Advertisement and sales promotion (2)
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This document discusses international advertisement and sales promotion. It defines international promotion as promoting business across borders. The international promotional mix includes advertising, sales force management, sales promotion, public relations, and publicity. Advertising is defined as paid non-personal communication to promote ideas, goods, and services. Objectives of advertising include stimulating sales, communicating with consumers, and retaining loyalty. Challenges of international advertising include legal considerations, language limitations, cultural diversity, and media limitations. Sales promotion provides incentives to increase immediate sales and includes consumer promotions, trade promotions, and sales force promotions.
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Tools of sales promotion
Sales promotion is a marketing technique that uses incentives to generate specific actions or responses from consumers, trade partners, and salespeople regarding a product or service. Some common goals of sales promotion include introducing new products, increasing existing product sales, attracting new customers, and maintaining current customers. Sales promotions can be directed at consumers, sales staff, or distribution channels. Examples of consumer sales promotions include free samples, coupons, premium offers, and contests. Trade sales promotions target retailers and wholesalers through strategies like trade allowances, point-of-purchase displays, and dealer incentives. The document discusses various sales promotion strategies and their objectives, benefits, and potential limitations.
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The 7 Ps extended marketing mix is a popular tool used by marketers. The 7Ps are used when planning marketing strategies.
Find out how to use the 7 Ps extended marketing mix when building a digital marketing strategy.
The 7 Ps are price, product, place, promotion, people, processes, and physical evidence.
Source: https://strategyst.co.uk/blog/7-ps-extended-marketing-mix-the-ultimate-guide/
Brand Strategy
This document discusses key aspects of developing an effective brand strategy, including establishing a brand vision, positioning, contract, and communication plan. It provides examples of brand visions, positions, and contracts for well-known brands like Disney, Walmart, FedEx, McDonald's, Apple, Google, and Toyota. The document also outlines metrics for measuring return on brand investment, such as brand awareness, contract fulfillment, customer acquisition and loyalty, financial value, and price premium.
An introduction to IMC
This document provides an overview of integrated marketing communications (IMC), which involves coordinating different promotional disciplines including advertising, direct marketing, sales promotion, publicity, and personal selling to provide clarity, consistency and maximum impact. It discusses shifts in marketing from mass media advertising to other forms and channels like digital. Key promotional tools like advertising, publicity, direct marketing, sales promotion, public relations and their classifications/uses are defined. Factors that differentiate advertising and publicity are outlined. The importance of developing an integrated marketing plan with situation analysis, objectives, strategy, implementation and evaluation is also highlighted.
Challenges & opprtunities in brand extensions
This document discusses brand extension, including its history, types, advantages, disadvantages, and impact on brand equity. It traces brand extension back to the 1960s and notes it involves using an established brand name to enter new product categories. Brand extensions can be classified as horizontal (line/category extensions) or vertical. The advantages include reduced costs and risk from leveraging brand recognition, while disadvantages include potential damage to the parent brand's image if poorly executed. The document analyzes how brand extensions can affect various elements of Aaker's brand equity model, including brand awareness, loyalty, and perceived quality. Managing these elements carefully is important for the success of any brand extension efforts.
integrated marketing communication
The document discusses integrated marketing communications (IMC), which is defined as a strategic business process used to plan, develop, execute, and evaluate coordinated marketing communication programs. IMC aims to generate both short-term financial returns and long-term brand value through an integrated approach. Key elements of IMC include advertising, direct marketing, digital/internet marketing, sales promotion, publicity/public relations, and personal selling.
Promotion(marketing mix)
This document discusses advertising, including its purpose, types, advantages, disadvantages, and media choices. The key points are:
1) Advertising aims to inform potential customers about new products, persuade them to purchase a particular brand, and remind them of existing products.
2) The main types of advertising are informative, persuasive, and reminder advertisements.
3) Choosing an advertising medium depends on factors like budget, the message's complexity, the product's nature, the target market, and government policies.
