This document provides information about a group presentation on sales budgeting. It discusses key concepts like the meaning of a sales budget, objectives of sales budgeting, factors that influence sales budgets, and the importance and process of preparing a sales budget. The sales budget is the first component of the master budget and estimates future revenue and expenses for the sales department. It depends on sales forecasting and considers various internal and external factors.
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.
Brands build equity through developing strong brand awareness, perceived quality, and loyalty over time. Brand equity provides value to both customers and firms. For customers, brand equity helps process information and make confident purchase decisions. For firms, brand equity enhances customer attraction and retention, allows premium pricing, and creates barriers for competitors. Building strong brands is challenging due to market complexity and pressure to prioritize short-term goals over long-term brand investment.
The document discusses various aspects of branding including what a brand is, the brand wheel, brand identity, equity, and decisions companies must make regarding their branding strategies. It defines a brand and explains the six levels of meanings a brand conveys including attributes, benefits, values, culture, personality, and target user. It also discusses brand identity, equity, decisions around branding, brand names, strategies like line extensions, brand extensions, and repositioning.
This document discusses marketing policies related to sales, including product, distribution, and pricing policies. It provides details on key considerations for each type of policy, such as determining product lines, distribution intensity strategies, approaches to pricing relative to competition and costs. The document also discusses sales strategies, including account targeting, relationship strategies, selling strategies, and sales channel strategies. Overall, the document provides an overview of various sales and marketing policies and strategies that can guide a company's sales efforts.
This document discusses brand management and customer-based brand equity. It defines a brand and explains the challenges of brand management. It introduces the concept of customer-based brand equity and presents a pyramid model with the key dimensions of brand identity, meaning, response, and resonance. It outlines the strategic brand management process and emphasizes the importance of building strong, favorable brand associations in the minds of customers.
This document provides information about a group presentation on sales budgeting. It discusses key concepts like the meaning of a sales budget, objectives of sales budgeting, factors that influence sales budgets, and the importance and process of preparing a sales budget. The sales budget is the first component of the master budget and estimates future revenue and expenses for the sales department. It depends on sales forecasting and considers various internal and external factors.
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.
Brands build equity through developing strong brand awareness, perceived quality, and loyalty over time. Brand equity provides value to both customers and firms. For customers, brand equity helps process information and make confident purchase decisions. For firms, brand equity enhances customer attraction and retention, allows premium pricing, and creates barriers for competitors. Building strong brands is challenging due to market complexity and pressure to prioritize short-term goals over long-term brand investment.
The document discusses various aspects of branding including what a brand is, the brand wheel, brand identity, equity, and decisions companies must make regarding their branding strategies. It defines a brand and explains the six levels of meanings a brand conveys including attributes, benefits, values, culture, personality, and target user. It also discusses brand identity, equity, decisions around branding, brand names, strategies like line extensions, brand extensions, and repositioning.
This document discusses marketing policies related to sales, including product, distribution, and pricing policies. It provides details on key considerations for each type of policy, such as determining product lines, distribution intensity strategies, approaches to pricing relative to competition and costs. The document also discusses sales strategies, including account targeting, relationship strategies, selling strategies, and sales channel strategies. Overall, the document provides an overview of various sales and marketing policies and strategies that can guide a company's sales efforts.
This document discusses brand management and customer-based brand equity. It defines a brand and explains the challenges of brand management. It introduces the concept of customer-based brand equity and presents a pyramid model with the key dimensions of brand identity, meaning, response, and resonance. It outlines the strategic brand management process and emphasizes the importance of building strong, favorable brand associations in the minds of customers.
The document provides information about brands and brand management. It defines what a brand is, including definitions from the American Marketing Association. It outlines the key elements of a brand like name, logo, tagline, colors. It also discusses features and functions of brands, and different types of brands like personal brands, individual brands, and family brands. The document covers topics like brand marks, trademarks, selecting brand names, and the brand management process. It provides examples and details about brand positioning, brand image, brand loyalty programs, and the role of the brand manager.
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.
Advertising is a paid form of non-personal promotion to introduce or promote a product, service or idea. The purpose is to convince potential customers to purchase or use what is being advertised. Advertising decisions involve setting objectives, budgets, messages and evaluating effectiveness. Objectives can be informative, persuasive, for reminder or reinforcement. Budgets are set through top-down or bottom-up approaches. Messages are created and media is selected to reach the target audience. Effectiveness is measured through communication effects and sales effects.
