Imc unit 2
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The document discusses advertising and sales promotion as tools of integrated marketing communications. It defines advertising as paid, non-personal, mass communication with an identifiable sponsor. It notes the advantages of advertising such as helping to build goodwill and introduce new products. It also discusses different media used for advertising like mail, newspapers, magazines. The document then discusses sales promotion, its role in IMC, types of sales promotion and objectives of consumer and trade promotion. It emphasizes the importance of evaluating sales promotion campaigns through pre-testing, concurrent testing and post-testing.
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In other words, this type of PR strategy is conducted when there isn’t a crisis to manage. Rather, it’s an ongoing strategy that is used to develop strong relationships with journalists and establish a positive reputation for a brand.Benefits of Proactive PR
A proactive PR strategy can provide several advantages for a business. Some of these benefits include:
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Essentially, a reactive strategy is damage control public relations. Should a company receive any negative publicity, or if it is involved in a crisis that impacts the public at large, reactive public relations can help to manage the situation.
For example, if a company is slammed with a lawsuit for misconduct, or if a company head is caught in a lewd act, reactive PR would be used to repair any damage. The challenge with reactive PR, however, is that it is usually difficult to predict. That’s because it can be hard to determine when or why a company would receive negative attention. As such, it can be difficult to plan a reactive PR strategy.
openPR-Tip: While you might not be able to predict the future, you can prepare yourself by figuring out how you would deal with a negative situation should one unfold.
Benefits of Reactive PR
The primary benefit of reactive PR is that it can help to repair any damage that comes along with negative publicity. If done right, meaning that PR professionals act quickly and deliver effective messages, reactive PR can save the reputation of a brand
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UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.ppt
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In Ethiopia, Ethio Lease is the first privately owned equipment leasing company with a license from the National Bank of Ethiopia. Ethio Lease provides its customers with carefully selected equipment on the basis of a lease contract, whereby the customer is the Lessee, who has a conditional right to use the equipment, and Ethio Lease is the Lessor, who buys and owns the equipment. If the equipment needs to be imported, Ethio Lease will buy the equipment abroad, using foreign currency from its parent company, AAFC. Ethio Lease customers can pay the lease fee in Ethiopian Birr. While leasing comes in many forms and shapes, for now the only form of leasing that the NBE will allow is a capital lease (aka “financial lease” or “full pay-out” lease). This Ethio Lease can be an alternative foe very few startups, it cannot be considered as a significant alternative for startups since most of them couldn’t fit it and it couldn’t be accessible enough.
Operational communication IBSM
The document discusses operational communication strategies for advertising, including developing a creative brief, insight, promise, and creative ideas. It also covers advertising theories, research methods like pre-testing and post-testing, different types of media including above-the-line, below-the-line, and through-the-line approaches. Promotional tools like TV, print, radio, and direct marketing are also mentioned.
IMC_All Chapter PPT.pptx
Integrated Marketing Communication (IMC) is the major course of marketing management students. Here is the summary of complete course in one ppt.
Social and Digital Marketing
This document discusses marketing strategies and social marketing. It begins by defining marketing as activities that move goods and services to customers, such as market research, product design, packaging, and strategies like social media marketing. Direct marketing involves directly contacting customers to sell products without middlemen. Social marketing uses marketing techniques to promote social causes and influence behaviors that benefit individuals and society. It discusses the product, price, place, and promotion aspects of social marketing campaigns along with examples. Advantages include influencing behavior change and being cost-effective, while disadvantages include the long-term focus and lower chances of increasing sales.
Imc
The document provides an overview of integrated marketing communications (IMC), defining it as a planning concept that evaluates various communication disciplines including advertising, direct marketing, interactive marketing, sales promotion, and public relations to provide clarity, consistency and maximum impact. It discusses the reasons for the growing importance of IMC and describes various IMC tools and how they are used, including different types of advertising, direct marketing, interactive marketing, sales promotion, publicity and public relations.