Chap16 Sales Promotion
The document discusses sales promotion, which is defined as a direct inducement that offers extra value or incentive to create an immediate sale. It describes various sales promotion vehicles targeted at consumers or trade partners, and examines reasons for the increased use of sales promotion including growing retailer power and brand proliferation. Examples are provided of different sales promotion tools and how they can be used to meet objectives like obtaining trial, increasing consumption, or defending current customers.
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Tools of sales promotion
Sales promotion is a marketing technique that uses incentives to generate specific actions or responses from consumers, trade partners, and salespeople regarding a product or service. Some common goals of sales promotion include introducing new products, increasing existing product sales, attracting new customers, and maintaining current customers. Sales promotions can be directed at consumers, sales staff, or distribution channels. Examples of consumer sales promotions include free samples, coupons, premium offers, and contests. Trade sales promotions target retailers and wholesalers through strategies like trade allowances, point-of-purchase displays, and dealer incentives. The document discusses various sales promotion strategies and their objectives, benefits, and potential limitations.
7 Ps extended marketing mix - Strategyst
The 7 Ps extended marketing mix is a popular tool used by marketers. The 7Ps are used when planning marketing strategies.
Find out how to use the 7 Ps extended marketing mix when building a digital marketing strategy.
The 7 Ps are price, product, place, promotion, people, processes, and physical evidence.
Source: https://strategyst.co.uk/blog/7-ps-extended-marketing-mix-the-ultimate-guide/
Brand Strategy
This document discusses key aspects of developing an effective brand strategy, including establishing a brand vision, positioning, contract, and communication plan. It provides examples of brand visions, positions, and contracts for well-known brands like Disney, Walmart, FedEx, McDonald's, Apple, Google, and Toyota. The document also outlines metrics for measuring return on brand investment, such as brand awareness, contract fulfillment, customer acquisition and loyalty, financial value, and price premium.
An introduction to IMC
This document provides an overview of integrated marketing communications (IMC), which involves coordinating different promotional disciplines including advertising, direct marketing, sales promotion, publicity, and personal selling to provide clarity, consistency and maximum impact. It discusses shifts in marketing from mass media advertising to other forms and channels like digital. Key promotional tools like advertising, publicity, direct marketing, sales promotion, public relations and their classifications/uses are defined. Factors that differentiate advertising and publicity are outlined. The importance of developing an integrated marketing plan with situation analysis, objectives, strategy, implementation and evaluation is also highlighted.
Challenges & opprtunities in brand extensions
This document discusses brand extension, including its history, types, advantages, disadvantages, and impact on brand equity. It traces brand extension back to the 1960s and notes it involves using an established brand name to enter new product categories. Brand extensions can be classified as horizontal (line/category extensions) or vertical. The advantages include reduced costs and risk from leveraging brand recognition, while disadvantages include potential damage to the parent brand's image if poorly executed. The document analyzes how brand extensions can affect various elements of Aaker's brand equity model, including brand awareness, loyalty, and perceived quality. Managing these elements carefully is important for the success of any brand extension efforts.
integrated marketing communication
The document discusses integrated marketing communications (IMC), which is defined as a strategic business process used to plan, develop, execute, and evaluate coordinated marketing communication programs. IMC aims to generate both short-term financial returns and long-term brand value through an integrated approach. Key elements of IMC include advertising, direct marketing, digital/internet marketing, sales promotion, publicity/public relations, and personal selling.
Promotion(marketing mix)
This document discusses advertising, including its purpose, types, advantages, disadvantages, and media choices. The key points are:
1) Advertising aims to inform potential customers about new products, persuade them to purchase a particular brand, and remind them of existing products.
2) The main types of advertising are informative, persuasive, and reminder advertisements.
3) Choosing an advertising medium depends on factors like budget, the message's complexity, the product's nature, the target market, and government policies.
