This document provides an overview of promotion and pricing strategies. It discusses integrated marketing communications and how firms coordinate various promotional activities. The promotional mix includes personal selling, advertising, sales promotion, and public relations. The objectives of promotion are to provide information, differentiate products, increase or stabilize sales, and accentuate product value. Firms must consider media selection, budget, and which media best suits their communication goals. Pricing strategies aim to maximize profits and meet customer perceptions of value.
This document provides an overview of advertising and integrated brand promotion (IBP). It defines advertising as communication that is paid for, delivered through mass media, and attempts to persuade. IBP is described as using a variety of promotional tools together to create brand exposure, including advertising, direct marketing, personal selling, and public relations. The document also discusses the role of advertising in the marketing mix, brand management, market segmentation, and revenue generation. It outlines different types of advertising and their economic effects. Finally, it introduces the concept of moving from integrated marketing communications to IBP.
This document provides an overview of the structure of the advertising industry, including the key players and their roles. It discusses advertisers, advertising and promotion agencies, external facilitators, media organizations, and target audiences. It also provides examples of large advertisers and agencies, the services agencies provide, and how different types of media organizations are compensated.
This chapter discusses key components of developing an effective advertising plan, including conducting a situation analysis, setting objectives, developing creative and media strategies, and implementing and evaluating the plan. It emphasizes the importance of setting specific, measurable objectives and matching the right message to the right audience through the right media. The chapter also explores factors that contribute to new product advertising success, the relationship between advertising and sales, and various methods for budgeting advertising expenditures.
Advertising is a form of communication used to encourage or persuade an audience to take action regarding a commercial offering or political/ideological issue. The purpose is usually to drive consumer behavior or reassure stakeholders. Advertising messages are paid for by sponsors and viewed through various media like television, radio, newspapers/magazines, outdoor displays, direct mail, and digital platforms. Spending on advertising in 2010 was estimated at $142.5 billion in the US and $467 billion worldwide.
The document discusses reasons for the importance of international markets, such as stagnating domestic markets and opportunities for growth. It also covers various aspects of international advertising and promotion, including differences in cultural, economic, political and demographic environments across countries. Guidelines are provided for developing effective international advertising, promotion, and public relations strategies that consider these environmental differences.
This document discusses five key decisions in developing an advertising program: mission, budget, message, media, and measurement. It outlines objectives like informative, remind, and reinforcement advertising. Budget factors include market share, product life cycle stage, competition, and substitutability. Effective messages have a big idea that connects rationally and emotionally. Media selection considers reach, frequency, and impact. Measurement evaluates communication and sales effects. Sales promotion and trade promotion tools are also discussed. Guidelines for brand building events include targeting markets, increasing brand salience, reinforcing images, promotional opportunities, enhancing corporate image, creating experiences, and expressing social commitment.
The document discusses the evolution of advertising and brand promotion in the United States from the 18th century to present day. It describes how the rise of capitalism and the Industrial Revolution led to mass production, creating demand for advertising to stimulate product sales. Modern mass media further grew advertising. Key periods discussed include the P.T. Barnum era, Depression era, post-WWII years, and modern digital/online era, showing how advertising adapted to social and economic conditions over time.
This document discusses advertising, sales promotion, and public relations. It defines each area and explains major decisions involved in developing programs for advertising, sales promotion, and public relations. These include setting objectives and budgets, developing strategies, and evaluating effectiveness. Various tools used in advertising, sales promotion, and PR are also outlined.
This document provides an overview of advertising and integrated brand promotion (IBP). It defines advertising as communication that is paid for, delivered through mass media, and attempts to persuade. IBP is described as using a variety of promotional tools together to create brand exposure, including advertising, direct marketing, personal selling, and public relations. The document also discusses the role of advertising in the marketing mix, brand management, market segmentation, and revenue generation. It outlines different types of advertising and their economic effects. Finally, it introduces the concept of moving from integrated marketing communications to IBP.
This document provides an overview of the structure of the advertising industry, including the key players and their roles. It discusses advertisers, advertising and promotion agencies, external facilitators, media organizations, and target audiences. It also provides examples of large advertisers and agencies, the services agencies provide, and how different types of media organizations are compensated.
This chapter discusses key components of developing an effective advertising plan, including conducting a situation analysis, setting objectives, developing creative and media strategies, and implementing and evaluating the plan. It emphasizes the importance of setting specific, measurable objectives and matching the right message to the right audience through the right media. The chapter also explores factors that contribute to new product advertising success, the relationship between advertising and sales, and various methods for budgeting advertising expenditures.
Advertising is a form of communication used to encourage or persuade an audience to take action regarding a commercial offering or political/ideological issue. The purpose is usually to drive consumer behavior or reassure stakeholders. Advertising messages are paid for by sponsors and viewed through various media like television, radio, newspapers/magazines, outdoor displays, direct mail, and digital platforms. Spending on advertising in 2010 was estimated at $142.5 billion in the US and $467 billion worldwide.
The document discusses reasons for the importance of international markets, such as stagnating domestic markets and opportunities for growth. It also covers various aspects of international advertising and promotion, including differences in cultural, economic, political and demographic environments across countries. Guidelines are provided for developing effective international advertising, promotion, and public relations strategies that consider these environmental differences.
This document discusses five key decisions in developing an advertising program: mission, budget, message, media, and measurement. It outlines objectives like informative, remind, and reinforcement advertising. Budget factors include market share, product life cycle stage, competition, and substitutability. Effective messages have a big idea that connects rationally and emotionally. Media selection considers reach, frequency, and impact. Measurement evaluates communication and sales effects. Sales promotion and trade promotion tools are also discussed. Guidelines for brand building events include targeting markets, increasing brand salience, reinforcing images, promotional opportunities, enhancing corporate image, creating experiences, and expressing social commitment.
