also discusses factors that affect message design such as objectives, products, customers, and regulations. Finally, it explores different message strategies such as cognitive, affective, and conative strategies as well as brand strategies.
This document discusses various marketing communication strategies including advertising, public relations, sales promotions, and direct marketing. It provides definitions and examples of each strategy. Specifically, it defines advertising as a paid, mass communication involving an identified sponsor. Sales promotions are defined as short-term incentives to encourage trial or purchase and can include price discounts, premiums, and contests. The document also discusses integrating these various communication strategies to build a brand and achieving marketing communication objectives.
The document discusses implications for brand management in the new digital economy. Key drivers include digitalization, disintermediation, customization, and industry convergence. This allows for more powerful customers who can access more information and products. Companies can now collect richer customer data and communicate directly. There is a move away from mass marketing towards strategies like integration, personalization, experiential marketing, one-to-one marketing, and permission marketing. Pricing, product, and distribution strategies must focus on customer value and experience to build strong brands.
Chapter 8 (developing a brand equity measurement and management system)Jawad Chaudhry
This document discusses developing a brand equity measurement and management system. It outlines the brand value chain framework which takes a broader perspective than just brand awareness, association, attitude, attachment and activity. The framework examines how marketing investments can create customer mindset changes, lead to market performance impacts, and ultimately shareholder value. It also discusses factors like program quality, marketplace conditions, and investor sentiment that can multiply this value creation at each stage. The document advocates designing brand tracking studies to routinely measure specific issues for a brand over time to provide descriptive and diagnostic information.
- Provide technical information
Assist in evaluation
Provide post purchase feedback
Decider: - Approve the purchase
Final decision maker
Gatekeeper: - Control information flow
Screening suppliers
Influencer: - Provide technical advice
Recommend suppliers
User: - Provide product specifications
Evaluate product performance
Top Management: - Approve major purchase
Provide budget & policy guidelines
4. Segmenting the Business Market
- Importance of Market Segmentation
- Bases for Segmenting Business Markets
- Geographic Segmentation
- Demographic Segmentation
- Psychographic Segmentation
- Behavioral Segmentation
- Benefit Segmentation
Chap07 Establishing Objectives And Budgeting For The Promotional ProgramPhoenix media & event
The document discusses establishing objectives and budgeting for promotional programs, noting that objectives help focus efforts, guide planning and decisions, and provide standards for evaluation. It describes different types of objectives including marketing, IMC, and communication objectives. The document also covers factors to consider when allocating promotional budgets, such as marginal analysis and top-down versus bottom-up budgeting approaches.
This document discusses how to choose brand elements that build brand equity. It explains that brand knowledge depends on initial brand element choices, marketing programs, and other associations. Good brand elements are memorable, meaningful, likeable, transferable, adaptable, and protectable. Examples of different types of brand elements are provided like names, slogans, logos, symbols, characters, URLs, packaging and their role in building brand awareness and associations. Guidelines are given for selecting each element type to achieve brand objectives.
How should sales promotion decisions be made?Sameer Mathur
This document discusses the process for making sales promotion decisions. It outlines 6 steps: 1) establishing objectives, 2) selecting consumer promotion tools, 3) selecting trade promotion tools, 4) selecting business and sales force promotion tools, 5) developing the promotion program, and 6) implementing and evaluating the program. Some example consumer promotion tools discussed are samples, coupons, rebates, premiums, and point-of-purchase displays. Trade promotion tools include price discounts, advertising allowances, and free goods. The document also discusses tools for promoting to businesses and sales forces such as trade shows, sales contests, and specialty advertising.
The document discusses the creative aspects of advertising. It defines creativity as the ability to develop ideas that are novel as well as useful. Creative advertising is advertising that grabs attention, is interesting and memorable, frames brand experiences effectively, and is relevant to the target audience. The creative process involves developing a creative brief, message strategy, and execution style. Message strategies include generic, unique selling proposition, positioning, brand image, and resonance messages. The creative team, including the creative director and copywriter, work to design advertisements using these creative elements.
Source, message, and channel factors all influence how consumers process promotional messages. Source credibility, attractiveness, and power affect persuasiveness. Message structure, including order, conclusion drawing, and sidedness, must be considered. Message appeals like fear, humor, and comparisons are options. Channels differ in personal versus mass reach, information processing requirements, and environmental effects. Media clutter is also a consideration.
Integrated marketing communications (IMC) is an approach that sees marketing from the customer's perspective. IMC involves evaluating the strategic roles of various communication disciplines like advertising, direct marketing, public relations, and sales promotion, and combining them to maximize impact. It provides a more coordinated approach compared to relying primarily on advertising. IMC has grown due to factors like a shift in power from manufacturers to retailers and the rise of new technologies. The promotional mix refers to the optimal combination of advertising, sales promotion, public relations, personal selling, and direct marketing used in an IMC strategy.
The document provides an overview of a branding project. It discusses key aspects of branding including research and analysis, branding strategy, brand design, brand essence, brand assets, brand message, and brand management. The overview outlines the branding process and different stages including market research, defining the branding strategy, designing brand touchpoints, developing the brand essence, managing brand assets, crafting the brand message, and ongoing brand management.
This document discusses integrated marketing communications (IMC), which is defined as strategically coordinating different communication channels to deliver a consistent message to target audiences. It outlines the marketing communications process, which involves situation analysis, setting objectives, budgeting, program development, integration and implementation, and monitoring and evaluation. It also discusses push, pull and combination strategies as well as legal and ethical considerations for different marketing communication elements like advertising, public relations, and direct marketing.
The document discusses various factors that influence the persuasiveness of communications, including source credibility, attractiveness, and power; message-related factors like structure, appeals, and humor; and channel factors such as personal vs. nonpersonal channels, media pacing, and environmental context. It provides examples of how companies have utilized celebrities, comparisons, fear appeals, and humor in their advertising messages and campaigns.