Chap16 Sales Promotion
The document discusses sales promotion, which is defined as a direct inducement that offers extra value or incentive to create an immediate sale. It describes various sales promotion vehicles targeted at consumers or trade partners, and examines reasons for the increased use of sales promotion including growing retailer power and brand proliferation. Examples are provided of different sales promotion tools and how they can be used to meet objectives like obtaining trial, increasing consumption, or defending current customers.
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Nike faced declining global sales in the late 1980s, falling behind Reebok. To regain market leadership, Nike's strategy was to promote its shoes as fashion accessories rather than just athletic gear. Nike signed iconic athlete endorsers like Michael Jordan and targeted all demographics. Through various marketing campaigns emphasizing passion and determination, Nike was able to increase its market share and global sales significantly by the early 1990s, rising to become one of the most successful brands of that decade.
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The document outlines the stages involved in developing an effective sales promotion plan, including environmental analysis, internal analysis, consideration of marketing strategy, identifying target audiences, determining objectives, and developing the promotional program. It emphasizes that the sales promotion plan should align with and support the overall marketing plan. Key stages in the planning process include situational analysis, setting objectives, budgeting, developing the promotional activities, implementation, and evaluation.
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Marketing Communication Mix, Promotion MIx, Promotion Tool, Advertising, direct marketing, personal selling, sales promotion.
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Integrated marketing communication
Integrated marketing communication (IMC) involves coordinating different communication channels like advertising, sales promotion, public relations, direct marketing, and social media to deliver a unified message to customers. The goal of IMC is to create a seamless brand experience and maximize the effectiveness of each marketing channel. IMC considers how all aspects of the marketing mix can work together harmoniously to effectively promote products and services to end-users.
BRANDING
Branding is the process of giving products and services the power of a brand through creating a mental brand structure. There are different branding strategies like brand extension to introduce new products using an established brand name. The objectives of branding include differentiating products, assisting in promotion, increasing prestige and status, maintaining quality, and legally protecting the firm. Brand equity is the added value provided to products and services and is reflected in how consumers think of, feel about, and act towards a brand in terms of prices, market share and profits. Models like the Brand Asset Valuator and Brand Resonance Model measure brand equity through factors like brand differentiation, relevance, esteem, and brand awareness.
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Promotion Mix
The document discusses different aspects of promotion mix, including advertising, personal selling, public relations, and sales promotion. It provides details on each of these promotional tools, such as what advertising involves, its objectives and considerations for budget. Personal selling allows for personal interaction and relationship building. Public relations involves non-paid promotion through media. Sales promotion uses incentives to encourage short-term responses.
What is marketing?
Marketing is defined in multiple ways throughout the document. The American Marketing Association defines it as activities for creating, communicating, delivering, and exchanging offerings that have value. Philip Kotler defines it as exploring, creating, and delivering value to satisfy customer needs at a profit. Others emphasize marketing as communication, brand building, customer experience management, sales preparation, customer focus, conversations and relationships, and strategic communications.
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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.
Brand Positioning PowerPoint Presentation Slides
Brand positioning is a crucial part of the marketing plan, select our Brand Positioning PowerPoint Presentation Slides to find out how to position your brand. This is very important to identify your brand uniqueness and attributes what makes you different from your competitors. The Positioning strategy PPT helps you to make a distinct place in the minds of target customers. The goal of this strategy is to highlight your product’s most powerful attributes. The brand strategy PowerPoint complete deck contains templates such as positioning strategy, brand positioning framework, brand worksheet, statement and model, product communication and repositioning, etc. Additionally, this amazing market segmentation Presentation slide is also helpful for topics like market projections, brand positioning, product strategy, brand strategy, product marketing plan, segmentation and targeting, customer engagement, brand management and many more. An effective brand positioning strategy can maximize brand value. Download product positioning PowerPoint template to get an edge over competitors. Eliminate disparities with our Brand Positioning PowerPoint Presentation Slides. Be absolutely fair in your every deal.
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This document discusses sales organization structures and sales force deployment. It covers key concepts like specialization, centralization, span of control, and line vs staff positions. Different types of sales organization structures are presented like geographic, product, market, functional and hybrid structures. Considerations for major account management programs and determining the appropriate sales force size are also examined. Finally, the document outlines three interrelated questions around determining required selling effort, number of salespeople, and territory design for effective sales force deployment.