The document discusses the evolution of advertising and brand promotion in the United States from the 18th century to present day. It describes how the rise of capitalism and the Industrial Revolution led to mass production, creating demand for advertising to stimulate product sales. Modern mass media further grew advertising. Key periods discussed include the P.T. Barnum era, Depression era, post-WWII years, and modern digital/online era, showing how advertising adapted to social and economic conditions over time.
This document discusses advertising, sales promotion, and public relations. It defines each area and explains major decisions involved in developing programs for advertising, sales promotion, and public relations. These include setting objectives and budgets, developing strategies, and evaluating effectiveness. Various tools used in advertising, sales promotion, and PR are also outlined.
Advertising is a paid form of non-personal communication used to promote organizations, products, services, or ideas. It aims to influence audiences through mass media like television, radio, magazines and newspapers. Advertising is important for creating brand awareness and image. It helps companies introduce new products to large audiences in a cost-effective manner. Regulations govern advertising to prevent false, misleading, or unethical claims. Advertising must consider legal, social, cultural and ethical aspects to avoid harming audiences like children.
The document discusses advertising and sales promotion. It defines advertising as the dissemination of information by non-personal means through paid media where the source is the sponsoring organization. Promotion includes advertising, personal selling, sales promotion, and publicity and aims to support the marketing mix. The document then traces the origins and development of advertising from ancient Rome and the Middle Ages to the present. It provides several definitions of advertising and discusses what is included in advertising messages and forms.
1. The document discusses advertising and integrated brand promotion (IBP), noting that technology and consumer control are changing the communications environment.
2. IBP is defined as using a wide range of promotional tools together to create brand exposure, including advertising, direct marketing, personal selling, sponsorships, and public relations.
3. The role of advertising is described as part of the marketing mix, brand management, market segmentation, differentiation and positioning, and generating revenue and profits.
This document provides an overview of advertising and media planning. It defines advertising and discusses its key features, objectives, functions, types, history and criticisms. Advertising is defined as a paid, non-personal communication to promote an idea, good or service. The document outlines the economic, social and ethical roles of advertising and examines it as a communication process. Criticisms of advertising relate to its potential negative impacts on society through promoting materialism or harmful stereotypes. The document also analyzes advertising as a marketing tool to communicate brand messages across different media platforms.
The document discusses key aspects of advertising agencies and their relationship with clients. It defines an advertising agency as a firm that creates promotional ideas, designs advertisements, books ad space/time, plans campaigns, conducts research, and provides other marketing services. Agencies help clients enter new markets through their expertise. The document outlines the roles of agencies, types of agencies, sources of agency income, factors for effective client-agency relationships, and reasons for client turnover. It provides guidance on selecting an agency, improving relationships, and coordinating with agencies.
The document provides an overview of promotion and the promotion mix. It discusses the six main elements of the promotion mix: advertising, sales promotion, personal selling, public relations, publicity, and propaganda. It then focuses on advertising, defining it and outlining the five main stages of an advertising campaign: setting objectives, budget, messages, media selection, and evaluation. Finally, it discusses different advertising media including indoor media like newspapers, magazines, radio, television, and film, as well as outdoor media such as posters, painted displays, electric signs, and more.
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.
The document discusses various types of advertising and marketing. It defines key terms like advertisement, advertising, commercial, objectives of advertising. It describes different forms of advertising such as broadcast advertising, billboard advertising, online advertising, celebrity endorsements, and more. It also discusses the history and evolution of advertising over time from ancient tablets to modern digital methods. Advertising is explained as one part of an overall marketing strategy to promote products and services.
The document outlines the roles and responsibilities of 12 group members for a project on advertising and public relations. Group member 1 is the group leader and is responsible for the history and definition of advertising. Other members are responsible for advantages and disadvantages, types of advertising, objectives, budgets, strategies, media selection, evaluation, public relations, and tools. The document then provides details on various topics within advertising and public relations including history, objectives, budgets, strategies, evaluation, and public relations.
In this presentation, we will introduce you to the form, concept and fundamentals of Advertising. This presentation will help you to know and learn the ways to reach potential buyers through the art of Advertising.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
The document defines various marketing terms:
1. Above the line advertising refers to paid advertising like TV, radio, magazines and internet where commissions are paid to agencies.
2. Below the line advertising refers to non-media promotion like direct mail and sales promotions where no commissions are paid.
3. Brand equity is the value of a brand based on loyalty, awareness, quality and associations.
This document discusses advertising, including its definition, types, media, nature, scope, advantages, and disadvantages. It defines advertising as mass communication used to promote products and services. The main types discussed are newspaper, magazine, radio, television, directories, outdoor/transit, direct mail, catalogs, and online advertising. It also describes various advertising media like newspapers, magazines, radio, television, films, and outdoor advertising. Key points made about advertising include that it has a unique selling proposition, is visually attractive, consumer-oriented, and uses various media platforms. The document also outlines the scope, advantages (increased sales, fights competition, enhances goodwill, educates consumers), and disadvantages (adds to costs, undermines social
The document compares different types of campaigns, their target audiences, techniques used, and effectiveness. It discusses commercial campaigns aimed at broad audiences using TV, posters and broadcasts. Charity campaigns also target broad audiences but are very effective in raising money and awareness through posters, ads, and TV special events. Pressure groups may focus on specific audiences like government officials and use techniques like protests to get their points across effectively. Political campaigns have varying target audiences but use meetings, surveys, voting and media to engage constituencies and promote their goals.
