Special studies in marketing 3
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This document summarizes various marketing promotion tools and terminology. It discusses the differences between ATL (above the line) and BTL (below the line) promotion strategies, as well as push and pull strategies. It then provides details on specific promotion tools like sales promotion, public relations, direct marketing, personal selling, advertising, multi-level marketing, and trade fairs/expos. For each tool, it outlines their objectives, importance, and examples of techniques used. The document concludes by noting the process of defining objectives, allocating budgets, selecting appropriate methods, testing promotions, and measuring effectiveness.
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Direct marketing is a form of advertising that allows businesses to communicate directly with customers through various media channels. It involves using customer databases to develop targeted marketing messages addressed directly to specific customers or prospects. Direct marketing emphasizes measurable responses and maximizing response rates through testing while minimizing advertising expenses. Common forms of direct marketing include direct mail, catalog marketing, telemarketing, and using other media like newspapers, magazines, and interactive websites for direct-response advertising.
understanding Marketing
Marketing involves planning and executing the conception, pricing, promotion, and distribution of goods, services, and ideas. It is the art and science of choosing target markets and creating, delivering, and communicating customer value to attract and retain customers. The four Ps of marketing are product, price, place, and promotion. Marketing manages the relationship between a company and its customers to understand their needs and wants and provide value.
Integrated service marketing communication with example
This presentation covers the integrated service marketing communication tools and as well as the role of communication tools for service industry.
It also covers the example relating the successful mix of communication for HOTEL MARISOL.
Digital marketing training
This document provides an overview of digital marketing. It begins with an introduction to digital marketing and its advantages over traditional marketing. It then discusses various digital marketing channels including display, search, social media, CRM, analytics, and testing and targeting. Finally, it covers measuring the success of digital marketing campaigns through ROI. The key aspects covered include the definition of digital marketing, its goals of awareness, engagement and conversion, and how it helps answer questions about taking products to market, search engine optimization, user feedback, and customer relationships.
Promotion decisions 29-10-13
The document provides information on integrated marketing communications, advertising, and promotions. It discusses developing effective communication strategies, including identifying target audiences, setting objectives, designing messages, selecting channels, establishing budgets, and deciding on media mixes. Specific topics covered include the role of advertising, developing advertising plans using the five M's framework, selecting appropriate media types, print ad components, and determining advertising budgets.
SEO Courses Company in Pune, Online Digital Marketing courses
Shreyash Digital Company provides Online Digital Marketing courses In Pune and offers with practical training. This is best online Digital Marketing Training institute in pune.
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Online Digital Marketing training Institute in Pune, SEO Classes
Shreyash Digital Company offers Online Professional SEO training in Pune. Find Online Digital Marketing training Institute, Classes, With practical training in Pune.
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Imc
Integrated marketing communications (IMC) coordinates various promotional tools from the perspective of the customer. During the 1980s, companies began strategically integrating tools like advertising, direct marketing, sales promotions, public relations, and personal selling. The growth of IMC was driven by factors like shifts in power from manufacturers to retailers and the rise of the internet. IMC allows for better synergy between promotional functions while avoiding duplication to maximize return on investment. It manages the promotional mix of various communication tools.
Chp1 e commerce
The document discusses e-commerce and marketing concepts, defining e-commerce as the process of buying and selling goods and services over the Internet and examining different types of e-commerce organizations and marketing channels. It also covers benefits of e-commerce such as reduced costs and increased access to global markets, as well as internet advertising methods like banners ads and their benefits and limitations.
Online marketing.pptx
This document discusses various aspects of online marketing including definitions, methods, channels, strategies and the future of online marketing. It defines online marketing as marketing products or services over the internet using creative and technical aspects. Some key online marketing channels mentioned are email marketing, blogging, pay per click advertising and social media marketing. The document also discusses the AIDA model of online marketing and lists top marketing companies in India. It outlines advantages and disadvantages of online marketing as well as challenges faced in online marketing in India.
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Special studies in marketing 6
The document discusses various aspects of media planning and media buying. It defines key terms like medium, vehicle, media objectives and provides examples. It outlines the advantages and disadvantages of different types of print, broadcast and digital media. The document also describes the process of media planning including setting media objectives based on marketing objectives and factors considered like budget, media selectivity, coverage and flexibility. It highlights some problems in media planning like variety of media choices and time pressures.
Special studies in marketing 5
This document discusses key aspects of marketing communications and advertising. It covers communication principles like the communication process, feedback, and effective communication steps. It also discusses advertising topics such as advertising agencies, types of ads, and integrated marketing communication. The document provides information on communication channels, target audiences, and determining communication objectives.