Advertising concepts , Importance and its Types
This document provides information about advertising concepts including definitions, characteristics, objectives, importance, promotion mix, types, processes, classification, advantages, and disadvantages. Some key points:
- Advertising is a paid, non-personal communication from an identified sponsor to inform or persuade target audiences. It is one part of a company's promotion mix.
- The main objectives are to inform, persuade, and remind audiences. Advertising benefits customers by increasing awareness and quality, and benefits businesses by building brand awareness, image, and sales.
- The promotion mix includes advertising, personal selling, sales promotion, public relations, and direct marketing. Common types of advertising include print, broadcast, outdoor, digital, and product integration
Advertising and Sales Promotion concepts
This document provides information about advertising and sales promotion, including definitions and concepts. It discusses:
- The meaning and definition of advertising according to various sources.
- The characteristics of advertising such as it being a paid form of communication and a tool for promotion.
- The objectives of advertising which are to inform, persuade and remind.
- The importance of advertising to both customers and businesses.
- The different types, advantages, disadvantages and processes involved in advertising.
Media ap
This document discusses marketing concepts including the evolution of marketing, marketing mix, target markets, and advertising. It provides the following key points:
1. Marketing has evolved through different eras such as production orientation, sales orientation, and relationship marketing. The marketing mix, which includes the 4Ps of product, price, place, and promotion, allows marketers to influence demand.
2. Defining and understanding the target market is essential for effective marketing. Market segmentation allows targeting of specific groups based on demographics and psychographics.
3. Advertising is a form of promotion used to encourage audiences to take action. Media selection and considerations of reach and frequency are important for advertising effectiveness.
Similar to Imc unit 2 (20)
UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.ppt
UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.ppt
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SMM
Strategic marketing management involves making decisions around product, price, promotion, and distribution to achieve business goals. This includes segmenting customers, identifying target segments, and positioning products to create value for customers, companies, and collaborators. Managing elements of the marketing mix at the strategic level also requires considering factors like new product development, branding, pricing approaches, promotional strategies, and distribution channel design. The overall aim is developing marketing strategies and plans that lead to gaining market share, defending market position, and achieving profitable growth.
Corporate communication and public relation unit 2
Public relations involves communicating the right messages to the right audiences at the right time through various tools and technologies. It helps organizations adapt to their various stakeholders. The key objectives of public relations include building brand awareness, managing reputation, and achieving marketing goals. PR theories provide frameworks for understanding how to build effective relationships between organizations and their publics. Situational theory examines how problems, constraints, and level of involvement influence whether audiences will seek information. Diffusion theory outlines the process of idea adoption from awareness to final acceptance. Social exchange theory uses a cost-benefit approach to predict behaviors. Systems theory views organizations as open systems that adapt to their changing environments.
Media planning and management unit 2
The document discusses various aspects of media planning and management. It covers topics like media mix, factors affecting media choices, different types of media like print, television, radio, out of home, and emerging digital media. It also discusses media strategy formulation including defining the target group, market prioritization, determining media weights and scheduling.
Media planning and management unit 1
This document provides an overview of media planning and management. It discusses key topics such as the meaning of media and media planning, the media planning process, factors that influence media decisions, and challenges in media planning. It also covers media research sources, the role of media planners, and the regulatory framework around media planning including industry codes and laws.
Brand management unit 1
This document discusses key concepts in brand management including:
- The meaning of brands, branding, and brand management and their importance to consumers and firms.
- The difference between products and brands and how brands add value.
- The strategic brand management process and customer-based brand equity (CBBE) model.
- Sources of brand equity like brand awareness, loyalty, perceived quality, and associations.
- The importance and basis of brand positioning in differentiating a brand and creating demand.
Unit 4
This document discusses the role of technology in corporate communication and public relations. It begins by explaining how technology brings business efficiency, ensures computational accuracy, allows companies to stay relevant to their industries, and improves security. It then covers various communication technologies like web conferencing, RSS feeds, and how information technology impacts areas like media relations, internal communication, branding and reputation. The document also discusses corporate blogging, defining it, outlining blog types, and characteristics of an effective business blog.