This document discusses how integrated marketing communications (IMC) can be used to build brand equity. IMC uses a variety of communication channels, such as advertising, promotions, public relations, and social media, in a coordinated way to create a unified brand message and experience for customers. The goal of IMC is to move customers from their current knowledge and perceptions of a brand to the desired knowledge and perceptions defined in the brand's positioning, personality, and values. The document outlines different IMC options and provides criteria for determining the optimal mix of channels to effectively reach the target audience.
An advertising agency is a service business that helps clients with promotional activities like creating advertisements, planning campaigns, booking ad space, conducting research, and more. The main functions of an agency include developing marketing strategies, crafting creative content, implementing media plans, and managing billing. Agencies can specialize in various areas and provide either full-service support or individual modules like creative work or media buying. Their role is to represent clients' brands positively by understanding goals and targeting the right audiences.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
Advertising is defined as any paid form of non-personal presentation and promotion of ideas, goods, and services through mass media. It is a one-way communication that aims to persuade consumers through an identified sponsor's message. Some key characteristics of advertising include that it uses an indirect and non-personal communication mode, has low feedback from consumers, and allows the sponsor to control the message content. Effective advertising follows the 5 M's framework - having the right message, budget, media, measurement of effectiveness, and understanding the target market. Common objectives of advertising include informing, persuading, and reminding consumers while supporting other promotional efforts.
- Advertising effectiveness measures whether time, talents and resources invested in ads achieved profit and customer satisfaction goals.
- It is difficult to directly measure ad effectiveness, as many other factors influence sales and profits besides ads. However, ads are an important tool to increase sales due to large investments.
- Ad effectiveness can be tested at various stages and in various ways, including pre-testing ads using checklist, opinion, dummy magazine, and inquiry methods prior to campaigns to select best copy, headlines, media, and post-testing campaigns' success in reaching targets.
This document discusses evaluating sales force performance. It outlines several key points:
1. Performance evaluation assesses how well salespeople meet objectives and helps organizations identify areas for improvement.
2. Sales force performance is influenced by internal factors like motivation and skills, and external factors like the market environment and organizational structures.
3. The evaluation process involves determining influential factors, selecting criteria, establishing standards, comparing performance to standards, providing feedback, and evaluating. Information comes from records, reports, customers, managers and other sources.
4. Tools for evaluation include essays, rating scales, and ranking techniques. Sales control, audit, analysis and cost analysis also help track performance.
DAGMAR is an advertising model proposed in 1961 consisting of 4 steps: Awareness, Comprehension, Conviction, and Action (ACCA). It aims to map the states of mind a consumer passes through when purchasing a product. Key parts are defining the target audience and advertising objectives. The model suggests advertising must first increase awareness, then comprehension through information about the product. It should establish conviction by creating interest and preference. Finally, it should encourage action and actual purchase.
This document discusses various aspects of marketing control including definitions, objectives, types of controls, and analysis. Marketing control involves monitoring marketing plans and adjusting as needed. It defines control as monitoring actual vs desired results. Key types of control discussed are annual plan control, profitability control, efficiency control, and strategic control. Specific analysis covered include sales, market share, expenses, financials, and customer attitude tracking.
This document discusses sales quotas and quota setting procedures. It defines what sales quotas are and their purposes. There are different types of sales quotas, including sales volume quotas, profit quotas, and activity quotas. The document outlines the quota setting procedure which involves setting parameters, adding expected growth, and allocating individual quotas. Sales territories are also discussed, including what they are, different types, and elements of territory management.
Advertising agencies can be compensated in several ways:
1) The traditional commission system pays agencies 15% of media spending but is becoming less common.
2) Fee arrangements involve agencies and clients negotiating a flat fee for all work.
3) Cost-plus agreements base fees on costs plus an agreed profit margin, used when media spending is low but agency work is high such as for new products.
4) Incentive-based models tie compensation to predetermined goals like sales targets or creative work quality.
This document discusses branding strategies and the brand-product matrix. It explains that the brand-product matrix and brand hierarchy help define relationships between brands and products to formulate branding strategies. The matrix maps brands against product lines to determine how brand elements are applied. This clarifies brand awareness, improves consumer understanding of similarities and differences, and motivates brand image to maximize equity transfer between brands and products. The document provides an example matrix and discusses brand extension and portfolio strategies to maximize market coverage while minimizing brand overlap.