Advertising
Advertising is a form of communication used to promote products, services, or ideas. It typically attempts to persuade potential customers through the use of slogans, images, and other methods. The document discusses the definitions, history, types, and key players in the advertising industry. It outlines the advertising planning framework which includes objective setting, budget decisions, message creation, media planning, and evaluation. The types of advertising discussed include television, print, online, mobile, and covert advertising which embeds brands in entertainment.
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Promotion involves communicating with customers to inform, influence, and persuade them to buy a product. The promotional mix includes advertising, sales promotions, personal selling, public relations, direct marketing, and merchandising. The optimal promotional mix depends on the product's life cycle, nature, competition, marketing budget, strategy, and target market. Promotion aims to increase awareness, change attitudes, and encourage purchase. Effectiveness is measured by whether objectives are achieved, while efficiency considers objectives achieved relative to costs.
Marketing communication strategy
This document provides an overview of marketing communication strategies and tools. It discusses the objectives of marketing communication as informing, persuading and reminding the target audience. The key elements of the marketing communication mix are described as advertising, promotion, public relations, direct sales. Advertising is elaborated on as the most prominent paid element, with the AIDA model of attracting attention, building interest, creating desire and prompting action. Other marketing communication channels like public relations, sales promotion and personal selling are also summarized along with their objectives and benefits.
Brand Extension
The document discusses brand extensions and strategies for successful brand extensions. It provides examples of successful and unsuccessful brand extensions, such as Kingfisher beer/airlines as successful and Cadbury chocolate/Cadbury Schweppes as unsuccessful. It outlines the benefits and risks of brand extensions, including increasing revenue but potential for brand dilution. It also discusses different types of brand extensions and strategies companies use for extensions, like line, umbrella and dual branding. Finally, it provides a checklist for companies to consider when planning brand extensions.
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The document discusses advertising and sales promotion. It defines advertising as attempting to influence customers through paid announcements. The goal of advertising is to attract new customers by defining the target market and reaching out to them effectively. Sales promotion aims to boost short-term sales through incentives and added value to consumers, wholesalers, or retailers. Some objectives of both advertising and sales promotion include introducing new products, attracting customers, and increasing or stimulating sales.
Chapter 9 Identifying Market Segments and Targets
- Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Developing an advertising program involves five steps: setting objectives, establishing a budget, choosing the message/creative strategy, deciding on media, and evaluating effects.
- Sales promotion consists of mostly short-term incentive tools designed to stimulate quicker or greater purchase of particular products.
- Events and experiences are a means for companies to become part of special moments in consumers' lives to broaden relationships, but must be properly managed.
- Public relations includes programs to promote or protect a company's image through publications, events, news, community affairs and more at a lower cost than advertising.
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A brand is a name, symbol or design that distinguishes a product or organization and builds customer loyalty. A brand provides value to both customers and companies. For customers, a brand functions as a promise of quality, reduces risk and search costs. For companies, a brand simplifies operations, provides legal protection and competitive advantage. Brands can be classified by ownership, market area or number of products. A brand hierarchy shows how brand elements are ordered from corporate to individual brands. Branding is the process of creating a unique identity for a product through advertising to attract and retain customers. Common branding strategies include integrated, independent, line, range, umbrella and endorsement branding.
Li Ning - Industry and competitor analysis with recommendations
This document analyzes the sportswear industry in Europe from 2009-2013. It shows the market size grew over 50 billion euros and breaks down sales by region. Opportunities include partnering with European brands and a recent acquisition, while threats include economic downturns and intense competition. Competitors like Adidas and Decathlon are examined, with Adidas being the largest player and Decathlon focusing on low prices. Recommendations include creating a new premium brand through a partnership between Li-Ning and Philipp Plein, developing a product line that combines sports and elegance, and distributing through flagship stores and a marketing campaign communicating the brand's attributes.
