This document outlines an integrated marketing communication plan for a portable food allergen testing system called Allermate. The plan has two phases - pre and post FDA approval - and includes strategies for public relations, marketing, media recommendations, and performance evaluation. The goals are to increase product awareness, inform target audiences, and decrease buying resistance. Tactics proposed include spokesperson promotion, expert panels, social media campaigns, celebrity endorsement, and various forms of advertising.
1) Measuring the effectiveness of promotional programs allows marketers to determine if objectives are achieved, evaluate alternative strategies, and avoid costly mistakes. However, there is disagreement on what to test and problems with research costs and time.
2) Most marketers agree that measuring business impact and value of marketing programs is a key priority, and that it is important to define, measure, and take concrete steps in advertising accountability. However, few can accurately forecast sales impact from marketing spending changes.
3) Effectiveness tests should be based on models of consumer response, consider multiple exposures, provide alternative executions with equal quality, and demonstrate reliability and validity. Tests occur at various stages from concept to post-market and use both
This document discusses evaluating the effectiveness of advertising in 3 key areas:
1) Avoiding costly mistakes by understanding how money is spent and measuring communications impact.
2) Evaluating alternative strategies to determine the most effective approach.
3) Increasing advertising efficiency by addressing issues like losing sight of the intended message.
This document discusses various methods for measuring the effectiveness of promotional programs, including reasons to measure effectiveness and reasons measurements may not be taken. It describes testing processes such as concept generation and testing, pretesting of finished ads, and market testing. Various testing methods are outlined, including focus groups, consumer juries, portfolio tests, and physiological measures. The document also covers post-testing of print and broadcast ads, as well as factors that determine the success of tracking studies and problems with current research methods.
The document discusses various methods for measuring the effectiveness of promotional programs, including:
- Pretesting methods like concept testing, rough testing, and testing finished ads in laboratories and simulated real-world environments.
- Post-testing methods like recall tests, recognition tests, inquiry tests, and tracking studies to evaluate how consumers engage with ads after exposure.
- The document also addresses challenges in measuring effectiveness, best practices for testing, and how effectiveness can be measured for other types of marketing programs beyond just advertising. Overall, the goal is to understand what works best to meet communications objectives efficiently.
The document describes a pre-campaign testing model to evaluate the effectiveness of advertising campaigns. The model measures both tactical goals like attention and cognitive/emotional response, as well as strategic goals like impact on brand attitude. It uses an experimental design with test and control groups, and an online survey with projective techniques. The survey measures recognition, perceptions, imagery and purchase intent before and after ad exposure to assess the ad's impact. Results are analyzed across multiple dimensions and compared to benchmarks.
This document discusses measuring the effectiveness of promotional programs. It outlines both the pros and cons of measurement, including determining if objectives are achieved and avoiding costly mistakes, but also issues like cost of measurement and disagreement on what to test. Various methods for testing advertising effectiveness are presented, including pretesting concepts and creative executions in labs or with consumer groups, as well as posttesting ads in market through methods like recall tests, tracking studies, and single-source systems. The document emphasizes the importance of using multiple measures and a consumer response model to properly evaluate effectiveness.
This document outlines an integrated marketing communication plan for a portable food allergen testing system called Allermate. The plan has two phases - pre and post FDA approval - and includes strategies for public relations, marketing, media recommendations, and performance evaluation. The goals are to increase product awareness, inform target audiences, and decrease buying resistance. Tactics proposed include spokesperson promotion, expert panels, social media campaigns, celebrity endorsement, and various forms of advertising.
1) Measuring the effectiveness of promotional programs allows marketers to determine if objectives are achieved, evaluate alternative strategies, and avoid costly mistakes. However, there is disagreement on what to test and problems with research costs and time.
2) Most marketers agree that measuring business impact and value of marketing programs is a key priority, and that it is important to define, measure, and take concrete steps in advertising accountability. However, few can accurately forecast sales impact from marketing spending changes.