An advertising agency is a service business that creates, plans, and handles advertising campaigns for clients. Its roles include conducting research on products, target consumers, and companies; creating appealing ads; planning media placement; gathering feedback; and managing billing. Large full-service agencies handle all aspects of advertising, while smaller specialized agencies focus only on creative functions like copywriting. In-house agencies work solely for one advertiser.
Consumer behavior and factors influencing consumer behaviorWish Mrt'xa
The document discusses factors that influence consumer behavior, including cultural, social, personal, and psychological factors. Cultural factors encompass elements like culture, subcultures, and social classes that shape consumer values and preferences. Social factors include reference groups, family influences, and social roles/status. Personal factors pertain to individual characteristics like age, lifestyle, and income that affect purchasing decisions. Psychological factors are motivations, perceptions, learning, and beliefs/attitudes that drive consumer behavior at a subconscious level. Understanding these various influences is important for analyzing consumer decision-making processes.
This document discusses advertising budgets, including how they are set and the factors that influence them. An advertising budget shows the total amount to be spent on advertising and how it will be allocated. It helps meet advertising objectives and is prepared for a specific future time period. Budgets can be set using the affordable method, percentage of sales method, competitive parity method, or objective and task method. The objective and task method is considered the most logical as it focuses on the advertising tasks needed to achieve objectives based on market research. The advertising budgeting process involves setting objectives, determining tasks, preparing the budget, approval, allocation, and monitoring. Factors influencing budgets include advertising tasks, product lifecycle stage, market share, competition, frequency,
This document provides an overview of key concepts in media planning and strategy. It defines common terminology like media planning, objectives, strategy, vehicles and coverage. It also outlines the steps involved in developing a media plan, including situation analysis, marketing strategy, creative strategy and setting objectives. Additionally, it discusses factors to consider in media planning like target market coverage, geographic coverage, scheduling, and balancing reach versus frequency.
This document provides an overview of key concepts in marketing communications (MarCom). It defines MarCom and discusses the basic instruments. It introduces communication theory and the elements of the communication process. It also explains integrated marketing communications (IMC) theory and highlights the importance of segmentation, targeting, and positioning. Principles of effective MarCom such as identifying the target audience, choosing communication channels, designing the message, and measuring results are also summarized. The document discusses how the MarCom mix links to the marketing mix and can be influenced by factors such as the product, life cycle stage, and competitors.
The document discusses market targeting and the targeting process. It defines target market and explains that target market refers to the particular customer group selected by marketers. It outlines the steps in the targeting process as evaluating market segments, selecting segments, and additional considerations. It describes different strategies for selecting and targeting segments such as single segment concentration, selective specialization, product specialization, market specialization, and full market coverage. Finally, it discusses targeting strategies like undifferentiated, differentiation, and concentrated strategies.
The document discusses the DAGMAR framework for advertising planning and measuring results. DAGMAR (Defining Advertising Goals for Measured Advertising Results) was developed by Russel H Colley in 1961. It proposes that consumers progress through 4 stages - Awareness, Comprehension, Conviction and Action (ACCA) - before purchasing a product. The document outlines the 4 stages and provides examples. It also discusses how to set concrete, measurable advertising objectives according to DAGMAR by specifying the communication task, target audience, benchmark, degree of change and time period. Finally, it notes some criticisms of the DAGMAR approach.
The document discusses the DAGMAR model for setting advertising objectives and measuring results. DAGMAR suggests advertising should move consumers through four levels - from unawareness to awareness, comprehension, conviction, and finally action. Objectives should be concrete, measurable, specify the target audience and desired degree of change, and include a timeframe. The model helps ensure objectives guide advertising to effectively communicate with consumers.
The document provides information about brands and brand management. It defines what a brand is, including definitions from the American Marketing Association. It outlines the key elements of a brand like name, logo, tagline, colors. It also discusses features and functions of brands, and different types of brands like personal brands, individual brands, and family brands. The document covers topics like brand marks, trademarks, selecting brand names, and the brand management process. It provides examples and details about brand positioning, brand image, brand loyalty programs, and the role of the brand manager.
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.
Advertising is a paid form of non-personal promotion to introduce or promote a product, service or idea. The purpose is to convince potential customers to purchase or use what is being advertised. Advertising decisions involve setting objectives, budgets, messages and evaluating effectiveness. Objectives can be informative, persuasive, for reminder or reinforcement. Budgets are set through top-down or bottom-up approaches. Messages are created and media is selected to reach the target audience. Effectiveness is measured through communication effects and sales effects.