Nike IMC campaign
Nike faced declining global sales in the late 1980s, falling behind Reebok. To regain market leadership, Nike's strategy was to promote its shoes as fashion accessories rather than just athletic gear. Nike signed iconic athlete endorsers like Michael Jordan and targeted all demographics. Through various marketing campaigns emphasizing passion and determination, Nike was able to increase its market share and global sales significantly by the early 1990s, rising to become one of the most successful brands of that decade.
Promotion in marketing
This Presentation describes the fourth P of Marketing. The presentation discuss Promotion Definition, Integrated Marketing Communication Process, Promotion Mix, Marketing Communication, Marketing Communication Process, Objectives of Promotion, Advertising, Sales Promotion, Public Relation and Direct Marketing
Sales promotion developing the sales promotion plan
The document outlines the stages involved in developing an effective sales promotion plan, including environmental analysis, internal analysis, consideration of marketing strategy, identifying target audiences, determining objectives, and developing the promotional program. It emphasizes that the sales promotion plan should align with and support the overall marketing plan. Key stages in the planning process include situational analysis, setting objectives, budgeting, developing the promotional activities, implementation, and evaluation.
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Marketing Communication Mix, Promotion MIx, Promotion Tool, Advertising, direct marketing, personal selling, sales promotion.
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Integrated Marketing Communication coordinates various marketing tactics like advertising, public relations, sales promotions, and digital marketing to send consistent messaging to audiences. The goal is to build a cohesive brand presence. IMC considers traditional tactics like direct mail, telemarketing, and personal selling alongside newer methods like social media, influencer marketing, and native advertising. Coordinating these tools helps cut through increasing message clutter while addressing modern challenges like product issues and questioning of a brand's social impact.
Integrated marketing communication
Integrated marketing communication (IMC) involves coordinating different communication channels like advertising, sales promotion, public relations, direct marketing, and social media to deliver a unified message to customers. The goal of IMC is to create a seamless brand experience and maximize the effectiveness of each marketing channel. IMC considers how all aspects of the marketing mix can work together harmoniously to effectively promote products and services to end-users.
BRANDING
Branding is the process of giving products and services the power of a brand through creating a mental brand structure. There are different branding strategies like brand extension to introduce new products using an established brand name. The objectives of branding include differentiating products, assisting in promotion, increasing prestige and status, maintaining quality, and legally protecting the firm. Brand equity is the added value provided to products and services and is reflected in how consumers think of, feel about, and act towards a brand in terms of prices, market share and profits. Models like the Brand Asset Valuator and Brand Resonance Model measure brand equity through factors like brand differentiation, relevance, esteem, and brand awareness.
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Brand management involves building, managing, and improving a brand over time. It begins with understanding what a brand is - namely, a person's gut feeling about a product, service, or organization. Brand management defines the brand, positions it, and delivers the brand promise to customers. It manages both the tangible elements like products and packaging as well as intangible elements like emotional connections. The purpose is to differentiate the brand from competitors, build customer loyalty, and form strong customer perceptions and brand equity. A key part of brand management is the strategic brand management process, which involves identifying the brand position, developing customer-based brand equity, implementing brand positioning guidelines, and building a strong brand over time.
Promotion Mix
The document discusses different aspects of promotion mix, including advertising, personal selling, public relations, and sales promotion. It provides details on each of these promotional tools, such as what advertising involves, its objectives and considerations for budget. Personal selling allows for personal interaction and relationship building. Public relations involves non-paid promotion through media. Sales promotion uses incentives to encourage short-term responses.
What is marketing?
Marketing is defined in multiple ways throughout the document. The American Marketing Association defines it as activities for creating, communicating, delivering, and exchanging offerings that have value. Philip Kotler defines it as exploring, creating, and delivering value to satisfy customer needs at a profit. Others emphasize marketing as communication, brand building, customer experience management, sales preparation, customer focus, conversations and relationships, and strategic communications.
