Unit 1:
Role of IMC in marketing process, IMC planning model, Marketing and promotion
Process model. Communication process, steps involved in developing IMC programme, Effectiveness of marketing communications Purpose, Role, Functions, Types, Advertising Vs Marketing mix, Advertising appeal in various stages of PLC
This Presentation describes the fourth P of Marketing. The presentation discuss Promotion Definition, Integrated Marketing Communication Process, Promotion Mix, Marketing Communication, Marketing Communication Process, Objectives of Promotion, Advertising, Sales Promotion, Public Relation and Direct Marketing
Anyone interested in the basics of marketing could access this presentation which talks about the 7Ps, & the product, place, price & promotion at length
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This Presentation Discuss the first P of Marketing i.e Product. The topic covered are Product concept, level , classification, mix and product life cycle and its management.
Marketing research, Role of Marketing Research and Marketing Research ProcessShashiPrabhat2
Hello, friends
This PPT includes the explanation of Marketing Research, Role of Marketing Research and Marketing Research Process or Steps of Marketing Research.
Here you will get the definition of Marketing Research according to American Marketing Association.
If you are getting any doubt, you email me at: shashiprabhat566@gmail.com
A tool in Marketing Communication that manifest immediate purchase with the help of impulsive buying decision. learn about various methods of sales promotion and key techniques.
Role of Integrated Marketing Communication; Process of Marketing Communication; Definition and
Scope of Advertising Management; Determination of Target Audience, Advertising and Consumer
Behavior; Setting Advertising Objectives, DAGMAR; Determining Advertising Budgets; Advertising
Strategy and Planning, Creative Strategy Development and Implementation
Marketing communication includes all the messages, media, and activities used by an organization to communicate with the market and help persuade target audiences to accept its messages and take action accordingly.
Unit 1:
Role of IMC in marketing process, IMC planning model, Marketing and promotion
Process model. Communication process, steps involved in developing IMC programme, Effectiveness of marketing communications Purpose, Role, Functions, Types, Advertising Vs Marketing mix, Advertising appeal in various stages of PLC
This Presentation describes the fourth P of Marketing. The presentation discuss Promotion Definition, Integrated Marketing Communication Process, Promotion Mix, Marketing Communication, Marketing Communication Process, Objectives of Promotion, Advertising, Sales Promotion, Public Relation and Direct Marketing
Anyone interested in the basics of marketing could access this presentation which talks about the 7Ps, & the product, place, price & promotion at length
Product concept, level , classification, mix and product life cycle and its m...PROF.JITENDRA PATEL
This Presentation Discuss the first P of Marketing i.e Product. The topic covered are Product concept, level , classification, mix and product life cycle and its management.
Marketing research, Role of Marketing Research and Marketing Research ProcessShashiPrabhat2
Hello, friends
This PPT includes the explanation of Marketing Research, Role of Marketing Research and Marketing Research Process or Steps of Marketing Research.
Here you will get the definition of Marketing Research according to American Marketing Association.
If you are getting any doubt, you email me at: shashiprabhat566@gmail.com
A tool in Marketing Communication that manifest immediate purchase with the help of impulsive buying decision. learn about various methods of sales promotion and key techniques.
Role of Integrated Marketing Communication; Process of Marketing Communication; Definition and
Scope of Advertising Management; Determination of Target Audience, Advertising and Consumer
Behavior; Setting Advertising Objectives, DAGMAR; Determining Advertising Budgets; Advertising
Strategy and Planning, Creative Strategy Development and Implementation
Marketing communication includes all the messages, media, and activities used by an organization to communicate with the market and help persuade target audiences to accept its messages and take action accordingly.
Successful companies always formulate effective marketing strategies by adopting approaches like;
Having a strategic focus based on developing and sustaining a profitable customer base
Increasing sales and market shares
Targeting committed and profitable customers
Bench-marking and targeting competitors
Focusing on a greater commitment to innovation
UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.pptetebarkhmichale
Invoice Finance
In Ethiopia, Ethio Lease is the first privately owned equipment leasing company with a license from the National Bank of Ethiopia. Ethio Lease provides its customers with carefully selected equipment on the basis of a lease contract, whereby the customer is the Lessee, who has a conditional right to use the equipment, and Ethio Lease is the Lessor, who buys and owns the equipment. If the equipment needs to be imported, Ethio Lease will buy the equipment abroad, using foreign currency from its parent company, AAFC. Ethio Lease customers can pay the lease fee in Ethiopian Birr. While leasing comes in many forms and shapes, for now the only form of leasing that the NBE will allow is a capital lease (aka “financial lease” or “full pay-out” lease). This Ethio Lease can be an alternative foe very few startups, it cannot be considered as a significant alternative for startups since most of them couldn’t fit it and it couldn’t be accessible enough.