This document discusses how integrated marketing communications (IMC) can be used to build brand equity. IMC uses a variety of communication channels, such as advertising, promotions, public relations, and social media, in a coordinated way to create a unified brand message and experience for customers. The goal of IMC is to move customers from their current knowledge and perceptions of a brand to the desired knowledge and perceptions defined in the brand's positioning, personality, and values. The document outlines different IMC options and provides criteria for determining the optimal mix of channels to effectively reach the target audience.
An advertising agency is a service business that helps clients with promotional activities like creating advertisements, planning campaigns, booking ad space, conducting research, and more. The main functions of an agency include developing marketing strategies, crafting creative content, implementing media plans, and managing billing. Agencies can specialize in various areas and provide either full-service support or individual modules like creative work or media buying. Their role is to represent clients' brands positively by understanding goals and targeting the right audiences.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
Advertising is defined as any paid form of non-personal presentation and promotion of ideas, goods, and services through mass media. It is a one-way communication that aims to persuade consumers through an identified sponsor's message. Some key characteristics of advertising include that it uses an indirect and non-personal communication mode, has low feedback from consumers, and allows the sponsor to control the message content. Effective advertising follows the 5 M's framework - having the right message, budget, media, measurement of effectiveness, and understanding the target market. Common objectives of advertising include informing, persuading, and reminding consumers while supporting other promotional efforts.
- Advertising effectiveness measures whether time, talents and resources invested in ads achieved profit and customer satisfaction goals.
- It is difficult to directly measure ad effectiveness, as many other factors influence sales and profits besides ads. However, ads are an important tool to increase sales due to large investments.
- Ad effectiveness can be tested at various stages and in various ways, including pre-testing ads using checklist, opinion, dummy magazine, and inquiry methods prior to campaigns to select best copy, headlines, media, and post-testing campaigns' success in reaching targets.
This document discusses evaluating sales force performance. It outlines several key points:
1. Performance evaluation assesses how well salespeople meet objectives and helps organizations identify areas for improvement.
2. Sales force performance is influenced by internal factors like motivation and skills, and external factors like the market environment and organizational structures.
3. The evaluation process involves determining influential factors, selecting criteria, establishing standards, comparing performance to standards, providing feedback, and evaluating. Information comes from records, reports, customers, managers and other sources.
4. Tools for evaluation include essays, rating scales, and ranking techniques. Sales control, audit, analysis and cost analysis also help track performance.
DAGMAR is an advertising model proposed in 1961 consisting of 4 steps: Awareness, Comprehension, Conviction, and Action (ACCA). It aims to map the states of mind a consumer passes through when purchasing a product. Key parts are defining the target audience and advertising objectives. The model suggests advertising must first increase awareness, then comprehension through information about the product. It should establish conviction by creating interest and preference. Finally, it should encourage action and actual purchase.
This document discusses various aspects of marketing control including definitions, objectives, types of controls, and analysis. Marketing control involves monitoring marketing plans and adjusting as needed. It defines control as monitoring actual vs desired results. Key types of control discussed are annual plan control, profitability control, efficiency control, and strategic control. Specific analysis covered include sales, market share, expenses, financials, and customer attitude tracking.
This document discusses sales quotas and quota setting procedures. It defines what sales quotas are and their purposes. There are different types of sales quotas, including sales volume quotas, profit quotas, and activity quotas. The document outlines the quota setting procedure which involves setting parameters, adding expected growth, and allocating individual quotas. Sales territories are also discussed, including what they are, different types, and elements of territory management.
Advertising agencies can be compensated in several ways:
1) The traditional commission system pays agencies 15% of media spending but is becoming less common.
2) Fee arrangements involve agencies and clients negotiating a flat fee for all work.
3) Cost-plus agreements base fees on costs plus an agreed profit margin, used when media spending is low but agency work is high such as for new products.
4) Incentive-based models tie compensation to predetermined goals like sales targets or creative work quality.
This document discusses branding strategies and the brand-product matrix. It explains that the brand-product matrix and brand hierarchy help define relationships between brands and products to formulate branding strategies. The matrix maps brands against product lines to determine how brand elements are applied. This clarifies brand awareness, improves consumer understanding of similarities and differences, and motivates brand image to maximize equity transfer between brands and products. The document provides an example matrix and discusses brand extension and portfolio strategies to maximize market coverage while minimizing brand overlap.
An advertising agency is a service business that creates, plans, and handles advertising campaigns for clients. Its roles include conducting research on products, target consumers, and companies; creating appealing ads; planning media placement; gathering feedback; and managing billing. Large full-service agencies handle all aspects of advertising, while smaller specialized agencies focus only on creative functions like copywriting. In-house agencies work solely for one advertiser.