Creative strategy: planning and development
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.
Brand Positioning PowerPoint Presentation Slides
Brand positioning is a crucial part of the marketing plan, select our Brand Positioning PowerPoint Presentation Slides to find out how to position your brand. This is very important to identify your brand uniqueness and attributes what makes you different from your competitors. The Positioning strategy PPT helps you to make a distinct place in the minds of target customers. The goal of this strategy is to highlight your product’s most powerful attributes. The brand strategy PowerPoint complete deck contains templates such as positioning strategy, brand positioning framework, brand worksheet, statement and model, product communication and repositioning, etc. Additionally, this amazing market segmentation Presentation slide is also helpful for topics like market projections, brand positioning, product strategy, brand strategy, product marketing plan, segmentation and targeting, customer engagement, brand management and many more. An effective brand positioning strategy can maximize brand value. Download product positioning PowerPoint template to get an edge over competitors. Eliminate disparities with our Brand Positioning PowerPoint Presentation Slides. Be absolutely fair in your every deal.
Types of sales organisation structure
This document discusses sales organization structures and sales force deployment. It covers key concepts like specialization, centralization, span of control, and line vs staff positions. Different types of sales organization structures are presented like geographic, product, market, functional and hybrid structures. Considerations for major account management programs and determining the appropriate sales force size are also examined. Finally, the document outlines three interrelated questions around determining required selling effort, number of salespeople, and territory design for effective sales force deployment.
Advertising
Advertising is a form of communication used to promote products, services, or ideas. It typically attempts to persuade potential customers through the use of slogans, images, and other methods. The document discusses the definitions, history, types, and key players in the advertising industry. It outlines the advertising planning framework which includes objective setting, budget decisions, message creation, media planning, and evaluation. The types of advertising discussed include television, print, online, mobile, and covert advertising which embeds brands in entertainment.
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Promotion involves communicating with customers to inform, influence, and persuade them to buy a product. The promotional mix includes advertising, sales promotions, personal selling, public relations, direct marketing, and merchandising. The optimal promotional mix depends on the product's life cycle, nature, competition, marketing budget, strategy, and target market. Promotion aims to increase awareness, change attitudes, and encourage purchase. Effectiveness is measured by whether objectives are achieved, while efficiency considers objectives achieved relative to costs.
Marketing communication strategy
This document provides an overview of marketing communication strategies and tools. It discusses the objectives of marketing communication as informing, persuading and reminding the target audience. The key elements of the marketing communication mix are described as advertising, promotion, public relations, direct sales. Advertising is elaborated on as the most prominent paid element, with the AIDA model of attracting attention, building interest, creating desire and prompting action. Other marketing communication channels like public relations, sales promotion and personal selling are also summarized along with their objectives and benefits.
Brand Extension
The document discusses brand extensions and strategies for successful brand extensions. It provides examples of successful and unsuccessful brand extensions, such as Kingfisher beer/airlines as successful and Cadbury chocolate/Cadbury Schweppes as unsuccessful. It outlines the benefits and risks of brand extensions, including increasing revenue but potential for brand dilution. It also discusses different types of brand extensions and strategies companies use for extensions, like line, umbrella and dual branding. Finally, it provides a checklist for companies to consider when planning brand extensions.
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The document discusses advertising and sales promotion. It defines advertising as attempting to influence customers through paid announcements. The goal of advertising is to attract new customers by defining the target market and reaching out to them effectively. Sales promotion aims to boost short-term sales through incentives and added value to consumers, wholesalers, or retailers. Some objectives of both advertising and sales promotion include introducing new products, attracting customers, and increasing or stimulating sales.
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- Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Developing an advertising program involves five steps: setting objectives, establishing a budget, choosing the message/creative strategy, deciding on media, and evaluating effects.
- Sales promotion consists of mostly short-term incentive tools designed to stimulate quicker or greater purchase of particular products.