This document discusses various aspects of marketing communications and the promotional mix. It begins by defining the promotional mix and its key elements - advertising, personal selling, sales promotion, public relations, and direct marketing. It then discusses the role and objectives of the promotional mix in communicating with target audiences.
Several sections provide more details on specific elements, including advertising types and objectives, and the different advertising media options. It also discusses how the promotional mix should be adapted at different stages of the product lifecycle. Integrated marketing communications and how elements of the promotional mix can be coordinated is another topic covered. The document concludes with brief examples of how advertising can be used for product repositioning.
The document discusses various aspects of promotion and advertising. It defines promotion as the communication methods used by marketers to disseminate information about products and brands. Promotional methods include advertising, personal selling, sales promotions, public relations, sponsorship, and direct marketing. The document also discusses the objectives of advertising as informing, persuading, or reminding target audiences. It covers factors involved in developing advertising campaigns, such as determining budgets, messages, and appropriate media channels.
The document outlines the key components of an effective message design, including the four P's of personal, powerful, permanent, and performance messages as well as models like the head and heart model. It also discusses factors that affect message design such as objectives, products, customers, and regulations. Finally, it explores different message strategies such as cognitive, affective, and conative strategies as well as brand strategies.
This document discusses various marketing communication strategies including advertising, public relations, sales promotions, and direct marketing. It provides definitions and examples of each strategy. Specifically, it defines advertising as a paid, mass communication involving an identified sponsor. Sales promotions are defined as short-term incentives to encourage trial or purchase and can include price discounts, premiums, and contests. The document also discusses integrating these various communication strategies to build a brand and achieving marketing communication objectives.
The document discusses implications for brand management in the new digital economy. Key drivers include digitalization, disintermediation, customization, and industry convergence. This allows for more powerful customers who can access more information and products. Companies can now collect richer customer data and communicate directly. There is a move away from mass marketing towards strategies like integration, personalization, experiential marketing, one-to-one marketing, and permission marketing. Pricing, product, and distribution strategies must focus on customer value and experience to build strong brands.
Chapter 8 (developing a brand equity measurement and management system)Jawad Chaudhry
This document discusses developing a brand equity measurement and management system. It outlines the brand value chain framework which takes a broader perspective than just brand awareness, association, attitude, attachment and activity. The framework examines how marketing investments can create customer mindset changes, lead to market performance impacts, and ultimately shareholder value. It also discusses factors like program quality, marketplace conditions, and investor sentiment that can multiply this value creation at each stage. The document advocates designing brand tracking studies to routinely measure specific issues for a brand over time to provide descriptive and diagnostic information.
- Provide technical information
Assist in evaluation
Provide post purchase feedback
Decider: - Approve the purchase
Final decision maker
Gatekeeper: - Control information flow
Screening suppliers
Influencer: - Provide technical advice
Recommend suppliers
User: - Provide product specifications
Evaluate product performance
Top Management: - Approve major purchase
Provide budget & policy guidelines
4. Segmenting the Business Market
- Importance of Market Segmentation
- Bases for Segmenting Business Markets
- Geographic Segmentation
- Demographic Segmentation
- Psychographic Segmentation
- Behavioral Segmentation
- Benefit Segmentation
Chap07 Establishing Objectives And Budgeting For The Promotional ProgramPhoenix media & event
The document discusses establishing objectives and budgeting for promotional programs, noting that objectives help focus efforts, guide planning and decisions, and provide standards for evaluation. It describes different types of objectives including marketing, IMC, and communication objectives. The document also covers factors to consider when allocating promotional budgets, such as marginal analysis and top-down versus bottom-up budgeting approaches.
This document discusses how to choose brand elements that build brand equity. It explains that brand knowledge depends on initial brand element choices, marketing programs, and other associations. Good brand elements are memorable, meaningful, likeable, transferable, adaptable, and protectable. Examples of different types of brand elements are provided like names, slogans, logos, symbols, characters, URLs, packaging and their role in building brand awareness and associations. Guidelines are given for selecting each element type to achieve brand objectives.
How should sales promotion decisions be made?Sameer Mathur
This document discusses the process for making sales promotion decisions. It outlines 6 steps: 1) establishing objectives, 2) selecting consumer promotion tools, 3) selecting trade promotion tools, 4) selecting business and sales force promotion tools, 5) developing the promotion program, and 6) implementing and evaluating the program. Some example consumer promotion tools discussed are samples, coupons, rebates, premiums, and point-of-purchase displays. Trade promotion tools include price discounts, advertising allowances, and free goods. The document also discusses tools for promoting to businesses and sales forces such as trade shows, sales contests, and specialty advertising.
The document discusses the creative aspects of advertising. It defines creativity as the ability to develop ideas that are novel as well as useful. Creative advertising is advertising that grabs attention, is interesting and memorable, frames brand experiences effectively, and is relevant to the target audience. The creative process involves developing a creative brief, message strategy, and execution style. Message strategies include generic, unique selling proposition, positioning, brand image, and resonance messages. The creative team, including the creative director and copywriter, work to design advertisements using these creative elements.
Source, message, and channel factors all influence how consumers process promotional messages. Source credibility, attractiveness, and power affect persuasiveness. Message structure, including order, conclusion drawing, and sidedness, must be considered. Message appeals like fear, humor, and comparisons are options. Channels differ in personal versus mass reach, information processing requirements, and environmental effects. Media clutter is also a consideration.
Integrated marketing communications (IMC) is an approach that sees marketing from the customer's perspective. IMC involves evaluating the strategic roles of various communication disciplines like advertising, direct marketing, public relations, and sales promotion, and combining them to maximize impact. It provides a more coordinated approach compared to relying primarily on advertising. IMC has grown due to factors like a shift in power from manufacturers to retailers and the rise of new technologies. The promotional mix refers to the optimal combination of advertising, sales promotion, public relations, personal selling, and direct marketing used in an IMC strategy.