Consumer behavior and factors influencing consumer behaviorWish Mrt'xa
The document discusses factors that influence consumer behavior, including cultural, social, personal, and psychological factors. Cultural factors encompass elements like culture, subcultures, and social classes that shape consumer values and preferences. Social factors include reference groups, family influences, and social roles/status. Personal factors pertain to individual characteristics like age, lifestyle, and income that affect purchasing decisions. Psychological factors are motivations, perceptions, learning, and beliefs/attitudes that drive consumer behavior at a subconscious level. Understanding these various influences is important for analyzing consumer decision-making processes.
This document discusses advertising budgets, including how they are set and the factors that influence them. An advertising budget shows the total amount to be spent on advertising and how it will be allocated. It helps meet advertising objectives and is prepared for a specific future time period. Budgets can be set using the affordable method, percentage of sales method, competitive parity method, or objective and task method. The objective and task method is considered the most logical as it focuses on the advertising tasks needed to achieve objectives based on market research. The advertising budgeting process involves setting objectives, determining tasks, preparing the budget, approval, allocation, and monitoring. Factors influencing budgets include advertising tasks, product lifecycle stage, market share, competition, frequency,
This document provides an overview of key concepts in media planning and strategy. It defines common terminology like media planning, objectives, strategy, vehicles and coverage. It also outlines the steps involved in developing a media plan, including situation analysis, marketing strategy, creative strategy and setting objectives. Additionally, it discusses factors to consider in media planning like target market coverage, geographic coverage, scheduling, and balancing reach versus frequency.
This document provides an overview of key concepts in marketing communications (MarCom). It defines MarCom and discusses the basic instruments. It introduces communication theory and the elements of the communication process. It also explains integrated marketing communications (IMC) theory and highlights the importance of segmentation, targeting, and positioning. Principles of effective MarCom such as identifying the target audience, choosing communication channels, designing the message, and measuring results are also summarized. The document discusses how the MarCom mix links to the marketing mix and can be influenced by factors such as the product, life cycle stage, and competitors.
The document discusses market targeting and the targeting process. It defines target market and explains that target market refers to the particular customer group selected by marketers. It outlines the steps in the targeting process as evaluating market segments, selecting segments, and additional considerations. It describes different strategies for selecting and targeting segments such as single segment concentration, selective specialization, product specialization, market specialization, and full market coverage. Finally, it discusses targeting strategies like undifferentiated, differentiation, and concentrated strategies.
The document discusses the DAGMAR framework for advertising planning and measuring results. DAGMAR (Defining Advertising Goals for Measured Advertising Results) was developed by Russel H Colley in 1961. It proposes that consumers progress through 4 stages - Awareness, Comprehension, Conviction and Action (ACCA) - before purchasing a product. The document outlines the 4 stages and provides examples. It also discusses how to set concrete, measurable advertising objectives according to DAGMAR by specifying the communication task, target audience, benchmark, degree of change and time period. Finally, it notes some criticisms of the DAGMAR approach.
The document discusses the DAGMAR model for setting advertising objectives and measuring results. DAGMAR suggests advertising should move consumers through four levels - from unawareness to awareness, comprehension, conviction, and finally action. Objectives should be concrete, measurable, specify the target audience and desired degree of change, and include a timeframe. The model helps ensure objectives guide advertising to effectively communicate with consumers.
This presentation by Names Crunch delves into the strategic facets of branding, providing insights on crafting a robust brand purpose, vision, and values, and navigating the complex landscape of market positioning. It emphasizes the significance of brand experience and storytelling, addresses common branding challenges, and looks ahead at future trends. The session concludes with actionable steps for attendees to refine their branding strategies and foster enduring brand identities.
The DAGMAR approach defines goals for measuring advertising effectiveness. It was developed by Russel Colley in 1961 to distinguish 52 advertising goals related to sales, image, attitude, and awareness. The approach involves defining goals that are specific, have a defined target audience and measurement procedure, benchmarks for achievement, and are written down. It focuses on matching communication tasks to audience involvement levels related to awareness, comprehension, attitude, and action. While useful historically, the DAGMAR approach faces challenges related to quantifying sales goals, measurement difficulties, and external influences.