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Sales promotions have increased exponentially in recent times due to rising costs of advertising, media clutter, and competitive pressures. Promotions are now applied across many product categories rather than just consumer goods. While advertisements aim to build brands, promotions provide monetary incentives to stimulate short-term sales. However, promotions require careful planning and control to avoid issues like dumping excess inventory or lack of inventory control. The objectives, target audience, incentives, duration, and terms must all be considered when designing an effective sales promotion strategy.
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Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. online advertising frequently involves a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content.
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1) Integrated Brand Promotion (IBP) uses a wide range of promotional tools working together to create brand exposure, including advertising, direct marketing, public relations, sponsorships, and product placements.
2) Advertising is one component of IBP and must meet four criteria - it must be paid for, identify the advertiser, be delivered through mass media, and attempt to persuade.
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Digital marketing-overview-top-20-marketing-strategies
Digital marketing involves promoting products or services online through electronic media. It includes digital internet marketing, which uses online internet services for promotional campaigns. Some key forms of traditional marketing include word of mouth, print ads, and direct marketing. Digital marketing differs in that it utilizes electronic media and the internet. The document then outlines and provides examples for 20 important digital marketing strategies such as viral marketing, email marketing, social media marketing, and search engine optimization.
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Himal Karanayil presented their viva presentation project on advertising and sales promotion techniques used in retail business. The presentation covered topics such as the definition of advertising, the nature and scope of advertising, benefits of advertising, functions of advertising, and techniques used in sales promotion. Himal concluded their presentation with a bibliography citing sources on the topics covered.
Branding & advertisement(sweksha)
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.
Group two presentatio nxxxxxxxxxxx
This presentation is from Group Two and includes nine members who will discuss marketing communication. Marketing communication aims to influence customer behavior by bringing products, benefits, features, and prices to the attention of target customers. Effective communication is not complete until the message is understood as intended. The elements of the communication process must be congruent to avoid communication disasters. Promotion is an important part of marketing and includes advertising, personal selling, sales promotion and publicity. The promotional mix and budget are determined based on factors like the product, market, and available funds.
Promotion and Distribution.pdf
Promotion-Meaning and Significance and types, Advertising, personal selling, Public Relations & sales promotion, Factors affecting promotion mix decisions. Channels of Distribution –Definition and importance, Factors affecting channels, Types of marketing channels Factors affecting choice of distribution channel, Wholesaling and retailing; Types of Retailers
Direct Marketing Methods
This chapter discusses integrated marketing communications and the promotional mix. It explains that IMC coordinates all promotional activities to deliver a unified customer message. The promotional mix includes personal selling, advertising, sales promotion, public relations, and direct marketing. The chapter also describes pulling and pushing strategies, how to budget for and measure the effectiveness of promotion, and the value of marketing communications.
Promotion
Promotion is the entire set of activities which communicate the product, Brand, Service so on to the user. The Idea is to make people aware, attract and induce to buy the product, in preference over others
1 adver mgt
This document provides an overview of advertising as a component of promotion and marketing. It defines advertising as a paid, non-personal form of promotion by an identified sponsor using various media. Advertising has become a large industry and field of study. The objectives of advertising are to introduce new products, expand existing markets, build brands and images, and support other sales activities. Advertising requires creativity but is also scientific in its measurement and testing of effectiveness.
MK01.pptx
Advertising and sales promotions can have both immediate and long-term effects on sales volume. Advertising aims to build brand awareness and influence consumer preferences over time, which can lead to higher sales and profits in the long-run. However, a single advertising campaign only raises awareness briefly. Allocating an advertising budget consistently over time helps sustain high awareness levels. Sales promotions are effective at boosting sales in the short-term by offering discounts or incentives, but do not build brand loyalty like long-term advertising. Both advertising and sales promotions are important marketing tools that companies use to increase sales.
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Advertisement and sales promotion (2)
- 1. INTERNATIONAL ADVERTISEMENT AND SALES PROMOTION Submitted to Submitted by Dr. Ratinder kaur Jasneet Singh 16421070
- 2. WHAT IS INTERNATIONAL PROMOTION International Promotion is promoting business internationally or world or it is the marketing carried out by companies in overseas or cross national borderlines.