The document provides an overview of a branding project. It discusses key aspects of branding including research and analysis, branding strategy, brand design, brand essence, brand assets, brand message, and brand management. The overview outlines the branding process and different stages including market research, defining the branding strategy, designing brand touchpoints, developing the brand essence, managing brand assets, crafting the brand message, and ongoing brand management.
This document discusses integrated marketing communications (IMC), which is defined as strategically coordinating different communication channels to deliver a consistent message to target audiences. It outlines the marketing communications process, which involves situation analysis, setting objectives, budgeting, program development, integration and implementation, and monitoring and evaluation. It also discusses push, pull and combination strategies as well as legal and ethical considerations for different marketing communication elements like advertising, public relations, and direct marketing.
The document discusses various factors that influence the persuasiveness of communications, including source credibility, attractiveness, and power; message-related factors like structure, appeals, and humor; and channel factors such as personal vs. nonpersonal channels, media pacing, and environmental context. It provides examples of how companies have utilized celebrities, comparisons, fear appeals, and humor in their advertising messages and campaigns.
This document discusses various aspects of marketing communications and the promotional mix. It begins by defining the promotional mix and its key elements - advertising, personal selling, sales promotion, public relations, and direct marketing. It then discusses the role and objectives of the promotional mix in communicating with target audiences.
Several sections provide more details on specific elements, including advertising types and objectives, and the different advertising media options. It also discusses how the promotional mix should be adapted at different stages of the product lifecycle. Integrated marketing communications and how elements of the promotional mix can be coordinated is another topic covered. The document concludes with brief examples of how advertising can be used for product repositioning.
The document discusses various aspects of promotion and advertising. It defines promotion as the communication methods used by marketers to disseminate information about products and brands. Promotional methods include advertising, personal selling, sales promotions, public relations, sponsorship, and direct marketing. The document also discusses the objectives of advertising as informing, persuading, or reminding target audiences. It covers factors involved in developing advertising campaigns, such as determining budgets, messages, and appropriate media channels.
This document provides an overview of Chapter 14 which discusses promotion and pricing strategies. It outlines the learning goals which include explaining integrated marketing communications and the promotional mix. It also summarizes different types of advertising, sales promotion, personal selling, and public relations. Pricing strategies and how firms set prices are also covered.
This document summarizes a presentation on advertising and marketing strategies. It discusses elements of successful advertising campaigns, including unique selling propositions and creating a sense of urgency. It also covers the three R's of retention, cost per impression, integrating promotional products with other media like websites and mobile. Additional topics include trade show marketing, the three levels of selling, strengths of promotional products, and maximizing your online presence through websites and social media. The presentation emphasizes creating value, differentiation, and becoming an expert in order to succeed in marketing.
Integrated marketing communications (IMC) coordinates various promotional tools from the perspective of the customer. During the 1980s, companies began strategically integrating tools like advertising, direct marketing, sales promotions, public relations, and personal selling. The growth of IMC was driven by factors like shifts in power from manufacturers to retailers and the rise of the internet. IMC allows for better synergy between promotional functions while avoiding duplication to maximize return on investment. It manages the promotional mix of various communication tools.
Integrated marketing communications (IMC) coordinates various promotional tools from the perspective of the customer. During the 1980s, companies began strategically integrating tools like advertising, direct marketing, sales promotions, public relations, and personal selling. The growth of IMC was driven by factors like shifts in power from manufacturers to retailers and the rise of the internet. IMC allows for better synergy between promotional functions while avoiding duplication to maximize return on investment. It manages the promotional mix of various communication tools.
This document outlines key concepts related to promotion and pricing strategies. It discusses integrated marketing communications, the promotional mix, and objectives of promotion. It describes different types of advertising, sales promotion, personal selling, and public relations. It also outlines pushing and pulling promotional strategies and different types of pricing strategies, including how firms set prices and consumer perceptions of price.
BBA III SEM ADVERTISING MANAGEMENT -UNIT 2 Mansi Tyagi
BBA III SEM ADVERTISING MANAGEMENT -UNIT 2
-(MANSI TYAGI)
UNIT 2: SYLLABUS
Integrated Communication Mix (IMC)-meaning, importance;Communicationmeaning, importance, process, communication mix-components, role in marketing,Branding-meaning, importance in advertising.
This document discusses promotion and the promotional mix. It defines promotion as communication to customers about a product to persuade them to buy it. A business needs to promote to make customers aware of its products, increase awareness and market share, and encourage customers to choose its products over competitors. The document outlines different promotional methods including advertising, sales promotions, public relations, and personal selling that make up the promotional mix. It notes that small businesses should consider their target market and utilize an effective mix of above and below the line promotion strategies to gain sales.
This document provides an overview of advertising and branding. It defines advertising as any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor. The document then discusses advertising strategies such as targeting audiences, developing messages, and choosing appropriate media. It also categorizes advertising based on geography, demand, target groups, and services. The importance, functions, goals, and roles of advertising are explained. The document then shifts to discussing branding, including defining branding and discussing different types of branding strategies such as corporate, employer, cause, and co-branding. It concludes by covering the importance of branding for businesses and in marketing.
This document discusses integrated marketing communication (IMC). IMC refers to integrating all aspects of marketing communication, including advertising, sales promotion, publicity, personal selling, direct marketing, public relations, and web marketing. The goal of IMC is to work together these different communication methods for increased sales and maximum cost-effectiveness. The document provides examples and definitions of these various marketing communication methods that are part of an IMC approach.
ntroduction to Marketing - Session 3 at ITM, Mumbai. Includes:
Promotion and Advertising
• Promotional activities
o Trade shows, sponsorship, trade-fairs, contests, coupon programme, community projects
• Advertising
o TV, radio, trade magazines, direct mailing, billboards, packaging, internet
• Public Relations
o Relationships with media, customer’s community, public speaking, research
• Personal Selling
o B2B and B2C
• Marketing Accessories
Brochures, newsletters, fliers, give-aways
Pricing and Distribution
Price is unique among the 4 Ps in that it directly affects the company’s revenues and profits.