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“IMC insures that all forms of communication and messages are carefully linked together”
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Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
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Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
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Tools to create, manage and publish 3D and AR in Digital Commerce.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
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The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
Promotion Management
1. Department of MBA
IMS Engineering College,
Ghaziabad
Marketing Management – II
UNIT 4
Promotion Management
2. Promotion - Introduction
• Promotion is all about how organizations
communicate and reach out to their target
markets
• Promotion is an important element of
marketing mix
• In marketing, promotion refers to any type of
marketing communication used to inform or
persuade target audiences of the relative merits
of a product, service, brand or issue.
3. Promotion
Importance & Objectives
• To create awareness: it is the primary objective of
promotion
• To stimulate demand
• To persuade customers: Through promotion,
organizations try to convince the consumers that
their product is better than others
• To promote a new product
• To face competition
• To create or improve image: Promotion is also an
image building exercise
4. Integrated
Marketing Communication (IMC)
• Integrated Marketing Communications (IMC) is a
concept under which a company carefully
integrates and coordinates its many
communication channels to deliver a clear and
consistent message. It aims to ensure the
consistency of the message and the
complementary use of media.
• IMC is an integration (unification) of all
marketing tools, approaches and resources within
a company which maximizes impact on the
consumer mind resulting in maximum profit at
minimum cost.
5. Integrated
Marketing Communication (IMC)
• IMC uses several innovative methods to
ensure that the customer gets the right message
at the right time and the right place.
• Thus IMC can be defined as ‘coordinating all
tools of marketing communication and
integrating them into a seamless programme so
that customers can get clarity about the brand
and company can generate a consistent
attitudinal and behavioural response and
maximize the communication impact’
6. Importance/Role of IMC
• IMC plays an important role in communicating
brand message to a larger audience (inform about
brand)
• IMC helps in brand recall
• IMC creates brand awareness at a minimal cost
• IMC scores over traditional ways of marketing as
it focuses on customer creation as well as
retention
• IMC saves time which is often lost in figuring out
the best marketing tool
7. IMC Tools
• IMC makes use of all the promotion mix tools such as:
Advertizing
Sales promotion
Personal Selling
Public Relations (PR)
Publicity
Direct Marketing
These tools are applied to communicate with the target
market in a unified way using multiple media
(Billboards & Hoardings, TV, Radio, Magazines,
Newspapers, Internet etc)
10. Communication
Development Process
• The horizontal dashed line demarcates the field
dominated by Marketer and Consumer.
• Source, encoding and media selection are done by
organization while decoding and response are at
consumer’s end
• Feedback is given by the consumer to the organization,
noise impacts both the organization as well as the
consumer
• The communication source is driven by objective
• Depending on the objective, the message to be encoded
is identified
• Encoding of message involves company’s perception
• Media selection is done by the organization
12. Methods of allocating budget
• Percentage of sales method: Amount for
promotion is decided as % of sales. E.g. sales
is Rs 3 crore and promotion budget is 10%
thus promotion expenditure will be 30 lakhs.
• Objectives and Tasks methods: This is a
scientific method, in this, first the tasks are
decided based on objectives of the company
then budget is decided on the basis for
promotional costs for each task
13. Methods of allocating budget
• Competitive parity method: in this method, a
company decides its promotional budget
taking into account the activities and
expenditure of its competitors.
• Affordable or fund available method: This
method is based on the spending capacity of
the company. It is based on the notion that a
company must spend on promotional activities
according to the fund that are available with it.
14. Methods of allocating budget
• Expert Opinion method: Both internal and
external experts are asked to estimate the
amount of money to be spent for promotion or
a given period.
• Sales force opinion method: In this method the
organization consults its sales force to decide
the expenditure amount for promotion.
• Other methods are – arbitrary allocation
method, profit maximization approach etc.
16. Advertising
• Advertising is paid form of promotion
(communication) by the service provider with
its target audience.