Integrated Marketing Communication & Digital MarketingHardik Jethwa
This document discusses integrated marketing communication and digital marketing. It defines DAGMAR as a framework for setting advertising goals and measuring results. The document outlines how advertising objectives should guide consumers through four stages: from unawareness to awareness, comprehension, conviction, and finally action. It also describes three main functions of advertising: to inform, persuade, and sell. Lastly, it discusses how to set smart, measurable advertising objectives that are both short-term and long-term.
An advertising model is the strategic use of an advertising medium, with the goal of reaching a specific target audience. An advertising medium is the type of media or vehicle the advertising is placed on.
The document discusses brand positioning and provides rules for effective positioning. It defines brand positioning as fitting a product or service within market segments to meaningfully differentiate it from competition. A strong position means a brand owns a unique, credible and sustainable benefit in customers' minds. Effective positioning has qualities of relevance, clarity, distinctiveness, coherence, commitment, patience, and courage. The document also lists different bases for positioning a brand, such as low price, high price, quality, substitution, time of day, and age.
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 building a powerful marketing plan through various strategies including understanding customer needs, developing customer relationships, implementing an effective marketing mix, using branding, and employing guerrilla marketing tactics. It emphasizes focusing on customers through quality products, convenience, innovation, and speed to market. The marketing mix or 4Ps of product, place, price and promotion are explained as the basic components for satisfying customers and achieving business goals. Overall, the document provides guidance on developing a comprehensive yet low-cost marketing strategy.
The document discusses product trial and repeat purchase. It defines product trial as when a customer samples a new product for the first time. Businesses do product trials to get customers to try new products. The document then discusses how to attain repeat purchase through satisfying customers, meeting expectations, providing value for money, and creating brand loyalty. It emphasizes building a good brand image through advertising and word of mouth.
Retail Image refers to how a retailer is perceived by customers and others.To succeed, a retailer must communicate a distinctive, clear, and consistent image.
Establishing Objectives and Budgeting for the Promotional ProgramNishant Agrawal
The document discusses establishing objectives and budgeting for promotional programs. It defines the characteristics of effective objectives as being specific, measurable, quantifiable, attainable, and realistic. Marketing objectives are broader and aim to achieve overall marketing plan goals, while communication objectives are more narrow and based on specific communication tasks for a target audience. The document also discusses the DAGMAR approach to setting communication objectives and measuring results across awareness, comprehension, conviction, and action stages. Additionally, it covers budgeting methods like top-down approaches using percentages of sales or return on investment, as well as bottom-up approaches where objectives and tasks are defined and costs estimated. Factors like sales response curves, share of voice, economies of scale, and organizational characteristics
This document provides an introduction to the topic of Marketing Management. It discusses key concepts such as the nature and scope of marketing, marketing orientations like production and product concepts, and the marketing mix of product, price, place, and promotion. It also examines the marketing environment including the microenvironment of suppliers, customers and competitors as well as the macroenvironment factors such as economic, natural, technological, cultural and political environments. The document aims to give an overview of foundational marketing concepts.
The document discusses various aspects of design management and retail merchandising. It defines key terms like window display and visual merchandising and explains their importance in retail. It discusses techniques used for window displays, in-store design, and effective advertising campaigns. It also covers topics like store planograms, merchandising philosophy, analysis for developing sales forecasts, and determining merchandise requirements. The overall document provides an overview of best practices and strategies for retail design, merchandising, and inventory planning.
DAGMAR Approach.pptx by assistant professorsaumyanagar3
The document discusses the DAGMAR approach, which stands for "Defining Advertising Goals for Measured Advertising Results". DAGMAR is a marketing model that guides customers through the four stages of the buying process: Awareness, Comprehension, Conviction, and Action. The document provides details on each stage and describes how advertising objectives and campaigns can be developed according to this framework. It also gives examples of how companies have used the DAGMAR approach to evaluate marketing effectiveness and drive various outcomes like sales, online signups, and brand awareness.
This document outlines the steps in an advertising campaign:
1) Appraisal of advertising opportunities including analyzing positive demand, opportunities for product differentiation, and availability of funds.
2) Analysis of the target market to understand demographic characteristics, locations, behaviors, and lifestyles of consumers.
3) Setting advertising objectives based on consumer needs and wants, brand reputation, economic conditions, and marketing environment.
4) Deciding on media and creative strategy to effectively communicate the message and reach the target audience.
5) Post-testing to evaluate if advertising objectives were accomplished and get feedback from audiences.
Store layout is an arrangement of the store that include space management, product display, network of passages, arrangement for amenities and customer convenience and other facilities required.
