This document discusses strategies for promoting products and services to rural audiences. It covers various elements of a promotional mix including advertising, public relations, personal selling, and sales promotion. When promoting to rural audiences specifically, the document recommends using media like music CDs, puppetry, folk theater, and interpersonal/group meetings. It also discusses constraints of communicating in rural areas like low literacy and infrastructure issues. The distribution of products to rural customers is addressed, including common challenges and strategies used.
Purpose and objective of advertising, advantages and disadvantages - Basics o...Rai University Ahmedabad
This lecture will help student to understand why advertising is into existence by throwing light on the purpose and objective of advertisement along with their advantages and disadvantages
Presentation presented by Hany Sewilam AbdelHamid @Dubai Media City - Arab Business Conference - August 2017 about the marketing communication mix between the USP & 4Ps
This PowerPoint is to show about advertising and advertising management, functions, process, types , marketing, objectives of Advertising, purpose of Advertising, advertising budget, media planning.
Purpose and objective of advertising, advantages and disadvantages - Basics o...Rai University Ahmedabad
This lecture will help student to understand why advertising is into existence by throwing light on the purpose and objective of advertisement along with their advantages and disadvantages
Presentation presented by Hany Sewilam AbdelHamid @Dubai Media City - Arab Business Conference - August 2017 about the marketing communication mix between the USP & 4Ps
This PowerPoint is to show about advertising and advertising management, functions, process, types , marketing, objectives of Advertising, purpose of Advertising, advertising budget, media planning.
The project is on the various marketing appeals that marketers use in promotion of their products.
Various modes and means of advertising are also covered.
Screening advertisements in newspaper and magazine and through radio and television programs and reporting of the differences in appeal of different media of advertising.
http://www.niccotan.com/2011/04/advertising-fundamentals.html
De La Salle University - Master of Marketing Communication Graduate Students presented a comprehensive report regarding the fundamentals of advertising.
Publicity is the public visibility or awareness for any product, service or company. It may also refer to the movement of information from its source to the general public, often but not always via the media.
The project is on the various marketing appeals that marketers use in promotion of their products.
Various modes and means of advertising are also covered.
Screening advertisements in newspaper and magazine and through radio and television programs and reporting of the differences in appeal of different media of advertising.
http://www.niccotan.com/2011/04/advertising-fundamentals.html
De La Salle University - Master of Marketing Communication Graduate Students presented a comprehensive report regarding the fundamentals of advertising.
Publicity is the public visibility or awareness for any product, service or company. It may also refer to the movement of information from its source to the general public, often but not always via the media.
CHAPTER 21 Advertising and Salesmanship
Advertising- meaning, difference between advertising and publicity, objectives, media
Salesmanship - Meaning, role, qualities of a good salesman
Sales promotion- meaning, objectives and tools used
Advertising is a marketing communication method that attempts to inform and/or influence the opinions and buying behaviour of potential users of a product or service. Also called an "ad" or advert for short, it is a one-way message to promote an identified organisation/brand, product, service or an idea.
Businesses buy advertising space or time, and it is openly sponsored, controlled and non-personal message (designed for mass media).
The world is saturated with advertising, wherever we go. Advertising is almost always present, though we might not be consciously aware of it. Advertising’s ability to deliver a specific message to many people has given it a significant role in most businesses’ marketing.
Advertising is marketing, but not all marketing is advertising. People often make the mistake of viewing marketing in terms of the individual activities. For example, for some, marketing would have a sales-dominated view, for others, it might be market research and product planning. For others, marketing and advertising seem to be interchangeable terms. However, these activities are all just components, cogs in a marketing machine that work together. Marketing is the total process of planning and executing product or service design, and the pricing, promotion, and distribution to meet a firm’s objectives.
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
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Rural marketing module 5
1. MODULE 5
Promotion Strategy
Promotion is the process of marketing
communication to inform, persuade, remind
and influence consumers or users in favor of
your product or service.
2. ELEMENTS OF RETAIL PROMOTIONAL MIX
Advertising
Public Relations
Personal selling
Sales promotion
3. ADVERTISING
Advertising is paid, non-personal
communication transmitted through out-of-store
mass media by an identified sponsor.4 aspects
of this definition merit clarification:
Paid form
Non-personal presentation
Out-of-store mass media
Identified sponsor
4. OBJECTIVES
Lifting short-term sales
Increasing customer traffic
Developing and/or reinforcing a retail image
Informing customers about goods and services
and/or company attributes
Easing the job for sales personnel
Developing demand for private brands
5. ADVANTAGES
A large audience is attracted.
The cost per viewer, reader,or listener are low.
A number of alternative media are available.
The retailer has control over message content,
graphics, timing, and size.
In print media, a message can be studied and
restudied by the target market.
6. CONTD:
Editorial content often surrounds an ad.
Self-service or reduced-service operations are
possible since a customer becomes aware of a
retailer and its offerings before shopping.
7. DISADVANTAGES
Standardized messages lack flexibility
Some media require large investments
Media may reach large geographic areas, and for
retailers, this may be wasteful.
Some media require a long lead time for placing
ads.
Some media have a high throwaway rate.
10. MANNER OF PAYMENT
Full payment by retailer
Cooperative advertising
Vertical
horizontal
11. PUBLIC RELATIONS
Public relations entails any communication
that fosters a favorable image for the
retailer among its publics. it may be
Non personal or personal, paid or non paid and
sponsor controlled or non controlled.