Pricing is both a science and an art
Pricing seems to be the one “P” that has been dramatically affected by the use of the Internet
Pricing and Distribution
• Cost based pricing
• Value based pricing
• Premium pricing
• Discount / promotional pricing
• Price Skimming
• Psychological pricing
• Geographic pricing
• Product line pricing
This document discusses marketing strategies and communications channels. It defines a value proposition and how to communicate it effectively in an elevator pitch. It also covers the marketing mix of the 4 Ps - price, product, place and promotion. Finally, it discusses the differences between internal and external marketing and reviews traditional and digital media options, noting that the best strategy combines multiple channels.
The document provides information about advertising, including its definition, objectives, and techniques. It discusses how advertising aims to turn people's attention towards specific products or services by communicating information to induce people to buy. The summary also mentions that advertising agencies can help plan strategies to differentiate products from competitors and communicate information to consumers. Finally, it states that advertising works by moving potential buyers through stages from awareness to interest to desire to action.
ch14 PROMOTION AND PRICING in marketing managementmadelguarin4
This document outlines key concepts related to promotion and pricing strategies. It discusses integrated marketing communications, the promotional mix, and different types of promotional tools including advertising, sales promotion, personal selling, and public relations. It also describes pushing and pulling promotional strategies. Finally, it outlines different pricing strategies and how firms set prices, and discusses consumer perceptions of price.
The document provides information on integrated marketing communications, advertising, and promotions. It discusses developing effective communication strategies, including identifying target audiences, setting objectives, designing messages, selecting channels, establishing budgets, and deciding on media mixes. Specific topics covered include the role of advertising, developing advertising plans using the five M's framework, selecting appropriate media types, print ad components, and determining advertising budgets.
The document discusses marketing communication and integrated marketing communication (IMC). It defines marketing communication and IMC, and explains their goals and importance. The key aspects covered are the marketing mix, promotion mix, tools of communication used in IMC, and the role and importance of semiotics in understanding marketing communication.
Marketing involves anticipating customer needs and directing the flow of goods from producers to consumers. It is the business function that interprets customer needs and conveys the value of products and services to the rest of the organization. Marketing identifies unfulfilled customer needs and desires and measures the potential market and profitability. It determines which customer segments the company can best serve.
UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.pptetebarkhmichale
Invoice Finance
In Ethiopia, Ethio Lease is the first privately owned equipment leasing company with a license from the National Bank of Ethiopia. Ethio Lease provides its customers with carefully selected equipment on the basis of a lease contract, whereby the customer is the Lessee, who has a conditional right to use the equipment, and Ethio Lease is the Lessor, who buys and owns the equipment. If the equipment needs to be imported, Ethio Lease will buy the equipment abroad, using foreign currency from its parent company, AAFC. Ethio Lease customers can pay the lease fee in Ethiopian Birr. While leasing comes in many forms and shapes, for now the only form of leasing that the NBE will allow is a capital lease (aka “financial lease” or “full pay-out” lease). This Ethio Lease can be an alternative foe very few startups, it cannot be considered as a significant alternative for startups since most of them couldn’t fit it and it couldn’t be accessible enough.
Similar to 322 advertising, sales promotion, & public relations (20)
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Spotify: Revolutionizing the Music Streaming IndustryTMR Infra
Spotify's unique blend of technology, user-centric design, and industry influence has
cemented its position as a leader in music streaming. By continuously evolving and adapting,
Spotify remains a dominant force, shaping the future of music consumption. As it continues
to innovate and expand, Spotify is likely to maintain its position as the go.
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxelizabethella096
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
2. 12-2
Promotion – marketing
communication
• An element of marketingAn element of marketing
mixmix
• CommunicationCommunication
techniques aimed attechniques aimed at
informing,informing,
influencing,reminding andinfluencing,reminding and
persuading to buy or use apersuading to buy or use a
particular product.particular product.
3. 12-3
Two types of promotion
• Product PromotionProduct Promotion
– Type of promotion that a business uses toType of promotion that a business uses to
convince potential customers to buy productsconvince potential customers to buy products
from them and not their competitors.from them and not their competitors.
• Institutional PromotionInstitutional Promotion
– Type of promotion that a business uses toType of promotion that a business uses to
create a favorable image for itself.create a favorable image for itself.
5. 12-5
Composition of mix depends upon…
• Stage in the life cycleStage in the life cycle:: Advertising is veryAdvertising is very
important at the time of launchimportant at the time of launch
• Nature of the productNature of the product:: Complex/TechnicalComplex/Technical
• Competitor activitiesCompetitor activities
• Marketing budgetMarketing budget
• Marketing strategyMarketing strategy
• Target marketTarget market
11. 12-11
Steps in Developing Effective
Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Manage IMC
12. 12-12
Promotional objectives
• To increase salesTo increase sales
• To attract new customersTo attract new customers
• To retain existing onesTo retain existing ones
• To encourage customerTo encourage customer
loyaltyloyalty
• To create awarenessTo create awareness
• Brand awarenessBrand awareness
• To informTo inform
• To remindTo remind
• To ensureTo ensure
• To modify attitudesTo modify attitudes
• To create an imageTo create an image
• To position a productTo position a product
• To improve position in theTo improve position in the
marketmarket
• To pull the productTo pull the product
through channelsthrough channels
• To push the productTo push the product
through channelsthrough channels
14. 12-14
Designing the Communications
• Message strategy (what to say?)Message strategy (what to say?)
