This document discusses various marketing communication tools including advertising, publicity, public relations, personal selling, and sales promotion. It provides details on the objectives and key aspects of each tool. Specifically, it outlines 6 objectives of advertising such as introducing new products and brands, creating awareness, acquiring customers, differentiation, brand building, and increasing sales and profits. It also discusses the difference between publicity and public relations, noting that PR involves planned activities to promote an organization's image while publicity refers to unplanned media coverage. The document provides examples and advantages of each communication tool.

1. Irfaan Meera, Assistant Professor, SACAS
Marketing-UNIT V
By Irfaan Meera . E
Assistant Professor
Dept of Business Administration

2. Irfaan Meera, Assistant Professor, SACAS
UNIT V
2
A brief overview of: Advertising - Publicity - Public Relations - personal
Selling – Direct selling and Sales promotion.

3. Irfaan Meera, Assistant Professor, SACAS

4. Advertising
Advertising is a means of communication with the users of a product or
service. Advertisements are messages paid for by those who send them
who send them and are intended to inform or influence people who
people who receive them.
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5. Objectives of
Advertising

6. Objectives of Advertising
1) Introduce a product
The most common reason Advertising is used is to introduce a new product in
the market. This can be done by existing brands as well as new brands.
If you have a look at the latest I Phone in the market or a Samsung smartphone and you
will find a lot of advertisement for these new products. The objective of advertising
here is to tell customers – “Here is the new product we have launched”.

7. Objectives of Advertising
2) Introduce a brand
There are many start-ups in the market today and many of them are services. Services
are generally marketed as a brand rather than marketing their individual service
product. Thus, Uber will market its own brand and introduce that Uber has started
servicing customers in a new market. Same goes for Oracle or Accenture – Companies
which market their brand and their presence in the market rather than marketing an
individual product.

8. Objectives of Advertising
2) Introduce a brand

9. Objectives of Advertising
3) Awareness creation
According to the AIDA model, the most important job of advertising is to get attention
which is nothing but Awareness creation. Advertising needs to capture the attention of
people and make them aware of the products or their features in the market.
Example – Most of the Bank ads that you see are awareness campaigns. The ads that
advertise the benefits of savings / mutual funds or benefits on credit and debit cards are
all awareness creation ads.

10. Objectives of Advertising

11. Objectives of Advertising
3) Awareness creation

12. Objectives of Advertising
4) Acquiring customers or Brand switching
One of the major objectives of advertising and the first objective of many advertising campaigns is to acquire
more customers. This is also known as making the customers switch brands. This can happen by passing on a
strong message so that the potential customer leaves the brand which he is tied up with and comes to your
brand.
Example – Most telecom companies launch plans and strategies just to acquire customers and then advertise
these strategies in the market so that the customer switches brands. There is hardly any differentiation in the
telecom market – thus advertising is a major way to acquire customers. The Vodafone Zoozoo campaign was
just that – Influence the customers and create passion in such a way that they do brand switching.

13. Objectives of Advertising
4) Acquiring customers or Brand switching

14. Objectives of Advertising
5) Differentiation and value creation
A most important aspect of Advertising is to differentiate the product or the service from those of the
competitor. A customer can only differentiate between services based on the value the firms provides over that
of competitors.
If a competitor is just advertising the features, whereas your firm advertises the promises and commitments that
it will keep, naturally more customers will “trust” your brand over others. This is the reason that advertising is
used commonly to create value and to differentiate one brand from another.

15. Objectives of Advertising
5) Differentiation and value creation

16. Objectives of Advertising
6) Brand building
When a brand regularly advertises and delivers quality products and fulfils the promises it
makes, automatically the value of the brand is built.
Brands have different objectives of Advertising. Brands like P&G and HUL regularly
invest funds in building a good brand value for the parent brand. By doing so, even if one
brand is affected, the parent brand is untouchable.

17. Objectives of Advertising
8) Increase sales
Naturally, with so many steps being taken to advertise the product, it is no doubt that one
of the objectives of advertising is to increase sales. Many a times this objective is achieved
via advertising. However, if the campaign is improper or the audience is not targeted
properly, then advertising can fail in its objective.
Nonetheless, there are many seasonal products wherein an immediate increase in sale is
observed due to advertising.

18. Objectives of Advertising
9) Increase profits
With the value being communicated and the brand being differentiated as well as sales
being increased, there is no doubt that advertising can contribute a lot to increasing profits.
Advertising should never be looked at as an expense or a liability. In fact, it is an
investment for a firm just like a brand is an investment.

19. What is Public Relations ?
● PR involves a variety of programmes designed to promote or
protect a company’s image or its individual products
● PR Is Usually Unsponsored And Unpaid
● It acts synergistically along with advertising
● Publicity refers to the generation of news about an
organization, its product, person by a third party sources.
Good PR
Activities
Effective
Publicity

20. PR is essentially defensive
It is a corporate armour that the company can wear
which would protect the company during adverse times
Functions of PR
Promoting goodwill
Promoting product, service, corporate image
Corporate communications
Lobbying
Counteracting negative publicity

21. Types of Public Relations
• Media Relations : relationship with the people of media industry
• Corporate Public Relations: Managing the public profile and reputation of a
company and includes Issue Management, Corporate Advertising, Cause
Related Marketing, Advocacy Advertising
• Crisis Management : Cadbury’s, Maggi, Coke
• Marketing Public Relations : To support Marketing Objectives
• Employee Relations:
• Financial Relations: Annual Budget books for stakeholders & investors
• Community Relations: Corporate Social Responsibility
• Government Relations: lobbying with the government officials.

22. When PR is used for the purpose of marketing its product and
services, it is known as Marketing Public Relations (MPR)
It can be a very important component of the
entire communications mix of the company
Objectives of MPR
Assist in the launch of products/company
Assist in repositioning a mature product
Building interest in in a product category
Influencing specific target groups
Countering negative publicity
Building corporate image that rubs off onto its products

23. Tools Of Public Relations
• Publications
• Video & films
• News Releases & Press Conference
• Special events & Social Activities
• Company Sponsorship /Events
• Social Appearances
• Online Media tool

24. Advantages of PR
• Very credible and inexpensive
• PR can hold down promotion costs
Disadvantages of PR
• Difficult to quantify PR benefits
• Lack of control
• ‘Deft’ management required

25. For PR To Work There Are Several Prerequisites
• It must first put its own house in order
• IR must have the respect of employees and community
• Management must justify its profits and prove that it is not profiteering
• Work for the community as an able corporate citizen
Uses of PR
Customer complaints and redressal
• It is an opportunity to cement relations with the customer
• Very important in the service and hospitality industry
Combating rumors / falsehoods
• Confront and disclose facts in leading media
• Give the positive side of the story
• Capitalize on rumor to your benefit
• Rumor can be dismissed as ridiculous

30. Irfaan Meera, Assistant Professor, SACAS 30
THANK YOU