The document defines advertising as a paid form of non-personal communication designed to induce people to buy ideas, goods, or services. It aims to differentiate products from competitors, communicate product information, urge product use, expand distribution, and increase brand loyalty and preference while reducing costs. Advertising benefits manufacturers by increasing and stabilizing sales, retailers by guaranteeing quick sales with minimal effort, and consumers by aiding decisions and ensuring better quality, affordable options. It also benefits society by raising living standards and employment while upholding culture.
This presentation discusses integrated marketing communication and advertising. It defines integrated marketing communication as coordinating marketing efforts across multiple channels. The presentation outlines challenges in integrated marketing like lead generation, content marketing, and social media. It then discusses the advertising management option in marketing and defines advertising as paid announcements to attract public attention. The presentation classifies advertising based on function, region, target market, desired responses, and media used. It also covers advertising appropriation, which is the portion of the marketing budget allocated to advertising.
The document discusses various topics related to integrated marketing communications including:
1. There are typically 7 major modes of marketing communication including advertising, sales promotion, public relations, direct marketing, interactive marketing, word-of-mouth marketing, and personal selling.
2. When developing global communications, companies must decide if their product, target segment, and ad style are appropriate for other countries. They also must determine whether to create ads locally or globally.
3. Personal selling contributions include increasing stock positions, building dealer enthusiasm, missionary selling to new dealers, and key account management.
4. Marketers should aim to communicate truthfully and avoid unethical practices like misleading claims or hiding important details from consumers.
Advertising is defined as any paid form of non-personal promotion of ideas, goods, or services by an identified sponsor, according to the American Marketing Association. The document discusses key features of advertising such as non-personal promotion, promotion of ideas, goods, and services, and identification of sponsors. It also covers the nature and scope of advertising, including pioneering, retentive, and institutional advertising.
This document provides an overview of Chapter 14 which discusses promotion and pricing strategies. It outlines the learning goals which include explaining integrated marketing communications and the promotional mix. It also summarizes different types of advertising, sales promotion, personal selling, and public relations. Pricing strategies and how firms set prices are also covered.
Promotional strategies of tripple em pakistanMUHAMMAD UMAIR
Tripple EM Pakistan is a food producing company. The document discusses promotional strategies the company uses to market its products, including advertising through print, television, and billboards. It also discusses using cooking demonstrations in cities to introduce new products. The company employs both push and pull promotional strategies, using advertising, public relations, and sales promotions.
Advertising is a paid form of non-personal communication used to promote organizations, products, services, or ideas. It aims to influence audiences through mass media like television, radio, magazines and newspapers. Advertising is important for creating brand awareness and image. It helps companies introduce new products to large audiences in a cost-effective manner. Regulations govern advertising to prevent false, misleading, or unethical claims. Advertising must consider legal, social, cultural and ethical aspects to avoid harming audiences like children.
The document discusses advertising and sales promotion. It defines advertising as the dissemination of information by non-personal means through paid media where the source is the sponsoring organization. Promotion includes advertising, personal selling, sales promotion, and publicity and aims to support the marketing mix. The document then traces the origins and development of advertising from ancient Rome and the Middle Ages to the present. It provides several definitions of advertising and discusses what is included in advertising messages and forms.
1. The document discusses advertising and integrated brand promotion (IBP), noting that technology and consumer control are changing the communications environment.
2. IBP is defined as using a wide range of promotional tools together to create brand exposure, including advertising, direct marketing, personal selling, sponsorships, and public relations.
3. The role of advertising is described as part of the marketing mix, brand management, market segmentation, differentiation and positioning, and generating revenue and profits.
This document provides an overview of advertising and media planning. It defines advertising and discusses its key features, objectives, functions, types, history and criticisms. Advertising is defined as a paid, non-personal communication to promote an idea, good or service. The document outlines the economic, social and ethical roles of advertising and examines it as a communication process. Criticisms of advertising relate to its potential negative impacts on society through promoting materialism or harmful stereotypes. The document also analyzes advertising as a marketing tool to communicate brand messages across different media platforms.
The document discusses key aspects of advertising agencies and their relationship with clients. It defines an advertising agency as a firm that creates promotional ideas, designs advertisements, books ad space/time, plans campaigns, conducts research, and provides other marketing services. Agencies help clients enter new markets through their expertise. The document outlines the roles of agencies, types of agencies, sources of agency income, factors for effective client-agency relationships, and reasons for client turnover. It provides guidance on selecting an agency, improving relationships, and coordinating with agencies.
The document provides an overview of promotion and the promotion mix. It discusses the six main elements of the promotion mix: advertising, sales promotion, personal selling, public relations, publicity, and propaganda. It then focuses on advertising, defining it and outlining the five main stages of an advertising campaign: setting objectives, budget, messages, media selection, and evaluation. Finally, it discusses different advertising media including indoor media like newspapers, magazines, radio, television, and film, as well as outdoor media such as posters, painted displays, electric signs, and more.
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.
The document discusses various types of advertising and marketing. It defines key terms like advertisement, advertising, commercial, objectives of advertising. It describes different forms of advertising such as broadcast advertising, billboard advertising, online advertising, celebrity endorsements, and more. It also discusses the history and evolution of advertising over time from ancient tablets to modern digital methods. Advertising is explained as one part of an overall marketing strategy to promote products and services.