• Creative strategy (how to say it)Creative strategy (how to say it)
• Message source (who should say it)Message source (who should say it)
• Personal communication channelsPersonal communication channels
• Nonpersonal communication channelsNonpersonal communication channels
• IntegrationIntegration
15. 12-15
Creative Strategy
• CS is the way a marketer translates the message into aCS is the way a marketer translates the message into a
specific communicationspecific communication
• Informational and transformational appealsInformational and transformational appeals
– Informational appeals-related to product /service attributes,benefitsInformational appeals-related to product /service attributes,benefits
• Problem solution adsProblem solution ads
• Product demonstration adsProduct demonstration ads
• Product comparison adsProduct comparison ads
• EndorsementsEndorsements
– Transformational appeals-relates to non product relatedTransformational appeals-relates to non product related
benefit/imagebenefit/image
• Kind of people who use the brandKind of people who use the brand
• Kind of experience that results from using the brandKind of experience that results from using the brand
• Positive and negative appealsPositive and negative appeals
– FearFear
– GuiltGuilt
– ShameShame
– HumorHumor
– LoveLove
– PridePride
– JoyJoy
16. 12-16
Message Source
• Source can be the company itself orSource can be the company itself or
known/unknown peopleknown/unknown people
• Celebrity CharacteristicsCelebrity Characteristics
– ExpertiseExpertise
– TrustworthinessTrustworthiness
– LikeabilityLikeability
• State of congruence between attitudeState of congruence between attitude
towards source & messagetowards source & message
17. 12-17
Personal Communications
Channels
These let two persons communicate face toThese let two persons communicate face to
face,person to audience, overphone thruface,person to audience, overphone thru
e-maile-mail
• Expert ChannelsExpert Channels
• Social ChannelsSocial Channels
20. 12-20
Estimate Costs Associated with Tasks
(determine costs of advertising,
promotions, etc.)
Estimate Costs Associated with Tasks
(determine costs of advertising,
promotions, etc.)
Determine Specific Tasks
(advertise on market area television and
radio and local newspapers)
Determine Specific Tasks
(advertise on market area television and
radio and local newspapers)
Establish Objectives
(create awareness of new product
among 20 percent of target market)
Establish Objectives
(create awareness of new product
among 20 percent of target market)
Determine Specific Tasks
(advertise on market area television and
radio and local newspapers)
Determine Specific Tasks
(advertise on market area television and
radio and local newspapers)
Establish Objectives
(create awareness of new product
among 20 percent of target market)
Establish Objectives
(create awareness of new product
among 20 percent of target market)
Objective and Task Method
Monitor and Adjust
(monitor performance and adjust)
Monitor and Adjust
(monitor performance and adjust)
Estimate Costs Associated with Tasks
(determine costs of advertising,
promotions, etc.)
Estimate Costs Associated with Tasks
(determine costs of advertising,
promotions, etc.)
21. 12-21
Advertising….
• Any paid form of non-Any paid form of non-
personal presentationpersonal presentation
and promotion ofand promotion of
ideas, goods, orideas, goods, or
services by anservices by an
identified sponsor.identified sponsor.
Advertise
here!
22. 12-22
Promotional mix - advertising
Product advertisingProduct advertising Sells a particular good or serviceSells a particular good or service
Retail advertisingRetail advertising Initiated by retailers and directed at
consumers via papers, television
Initiated by retailers and directed at
consumers via papers, television
Institutional advertisingInstitutional advertising Intended to promote a firm’s image
rather than sell product
Intended to promote a firm’s image
rather than sell product
Trade advertisingTrade advertising
Initiated by manufacturers and
directed to retailers and
wholesalers
Initiated by manufacturers and
directed to retailers and
wholesalers
Industrial advertisingIndustrial advertising Initiated by manufacturers and
directed to other manufacturers
Initiated by manufacturers and
directed to other manufacturers
Advocacy advertisingAdvocacy advertising Promote view to influence public
opinion or legislation
Promote view to influence public
opinion or legislation
26. 12-26
Factors to Consider in Setting
an Advertising Budget
• Stage in the product life cycleStage in the product life cycle
• Market share and consumer baseMarket share and consumer base
• Competition and clutterCompetition and clutter
• Advertising frequencyAdvertising frequency
• Product substitutabilityProduct substitutability
28. 12-28
Advertising media
Internet
Yellow pages
Direct mail
Outdoor
Magazines
Radio
Television
Newspaper
Media
Easily ignored, low readershipLow cost, interactive, 24-hour
Long ad-purchase lead time, high
other-ad competition
Low cost, excellent local coverage,
wide consumer use
High cost, junk mail image, need
accurate mailing list
Very flexible, targets specific
audience, complete information
Brief exposure, limited audience
selectivity
High repeat exposure, low cost,
local market focus
Long ad-purchase lead time, lack
of flexibility
Long life, quality reproduction,
high demographic selectivity
Fleeting exposure, audio
presentation only
Low cost, high geographic &
demographic selectivity
High cost, fleeting exposure,
limited audience selectivity
Mass coverage, high attention with
sight, sound,& motion
Competition from other features,
limited selectivity
Good local coverage, broad
acceptance, believable
WeaknessesStrengths
30. 12-30
Choosing Media Type
• Factors to consider:Factors to consider:
– Media habits of target consumersMedia habits of target consumers
– Nature of the productNature of the product
– Type of messageType of message
– CostCost
– Media vehiclesMedia vehicles
• Specific media within each general media typeSpecific media within each general media type
31. 12-31
Humor in Advertising
These days, it seems as though almost every company is using humor in its
advertising, even the scholarly American Heritage Dictionary.
32. 12-32
Deciding on Media Timing
• Must decide how to schedule theMust decide how to schedule the
advertising over the course of a yearadvertising over the course of a year
– Follow seasonal patternFollow seasonal pattern
– Oppose seasonal patternOppose seasonal pattern
– Same coverage all yearSame coverage all year
• Choose the pattern of the adsChoose the pattern of the ads
– ContinuityContinuity
– ConcentrationConcentration
– FlightingFlighting
– PulsingPulsing
34. 12-34
Sales Promotion
Collection of incentive tools, mostly
short term, designed to stimulate
quicker or greater purchase
of particular products or services
by consumers or the trade.