Special studies in marketing 4
Consumer behavior is the study of how individuals purchase, use, and dispose of products and services. It involves understanding consumer thoughts, feelings, and actions. Studying consumer behavior helps companies gain competitive advantages by focusing on customer retention rather than just acquisition, and by understanding customer segments. Key factors that influence consumer behavior include cultural, social, personal, and psychological factors. Models of consumer decision making include the buying process model and consumer activity model. Consumer research methods are used to understand consumer behavior and include quantitative and qualitative approaches like surveys, interviews, and observation.
Special studies in marketing 2
This document discusses various concepts related to branding, including definitions of brand, brand identity, brand personality, brand equity, and strategies for effective branding. It defines a brand as a combination of characteristics and values associated with a product that differentiate it from competitors. Brand identity reflects how a brand wants to be perceived by consumers. Brand personality humanizes a brand through association with human traits. Effective branding requires defining a target, maintaining cohesion, engaging audiences, and constantly measuring results.
Special studies in marketing 1
This document provides an overview of key marketing concepts including the marketing mix, segmentation, targeting, differentiation, branding, and positioning. It defines important terminologies and discusses various marketing activities. The sections cover principles of marketing and branding, consumer behavior, communication, and media planning and buying. Marketing is defined as identifying, creating, and managing demand to provide value to customers for profit. The marketing mix, product line extensions, segmentation, targeting, differentiation, and effective positioning strategies are also summarized.
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Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
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With Regards
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Special studies in marketing 3
- 1. 3. Special Studies in Marketing BMS 2012 Reema Rijhwani
- 2. Promotion
- 3. Terminologies • ATL vs BTL BTL uses less conventional methods than the usual specific channels of advertising to promote products, services, etc ATL include activities such as advtg, direct mail, public relations and sales promotions for which a fee is agreed upon and charged up front
- 4. • Push vs Pull Strategy Pushing the products to the consumers through channel sales. Ex. Heavy equipments, machinery, etc Consumers pulling the products through channels post communication/awareness. Ex. FMCG products, etc
- 5. Tools • Sales Promotion • PR • Direct Marketing • Personal Selling • Adtvg • MLM • Trade Fair/Expo
- 6. Sales Promotion • Consumer Promotion tools Samples, Cash Refunds, Prizes (contests, sweepstakes, games), Frequency Program, Patronage Awards, Product Warranties, Cross Promotion, POP, Gifts, Price Packs
- 7. • Trade Promotion Tools Price Off, Allowance, Free Goods • Sales Force Promotion Tools Sales Contests, Specialty Adtvg / Souvenirs
- 9. Importance • To get customers • New trials, repeat purchase, encourage switchers • Compete with similar products • Adjust demand and supply
- 10. Public Relations Use / Importance • To maintain Press relations • Publicity (company, product & brands) • Corporate Communications • Lobbying • Counseling • Building Credibility & Positive outlook • Increase bottom line • Marketing Public Relations – Combining marketing activities with public relations
- 11. • Tools Publications (advertorials, Infomercials), Events, Sponsorships, News, Speeches, Public service activities, Identity Media
- 12. Corporate Communications • Promoting understanding of the organization through internal and external comm. • Via AGM, Speeches, Adtvg, Trade participation, etc • Helps in building corporate Image
- 13. Direct Marketing • Direct – Fax mail, Email, Voice mail, Tele- calling (Database etc) • Catalogue • CRM
- 14. Objective/Role/Importance • Home or convenience shopping • Personalize targeting • Target niches • Digital utilization • Frugal promotions
- 15. Personal Selling • Presentations • Demonstration • Samples at Kiosks
- 16. Importance/ Role • Technical information • Personal element • Quick feedback • Building Image of the company • Interactive
- 17. Advertising • Television • Radio • OOH • Print • Electronic
- 18. Multi Level Marketing • Residual Income • Network • Commission
- 19. Trade Fair / Expo • Demonstration / Tech Info • Brochures • Networking India International Leather Fair Delhi Book Fair 2011 Pharmac India Times Utsav (Pragati Maidan, BKC, MMRDA, Palace Grounds, etc)
- 20. E-Commerce • Marketing + Trading + Transacting online • Via internet – globalisation • Operating in marketspace Guidelines • Interactive, ease in response, personalize content, extra offer
- 21. Process • Define Objective • Budget or % of sales • Method selection with Target Audience • Test • Measure Effectiveness
- 22. Thank You