The document outlines the roles and responsibilities of 12 group members for a project on advertising and public relations. Group member 1 is the group leader and is responsible for the history and definition of advertising. Other members are responsible for advantages and disadvantages, types of advertising, objectives, budgets, strategies, media selection, evaluation, public relations, and tools. The document then provides details on various topics within advertising and public relations including history, objectives, budgets, strategies, evaluation, and public relations.
In this presentation, we will introduce you to the form, concept and fundamentals of Advertising. This presentation will help you to know and learn the ways to reach potential buyers through the art of Advertising.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
The document defines various marketing terms:
1. Above the line advertising refers to paid advertising like TV, radio, magazines and internet where commissions are paid to agencies.
2. Below the line advertising refers to non-media promotion like direct mail and sales promotions where no commissions are paid.
3. Brand equity is the value of a brand based on loyalty, awareness, quality and associations.
This document discusses advertising, including its definition, types, media, nature, scope, advantages, and disadvantages. It defines advertising as mass communication used to promote products and services. The main types discussed are newspaper, magazine, radio, television, directories, outdoor/transit, direct mail, catalogs, and online advertising. It also describes various advertising media like newspapers, magazines, radio, television, films, and outdoor advertising. Key points made about advertising include that it has a unique selling proposition, is visually attractive, consumer-oriented, and uses various media platforms. The document also outlines the scope, advantages (increased sales, fights competition, enhances goodwill, educates consumers), and disadvantages (adds to costs, undermines social
The document compares different types of campaigns, their target audiences, techniques used, and effectiveness. It discusses commercial campaigns aimed at broad audiences using TV, posters and broadcasts. Charity campaigns also target broad audiences but are very effective in raising money and awareness through posters, ads, and TV special events. Pressure groups may focus on specific audiences like government officials and use techniques like protests to get their points across effectively. Political campaigns have varying target audiences but use meetings, surveys, voting and media to engage constituencies and promote their goals.
The document defines advertising as a paid form of non-personal communication designed to induce people to buy ideas, goods, or services. It aims to differentiate products from competitors, communicate product information, urge product use, expand distribution, and increase brand loyalty and preference while reducing costs. Advertising benefits manufacturers by increasing and stabilizing sales, retailers by guaranteeing quick sales with minimal effort, and consumers by aiding decisions and ensuring better quality, affordable options. It also benefits society by raising living standards and employment while upholding culture.
This presentation discusses integrated marketing communication and advertising. It defines integrated marketing communication as coordinating marketing efforts across multiple channels. The presentation outlines challenges in integrated marketing like lead generation, content marketing, and social media. It then discusses the advertising management option in marketing and defines advertising as paid announcements to attract public attention. The presentation classifies advertising based on function, region, target market, desired responses, and media used. It also covers advertising appropriation, which is the portion of the marketing budget allocated to advertising.
The document discusses various topics related to integrated marketing communications including:
1. There are typically 7 major modes of marketing communication including advertising, sales promotion, public relations, direct marketing, interactive marketing, word-of-mouth marketing, and personal selling.
2. When developing global communications, companies must decide if their product, target segment, and ad style are appropriate for other countries. They also must determine whether to create ads locally or globally.
3. Personal selling contributions include increasing stock positions, building dealer enthusiasm, missionary selling to new dealers, and key account management.
4. Marketers should aim to communicate truthfully and avoid unethical practices like misleading claims or hiding important details from consumers.
Advertising is defined as any paid form of non-personal promotion of ideas, goods, or services by an identified sponsor, according to the American Marketing Association. The document discusses key features of advertising such as non-personal promotion, promotion of ideas, goods, and services, and identification of sponsors. It also covers the nature and scope of advertising, including pioneering, retentive, and institutional advertising.
This document provides an overview of Chapter 14 which discusses promotion and pricing strategies. It outlines the learning goals which include explaining integrated marketing communications and the promotional mix. It also summarizes different types of advertising, sales promotion, personal selling, and public relations. Pricing strategies and how firms set prices are also covered.
Promotional strategies of tripple em pakistanMUHAMMAD UMAIR
Tripple EM Pakistan is a food producing company. The document discusses promotional strategies the company uses to market its products, including advertising through print, television, and billboards. It also discusses using cooking demonstrations in cities to introduce new products. The company employs both push and pull promotional strategies, using advertising, public relations, and sales promotions.
This document discusses advertising, sales promotion, and public relations. It covers topics such as what advertising is, major decisions in advertising like setting objectives and budgets, and types of advertising like informative and persuasive. It also discusses sales promotion tools for consumers and trade. Additionally, it covers what public relations is and major public relations tools. The document is from a marketing textbook and is copyrighted material from 1999.
This document outlines chapters from a marketing management textbook focused on mass communications. It discusses developing advertising programs through the five Ms of mission, money, message, media and measurement. It also covers sales promotions, events, public relations and legal/ethical considerations. Specific topics include setting advertising objectives, deciding budgets, developing campaigns, different media channels, and ensuring social responsibility in Asian cultural contexts.
Advertising, sales promotion & public relation (principles of marketing)Denni Domingo
This document discusses advertising and public relations. It covers key topics such as defining advertising and its major decisions, including setting objectives, budgets, messages, and evaluating campaigns. Advertising appeals and strategies for selecting media are also examined. Public relations is defined and its major tools discussed, such as special events, news, speeches, and written materials. Companies address advertising and public relations either through internal departments or external agencies.