- 3. INTERNATIONAL PROMOTIONAL MIX • Advertising • Sales force Management • Sales Promotion • Public Relations • Publicity
- 4. WHAT IS ADVERTISEMENT “Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.” – American Marketing Association.
- 5. WHAT ADVERTISEMENT IS? • It is a mass communication reaching a large group of consumers. • It makes mass production possible. • It is paid non-personal communication, not delivered by an actual person, nor is it addressed to a specific person. • It is a commercial communication because it is used to help assure the advertiser of a long business life with profitable sales. • Advertising can be economical, for it reaches large groups of people. This keeps the cost per message low.
- 6. OBJECTIVES OF AN ADVERTISING • To stimulate sales amongst present, former and future consumers. • To communicate with consumers. • To retain the loyalty of present and former consumers. • To increase support. • To project an image.
- 7. TYPES OF ADVERTISEMENT • Classified Advertisement • Non Product Advertisement • Public Service Advertisement • Outdoor Advertisement • Covert Advertisement • Brand Advertisement • International Advertisement • Celebrities Advertisement
- 8. WHAT IS INTERNATIONAL ADVERTISEMENT A non personal communication by an identified sponsor across international borders , using broadcast, print and interactive media.
- 9. GLOBAL ADVERTISING IS MOST POWERFUL WHEN… • The image communicated can be identical across countries • The symbols used carry the same meaning across countries • The product features desired are the same • The usage conditions are similar across markets
- 10. DECISION AREA IN INTERNATIONAL ADVERTISEMENT
- 11. FOUR COMPONENTS OF GLOBAL ADVERTISING 1. STRATEGY – Global ads involve products &services that are positioned similarly across markets, wherein the product’s appeal is consistent 2. ORGANIZATION – global ads are typically directed from headquarters with the help of advertising agencies with a global network 3. MEDIA – with global reach are used, creating spillover that crosses borders to reach customers in different countries & follows traveling customers around the globe 4. MESSAGE & CREATIVE – copy & visualization may be uniform across markets, uniformity decreases based on how different each local market is from another
- 12. INTERNATIONAL ADVERTISING STRATEGY Standardization vs. Adaptation • Standardization reduces costs: No duplication of effort for each market • Individual campaigns delay product launches • Consumers increasingly share similar frames of references with regard to products and consumption
- 13. CHALLENGES FACED BY INTERNATIONAL ADVERTISEMENT • Legal Consideration • Language Limitations • Culture Diversity • Media limitations
- 14. BENEFITS OF INTERNATIONAL ADVERTISEMENT • Consistent • Risk • Localization • Leadership • Media
- 15. SALES PROMOTION • Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers or sales-force to stimulate the immediate sales • Sales promotion describes promotional methods using special short term techniques.
- 16. OBJECTIVE OF SALES PROMOTION • Building Product Awareness • Create Interest • To increase the sales volume in short term • Attract more customer • Encourage the customer for buying
- 17. SALES PROMOTION TOOLS • Consumer promotion • Trade promotion • Sales-force promotion
- 18. MAJOR CONSUMER PROMOTION TOOLS • Free sampling • Coupons • Discounts • Buy one get one free • Combo offer
- 19. MAJOR TRADE-PROMOTION TOOLS • Cash Bonuses • Stock Return • Dealer Trophies
- 20. MAJOR SALE-FORCE TOOLS • Bonus • Commission • Quota Incentives
- 21. SALES PROMOTION • Effective at achieving a quick boost to sales • Encourages customers to trial a product or switch brands • Sales effect may only be short-term • Customers may come to expect or anticipate further promotions • May damage brand image Advantages Disadvantages
- 22. EXAMPLE • Nike provide its customers flat 40% reduction on the product MRP. • The objective of using this techniques is to attract more new customers and increase the footfall of the store. • The other objective of Nike is to clearance the stock and bring the new trend
- 23. THANK YOU