12. OBJECTIVES
Increase awareness of the retailer and its strategy
mix.
Maintain or improve the company image.
Show the retailer as a contributor to the
community’s quality of life.
Demonstrate innovativeness.
Present a favorable message in a highly believable
manner.
Minimize total promotion costs.
13. ADVANTAGES
An image can be presented or enhanced.
A more credible source presents the message.
There are no costs for message time or space.
A mass audience is addressed.
Carryover effects are possible.
People pay more attention to news stories than to
clearly identified ads.
14. DISADVANTAGES
Some retailers do not believe in spending any
funds on image-related communication.
There is little retailer control over a publicity
message and its timing, placement, and coverage
by a given medium.
It may be more suitable for short-run, rather than
long-run, planning.
Although there are no media costs for publicity,
there are costs for a public relations staff, planning
activities, and the activities themselves.
15. PERSONAL SELLING
Personal selling is the art of convincing the
prospects to buy the given products or services. It
is the wit act of persuasion. It is the ability to handle
the people to dandle the products. It is the ability to
convert human needs into wants.
16. OBJECTIVES
Persuade customers to buy.
Stimulate sales of impulse items or product related
to customers’ basic purchases.
Complete customer transactions.
Feed back information to company decision
makers.
Provide proper levels of customer service.
Improve and maintain customer satisfaction.
Create awareness of the items also marketed
through web.
17. ADVANTAGES
A salesperson can adapt a message to the needs
of the individual customer.
A salesperson can be flexible in offering ways to
address customer needs.
The attention span of the customer is higher than
with advertising.
There is less waste; most people who walk into a
store are potential customers.
Customers respond more often to personal selling
than to ads.
Immediate feedback is provided.
18. DISADVANTAGES
Only a limited number of customers can be handled
at a given time.
The costs of interacting with each customer can be
high.
Customers are not initially lured into a store through
personal selling
Self-service may be discouraged.
Some customers may view salespeople as
unhelpful and as too aggressive.
19. SALES PROMOTION
Sales promotion encompasses the paid
communication activities other than
advertising, public relations, and personal selling
that stimulate consumer purchases and dealer
effectiveness.
21. ADVANTAGES
It often has eye-catching appeal.
Themes and tools can be distinctive.
The consumer may receive something of
value, such as coupons or free merchandise.
It helps draw customer traffic and maintain loyalty
to the retailer.
Impulse purchases are increased.
Customers can have fun, particularly with
promotion tools such as contests and
demonstrations.
22. DISADVANTAGES
It may be hard to terminate certain promotions
without adverse customer reactions.
The retailer’s image may be hurt if trite promotions
are used.
Frivolous selling points may be stressed rather than
the retailer’s product assortment, prices, customer
services, and other factors.
Many sales promotions have only short-term
effects.
It should be used mostly as a supplement to other
promotional forms.
23. PLANNING A RURAL PROMOTIONAL
STRATEGY
Determining promotional objectives
Establishing an overall promotional budget
Selecting the promotional mix
Implementing the promotional mix
Reviewing and revising the promotional plan
24. APPROPRIATE MEDIA
Media Selection
1.The financial allocation for advertising.
2.The nature of the product and the demand for
it.
3. The type of prospects, their location and
other characteristics.
4. The nature of competition and the extent of
coverage required.
5. Cost of media, co-operation and promotional
aids offered by media, media circulation.
25. CHARACTERISTICS OF IMPORTANT MEDIA
1. Mural Advertising
2. Press Advertising
3. Film Advertising
4. Radio Advertisement
5. Television Advertisement
6. Transit Advertising
7. Direct Mail
26. RURAL SPECIFIC MEDIA
1. Music CD’s
2. Puppetry
3. Folk Theater
4. Interpersonal Media
5. Group Meeting
6. House-to-House Campaign
7. Field Demonstrations:
8. AV Vans
9 Wall Paintings
27. CONSTRAINTS IN RURAL COMMUNICATION
1. Low Literacy Rate
2. Low Spending Capacity
3. Joint Families and Strong Kinship Ties
4. Linguistic and Socio-cultural Differences
5. Unique Media Habits
6. Situation Based Leisure Time Activities
7. Expensive Communication
8. Poor Infrastructure
9. Lack of Research Data
10. Selective Attention
28. DISTRIBUTION CHANNEL
Distribution channel performs various tasks
necessary to promote sales of products and
services to the ultimate customers.
33. METHODS OF DISTRIBUTION
1. Stockist’s Van / Company Owned
Vehicles
2. Hired Vehicles
3. Working by Independent Stockist
4. Selling Through Bullock Cart / Camel /
Boat
5. Appointment of Primary Dealers
6. Using Urban Wholesalers
34. PROBLEMS OF RURAL DITRIBUTION
1. Transportation Problems:)
2. Warehousing Problems:)
3. Communication Problems:
4. Non-Availability of Dealers:
5. Greater Dependence on Dealers
6. Higher Cost and Administrative
Problems
7. Poor Viability of Retail Outlets
35. RURAL RETAILER BEHAVIOUR
Seasonal Pattern:
1. Transfer of Capital
2. Credit Pattern
3. Purchasing Cycle