35. 12-35
Sales promotion
• Tactical point of sale materialTactical point of sale material
or inducements designed toor inducements designed to
stimulate purchasesstimulate purchases
• Short term incentives toShort term incentives to
increase salesincrease sales
• Some promotions are aimed atSome promotions are aimed at
consumers, some atconsumers, some at
intermediaries and others atintermediaries and others at
the salesforcethe salesforce
• E.g.: coupons, leaflets,E.g.: coupons, leaflets,
demonstrations, samples, freedemonstrations, samples, free
gifts, point of sale (POS)gifts, point of sale (POS)
displays etc.displays etc.
36. 12-36
Sales promotion
• Incentives provide a quick boost to salesIncentives provide a quick boost to sales
• Effects maybe short term onlyEffects maybe short term only
• Excess use of some incentives mayExcess use of some incentives may
adversely effect brand imageadversely effect brand image
38. 12-38
SampleSample
CouponsCoupons
Cash Refunds
“Rebates”
Cash Refunds
“Rebates”
Price Packs
“Cents-Off Deals”
Price Packs
“Cents-Off Deals”
PremiumsPremiums
Advertising
Specialties
Advertising
Specialties
Offers a trial amount of a productOffers a trial amount of a product
Savings when purchasing specified
products
Savings when purchasing specified
products
Refund of part of the purchase price by
mail
Refund of part of the purchase price by
mail
Reduced prices marked on the label or
package by producer
Reduced prices marked on the label or
package by producer
Goods offered free or low cost as an
incentive to buy a product
Goods offered free or low cost as an
incentive to buy a product
Articles imprinted with an advertiser’s
name given as gifts
Articles imprinted with an advertiser’s
name given as gifts
Consumer Sales Promotion Tools
39. 12-39
Patronage RewardsPatronage Rewards
Point-of-Purchase
Promotions
Point-of-Purchase
Promotions
ContestContest
SweepstakesSweepstakes
GamesGames
Cash or other award offered for regular
use of a product or service
Cash or other award offered for regular
use of a product or service
Displays or demonstrations at the point
of purchase or sale
Displays or demonstrations at the point
of purchase or sale
Consumers submit an entry to be
judged by a panel
Consumers submit an entry to be
judged by a panel
Consumers submit their names for a
drawing
Consumers submit their names for a
drawing
Consumers receive something each
time they buy which may help them win
a prize
Consumers receive something each
time they buy which may help them win
a prize
Consumer Sales Promotion Tools
40. 12-40
Trade Promotion
Persuade resellers to
carry a brand
Give a brand shelf
space
Promote brand in
advertising
Push brand to
customers
Discounts
Allowances
Free Goods
Push Money
Specialty Advertising
Items
Objectives Tools
41. 12-41
Sales force promotions
• Promotions aimed atPromotions aimed at
the sales forcethe sales force
• Designed to motivateDesigned to motivate
the sales force. E.gthe sales force. E.g..
- BonusBonus
- CommissionCommission
- CouponCoupon
- VouchersVouchers
- Free ServicesFree Services
- Free giftsFree gifts
- CompetitionCompetition
43. 12-43
Public Relations
• Any activity designedAny activity designed
to create a favorableto create a favorable
image toward aimage toward a
business, its productsbusiness, its products
or its policies.or its policies.
44. 12-44
Public relations
• Managing relations with an organization’sManaging relations with an organization’s
various stakeholdersvarious stakeholders
• The planned and sustained effort toThe planned and sustained effort to
establish and maintain goodwill & mutualestablish and maintain goodwill & mutual
understanding between an organization’sunderstanding between an organization’s
various stakeholdersvarious stakeholders
45. 12-45
Scope of PR
• Promotion through media publicityPromotion through media publicity
• Enhances public awareness of theEnhances public awareness of the
companycompany
• Projects company’s mission & philosophyProjects company’s mission & philosophy
• Projection of the organization as a sourceProjection of the organization as a source
of opportunitiesof opportunities
• Obtaining favorable comments on theObtaining favorable comments on the
mediamedia
46. 12-46
• A specific kind of publicA specific kind of public
relations that involvesrelations that involves
placing positive andplacing positive and
newsworthy informationnewsworthy information
about a business, itsabout a business, its
products, or its policies inproducts, or its policies in
the media is called…..the media is called…..
Publicity
47. 12-47
Publicity
• Release of a commerciallyRelease of a commercially
significant news about asignificant news about a
particular product or serviceparticular product or service
• Purpose is to obtain aPurpose is to obtain a
favorable presentation offavorable presentation of
such news via a medium notsuch news via a medium not
paid for by a sponsorpaid for by a sponsor
• Involves getting mediaInvolves getting media
coverage of an event orcoverage of an event or
product launch / articles inproduct launch / articles in
newspapersnewspapers
48. 12-48
Sponsorship
• Payment for an event/person/organizationPayment for an event/person/organization
is given in return of some benefitis given in return of some benefit
• A specialized form of advertising that canA specialized form of advertising that can
create significant exposure for companiescreate significant exposure for companies
• Common in the world of art and sportsCommon in the world of art and sports
49. 12-49
Ideal Events
Audience closely matches target market
Event generates media attention
Event is unique with few sponsors
Event enhances brand image of sponsor
50. 12-50
Merchandising
• Attempts to influence customers at theAttempts to influence customers at the
point of salepoint of sale
- Display pop-up standsDisplay pop-up stands
- wobblers, danglers etc.wobblers, danglers etc.
- Store layoutStore layout
- Storage spaceStorage space
- AmbienceAmbience
51. 12-51
Packaging
• The outer wrapper or theThe outer wrapper or the
container is often ancontainer is often an
indicator of the quality ofindicator of the quality of
the product itselfthe product itself
• Packaging serves thePackaging serves the
following purposes:following purposes:
- Protection of the productProtection of the product
- Preservation of the productPreservation of the product
- Provides informationProvides information
- Promotes the productPromotes the product
- ConvenienceConvenience
52. 12-52
Direct Marketing
Use of consumer-direct channels to reach
and deliver goods and services to
customers without using
market middlemen.