Hypothesis is a formal statement that represents the expected relationship between an independent and dependent variable.
It is an assumption about the relationship between two or more variables and is predictive in nature
This document discusses the stages of internationalization that companies go through as they expand globally. It begins by outlining several drivers of corporate internationalization including cost drivers, government drivers, competitive drivers, and market drivers. It then describes 5 stages of internationalization that companies typically progress through: 1) Domestic Company, 2) International Company, 3) Multinational Company, 4) Global Company, and 5) Transnational Company. For each stage, it provides details on the company's strategy, view of world markets, orientation, key assets, and the role of country units. It concludes by summarizing the differences between each stage in a chart.
Douglas Wind and Pelmutter advocated four approaches to international business: the ethnocentric approach, polycentric approach, regiocentric approach, and geocentric approach. The ethnocentric approach involves exporting the same products designed for the domestic market to foreign countries. The polycentric approach decentralizes decision-making to foreign executives. The regiocentric approach markets similar products designed for a region to neighboring countries. The geocentric approach operates subsidiaries globally as independent companies coordinated by the headquarters.
International Business Environment- Domestic, Foreign & Global Environment Vijyata Singh
The document discusses the influence of domestic, foreign, and global environments on international business. It identifies controllable variables such as finance, production, human resources, and marketing. It also identifies uncontrollable variables including the domestic environment, foreign environment, and global environment. The global environment encompasses factors like the international economic environment, regional economic groups and agreements, and international financial institutions. Understanding the business environments is important for businesses to determine market potential, how to enter foreign markets, production scale, labor deployment, financing operations, marketing strategies, and compensation.
This document provides an overview of tools for analyzing a company's marketing environment, including SWOT analysis and Porter's Five Forces model. SWOT analysis involves examining a company's strengths, weaknesses, opportunities, and threats. Porter's Five Forces model analyzes the bargaining power of buyers and suppliers, threat of substitutes, threat of new entrants, and rivalry among existing competitors. The document was created by an assistant professor to provide guidance on marketing environment analysis.
This document discusses various retail formats categorized by ownership. It identifies the main ownership models as independent stores, chain stores, franchising, leased department stores, vertical marketing systems, and consumer cooperatives. Independent stores are owned and operated by a single retailer, while chain stores have two or more outlets owned under joint control. Franchising involves a contractual agreement where a franchisee pays fees to a franchiser in exchange for using their brand name and operating format. Leased department stores involve renting space within a larger store. Vertical marketing systems integrate manufacturers, wholesalers, and retailers to facilitate product flow. Consumer cooperatives are owned by their customers.
This document discusses different types of retail formats, dividing them into store-based retailing and non-store-based retailing. Some examples of non-store-based retailing discussed are direct marketing, which involves exposing customers to goods through non-personal media and allowing them to order by mail, phone or online; direct selling, which involves personal contact with customers in their homes; and vending machines, which allow 24-hour automated sales without sales personnel. The document also briefly outlines other non-traditional retail formats such as electronic retailing (e-commerce), mobile van retailing, video kiosks, event retailing, trade parks, and forecourt retailing at gas stations.
This document discusses different store-based retail formats. It identifies convenience stores, supermarkets, food-based superstores, and limited-line stores as food-based retailers. For general merchandise retailers it outlines specialty stores, full-line discount stores, factory outlets, membership clubs, flea markets, off-price chains, and traditional department stores. The document provides brief descriptions of each retail format's characteristics including store size, product assortments, pricing, and target customers.
The document discusses various retail formats categorized by ownership. Independent stores are owned by a single retailer, while chain stores have two or more outlets owned under joint control. Franchising involves a contractual agreement where a franchisee pays fees to the franchiser in exchange for using their brand name and operating format. Leased department stores section off areas of a larger store to outside retailers paying monthly rent. Vertical marketing systems integrate manufacturers, wholesalers, and retailers to different degrees to facilitate product flow from creation to consumer. Formats provide options for retailers based on their resources and target markets.
This document discusses rural consumers in India. It provides information on the profile of rural consumers, including their low literacy and income levels, scattered population across many villages, and principal occupations in farming and trades. It describes the types of rural consumers as household consumers, rural industrial users, and rural resellers. It also outlines different groups of rural consumers based on their buying behavior, such as habitual, cognitive, emotional, and impulsive groups. Finally, it briefly discusses factors that influence rural consumer behavior, including stimuli, perception, attitudes, needs, demographics, culture, and social influences.