3) Effectiveness tests should be based on models of consumer response, consider multiple exposures, provide alternative executions with equal quality, and demonstrate reliability and validity. Tests occur at various stages from concept to post-market and use both
This document discusses evaluating the effectiveness of advertising in 3 key areas:
1) Avoiding costly mistakes by understanding how money is spent and measuring communications impact.
2) Evaluating alternative strategies to determine the most effective approach.
3) Increasing advertising efficiency by addressing issues like losing sight of the intended message.
This document discusses various methods for measuring the effectiveness of promotional programs, including reasons to measure effectiveness and reasons measurements may not be taken. It describes testing processes such as concept generation and testing, pretesting of finished ads, and market testing. Various testing methods are outlined, including focus groups, consumer juries, portfolio tests, and physiological measures. The document also covers post-testing of print and broadcast ads, as well as factors that determine the success of tracking studies and problems with current research methods.
The document discusses various methods for measuring the effectiveness of promotional programs, including:
- Pretesting methods like concept testing, rough testing, and testing finished ads in laboratories and simulated real-world environments.
- Post-testing methods like recall tests, recognition tests, inquiry tests, and tracking studies to evaluate how consumers engage with ads after exposure.
- The document also addresses challenges in measuring effectiveness, best practices for testing, and how effectiveness can be measured for other types of marketing programs beyond just advertising. Overall, the goal is to understand what works best to meet communications objectives efficiently.
The document describes a pre-campaign testing model to evaluate the effectiveness of advertising campaigns. The model measures both tactical goals like attention and cognitive/emotional response, as well as strategic goals like impact on brand attitude. It uses an experimental design with test and control groups, and an online survey with projective techniques. The survey measures recognition, perceptions, imagery and purchase intent before and after ad exposure to assess the ad's impact. Results are analyzed across multiple dimensions and compared to benchmarks.
This document discusses measuring the effectiveness of promotional programs. It outlines both the pros and cons of measurement, including determining if objectives are achieved and avoiding costly mistakes, but also issues like cost of measurement and disagreement on what to test. Various methods for testing advertising effectiveness are presented, including pretesting concepts and creative executions in labs or with consumer groups, as well as posttesting ads in market through methods like recall tests, tracking studies, and single-source systems. The document emphasizes the importance of using multiple measures and a consumer response model to properly evaluate effectiveness.
This document discusses balancing stakeholder forces and influences. It notes that organizations must understand where stakeholder values may conflict with each other or the organization. To balance these influences, companies should align their corporate values with key stakeholders through various assessments and measurements. The document then focuses on measuring brand and reputation through financial strength, stakeholder support, awareness and reputation dimensions. It provides guidelines for handling mistakes to maintain reputation. Finally, it discusses pitfalls to avoid like weak products, poor strategy, lack of research and limited marketing tools.
1. Promotion planning is optimizing marketing tools, strategies, and resources to increase demand and achieve company goals. It determines where, when, and how to use advertising, personal selling, sales promotion, publicity, public relations, and direct marketing.
2. The promotion planning process includes defining problems and goals, deciding on a promotional mix, creating a program, pre-testing, realization, and evaluation. It involves analyzing competition, target markets, consumers, and positioning.
3. Promotion strategies can be push strategies, which use intermediaries to push products through distribution channels using ads and direct marketing, or pull strategies, which use promotions and social media to encourage consumers to look for products.
Brand crises can negatively impact brand equity by weakening brand awareness, brand image, and brand loyalty. A crisis may cause an immediate loss of 60% of sales volume and market share for high equity brands. Crises stemming from product quality issues can generate negative brand associations. For high reputation brands, a medium-sized crisis poses a threat to the entire product category. Competitors may take advantage of a brand crisis through more aggressive marketing. To regain equity, brands must come clean, address misinformation, and focus on communication, reputation restoration, and leveraging competitive advantages through marketing.