53. 12-53
Direct Marketing Channels
• CatalogsCatalogs
• Direct mailDirect mail
• TelemarketingTelemarketing
• Web sitesWeb sites
• Email marketingEmail marketing
• Mobile devicesMobile devices
54. 12-54
RFM Formula for Selecting
Prospects
• RecencyRecency
• FrequencyFrequency
• Monetary valueMonetary value
55. 12-55
Components of the Mailing
• Outside envelopeOutside envelope
• Sales letterSales letter
• CircularCircular
• Reply formReply form
• Reply envelopeReply envelope
56. 12-56
Personal Selling
– This type ofThis type of
promotionpromotion
requiresrequires contactcontact
with potentialwith potential
buyersbuyers
57. 12-57
Personal Selling
• Personal selling is a paid, personal form ofPersonal selling is a paid, personal form of
promotion.promotion.
• Involves two-way personal communicationInvolves two-way personal communication
between salespeople and individualbetween salespeople and individual
customers.customers.
• Carried out through telephone, atCarried out through telephone, at
meetings, at retail outlets & door to doormeetings, at retail outlets & door to door
sellingselling
• High priced, low volume and highlyHigh priced, low volume and highly
technical products rely heavily on personaltechnical products rely heavily on personal
sellingselling
58. 12-58
The Nature of Personal Selling
• Most salespeople are well-educated, well-Most salespeople are well-educated, well-
trained professionals who work to buildtrained professionals who work to build
and maintain long-term customerand maintain long-term customer
relationships.relationships.
• The term salesperson covers a wide rangeThe term salesperson covers a wide range
of positions:of positions:
– Order taker: Department store clerkOrder taker: Department store clerk
– Order getter: Creative selling in differentOrder getter: Creative selling in different
environmentsenvironments
59. 12-59
The Role of the Sales Force
• Salespeople:Salespeople:
– Probe customers to learn about problemsProbe customers to learn about problems
– Adjust marketing offers to fit special needsAdjust marketing offers to fit special needs
– Negotiate terms of salesNegotiate terms of sales
– Build long-term personal relationshipsBuild long-term personal relationships
60. 12-60
The Role of the Sales Force
Sales Force serves as critical link between
company and its customers
They represent the company to the customers
They represent the customers to the company
Goal =
Customer Satisfaction and Company Profit
61. 12-61
Major types of sales jobs
• Creative sellingCreative selling
• Order takingOrder taking
• Technical specialistsTechnical specialists
63. 12-63
Sales Force Structure
Territorial: Salesperson assigned to exclusive area and
sells full line of products
Product: Sales force sells only certain product lines
Customer: Sales force organizes along customer or
industry lines
Complex: Combination of several types of structures
64. 12-64
Compensating Salespeople
• Fixed amount:Fixed amount:
– SalarySalary
• Variable amount:Variable amount:
– Commissions or bonusesCommissions or bonuses
• Expenses:Expenses:
– Repays for job-related expendituresRepays for job-related expenditures
• Fringe benefits:Fringe benefits:
– Vacations, sick leave, pension, etc.Vacations, sick leave, pension, etc.
67. 12-67
Personal Selling
• STRENGTHSSTRENGTHS
• Great attentionGreat attention
• Msg is customizedMsg is customized
• Persuasive impactPersuasive impact
• Potential forPotential for
development ofdevelopment of
relationshiprelationship
• AdaptableAdaptable
• Opportunity to closeOpportunity to close
sale callsale call
• WEAKNESSESWEAKNESSES
- High costHigh cost
- Labor intensiveLabor intensive
- ExpensiveExpensive
- Can only reach aCan only reach a
limited no. oflimited no. of
customerscustomers
68. 12-68
Promotional mix – comparison
Inexpensive, has high credibilityInexpensive, has high credibility
ToolTool StrengthsStrengths WeaknessesWeaknesses
AdvertisingAdvertising Large audience, low cost per
contact, can modify message
Large audience, low cost per
contact, can modify message
Overall expensive, difficult to
measure effectiveness
Overall expensive, difficult to
measure effectiveness
Direct mailDirect mail Effective when using targeted
and current mailing list
Effective when using targeted
and current mailing list
Reaches disinterested parties
and considered “junk”
Reaches disinterested parties
and considered “junk”
Personal sellingPersonal selling Tailored to each buyer,
immediate buyer response
Tailored to each buyer,
immediate buyer response
ExpensiveExpensive
TelemarketingTelemarketing Immediate feedback and
immediate buyer response
Immediate feedback and
immediate buyer response
Often seen as intrusiveOften seen as intrusive
Word of mouthWord of mouth Difficult to manageDifficult to manage
Sales promotionSales promotion Inexpensive, short-term sales
increases
Inexpensive, short-term sales
increases
Non-personal appealNon-personal appeal
Public relationsPublic relations Creates positive attitude about
product/firm
Creates positive attitude about
product/firm
Non-personal appeal, hard ot
measure effectiveness
Non-personal appeal, hard ot
measure effectiveness
69. 12-69
What do they do?
• AdvertisingAdvertising
– Creates awareness of a business’s productCreates awareness of a business’s product
• Public RelationsPublic Relations
– Creates a favorable image for the business itselfCreates a favorable image for the business itself
• Sales PromotionSales Promotion
– Efforts stimulate salesEfforts stimulate sales
• Personal SellingPersonal Selling
– Builds on all of the other efforts by helping customersBuilds on all of the other efforts by helping customers
complete the salecomplete the sale
70. 12-70
• A company wishes to launch a newA company wishes to launch a new
toothpaste which can effectivelytoothpaste which can effectively
prevent cavities and tooth decay.prevent cavities and tooth decay.