This document provides an overview of advertising and public relations. It discusses the key characteristics of advertising, how people process advertising information, and the different approaches used in developing advertising campaigns. It also outlines how marketers assess advertising effectiveness. Additionally, the document examines the advertising industry and classifications of advertising. It describes the roles of public relations and publicity in marketing communications and the different public relations functions. Finally, it discusses evaluating advertising effectiveness and some of the ethical and legal issues related to advertising.
The document provides an introduction to advertising, defining it as a complex form of communication used to impact consumer thoughts and actions. It discusses the four main components of advertising as strategy, creative idea, creative execution, and media planning/buying. Additionally, it outlines the key roles of advertising as marketing, communication, economic, and societal and describes different types including brand, retail, direct response, and nonprofit advertising.
This document provides an overview of the advertising industry. It discusses what advertising is, how it has evolved, and its key functions. The four classic elements of an advertising campaign are identified as strategy, message, media, and evaluation. The document also outlines different types of advertising, the key players and roles in the industry, and how the practice of advertising is changing with new technologies and consumer behaviors.
The document provides an overview of integrated marketing communications (IMC). It defines IMC as a planning concept that evaluates various communication disciplines and combines them to provide clarity, consistency and maximum impact. The document discusses two key ideas in IMC - one-voice marketing communications and integrated communications. It also outlines various IMC tools including advertising, direct marketing, interactive marketing, sales promotion, publicity/PR and personal selling. The document concludes by discussing promotional management and models that help conceptualize the buying process.
The recommendation is to place radio spots on 3 stations during morning and afternoon drive times to reach women ages 25-45 interested in parenting. Additional recommendations include paid social media ads and contributing branded content to parenting blogs and websites.
This document discusses the promotional mix, which consists of advertising, personal selling, sales promotion, and publicity. It defines each element and discusses their advantages and disadvantages. The document also covers developing an advertising program, which involves setting objectives, budget, strategy, and messages. A large portion discusses advertising in particular, including definitions, meaning, and the 4 decisions involved in developing an advertising program: objectives, budget, strategy, and messages.
The document provides an overview of different types of advertising:
- Consumer advertising promotes products and services to individuals and families for personal use.
- Institutional advertising promotes a company's image rather than specific products.
- Retail advertising encourages customers to shop at a particular store rather than promoting specific brands.
- Trade advertising targets wholesalers and retailers who influence consumer availability of products.
- Professional advertising promotes products to doctors, dentists and other professionals who can recommend products to customers.
The document discusses promotion mix and advertising. It defines promotion as communicating with consumers about a product's price, availability, and other attributes to influence purchase decisions. The promotion mix includes advertising, sales promotions, public relations, personal selling, and direct marketing. Advertising involves paid, non-personal communication to spread information about a product to potential customers. The objectives of advertising are to create demand, prepare for new products, face competition, and create or enhance goodwill. Types of advertising discussed include print, broadcast, outdoor, covert, and public service advertising. The advertising budget is the amount allocated for advertising activities.
Advertising is defined as a complex form of communication used to impact consumer thoughts, feelings, and actions. It has evolved from simple images used for identification to mass communication used for promotion and sales. Modern advertising has five basic factors - it is paid communication that identifies a sponsor and tries to inform or persuade a large audience through various media. There are four components to advertising - strategy, creative idea, creative execution, and media planning/buying. It serves four roles - marketing, communication, economic, and societal. There are various types including brand, retail, direct response, and nonprofit advertising. The key players involved are the advertiser, agency, media, suppliers, and target audiences.
This document provides an overview of an advertising lecture that covers the evolution and history of advertising in Pakistan from 1947 to present day. It discusses the different eras of advertising in Pakistan and the prominent advertisements from each era. The lecture also defines advertising and marketing, explores the relationship between the two, and examines the promotional mix and integrated marketing communications (IMC). It introduces the concept of IMC and discusses the role of advertising within an IMC approach. The document provides context to help understand the development of the advertising industry in Pakistan over time.
Chapter 13 - Advertising, PR and Consumer Sales PromotionsNicholsb1
This document provides an overview of advertising, public relations, and consumer sales promotions. It discusses the major types of advertising and the criticisms of advertising. The document describes the process of developing an advertising campaign, including setting objectives, creating the message, pretesting ads, choosing media, and evaluating the campaign. It also explains the role of public relations and the steps to develop a PR campaign. Finally, the document defines sales promotions and describes various types of consumer sales promotion techniques.
The document discusses communication mix and integrated marketing communications. It defines communication mix as the portion of the media plan used to pursue advertising and marketing objectives through various methods like advertising, publicity, sales promotion, personal selling, and direct marketing. Integrated marketing communications aims to deliver a consistent message across all communication channels. Benefits of IMC include improved results, brand image, cost effectiveness, morale, and efficiency due to coordinated messaging.
Managing integrated marketing communication
BY
M. A. Jalil Khan
B.A. ( Honors) M.A. (First Class)
University of Dhaka
MBA (Marketing & Int`l Business)
. Manager, Marketing & Business Development SQUARE Hospitals Ltd. Dhaka
Promotion involves communicating with the public to influence purchasing decisions and includes advertising, publicity, and sales promotion. The goals of promotion are to create product awareness, provide information to influence customers, and increase market share. Effective promotional strategies consider the promotional goals, types of promotion to use, desired customer effects, and costs versus benefits of different promotional options.
1. The document discusses various promotion and pricing strategies used by firms, including integrated marketing communications, the promotional mix, advertising types and media, sales promotion, personal selling, and public relations.
2. It outlines objectives of promotion, types of advertising and their uses in the product lifecycle, and different advertising media.
