The document provides definitions and information about various marketing communication tools including advertising, sales promotion, personal selling, public relations, publicity and propaganda. It discusses the objectives, methods, decisions and execution involved in each of these tools. For advertising, it covers objectives, decision factors in budgeting, message generation and evaluation, creative development and media choices. For sales promotion it discusses definitions, advantages, methods and major decisions. It then describes the process of personal selling including prospecting, presentation, overcoming objections and follow up. It also outlines the functions and types of public relations and differences between publicity and propaganda.

1. PROMOTION ADVERTISING. SALES PROMOTION PERSONAL SELLING. PUBLIC RELATION. PUBLICITY & PROPAGANDA

2. ADVERTISING DEF -:Advertising is any paid form of non-personal presentation & promotion of ideas,goods or services by an identified sponsor. Most firms use outside agencies to create adv. Campaigns & to select& purchase media,ad agencies-are called communication companies

4. Advertising objective(GOAL) INFORMATION ADV.creating awareness&knowledge of new products or new features of old products-LCD TV Or duel -core mobile tech in laptops/3G mobile tech. PERSUASIVE ADV.generate liking,preference,conviction & purchase of a product or services-works best when stimulates cognitive&effective motivations together-magie-tomato sauce/De-Bears REMINDER ADV.-STIMULATES REPEAT PURCHASE OF PRODUCTS-EXPENSIVE-COCACOLA-TASTE THE THUNDER/ REINFORCEMENT ADV.-CONVINCE THAT WHAT EVER IS PURCHED IS CORRECT-AUTO/DRINKS/ALCOHOLIC-BEVERAGES

5. Decision of the advertising budget Stage in PLC-new product need large budgets for creating awareness & stimulating to test the new product-experience-MS_VISTA MS & consumer base-high MS-lessAd budget,less expensive to reach highly used brand than less used bra- Surf/key detergent competition & its noise level-in a mkt.with large no.of comp.brand must advertise to be heard&recalled-FMCG advertising frequency-no.of repetitions needed to put across the brand message to consumers-coke/Pepsi capacity to substitute a product-beer/cola/banks/airlines/courier-needs heavy ad.to differentiate for uniqueness or brand recall not get substituted

6. Message generation &evaluation Must be innovative& fresh,one or two core selling propositions based on mkt.R&D-best accepted by audience./the Best & effective appeal is converted into -CREATIVE BRIEF ( positioning statement) by all team working on the campaign-key mess./KY pr.benefits/target audience/comm.obj/media. Computer generated idea &dummy ad messages are very handy & time saving with vedio & audio- very easy to choose and measure its impact on target audience.

7. CREATIVE DEVELOPMENT & EXECUTION WHAT IS SAID & HOW IT IS SAID-EXECUTION IS VERY IMP. COPY STRATEGY STATEMENT -objective/content/support & tone of the ad. MEDIUM -TV/RADIO/PRINT TV Asper IRS -TV covers54%population/satellite TV-26% adv.- 1-effective demo/2.dramatically potraying user.Dis adv.-1.fleeting & frequent ads-main message may be overlooked/lost Apple Ad in 1984 to lunch Macintosh PC was successful and remembered-Amul taste of India

8. Radio-though cheaper than TV ads- penetration in urban India is only 21% in05 though on rise due to FM-radio mirchi /at present35 FM in 19 cites-329 in 91 cites is coming up. Lacks the impact of visual & real,passive nature the TV but very fast gaining popularity as per reach & less cost of production Developing an advertising campaign

9. Print-can provide much detailed product benefits & retention value. Lacks the impact of TV / fairly passive. Magazines/news papers,more effective-Magazines shorter self life/four color ,prominent location sharp ad. Are effective-only 10% read full/ picture-head line -copy-godrej-prime.chairs Developing an advertising campaign

10. SALES PROMOTION DEF-AS PER AMA-SALES PROMOTION, in specific sense refers to those sales activities that supplement both personal selling & advertising :,coordinate & help to make them effective,such as ,displays,shows,& expositions,demonstrations & other similar selling efforts not in the ordinary routine . ADVERTISING-reasons to buy/SP-incentives to buy/

11. Advantages of sales promotion Low unit cost; best for new product: sales support; effective control; Faster product acceptance:

12. METHODS OF SALES PROMOTION COUPONS;SAVES MONEY ON NEXT PURCHASE OR GETS MONEY BACK ON PRODUCTION OF COUPONS-READER DIGEST/BIG BAZER/ICICI BANK CREDIT CARD SAMPLES:PHARMACEUTICAL NEW PRODUCT,DOOR TO DOOR,SHAVING GEL OF GELLET TRADING STAMPS:GATHERS POINT ON VALUE OF PURCHASE WHICH IS ENCASHED PREMIUM OR BONUS OFFER:WHEN YOU BUY IN THE PERIOD 2+1 ORUP Rs5000/LOTERY TICKET FOR LUCKEY DIP/FMCG ,PHARMA VERY COMMON ON QTY FREE QUANTITY:PREMIUM PACK 33% MORE-FMCG/COSMETICS/DAILY NEEDS. REUSABLE CONTAINER:/WITHIN PACK-PET BOTTLE-OIL,COLA/COLGATEPASTE-BRUSH FREE-PACK. A FREETRIAL PERIOD:EXERCISE ,COSMETICS,AMWAY ,LIFESTYLE PRODUCTS EXCHANGE OFFER:RETURN BACK OLD TV TAKE PLASMA TV/OLD VEHICLE-NEW MODEL PRIZES/CONTEST & GAMES:KBC,SWEET HOUR PRIZES,ENTRY SUBMITTED CONTEST PATRONAGE AWARD:FREQUENT FLYER STATUS IN AIR TRAVEL,EXECUTIVE CLUB MEMBER FOR LC PRODUCT WARRANTES:AUTO/PC/ELECTRONICS VERTUALLY ALL COMODITED EXCEPT GREY TIE IN PROMO:TWO OR MORE BRANDS OR COMPANIES TIE UP IN PROMOTION CROSS- PROMO:USING POPULAR BRAND TO PUSH NEW/NONMOVING-PHARMA/FMCG POP DISPLAYS& DEMO:ALL ELECTRONICS/TOURISM/COSMETICS /SUPER MARKETS

13. Major decisions of sales promotion Establishing objectives -derived from broader product marketing objective-buying large sized units/trial for non users/attracting switchers away from comp.Retailer-Large qty.displyoffseason sales/stocking& no- to competi. selection of tool -manuf.promo tools-auto-rebate .gift ,part retail-p.t.-price-cuts,freebees/coupons,two+1,contests development of the program - pretest the program implement & control evaluation of the results

14. Selecting trade promotion tools Manufactures use trade promo-tools( 46.9%),consumer promo-tools-27.9%: 1.to persuade retailer to carry the brand 2.to carry more than his order qty. 3.to promote the brand by display &pricecuts 4.to stimulate retailer & sales clerk to push the brand

15. Principles of personal selling Def:AMA defines salesmanship or personal selling as a process of assisting & persuading a prospective buyer. In comparison to Advertisement: Personal selling is-- It is a personal communication Relies more on oral mode of communication. Implies contact with limited no.of people. Flexible-Sales people can clarify doubts & reply any objection on the spot . Can identify & make sales presentation on demand. Secure & satisfy interest of the customer& can give feedback to management for MIS

16. Six steps of personal selling Prospecting &qualifying- pre-approach- presentation & demonstration- overcoming objection- closing- follow up&maintenance- negotiation- relationship marketing-

17. PROSPECTING & QUALIFYING FIRST &FOREMOST IN SELLING IS TO IDENTIFY &QUALIFY PROSPECT.COMPANIES TAKE CARE TO FIND& VALIDATE LEADS ABOUT HEIR REAL INTEREST IN THE PRODUCT & FINANCIAL STATUS TO PAY,CLASSIFY AS “HOT”-HANDLED BY SALES PEOPLE OR “WARM’- FOLLOWED UP BY TELEMARKETING PEOPLE FOR FOLLOWUP.ON AN AVERAGE IT TAKES 4 CALLS TO CLOSE A BUSINESS DEAL

18. PRE- APPROACH SALES PERSONS MUST GATHER ALL RELEVENT INFORMATION ABOUT THE PROSPECT &HIS ORGANISATION,LIST TEM AS PER PRIRITY TO WORK IT OUT FOR A SUCCESSFUL CALL. WHO TAKES THE PURCHASE DECISION? PERSONAL LIKES/DISLIKES OF THE BUYER, BEST CONTACT APPROACH-PERSONAL VISIT/PHONECALL/LETTER/. OVERALL SALES STRATEGY-TO BE FOLLOWED

19. PRESSNTATION& DEMONSTRATION SALES STORY STARTS-AIDA-gaining-attention/ holding-interest/arousing desire/obtaining-action. Salespeople use-FABV-approach-feature/advantage/benefit/value - feature-p-4/adv-fastest speed of processing/benefit-quick accurate email/value-very economical