This document discusses various aspects of developing an effective advertising program, including:
1. Establishing objectives to guide message design and media decisions and allow evaluation of the program's performance. Common objectives include generating awareness, changing attitudes or beliefs, and reinforcing loyalty.
2. Developing the advertising budget by establishing a baseline, estimating costs based on objectives and design, and revising through testing.
3. Designing effective messages through desirable, exclusive, and believable copy claims and appropriate execution styles.
4. Scheduling media by selecting appropriate media types and vehicles, and determining optimal reach, frequency, size, length and placement of ads.
If youโre using push notifications only to sell, promote, and blast, then youโre doing it all wrong.
Competition among apps is fierce. The question for mobile companies is no longer simply how to get their app installed, but how to become part of a userโs regular routine. To rise above the noise, your push notifications must engage users at every stage of the lifecycle and keep them coming back for more.
Do you wonder if your push notifications are hitting the mark? In this webinar, weโll show you a number of examples and explain how to get started with super-personalized, user-centric push notifications.
This document discusses developing an integrated marketing communications strategy. It covers the communications process, developing effective communications, deciding on the marketing communications mix, and managing the integrated strategy. The communications mix includes advertising, personal selling, sales promotion, public relations, and direct marketing. Developing the strategy involves identifying the target audience, determining communication objectives, designing effective messages, selecting communication channels, establishing a budget, and deciding on the optimal communications mix. It also discusses measuring results and managing the integrated process over time.
Gaining Buy-In for Preference Management - Leading Companies Show the WaySoundBite
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SoundBite Communications and Forrester Research, Inc. share examples of how top companies are creating and implementing preference management solutions.
The document discusses different types of marketing research, including basic marketing research which is conducted without a specific decision in mind versus applied marketing research which addresses the needs of a particular organization. It provides examples of different types of marketing research like concept research, pricing research, product research, distribution research, and promotion research. The document also provides examples of how different companies have used various marketing research methods.
The document discusses integrated marketing communications (IMC) and the marketing process. It provides an overview of the key components of the marketing process including product decisions, pricing decisions, distribution channel decisions, promotional decisions, and more. It then discusses topics like market segmentation, target marketing, positioning, advertising, branding, packaging, pricing strategies, and types of distribution channels.
This document discusses various elements of integrated marketing communication (IMC), including different promotional tools and their advantages and disadvantages. It covers advertising, sales promotion, public relations, direct marketing, personal selling, and new trends in IMC. The key promotional tools discussed are advertising, sales promotion, public relations, direct marketing, and personal selling. For each, both advantages and disadvantages are outlined. Emerging trends in IMC mentioned include AI marketing, thought marketing, storytelling, virtual reality, 5G streaming, influencers, FOMO, inclusion, and IOT.
This document discusses various promotion techniques used to market products and services to consumers and retailers. It defines trade promotions as activities between manufacturers and retailers to increase product visibility and purchase rate. Consumer promotions encourage consumers to buy products through activities like advertising. Personal selling, direct marketing, public relations, and media management are described as promotion techniques to communicate with audiences. The document also covers evaluating promotion messages based on recall, recognition, attitudes and developing quality criteria to assess promotion programs and their overall impact on business goals. A case study on the repositioning of the Frooti beverage brand in India through various integrated marketing campaigns is presented.
The document discusses research conducted to understand customer decision making for cosmetic purchases. It identifies key factors like price, quality, and variety that influence customer buying behaviors. The research used surveys of 100 people and collected both primary and secondary data to understand customer needs, information search, alternative evaluation, purchase decisions, and post-purchase evaluation. Segmentation strategies are proposed based on geography, demographics, and behaviors to help the new company NEWBE target their advertising campaigns effectively.
The document discusses research conducted to understand customer decision making processes for purchasing cosmetic products. It identifies key factors like price, brand loyalty, quality, and benefits. The research methodology included surveys of 100 people using convenience sampling. The findings showed that quality, variety, and herbal/organic options influence purchasing decisions. The document recommends segmentation strategies and an implementation approach for a new cosmetics company to attract customers.