3. The document also describes sales promotion techniques, the sales process, public relations, and pushing versus pulling promotional strategies, as well as pricing objectives, strategies like penetration pricing, and consumer perceptions of price.
This document discusses search engine marketing and optimization. It begins with defining search engines and how they work by indexing web pages and returning relevant results based on algorithms. It then defines search engine marketing as a form of internet marketing aimed at increasing website visibility in search results. Key tactics discussed include search engine optimization through on-page optimization and link building, as well as pay-per-click advertising. The document provides tips for implementing both SEO and pay-per-click campaigns and compares their advantages.
1. The document discusses the product life cycles of Nokia and Samsung phones in India from their introduction stages in the late 1990s/early 2000s to the present decline stage.
2. It analyzes the marketing strategies employed by both companies at each stage of the product life cycle, including their pricing, placement, promotion, and evolution of products.
3. The growth rates achieved by Nokia and Samsung at different stages are also compared, showing Samsung growing faster than Nokia during the growth and maturity phases.
New product devlopment process of TATA NANOMehul Rasadiya
1) Tata Motors developed the Tata Nano car to provide affordable transportation for low-income families in India who could not afford cars but traveled by scooter.
2) The concept was developed through customer interviews and market testing potential designs. A small four-wheeled car was selected that met safety and regulatory requirements.
3) A business analysis showed Tata had advantages as the only company providing the lowest-priced car, with local sourcing of parts reducing supplier bargaining power and few substitutes available.
This document provides background information on Ratan Tata, the former chairman of Tata Group. It discusses his childhood and family background, early career working for Tata Steel, and achievements as chairman where he led major acquisitions and expansions of Tata companies globally. As a strategic leader, Ratan Tata is praised for his visionary and risk-taking approach to transforming the Tata Group into a multi-national conglomerate.
This document provides an overview of contract of agency. It defines an agent and principal and discusses the essentials of a valid agency contract. It covers topics such as creation of agency through express, implied or ratified agreements. It describes different types of agents and their duties and rights. It also discusses the relationship between the principal and third parties, delegation of authority, and termination of agency. The document was submitted by 5 students to their professor at K.K. Parekh Institute of Management Studies in Amreli.
Research report on Consumer perception towards BAJAJ two wheelersMehul Rasadiya
This research report summarizes a study on consumer perceptions of Bajaj two-wheelers. The researcher conducted a survey of 30 consumers in Amreli, India to understand their awareness, satisfaction levels, and problems with Bajaj vehicles. Key findings include that most respondents were male, employed students aged 18-25 who earn over Rs. 200,000 annually. The majority were satisfied with Bajaj's products and services, though some recommended improving mileage, styling, price, and advertising. In conclusion, the study provides insight into consumer perceptions to help Bajaj better meet customer needs and preferences.
This document provides an overview of logistics. It defines logistics as ensuring the right product is in the right place at the right time. Logistics involves planning, procurement, transportation, supply, and maintenance. It describes the seven R's of logistics and major logistics functions like order processing, inventory, transportation, and warehousing. Logistics aims to create availability, operational performance, and service reliability for customers. The document outlines the scope and activities of logistics management and discusses inbound, internal, and outbound logistics operations and flows.
This document summarizes the advertising strategies of Times of India that have contributed to its success in the Indian market. Key factors include promoting large circulation, adopting a "pincer movement" strategy, focusing on emotional storytelling that reflects the lives of Indians, providing diverse and local content, offering competitive pricing, and introducing new editions and supplements. Times of India campaigns have touched on emotions and Indian culture while highlighting the paper's coverage of politics, business, entertainment and more. Suggested strategies to achieve an integrated view of all editions include advertising combos and showcasing headlines from different sections.
This document summarizes Tata Motors' cost leadership strategy in developing and producing the Tata Nano vehicle. It discusses how Tata implemented cost saving actions like tightly controlling production costs, building efficient manufacturing facilities, and sourcing 97% of parts locally. It also analyzes how Tata's strategy positions it favorably against the five forces of competition. Specifically, Tata faces low threats of new entrants, substitution, and supplier bargaining power, as well as reduced buyer bargaining power and rivalry due to its low cost position. The document then summarizes the political issues Tata faced in initially locating the Nano plant in West Bengal and how it ultimately chose Gujarat instead.
The document discusses simulation modeling and provides examples of its applications. Simulation involves generating an artificial representation of a system over time and making inferences from it. Some key advantages of simulation include flexibility to study complex systems, answering "what if" questions without disrupting the real system, and examining variable interactions. The document also presents a case study using Monte Carlo simulation to estimate the profit/loss of a company producing 30 or 29 units per day based on random numbers representing demand probabilities. The total profit was found to be Rs. 2695 for both production levels.
This document provides an overview of Just-In-Time (JIT) manufacturing. It defines JIT as a system designed to produce output with minimum lead time and lowest cost by eliminating waste. The objectives of JIT are to produce only what customers want, when they want it, with perfect quality and no waste. McDonald's is used as an example of implementing JIT through making food only after it is ordered, which reduces waste and waiting times. The benefits of JIT for McDonald's include improved quality from fresh preparation, better customer service through customizable orders, and reduced costs through less wasted materials.
The document is a project report on Excel Crop Care Limited prepared by a student. It includes an introduction to the company, its history and founding in 1941. It details the company's products which are divided into insecticides, fungicides, herbicides, and organics. It also provides information on the company's manufacturing process and production capacity management.