20. OVERCOMING -OBJECTIONS OBJECTIONS DURING PE\RESENTATION OF WHEN ASSSSKED FOR ORDER-DUE TO PSYCHOLOGICAL-RESISTANCE-INTERFERENCE/PREFERENCE FOR ESTABISHED BRANDS/FAVOUR,UNFAVOUR TO SALES.REP/APATHY/NEUROTIC TOWARDS MONEY/LOGICAL RESISTANE-DELIVERY LATE/PRICE/PRODUCT/COMP. SALES PERSON WITH POSITIVE ATTITUDE CONVERTS OBJECTIONS INTOREASONS FOR BUYING WITH SKILLS OF NEGOTIAIONS.USUAL TRAP IS OFFERING DISCOUNTS-SO IMPORTANT TO “SELL THE PRICE”RATHER THAN SELLING THROUGH THE PRICE

21. CLOSING-- SALES PEOPLE NEED TO KNOW TO SIGNS OF CLOSING IN THE FORM OF A QUESTION OR BODY LANGUAGE .THE AGREEMENT/DELIVERY POINTS/PAYMENT CONDITIOND ARE REPEATED FOR CONFIRMATIONS.CHOICE OF COLOUR/SIZE IS CONFIRMED WITH OFFER QUANTY&BENEFIT OF PRESENT ORDER/SPECIAL PRICE/GIFT/GIVE AWAYS ETC

22. FOLLOW UP & MAINTENANCE FOR REPEAT BUSINESS& CUSTOMER SATISFACTON FOLLOWUP & MAINTENANCE IS IMPORTANT. IMMIDIATE FOLLOW UP ABOUT DELIVERY PLACE&TIME ,INSTALATIONS USERMANUAL /DEMO/INFORMATION ABOUT AFTERSALES AND SERVICE ARE VERY VITAL TO KEEP THE CUSTOMER FOR REST OF THE LIFE.

23. PUBLIC-RELATION DEF-INVOLVES A VARIETY OF PROGRAMS DESIGNED TO PROMOTE OR PROTECT ACOMPANY’S IMAGE OR ITS INDIVIDUAL PRODUCTS. THEY PERFORM FOLLOWING FIVE FUNCTIONS: 1PRESS RELATIONS-POSITIVE NEWS&INFO-ORG. 2.PRODUCT PUBLICITY-PUBLICIZE SPECIFIC PRODUCT THRU SPONSORSHIPS. 3.CORPORATE COMMUNICATIONS-BUILDING UNDERSTANDING THRU INT.& EXT.COMMUNICATION 4.LOBBYING-DEALING WIITH MLA/GOVT. TO PROMOTE LEGISLATION 5.COUNSELING-AD MANAGEMENT ABOUT PUBLIC ISSUES & COMPANY POSITIONS & IMAGE DURING BAD & GOOD TIMES.

24. MARKETING PUBLIC RELATIONS To support corporate or product promotion & image makingMPR serves marketing dept. previously known as Publicity-free press space/broadcast”hype”or product,place ,person,but MPR is more focussed& aims at- 1.Assisting in the launch of a new products. 2.Assisting in the repositioning of a mature product. 3.Building Interest in a product category. 4.Influencing specific target groups 5.Defending that have encountered public problems. Building the corporate image in a way that reflects favorable on its products

25. MAJOR DECISIONS IN MARKETING PR ESTABLISHING OBJECTIVES:Builds AWERNESS_by placing a success story about the product,person,org-attentionCREDIBILITYputting the story in the editorial /BIG_FIGHT:HEADLINES/BOOSTmoral of sales force&channel by creating a “hype” before lunch of a product-MPR cost less than ADVERTISING &work like personal selling by reaching target audience. CHOOSING MESSAGES & VEHICLES:interesting or unique project news are highlighted or are sponsored to draw media attention-NIST hosting ISTE/IEEE state meet or our faculty attended an Int.workshop-/we have sponsored Ramdevji-creating NEWS-directed to draw attention of audience/finally placement record to highlight our credibility of quality education. IMPLEMENTING THE PLAN & EVALUATING RESULTS:by no.of exposure/awareness/attitude change/contribution to sales& profit

26. PUBLICITY & PROPAGANDA PUBLICITY -is an activity especially advertising &the dissemination of information designated to increase public interest in or awareness of some thing or somebody created-it was a publicity stunt. PROPAGANDA-information put out by an organization or government to promote a policy, idea, or cause-AIDS prevention propaganda is promoting the use of condoms