The document compares rural and urban marketing in India, noting key differences in their philosophies, buyer motivations, marketing objectives, mix, research methods, technologies used, and development strategies. Rural marketing focuses on inclusive growth and uses simple research methods, while urban marketing emphasizes fashion, lifestyle, and sophisticated research. The marketing mix also differs, with rural using the basic 4 P's and urban utilizing an expanded 7 P's approach.
The document discusses the rural environment and is divided into several sections. It covers the demographic environment including changes in rural population, family structures, age, education, and occupation. The physical environment discusses rural settlements and housing patterns. The socio-cultural environment examines socio-cultural regions, village communities, and the caste system. The political environment analyzes panchayati raj institutions and gram sabhas. The technological environment addresses rapid mechanization and the growth of information and communication technology. Finally, the rural economic environment describes the transitioning rural economy, economic structure, rural enterprises, income disparity, and spending.
This document outlines the evolution of rural marketing in India through four phases:
Phase I (prior to 1960) consisted of agricultural marketing and exchanges of crafts and utensils; Phase II (1960-1980) saw the entry of consumer goods companies and changes in rural demand due to the Green Revolution; Phase III (1990-2000) included new service sectors, pro-rural government initiatives, and companies launching rural-focused products; Phase IV (after 2000) featured financial inclusion, media expansion, hiring of rural staff, and improved standards of living through various government programs.
This document provides an overview of rural marketing in India. It defines rural marketing as developing, pricing, promoting, and distributing rural-specific goods and services to satisfy consumer demand in rural areas. Some key points:
- Rural markets have consumers located in rural areas with different behaviors than urban consumers. Transactions can be rural-to-urban or urban-to-rural.
- Rural marketing focuses more on development than transactions, customer satisfaction, and increasing living standards through a mutually beneficial process.
- Rural markets are large and diverse but scattered, with low incomes mainly from agriculture. They face challenges like high distribution costs, seasonal demand, and lack of infrastructure.
The document discusses advertising budgets, which estimate the financial requirements to achieve advertising objectives within a given time period. The budget is a guideline for allocating funds to advertising functions and activities. Key factors that influence the budget include available finances, sales percentages, competitors' spending, and return on investment. The budget specifies income, expenses, and how funds will be allocated. It must be constructed within the company's financial capabilities. The budget process involves estimating total advertising costs based on market information, then appropriating funds and specifying expenditures for each advertising function. The budget is presented to management for review and modification before execution and control to ensure actual spending matches estimates. Various methods can be used to allocate the budget, such as percentages of sales or objectives
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
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.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM 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
Gokila digital marketer
Coimbatore
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
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
3. DAGMAR approach defines an advertising
Goal /advertising objective as a specific
communication task to be accomplished among a
defined audience , in a given period of time.
It was proposed by Rusell H.Colley
5. Advertising OBJECTIVES
To Inform To Persuade
• Informing the market about a new
product
• Suggesting new uses for a product
• Informing the market of a price
change
• Explaining how the product works
• Describing available services
• Correcting false impressions
• Reducing consumer's fears.
• Building a company image
• Building brand preference
• Encouraging switching to your
brand
• Changing consumer's perception
of product attributes
• Persuading consumers to
purchase now
• Persuading consumers to
receive a sales call
6. Advertising OBJECTIVES
To Remind To Reinforce
• Reminding consumer that the
product may be needed in near
future
• Reminding consumer where to
buy the product from
• Keeping product in consumer's
mind during off seasons
• Maintaining top-of-mind'
awareness
• Convincing current purchasers
that they made the right choice
• Highlighting the positive
features of a product that
satisfied the people who have
already purchased it
7. COMPREHENSION
AND IMAGE
ATTITUDE
UNAWARE AWARE
ACTION
The prospect must be aware of the
existence of the brand or company
The prospect must understand what
the product is and what it will do for
him
The prospect must develop a mental
disposition to buy the product
The prospect must stir himself into
action, i.e. buy the product
D
A
G
M
A
R
8. Key premises of DAGMAR
• Advertising’s prime job is to communicate
with a specific target audience and to
bring them to the state of action.
• Advertising goal should be specific ,
written with measurable task involving a
starting point and fixed time period
9. Limitation of DAGMAR approach
• No consideration for atypical response hierarchies
• No recognition of sales as an advertising objective
• Involves high cost
• Inhibits creativity
10. THANK YOU
For any sawaal , sujhao or
comment , write to me at
vijyata.rwc@gmail.com