Axis Bank was incorporated as UTI Bank in 1994 and has since grown to become one of the largest private sector banks in India. It has over 1035 branches across 30 states and union territories in India as well as international offices in Singapore, China, Hong Kong, and Dubai. The bank analyzes its performance using various financial ratios that measure profitability, leverage, liquidity, and payouts. These ratios indicate that between 2008-2012 the bank improved its earnings, returns, and ability to cover costs and debts while maintaining adequate current assets to meet short-term obligations.
The document discusses promotion mix and strategies used by paint companies in India. It defines promotion mix as disseminating information about products to generate sales. Common promotion techniques include advertising, personal selling, publicity and sales promotions. It then provides details on the Indian paint market, major players and their market shares. Asian Paints is the leader with 37% market share nationally and 55% in Amreli due to effective use of brand ambassadors and promotion techniques like personal selling.
Garnier is a division of L'Oreal that produces hair and skin care products sold worldwide. In India, Garnier revolutionized its approach by developing Garnier Colour Naturals, an affordable hair dye for the Asian market. Initially, Garnier positioned its Ultra Doux shampoo in India as natural and Ayurvedic but at competitive prices without differentiation. Later, Garnier repositioned Ultra Doux as Garnier Fructis and Garnier Synergie as Garnier Skin Naturals, setting prices slightly above mass brands. Garnier further strengthened its positioning with Fructis Shampoo + Oil that combined hair care routines into one product.
This presentation discusses Amul's distribution strategy. It provides details on Amul's products, supply chain management, and downstream and upstream distribution channels. Amul transports products from manufacturing units to depots to wholesalers to retailers. It also discusses the selection criteria for channel members, motivation strategies, evaluation methods, potential conflicts, and ways to increase cooperation among members. The presentation concludes with observations on Amul's strengths and suggestions for improving promotional activities and margins.
Essar Oil Ltd was incorporated in 1992 with the objective of providing oil and gas services. It is part of the Essar Group conglomerate. The company uses various costing methods like job costing, batch costing, and process costing to track costs. A sample cost sheet from 2012 shows the company incurred total costs of Rs. 115.11 crore against sales of Rs. 210.02 crore, earning a profit of Rs. 94.91 crore. Cost sheet analysis is important for Essar Oil to understand its cost structure and profitability.
This document discusses promotion mix and kinds of promotion. It defines promotion as disseminating information about a product to communicate benefits to customers. Several promotion techniques are described, including business cards, press releases, newsletters, and websites. The main promotion tactics are identified as advertising, sales promotion, public relations, personal selling, publicity, and direct marketing. Factors that guide a marketer's promotion mix decision include the nature of the product market, overall marketing strategy, buyer readiness stage, and product life cycle stage. Each promotion tactic is then defined in more detail.
This document discusses promotion mix and kinds of promotion. It defines promotion as disseminating information about a product to communicate benefits to customers. Several promotion techniques are described, including business cards, press releases, newsletters, and websites. The main promotion tactics are identified as advertising, sales promotion, public relations, personal selling, publicity, and direct marketing. Factors that guide a marketer's promotion mix decision include the nature of the product market, overall marketing strategy, buyer readiness stage, and product life cycle stage. Each promotion tactic is briefly defined. The objectives for promotion are outlined as building awareness, creating interest, providing information, stimulating demand, and reinforcing the brand.
The document describes the elements of the promotional mix and factors affecting its selection. It defines the promotional mix as the combination of marketing communication channels used, including advertising, personal selling, publicity, and sales promotion. It explains that the promotional mix must be carefully selected based on factors like the product's nature, target market, distribution channels, and company. The optimal mix is an important part of a company's marketing strategy.
How to Add Chatter in the odoo 17 ERP ModuleCeline George
In Odoo, the chatter is like a chat tool that helps you work together on records. You can leave notes and track things, making it easier to talk with your team and partners. Inside chatter, all communication history, activity, and changes will be displayed.
How to Build a Module in Odoo 17 Using the Scaffold MethodCeline George
Odoo provides an option for creating a module by using a single line command. By using this command the user can make a whole structure of a module. It is very easy for a beginner to make a module. There is no need to make each file manually. This slide will show how to create a module using the scaffold method.
Reimagining Your Library Space: How to Increase the Vibes in Your Library No ...Diana Rendina
Librarians are leading the way in creating future-ready citizens – now we need to update our spaces to match. In this session, attendees will get inspiration for transforming their library spaces. You’ll learn how to survey students and patrons, create a focus group, and use design thinking to brainstorm ideas for your space. We’ll discuss budget friendly ways to change your space as well as how to find funding. No matter where you’re at, you’ll find ideas for reimagining your space in this session.
Chapter wise All Notes of First year Basic Civil Engineering.pptxDenish Jangid
Chapter wise All Notes of First year Basic Civil Engineering
Syllabus
Chapter-1
Introduction to objective, scope and outcome the subject
Chapter 2
Introduction: Scope and Specialization of Civil Engineering, Role of civil Engineer in Society, Impact of infrastructural development on economy of country.
Chapter 3
Surveying: Object Principles & Types of Surveying; Site Plans, Plans & Maps; Scales & Unit of different Measurements.
Linear Measurements: Instruments used. Linear Measurement by Tape, Ranging out Survey Lines and overcoming Obstructions; Measurements on sloping ground; Tape corrections, conventional symbols. Angular Measurements: Instruments used; Introduction to Compass Surveying, Bearings and Longitude & Latitude of a Line, Introduction to total station.
Levelling: Instrument used Object of levelling, Methods of levelling in brief, and Contour maps.