Corporate communication and pr unit 1
This document discusses various aspects of corporate communication including its scope, relevance, and key concepts. It provides definitions and explanations of corporate identity, image, and reputation. It discusses the importance of ethics and various media laws related to corporate communication. Specifically, it notes that corporate communication involves developing and maintaining a corporate identity or brand image. It also highlights managing reputation, creating communication models, and building brands as key aspects of corporate communication.
Crm unit 1
Customer relationship management (CRM) refers to the principles, practices and guidelines that an organization follows when interacting with its customers. CRM involves compiling customer data, analyzing customer behavior, and developing customized communications to retain and attract customers. The goal of CRM is to improve customer service, increase customer retention and loyalty, and maximize profits.
Sustaining change
The document discusses sustaining change in organizations. It presents the objectives of researching whether an internal or external change agent is more beneficial and the role of transformational leadership in managing change. Ratan Tata is used as an example of an internal change agent who transformed the Tata group through innovation, investing in young talent, and introducing affordable products. Sustaining change long-term requires continuous improvement, monitoring, and defining a common purpose under transformational leadership.
Stress management (1)
1. Stress is caused by a gap between expectations and reality and affects students through low self-esteem, academic pressure, fear, parental pressure, and poor time management.
2. Some amount of stress can be positive and lead to accomplishing goals, but too much stress becomes negative and unhealthy due to a poor attitude, lack of prioritization, and poor time management.
3. Managing stress involves practices like yoga, meditation, healthy eating, sufficient sleep, prioritizing tasks, dancing, spending time with friends, laughing, outdoor games, and listening to soft music.
Unit 4 ethics and governance
This document discusses the evolution of corporate social responsibility (CSR) in India through four phases from pre-industrialization to the modern era. It describes the meaning of CSR and the types of social responsibilities companies have, including legal, ethical, philanthropic, and economic responsibilities. The key aspects of CSR discussed are corporate responsibility, social accounting, corporate sustainability, and social contract. The need for CSR and issues around implementing CSR initiatives like lack of community participation and transparency are also summarized.
Ethics and governance unit 2
This document discusses ethics in marketing. It covers several unethical practices in marketing like stereotyping, subliminal messaging, exploiting social paradigms, targeting vulnerable audiences, and post-purchase dissonance. It also discusses ethical issues in different aspects of the marketing mix like products, pricing, distribution, and promotions. Specific issues mentioned are consumer safety, deceptive advertising, bid rigging, predatory pricing, and pressuring vendors. Finally, it briefly discusses ethics in finance and mentions insider trading as an ethical violation.
Ethics and governance unit 1
This document provides an overview of ethics, including business ethics. It defines ethics as a system of moral principles concerning what is good or bad. Ethics is distinguished from laws in that ethics provides guidelines rather than enforceable rules. The document outlines the importance, scope, and objectives of ethics in both personal and professional/managerial contexts. It discusses the three levels of moral development and three types of ethics: transactional, participatory, and recognition. Business ethics aims to benefit society and stakeholders through compliance, contribution, and consideration of consequences. The government plays a role in legislating and supervising business ethics.
Unit 3 ethics and governance
The document compares three models of corporate governance: Anglo-US, German, and Japanese. The Anglo-US model separates ownership and control with outsider shareholders and boards including insider and outsider directors. The German model uses a two-tier board structure with a supervisory board of outsiders. The Japanese model involves ownership by affiliated banks and companies with little outside shareholder influence and insider-only boards dependent on maintaining profits.
Communication ppt
Communication is a process of passing information between people. It requires a sender, receiver, message, channel, feedback, and can be impacted by noise. Effective communication in business requires proper channels, objectives like providing information or getting action, and overcoming barriers. Barriers include physical obstacles, psychological biases, technical issues, differences within organizations, and semantic misunderstandings. Proper listening skills and use of silence are also important for clear communication.
Business planning unit 4
1. The document discusses various aspects of starting and developing a new business venture including the steps involved, sources of funding and support available to entrepreneurs, and challenges that may be faced.
2. It describes several government institutions that provide funding, guidance and other support to entrepreneurs such as SIDBI, NABARD, and EXIM Bank of India.