But the toothpaste market is highlyBut the toothpaste market is highly
crowded with multiple brands. If youcrowded with multiple brands. If you
were to evolve a marketingwere to evolve a marketing
communication strategy ,how willcommunication strategy ,how will
you proceed?you proceed?
• Which appeal will you use andWhich appeal will you use and
why??why??
71. 12-71
• A leading EuropeanA leading European
departmental store is all set todepartmental store is all set to
enter the Indian market.enter the Indian market.
Evolve an advertising strategyEvolve an advertising strategy
for the store.for the store.
• Mention the objectives,Mention the objectives,
creative strategy and mediacreative strategy and media
choices.choices.
72. 12-72
Placing ads and promotion online
• Context-Context-Layout & designLayout & design
• Content-Content- text, pictures ,sounds, videostext, pictures ,sounds, videos
• Community-Community- how the site enables user to userhow the site enables user to user
communicationcommunication
• CustomizationCustomization
• Communication-Communication-interactivityinteractivity
• Connection-Connection- linkage to other siteslinkage to other sites
• Commerce-Commerce- capabilities for commercial transactionscapabilities for commercial transactions
Web sites must express the firms’
purpose, history, products & vision
73. 12-73
Ease of Use and
Attractiveness
• Ease of UseEase of Use
– Downloads quicklyDownloads quickly
– First page is easy to understandFirst page is easy to understand
– Easy to navigateEasy to navigate
• AttractivenessAttractiveness
– Clean lookingClean looking
– Not overly crammed with contentNot overly crammed with content
– Readable fontsReadable fonts
– Good use of color and soundGood use of color and sound
74. 12-74
Increasing Visits and Site
Stickiness
• Deep information with linksDeep information with links
• Changing news of interestChanging news of interest
• Changing offersChanging offers
• Contests and sweepstakesContests and sweepstakes
• Humor and jokesHumor and jokes
• GamesGames
75. 12-75
Online Ads
• Banner adsBanner ads
• Microsites-Microsites- a limited area on the web managed anda limited area on the web managed and
paid for by an external advertiser/companypaid for by an external advertiser/company
• Sponsorships- e.g podcastsSponsorships- e.g podcasts
• InterstitialsInterstitials
• Search-related ads & display adsSearch-related ads & display ads
• AlliancesAlliances
• CommunitiesCommunities
• WOM thru-Social networking sites-WOM thru-Social networking sites-
myspace ,facebookmyspace ,facebook
• Buzz & viral MarketingBuzz & viral Marketing
76. 12-76
e-Marketing Guidelines
• Give the customer a reason to respondGive the customer a reason to respond
• Personalize the content of your emailsPersonalize the content of your emails
• Offer something the customer could notOffer something the customer could not
get via direct mailget via direct mail
• Make it easy for customers to unsubscribeMake it easy for customers to unsubscribe
77. 12-77
Relationship marketing
• Relationship Marketing -The process of
creating , maintaining and enhancing strong
,value-laden relationships with Customers
and other stakeholders.
• Relationship marketing is based on the
premise that important accounts need
focused and continuous attention.
89. 12-89
• The ad opens on Shah Rukh Khan speaking aboutThe ad opens on Shah Rukh Khan speaking about
relationships in life.relationships in life.
• He says all relationships are based upon trust, same asHe says all relationships are based upon trust, same as
his with ICICI.his with ICICI.
• He says how 2.5 crore Indians have entrusted this bank,He says how 2.5 crore Indians have entrusted this bank,
making it India's second largest bank.making it India's second largest bank.
• He goes on to say that the bank is solid, responsible andHe goes on to say that the bank is solid, responsible and
trustworthy, just like every relationshiptrustworthy, just like every relationship
• The ad ends as he says he trusts ICICI bank with hisThe ad ends as he says he trusts ICICI bank with his
money and will always continue to do so.money and will always continue to do so.
ICICI Bank
Editor's Notes
Page <number>
Chapter 1
Relation to textThis slide relate to material on pp. 146-147 and Figure 5-3 of the text.
Summary OverviewThis slide shows various examples of hierarchical response models that have been developed through the years to depict the stages consumers/customers go through as they learn about a company’s product or service and move to a stage of purchase readiness or actual behavior. These four models include:
AIDA model – developed to depict the stages in the personal selling process
Hierarchy of effects model – shows the process by which advertising works
Innovation adoption model – shows the stages a consumers passes through in the process of adopting a new product
Information processing model – a model of the process through which a consumer must pass to be influenced by advertising
Use of this slideThis slide can be used to provide an overview of the various hierarchical response models that have been developed through the years. It should be noted that each of these models views the consumer as passing through a cognitive, affective and behavioral stage.
Page <number>
Chapter 1
Click the video icon to launch a video about DDB Worldwide.
Page <number>
Chapter 1
Page <number>
Chapter 1
Page <number>
Chapter 1
Page <number>
Chapter 1
Page <number>
Chapter 1
Relation to textThis slide relates to material on pp. 224-225 and Figure 7-19 of the text.
Summary OverviewThis slide outlines the three steps of the objective and task method of budgeting. This method reflects a bottom-up approach to budgeting and involves the following steps:
Establishing objectives – specific communication objectives to be achieved are established
Determine specific tasks – determine the specific tasks needed to accomplish the communication objectives. May include advertising in various media, developing programs involving sales promotions and/or other elements of the promotional mix.
Estimate costs associated with tasks – determining what it will cost to perform the specific tasks that must be performed to achieve the objectives.
Monitor – performance should be monitored and evaluated in light of the budget appropriated.
Reevaluate objectives – once specific objectives have been attained, monies may be better spent on new goals.
Use of this slideThis slide can be used to discuss the objective and task method of setting the advertising and promotion budget. The main advantage of using this approach is that the budget is driven by the objectives to be attained rather than some predetermined amount management is willing to spend. A disadvantage of this method is the difficulty in determining which tasks will be required and the costs associated with each.