Measuring the Effectiveness of the Promotional ProgramIndrajit Bage
ย
1. There are various ways to measure the effectiveness of promotional programs, including pretesting concepts, rough ads, and finished ads in laboratories and real-world contexts.
2. Both pretesting and posttesting methods are used, with pretesting exploring consumer responses early in the process and posttesting measuring outcomes like recall and changes in preferences.
3. Effective testing uses a consumer response model, establishes clear communication objectives, implements proper research methods, and utilizes multiple measures at different stages to fully understand what is and is not working in a promotional program.
Ch17: Designing and Managing Integrated Marketing Communicationsbrgarcia
ย
1. The document discusses key concepts in integrated marketing communications planning, including the primary functions of marketing communications, brand contact, effects of technology on consumer processing, methods for establishing marketing budgets, and determining communications objectives.
2. It provides examples of marketing communications mix elements like advertising, sales promotion, events, and examines strategies for global adaptations and measuring communications results.
3. Integrated marketing communications is defined as a planning concept that recognizes the added value of a comprehensive marketing communications plan that strategically combines various communication disciplines.
Chapter 19 measuring the effectiveness of the promotional programPujarini Ghosh
ย
The document discusses testing strategies for advertising campaigns. It describes what should be tested, including source factors, message variables, and media strategies. It recommends testing at different stages of campaign development through laboratory tests, field tests, focus groups, and market testing of finished ads. The document also outlines limitations of certain testing methods and how to properly design testing to reliably and validly measure a campaign's effectiveness.
The document discusses research conducted to understand consumer decision making processes for purchasing cosmetic products. It identifies key factors like price, brand loyalty, quality, and benefits. The research used surveys of 100 people and collected both primary and secondary data. It analyzes the consumer's need recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation. Segmentation strategies are proposed based on geography, demographics, psycho-graphics, and behaviors. Implementation strategies address search, alternative evaluation, and outlet selection. The recommendations suggest engaging bloggers and offering free samples.
The document discusses research conducted to understand consumer decision making for cosmetic products. It identifies key factors like price, brand loyalty, quality, and benefits that influence purchasing. The research used surveys of 100 people and collected both primary and secondary data. It analyzed the consumer's need recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation processes. Segmentation strategies were proposed based on geography, demographics, and behaviors. Implementation strategies addressed search, alternative evaluation, and outlet selection. The recommendations focus on engaging bloggers, providing samples, and balancing quality, price, and options.
This document discusses integrated marketing communication (IMC), including its meaning, features, evolution, and planning process. IMC blends various promotional tools and techniques to maximize profit in a customer-centric way. The document outlines several response hierarchy models that describe the stages consumers progress through, from initial awareness to final purchase action. These include the AIDA, hierarchy-of-effects, and innovation-adoption models. It also discusses objectives for IMC programs, including sales versus communication goals, and introduces the DAGMAR model for defining advertising goals and measuring results.
This document provides an overview of different types of intellectual property including patents, trademarks, copyright, trade secrets, and geographical indications. It discusses the definition, terms of protection, and examples of patents (utility, plant, design), trademarks, copyright, and trade secrets. It also outlines the process for obtaining a patent in India and summarizes some key intellectual property court cases involving issues like trademark infringement, copyright ownership, and passing off.
Promotion-Meaning and Significance and types, Advertising, personal selling, Public Relations & sales promotion, Factors affecting promotion mix decisions. Channels of Distribution โDefinition and importance, Factors affecting channels, Types of marketing channels Factors affecting choice of distribution channel, Wholesaling and retailing; Types of Retailers
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This document discusses balancing stakeholder forces and influences. It notes that organizations must understand where stakeholder values may conflict with each other or the organization. To balance these influences, companies should align their corporate values with key stakeholders through various assessments and measurements. The document then focuses on measuring brand and reputation through financial strength, stakeholder support, awareness and reputation dimensions. It provides guidelines for handling mistakes to maintain reputation. Finally, it discusses pitfalls to avoid like weak products, poor strategy, lack of research and limited marketing tools.