• 5 Ms of advertising (Kotler & Keller, 2006):
Mission, Money, Message, Media and
Measurement (of effectiveness)
• Advertising can be done in an integrated way
by using a mix of media (TV, Print ads,
internet, hoardings and billboards etc)
17. Advertising Objectives
• Create Awareness
• Provide information and stimulate trial
• Position Brands (creating unique image in
minds of customers and potential customers)
• Remind and Reinforce the use of
product/service
• Provide support to sales force
• Encouraging customers to act
20. Advertising Message Appeals
• Advertising message can have different kinds
of appeals. An advertising appeal refers to the
approach used to attract the attention of
consumers and/or to influence their feelings
toward the product, service, or cause. It's
something that moves people, speaks to their
wants or need, and excites their interest
• Advertising appeals make advertisements
interesting and enhance their ‘entertainment
value’
21. Advertising Appeals – Types
• Rational Appeal – based on statistics / figures e.g.
Sensodyne Toothpaste
• Emotional Appeal – e.g. for every purchase of
product, Rs 2 will be donated to slum kids
• Adventure Appeal – e.g. Ranveer Singh doing
action in Thumbs Up
• Bandwagon Appeal – e.g. 95% people have
purchased this product already, now its your turn!
• Patriotic Appeal – e.g. Baba Ramdev pitching to
buy Patanjali products in the name of ‘swadeshi’
• Scarcity Appeal – e.g. ‘offer valid only till so &
so date’
22. Personal Selling
• Personal selling involves sales of service
product through sales force. This involves
maintaining a sales force and hence a sales
department.
• Sales force performs the functions like:
prospecting, targeting, communicating, selling,
servicing, information gathering etc.
• Personal selling can be a challenging job.
23. Personal Selling
• Personal selling is most effective in building
buyer preference
• Is it interactive and can tailor presentations
according to buyer’s needs
• It is two way communication.
• The information provided to the customer is
current and updated
• Personal selling helps in relationship building
24. Steps in Personal Selling
Identifying the
Prospects
Contacting
Interest Creation
Preference
Generation
Specific Proposal
Closing the Sale
Follow Up &
Customer Retention
25. Sales Promotion
• Sales promotion consists of offering short term
incentives to encourage purchase or sale of
service (Kotler et al. 2006)
• Sales promotion can include – coupons,
rebates, price off (discounts), contests, lucky
draws etc.
• Sales promotion is most effective when used
along with other promotional techniques
26. Sales Promotion
• Sales promotion has a great role to play. It is
used to gain attention of the customers to using
the service.
• Sales promotions offers strong incentives to
the customers to purchase the service.
• Sales promotion has the following demerits –
the impact of sales promotion is short lived,
secondly, it does not contribute to long term
creation of brand value.
28. Public Relations (PR)
• It is a deliberate, planned and sustained effort to
establish and mutual understanding between an
organization and its public.
• It has a broad scope and includes corporate
advertising (focusing on the entire company
instead of a particular product)
• PR cannot have a negative approach (Publicity in
contrast can be positive or negative)
• In PR, company has to spend money and PR is
under the control of an organization
29. Public Relations (PR)
• PR focuses on organization’s interaction with
internal and external community.
• PR is a part of marketing strategy and
incorporated into the marketing communication
mix
• PR brings trust and commitment and control
mutuality into marketing communication process.
• Service marketing must focus on a ‘pro-active’
PR rather than a ‘reactive’ PR
30. Public Relations (PR) Tools
• The following are the tools for PR
Press Releases
Interviews
Editorial
Advertorial
Corporate Films
Company magazines / journals
Reports and Brochures
Events
Sponsorships
Donations
Social Media
31. Public Relations (PR)
Objectives
• To generate interest among financial community
• To create brand image and positive brand equity
• To correct misconceptions
• To get good channel partners
• Generate goodwill among local community
• To motivate employees
• To inform consumers
32. Direct Marketing
• Direct marketing happens when companies
communicate with the target audience without
involving any intermediaries in between.
• According to American Marketing
Association, Direct Marketing is ‘A form of
non-store retailing in which customers are
exposed to merchandise (products) through an
impersonal medium (not involving a person)
and then purchase the merchandise by
telephone or email’
33. Direct Marketing
Characteristics
It is a non store activity, it is not done in retail
store or outlet
A medium is used such as email, telephone or
TV to reach the customer
Response can be made by customer via email,
telephone or in person
Response can be measured
E.g. Home shop channel, Naptol.com
34. Forms of Direct Marketing
• Direct email
• Telemarketing
• Home shopping (on TV following cash on
delivery model)
• Internet (E-commerce)
• Catalogue Marketing
• Newspaper inserts
35. Direct Selling
• This is an element of Direct Marketing
Programme.
• Direct selling is the process of selling products
and services through demonstrations and
personal presentations directly to consumers in
their homes, workplaces (away from a retail
outlet).