3. The document also discusses the types of capital required for a new business including fixed capital for long-term assets and working capital for short-term operational needs, as well as sources of financing for each.
Business planning unit 3
The document discusses various topics related to entrepreneurship including innovation, invention, creativity, business ideas, environmental scanning, SWOT analysis, the entrepreneurship development cycle, and business planning. It defines key terms, provides examples, and outlines the process of developing a new business venture from coming up with an idea to writing a business plan and assessing feasibility and risks.
Business planning unit 2
This document discusses several topics related to entrepreneurship, including intrapreneurship, women entrepreneurs, social entrepreneurship, and entrepreneurial development programs. It provides definitions and overviews of intrapreneurs, the process for establishing intrapreneurship in an organization, and examples of successful intrapreneurs at companies like Facebook and Sony. Key challenges faced by women entrepreneurs are also outlined, such as family responsibilities, social barriers, lack of education and training, difficulty accessing finances, and limited mobility.
Business planning unit 1
The document discusses various topics related to entrepreneurship including definitions of an entrepreneur, theories of entrepreneurship, and factors influencing entrepreneurial development. It provides definitions of entrepreneurship as self-employment and taking on risks to make a profit. Theories discussed include innovation theory, need for achievement theory, and x-efficiency theory. External influences include economic factors like capital and markets, social factors like social norms and role models, and personal factors like need for achievement and withdrawal of social status. Promoting an entrepreneurial culture involves role models, media, education, and leadership support.
Business communication 2
The document discusses various topics related to presentation skills including principles of effective presentations, types of graphics that can be used in presentations such as tables, bar graphs, line charts and pie charts. It also discusses the steps involved in preparing a presentation and using overhead projectors. Other topics covered are group discussions, interviews, meetings and conferences. For group discussions, it explains the important aspects and ingredients required. It differentiates between various types of interviews such as selection, appraisal and exit interviews. Key aspects for effective meetings such as preparation, notice, agenda and minutes are outlined. Different types of conferences and their advantages and disadvantages are also summarized.
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- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
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Imc unit 2
- 1. Jyostna Jain
- 2. Advertising – Features, Role of Advertising in IMC, Advantages and Disadvantages, Types of Advertising, Types of Media used for advertising. Sales promotion – Scope, role of Sales Promotion as IMC tool, Reasons for the growth, Advantages and Disadvantages, Types of Sales Promotion, objectives of consumer and trade promotion, strategies of consumer promotion and trade promotion, sales promotion campaign, evaluation of Sales Promotion campaign.
- 3. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them
- 4. Paid form:Advertising is always a paid form of communication and hence commercial in nature. Thus, advertising can clarify be distinguished from publicity which is not paid for by the sponsor. Non-personal presentation:Advertising is a non-personal presentation. Whatever the form of presentation, advertising is always directed to a mass audience rather than to any individual. At time:, e advertising message may give the impression of a personal appeal. However, all the sensations are non-personal in nature. Speedy and Mass Communication:Advertising is a speedy medium of communication. Besides being speedy, its operational area is very vast. In other words, it reaches millions of people simultaneously. Identified Sponsor:Another feature of advertising is that its sponsor can be identified. Whenever we come across an advertisement, its sponsor is easily recognized. Obviously, its sponsor can be either the seller or the producer of that product or service. If due to some reason it is difficult to identify the sponsor, then that information cannot be called advertising. It will be called propaganda or publicity.
- 5. Face competition effectively Helps to build goodwill Acts as a support system for salesman Customer awareness Eliminates need for middlemen Introduction of new products
- 8. Under this method message is sent to the prospective buyers by post. Circular letters,folders,calenders,boooklets,catalogues are sent under this type of advertising
- 9. Newspapers and Magazines Advantages Disadvantages Wide circulation Not suitable for illiterate people Less expensive Secrecy cannot be maintained Helpful in introduction of new product Have shorter life Suitable for all types of goods High degree of flexibility
- 14. Analysis according to past data Post Testing Collecting data and reviewed. Concurrent Testing Techniques and Conditions of Schemes Pre-Testing