1. Promotion planning is optimizing marketing tools, strategies, and resources to increase demand and achieve company goals. It determines where, when, and how to use advertising, personal selling, sales promotion, publicity, public relations, and direct marketing.
2. The promotion planning process includes defining problems and goals, deciding on a promotional mix, creating a program, pre-testing, realization, and evaluation. It involves analyzing competition, target markets, consumers, and positioning.
3. Promotion strategies can be push strategies, which use intermediaries to push products through distribution channels using ads and direct marketing, or pull strategies, which use promotions and social media to encourage consumers to look for products.
Brand crises can negatively impact brand equity by weakening brand awareness, brand image, and brand loyalty. A crisis may cause an immediate loss of 60% of sales volume and market share for high equity brands. Crises stemming from product quality issues can generate negative brand associations. For high reputation brands, a medium-sized crisis poses a threat to the entire product category. Competitors may take advantage of a brand crisis through more aggressive marketing. To regain equity, brands must come clean, address misinformation, and focus on communication, reputation restoration, and leveraging competitive advantages through marketing.
This document discusses various aspects of developing an effective advertising program, including:
1. Establishing objectives to guide message design and media decisions and allow evaluation of the program's performance. Common objectives include generating awareness, changing attitudes or beliefs, and reinforcing loyalty.
2. Developing the advertising budget by establishing a baseline, estimating costs based on objectives and design, and revising through testing.
3. Designing effective messages through desirable, exclusive, and believable copy claims and appropriate execution styles.
4. Scheduling media by selecting appropriate media types and vehicles, and determining optimal reach, frequency, size, length and placement of ads.
If youโre using push notifications only to sell, promote, and blast, then youโre doing it all wrong.
Competition among apps is fierce. The question for mobile companies is no longer simply how to get their app installed, but how to become part of a userโs regular routine. To rise above the noise, your push notifications must engage users at every stage of the lifecycle and keep them coming back for more.
Do you wonder if your push notifications are hitting the mark? In this webinar, weโll show you a number of examples and explain how to get started with super-personalized, user-centric push notifications.
This document discusses developing an integrated marketing communications strategy. It covers the communications process, developing effective communications, deciding on the marketing communications mix, and managing the integrated strategy. The communications mix includes advertising, personal selling, sales promotion, public relations, and direct marketing. Developing the strategy involves identifying the target audience, determining communication objectives, designing effective messages, selecting communication channels, establishing a budget, and deciding on the optimal communications mix. It also discusses measuring results and managing the integrated process over time.
Gaining Buy-In for Preference Management - Leading Companies Show the WaySoundBite
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SoundBite Communications and Forrester Research, Inc. share examples of how top companies are creating and implementing preference management solutions.
The document discusses different types of marketing research, including basic marketing research which is conducted without a specific decision in mind versus applied marketing research which addresses the needs of a particular organization. It provides examples of different types of marketing research like concept research, pricing research, product research, distribution research, and promotion research. The document also provides examples of how different companies have used various marketing research methods.
The document discusses integrated marketing communications (IMC) and the marketing process. It provides an overview of the key components of the marketing process including product decisions, pricing decisions, distribution channel decisions, promotional decisions, and more. It then discusses topics like market segmentation, target marketing, positioning, advertising, branding, packaging, pricing strategies, and types of distribution channels.
This document discusses various elements of integrated marketing communication (IMC), including different promotional tools and their advantages and disadvantages. It covers advertising, sales promotion, public relations, direct marketing, personal selling, and new trends in IMC. The key promotional tools discussed are advertising, sales promotion, public relations, direct marketing, and personal selling. For each, both advantages and disadvantages are outlined. Emerging trends in IMC mentioned include AI marketing, thought marketing, storytelling, virtual reality, 5G streaming, influencers, FOMO, inclusion, and IOT.