Chapter 4
Buildings: Selection of site for Buildings, Layout of Building Plan, Types of buildings, Plinth area, carpet area, floor space index, Introduction to building byelaws, concept of sun light & ventilation. Components of Buildings & their functions, Basic concept of R.C.C., Introduction to types of foundation
Chapter 5
Transportation: Introduction to Transportation Engineering; Traffic and Road Safety: Types and Characteristics of Various Modes of Transportation; Various Road Traffic Signs, Causes of Accidents and Road Safety Measures.
Chapter 6
Environmental Engineering: Environmental Pollution, Environmental Acts and Regulations, Functional Concepts of Ecology, Basics of Species, Biodiversity, Ecosystem, Hydrological Cycle; Chemical Cycles: Carbon, Nitrogen & Phosphorus; Energy Flow in Ecosystems.
Water Pollution: Water Quality standards, Introduction to Treatment & Disposal of Waste Water. Reuse and Saving of Water, Rain Water Harvesting. Solid Waste Management: Classification of Solid Waste, Collection, Transportation and Disposal of Solid. Recycling of Solid Waste: Energy Recovery, Sanitary Landfill, On-Site Sanitation. Air & Noise Pollution: Primary and Secondary air pollutants, Harmful effects of Air Pollution, Control of Air Pollution. . Noise Pollution Harmful Effects of noise pollution, control of noise pollution, Global warming & Climate Change, Ozone depletion, Greenhouse effect
Text Books:
1. Palancharmy, Basic Civil Engineering, McGraw Hill publishers.
2. Satheesh Gopi, Basic Civil Engineering, Pearson Publishers.
3. Ketki Rangwala Dalal, Essentials of Civil Engineering, Charotar Publishing House.
4. BCP, Surveying volume 1
This slide is special for master students (MIBS & MIFB) in UUM. Also useful for readers who are interested in the topic of contemporary Islamic banking.
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UPRAHUL
This Dissertation explores the particular circumstances of Mirzapur, a region located in the
core of India. Mirzapur, with its varied terrains and abundant biodiversity, offers an optimal
environment for investigating the changes in vegetation cover dynamics. Our study utilizes
advanced technologies such as GIS (Geographic Information Systems) and Remote sensing to
analyze the transformations that have taken place over the course of a decade.
The complex relationship between human activities and the environment has been the focus
of extensive research and worry. As the global community grapples with swift urbanization,
population expansion, and economic progress, the effects on natural ecosystems are becoming
more evident. A crucial element of this impact is the alteration of vegetation cover, which plays a
significant role in maintaining the ecological equilibrium of our planet.Land serves as the foundation for all human activities and provides the necessary materials for
these activities. As the most crucial natural resource, its utilization by humans results in different
'Land uses,' which are determined by both human activities and the physical characteristics of the
land.
The utilization of land is impacted by human needs and environmental factors. In countries
like India, rapid population growth and the emphasis on extensive resource exploitation can lead
to significant land degradation, adversely affecting the region's land cover.
Therefore, human intervention has significantly influenced land use patterns over many
centuries, evolving its structure over time and space. In the present era, these changes have
accelerated due to factors such as agriculture and urbanization. Information regarding land use and
cover is essential for various planning and management tasks related to the Earth's surface,
providing crucial environmental data for scientific, resource management, policy purposes, and
diverse human activities.
Accurate understanding of land use and cover is imperative for the development planning
of any area. Consequently, a wide range of professionals, including earth system scientists, land
and water managers, and urban planners, are interested in obtaining data on land use and cover
changes, conversion trends, and other related patterns. The spatial dimensions of land use and
cover support policymakers and scientists in making well-informed decisions, as alterations in
these patterns indicate shifts in economic and social conditions. Monitoring such changes with the
help of Advanced technologies like Remote Sensing and Geographic Information Systems is
crucial for coordinated efforts across different administrative levels. Advanced technologies like
Remote Sensing and Geographic Information Systems
9
Changes in vegetation cover refer to variations in the distribution, composition, and overall
structure of plant communities across different temporal and spatial scales. These changes can
occur natural.
Walmart Business+ and Spark Good for Nonprofits.pdfTechSoup
"Learn about all the ways Walmart supports nonprofit organizations.
You will hear from Liz Willett, the Head of Nonprofits, and hear about what Walmart is doing to help nonprofits, including Walmart Business and Spark Good. Walmart Business+ is a new offer for nonprofits that offers discounts and also streamlines nonprofits order and expense tracking, saving time and money.
The webinar may also give some examples on how nonprofits can best leverage Walmart Business+.
The event will cover the following::
Walmart Business + (https://business.walmart.com/plus) is a new shopping experience for nonprofits, schools, and local business customers that connects an exclusive online shopping experience to stores. Benefits include free delivery and shipping, a 'Spend Analytics” feature, special discounts, deals and tax-exempt shopping.
Special TechSoup offer for a free 180 days membership, and up to $150 in discounts on eligible orders.
Spark Good (walmart.com/sparkgood) is a charitable platform that enables nonprofits to receive donations directly from customers and associates.
Answers about how you can do more with Walmart!"
How to Make a Field Mandatory in Odoo 17Celine George
In Odoo, making a field required can be done through both Python code and XML views. When you set the required attribute to True in Python code, it makes the field required across all views where it's used. Conversely, when you set the required attribute in XML views, it makes the field required only in the context of that particular view.
Main Java[All of the Base Concepts}.docxadhitya5119
This is part 1 of my Java Learning Journey. This Contains Custom methods, classes, constructors, packages, multithreading , try- catch block, finally block and more.