This document outlines the syllabus for the Advertising Management and Sales Promotion course taught by Mrs. J. Vidhya. The syllabus covers 5 units: Unit I discusses objectives of advertising and the advertising process including market segmentation and target audiences. Unit II covers mass media selection, planning, and scheduling as well as web advertising and integrated programs. Unit III focuses on implementing advertising programs. Unit IV discusses sales promotion activities. Unit V addresses measuring advertising effectiveness, ethics, economics, and social relevance.
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
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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Marketing communication and brand management in Broadcast Media Space Nupur Prakash
The PPT majorly provides an overview about Integrated Marketing Communication. It could prove to be of great help to someone who just entered the field of Marketing.
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Basic phrases for greeting and assisting costumers
Unit 1.pptx
1. Class – III BBA
Faculty – Mrs.J. Vidhya, Assistant Professor, Dept of BBA
Alpha arts & science college
Advertising Management and Sales
Promotion – MAM5A
4. Syllabus
UNIT I
Advertising: Advertising, objectives, task and process, market segmentation
and target audience – Message and copy development.
UNIT II
Media: Mass Media - Selection, Planning and Scheduling – Web
Advertising – Integrated programme and budget planning.
UNIT III
Implementation: Implementing the programme coordination and control –
Advertising agencies – Organization and operation.
5. UNIT IV
Sales Promotion: Why and When Sales promotion activities, Consumer and
sales channel oriented – planning, budgeting and implementing and
controlling campaigns.
UNIT V
Control: Measurement of effectiveness – Ethics, Economics and Social
Relevance.
Reference Books
•Bhatia, T.K., Advertising and Marketing in Rural India, 2ndEdition,
•Macmillan India Ltd., 2007.
•Hackley, C., Advertising and Promotion: An integrated communications
•approach, 2nd Edition, Sage Publications, 2010.
•Jefkins, F., Advertising, 4th Edition, Pearson, 2002.
7. Meaning
a form of marketing communication used
to encourage, persuade, or manipulate
an audience (viewers, readers or
listeners; sometimes a specific group) to
take or continue to take some action
8.
9.
10. Definition
According to Philip Kotler & American Marketing
Association.
The advertising is any paid form of non personal
promotion of
• Ideas
• Goods
• Services by an identified sponsor
11. Defining Modern Advertising
Advertising is paid
persuasive
Communication
Uses nonpersonal
mass media to reach
broad audiences to
connect an identified
sponsor with a target
audience
Five basic components:
1. Paid communication
2.Sponsor is identified
3.Tries to persuade or influence
4. Reaches a large audience
5. Conveyed through impersonal
mass media
13. What are all advertisements?
What are not advertisements?
14. 5 M’s of advertising:
MISSION
MEASUREMENT
MEDIA
MESSAGE
MONEY
5 M’s
5 M’s OF ADVERTISING
15. 5 M’s OF ADVERTISING
• Mission,
– the main idea or selling proposition that they
want to propagate to the target
• Money
– factors such as market share and consumer
base play a significant role in budget allocation for an advertisement
• Message,
– needs to come up with a tagline and a campaign
16. •Media
– the mode of communication
– the reach and the impact
– the timing
• Measurement
impact of the advertisement through
– market research and
– by analyzing sales figures
18. Today’s Task
Day 1 assignment
Take any advertisement and explain its speciality
with minimum 5 points.
Differentiate between advertising and pulicity
23. Advertising tasks
Identify Your Audience
Write a Creative Brief
Write a Great Tagline
Write an Advertorial
Set a Budget
Create a Flyer That Gets
Results
Direct poll
25. Steps in Advertising Process
Step 2 - Knowing the
Objective
Step 1 - Briefing
Step 3 - Research
Step 4 - Target Audience
Step 5 - Media Selection
Step 6 - Setting the
Budget
Step 7 - Designing and
Creating the Ad
Step 8 - Perfection
Step 9 - Place and Time
of Ad
Step 10 - Execution
Step 11 - Performance
27. You can Resize without
losing quality
You can Change Fill
Color &
Line Color
www.allppt.com
FREE
PPT TEMPLATES
1.Geographic Segmentation
The market is divided according to the location.
(a)National advertising
(b)Local advertising and
(c)Global advertising
28. You can Resize without
losing quality
You can Change Fill
Color &
Line Color
www.allppt.com
FREE
PPT TEMPLATES
2. Demographic segmentation
The segmentation is based on characteristics
like age, sex, marital status, income,
occupation, and education.
•Gender
•Age
•Income level
•Marital status
•Education
•Race
•Religion
29. You can Resize without
losing quality
You can Change Fill
Color &
Line Color
www.allppt.com
FREE
PPT TEMPLATES
3. Psychological/Psycographic Segmentation
Psychological characteristics refer to the
inner qualities of a person. consumers
are divided on the basis of their
•needs and motivations,
•personality,
•perceptions,
•learning,
•level of involvement, and
•attitudes.
30. You can Resize without
losing quality
You can Change Fill
Color &
Line Color
www.allppt.com
FREE
PPT TEMPLATES
4. Sociocultural Segmentation
Markets are divided depending on
factors like family life cycle, social class,
cultural values, and cross-cultural
affiliations. Culturally distinct segments
offer excellent growth avenues for
marketers.
32. Segmentation on the basis of target groups aimed at,
advertising can be classified as –
a. Consumer Advertising,
b. Industrial Advertising,
c. Trade Advertising,
d. Professional Advertising.
39. Message and copy development
•The most Important Copy Element is the Headline
Idea
•After the Headline Come the Sub-heads
•After the Sub-head Comes the Body Copy
Scientific copy
Descriptive copy
Narrative copy
Colloquial copy
Humorous copy
Topical copy
Endorsement copy
Questioning Copy
Prestige Copy
43. The Advertising Plan
05
06
07
08
Information to
creative People
Target audience
Copy and Layout
Design
Credibility or Back-
up Claim
Copy Layout Tests
Allocation to Creative
Task
Creative Strategy and
Tactics
Advertising Objectives
01
02
03
04
56. Steps in copy development
1. Research Your Audience
2. Define Your Goal
3. Headline
4. Identify Your Main Differentiator
5. So What?
6. Focus and K.I.S.S It
7. Call to Action (CTA)
57. PRE-TEST AND POST-TEST OF ADVERTISING COPY
Copy Testing
•Copy testing is a tool
•It addresses the following questions.
Does the set of advertisings that makes up an advertising
campaign create the Desired interest level and image? And
Will an individual advertisement attract the attention of the
audience?
58.
59. Types of Tests
1. Pre-Test Methods
it refers to testing the potentiality of a message or copy
before printing or broadcasting.
Check list method
Consumer Jury method
Sales Area Test
Questionnaire
Recall test
Reaction test
Readability test
Eye-movement test
60. 2. Post-Test Techniques
The following are the post-test techniques for measuring the
effectiveness of the advertisements –
1)Recognition Test
2)Recall or Impact Test
3)Psychological Analysis
Four psychological testing techniques are most commonly
used –
•Tests of readability and comprehension;
•Tests of Believability
•Attitude tests; and
Triple Associates Test
61. • Concurrent Methods
Under this method, tests are conducted while the
consumers are exposed to different types of media. For
instance, a magazine reader may be observed while
reading the magazine.
https://www.youtube.com/watch?v=qFYFoCd9ir0