This document discusses various promotion techniques used to market products and services to consumers and retailers. It defines trade promotions as activities between manufacturers and retailers to increase product visibility and purchase rate. Consumer promotions encourage consumers to buy products through activities like advertising. Personal selling, direct marketing, public relations, and media management are described as promotion techniques to communicate with audiences. The document also covers evaluating promotion messages based on recall, recognition, attitudes and developing quality criteria to assess promotion programs and their overall impact on business goals. A case study on the repositioning of the Frooti beverage brand in India through various integrated marketing campaigns is presented.
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The document discusses research conducted to understand customer decision making processes for purchasing cosmetic products. It identifies key factors like price, brand loyalty, quality, and benefits. The research methodology included surveys of 100 people using convenience sampling. The findings showed that quality, variety, and herbal/organic options influence purchasing decisions. The document recommends segmentation strategies and an implementation approach for a new cosmetics company to attract customers.
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1. There are various ways to measure the effectiveness of promotional programs, including pretesting concepts, rough ads, and finished ads in laboratories and real-world contexts.
2. Both pretesting and posttesting methods are used, with pretesting exploring consumer responses early in the process and posttesting measuring outcomes like recall and changes in preferences.
3. Effective testing uses a consumer response model, establishes clear communication objectives, implements proper research methods, and utilizes multiple measures at different stages to fully understand what is and is not working in a promotional program.
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1. The document discusses key concepts in integrated marketing communications planning, including the primary functions of marketing communications, brand contact, effects of technology on consumer processing, methods for establishing marketing budgets, and determining communications objectives.
2. It provides examples of marketing communications mix elements like advertising, sales promotion, events, and examines strategies for global adaptations and measuring communications results.
3. Integrated marketing communications is defined as a planning concept that recognizes the added value of a comprehensive marketing communications plan that strategically combines various communication disciplines.
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The document discusses research conducted to understand consumer decision making for cosmetic products. It identifies key factors like price, brand loyalty, quality, and benefits that influence purchasing. The research used surveys of 100 people and collected both primary and secondary data. It analyzed the consumer's need recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation processes. Segmentation strategies were proposed based on geography, demographics, and behaviors. Implementation strategies addressed search, alternative evaluation, and outlet selection. The recommendations focus on engaging bloggers, providing samples, and balancing quality, price, and options.
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ย
A proprietary approach developed by bringing together the best of learning theories from Psychology, design principles from the world of visualization, and pedagogical methods from over a decade of training experience, that enables you to: Learn better, faster!
A Free 200-Page eBook ~ Brain and Mind Exercise.pptxOH TEIK BIN
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(A Free eBook comprising 3 Sets of Presentation of a selection of Puzzles, Brain Teasers and Thinking Problems to exercise both the mind and the Right and Left Brain. To help keep the mind and brain fit and healthy. Good for both the young and old alike.
Answers are given for all the puzzles and problems.)
With Metta,
Bro. Oh Teik Bin ๐๐ค๐ค๐ฅฐ
How to Manage Reception Report in Odoo 17Celine George
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A business may deal with both sales and purchases occasionally. They buy things from vendors and then sell them to their customers. Such dealings can be confusing at times. Because multiple clients may inquire about the same product at the same time, after purchasing those products, customers must be assigned to them. Odoo has a tool called Reception Report that can be used to complete this assignment. By enabling this, a reception report comes automatically after confirming a receipt, from which we can assign products to orders.
This presentation was provided by Racquel Jemison, Ph.D., Christina MacLaughlin, Ph.D., and Paulomi Majumder. Ph.D., all of the American Chemical Society, for the second session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session Two: 'Expanding Pathways to Publishing Careers,' was held June 13, 2024.
CapTechTalks Webinar Slides June 2024 Donovan Wright.pptxCapitolTechU
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Slides from a Capitol Technology University webinar held June 20, 2024. The webinar featured Dr. Donovan Wright, presenting on the Department of Defense Digital Transformation.
A Visual Guide to 1 Samuel | A Tale of Two HeartsSteve Thomason
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These slides walk through the story of 1 Samuel. Samuel is the last judge of Israel. The people reject God and want a king. Saul is anointed as the first king, but he is not a good king. David, the shepherd boy is anointed and Saul is envious of him. David shows honor while Saul continues to self destruct.
26. Cause of Failure
Reach Vs Budget
Improper use of passive media.
Creating ads instead of campaigns.
Late week schedules
27. Direct Marketing Concept
It attempts to send its message directly to consumers, without use of
intervening media, with consumers or business, usually unsolicited.
28. Growth of DM
Rapid Growth
Interactive Marketing
Forecast for
Continued Growth
Strong Jobs
Outlook
High Return
on Investment
Part of the
"Advertising Mix
Solid Performance for
Traditional Channels
29. Direct Marketing Process
โข Set goals and objectives.
โข Determine the response
mechanism.
โข Identify the target audience.
โข Choose the marketing channels.
โข Produce the campaign.
โข Review the results and reinvest.
Editor's Notes
: Permits the seller to repeat a message many times & allow the buyer to receive & compare the message of various competitors
dramatizing through artful tools: sound ,color, print
does not feel obligated to pay attention
The role of advertisement in each stage
To move people from unawareness to awareness-the advert aims to make customer aware of the productโs existence.
Comprehension- information provided by advertisement
Conviction- the aim is to convince the customers.
Action: Sales promotion to move customer to purchase.
Till stock end,
Zipping: forwarding ads in pre recorded serial/film, Zapping: change the channel during ads.
The challenge originally took the form of a taste test. At malls, shopping centers and other public locations, a Pepsi representative sets up a table with two blank cups: one containingย Pepsiย and one withย Coca-Cola. Shoppers are encouraged to taste both colas, and then select which drink they prefer. Then the representative reveals the two bottles so the taster can see whether they preferred Coke or Pepsi. The results of the test leaned toward a consensus that Pepsi was preferred by more Americans
he ad which creates sufficient urgency to cause people to respond immediately is also the ad most likely to be forgotten immediately following the โexpirationโ of the offer. Such ads are of little use in establishingย an identityย for the advertiserย in the mindย of the consumer.
2. For a โmedia mixโ to be effective, each element in the mix must have sufficient repetition to establish โretentionโ in the mind of the prospect. Too often, however, the result of a media mix isย too much reach, not enough frequency.ย Will you reach 100% of the people and convince them 10% of the way? Or will you reach 10% of the people and convince them 100% of the way? The cost is the same.
3. The business owner is uniquelyย unqualifiedย to see his company or his product objectively. He is on the inside, looking out, trying to describe himself to a person on the outside looking in.ย Itโs hard to read the label when youโre inside the bottle.ย Too much product knowledge causes the business owner to answer questions that no one is asking. This makes for extremely ineffective advertising.
4. such as, โHighest quality at the lowest price. Advertisers will often have what the customer wants, but fail to offer any evidence. A clichรฉ is nothing less than as unsubstantiated claim to the public is tired of hearing. You must prove what you say in every ad. The prospect will not make a new decision about your product until you have given him new information and a new perspective. Do your ads supply new information? Do they provide a new perspective? If not, prepare to be disappointed with the results.
5. Non-intrusive media, such as newspaper and yellow pages, require the use of aย reticular activatorย (such as a photo or illustration) because passive media tends to reach only those buyers who areย activelyย in the market for the product. Passive media is very poor at reaching prospects prior to their need, which means it is extremely difficult for passive media to create a predisposition toward your company. With patience, the consistent use of intrusive media (such as radio and television) will win the heart of the customerย before he is in the market for the product.
12 Causes of Advertising Failure | Radio Advertising Facts