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.

1. Marketing Management
UNIT-9
MANAGING MASS AND PERSONAL
COMMUNICATION
LECTURE BY
PROF. VENKATESHWAR RAO MBA(Marketing), Ph.D.
Professor, Dept. of Business Management
Dilla University

2. What is Advertising?
Advertising is any paid form of non-
personal presentation and promotion of
ideas, goods, or services by an identified
sponsor.
“The Five Ms” Of Advertising:
Mission: What are our advertising objectives?
Money: How much can we spend and how do we
allocate our spending across media types?
Message: What message should we send?
Media: What media should we use?
Measurement: How should we evaluate the results?

3. Procter & Gamble’s
Advertising History

4. The Five M’s of Advertising

5. Advertising Objectives
Informative
advertising
Reminder
advertising
Reinforcement
advertising
Persuasive
advertising

6. Informative Advertising
Aims to create brand awareness and knowledge of
new products or new features of existing products.

7. Persuasive Advertising
Aims to create liking, preference, conviction,
and purchase of a product or service. Some
persuasive advertising uses comparative
advertising, which makes an explicit
comparison of the attributes of two or more
brands.

8. Reminder Advertising
Aims to stimulate repeat purchase of products and
services. Expensive, four-color Coca-Cola ads in
magazines are intended to remind people to
purchase Coca-Cola.

9. Reinforcement Advertising
Aims to convince current purchasers
that they made the right choice.

10. Factors of Advertising Budget
Stage in the product life cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability

11. Developing the
Advertising Campaign
• Message
generation and
evaluation
• Creative
development and
execution
• Legal and social
issues

12. Television
Advantages
• Reaches broad
spectrum of consumers
• Low cost per exposure
• Ability to demonstrate
product use
• Ability to portray image
and brand personality
Disadvantages
• Brief
• Clutter
• High cost of production
• High cost of placement
• Lack of attention by
viewers

13. Print Ads
Advantages
• Detailed product
information
• Ability to
communicate user
imagery
• Flexibility
• Ability to segment
Disadvantages
• Passive medium
• Unable to
demonstrate
product use

14. Print Ad Evaluation Criteria
• Is the message clear at a glance?
• Is the benefit in the headline?
• Does the illustration support the headline?
• Does the first line of the copy support or
explain the headline and illustration?
• Is the ad easy to read and follow?
• Is the product easily identified?
• Is the brand or sponsor clearly identified?

15. Print Ad Components
Headline
Picture
Signature
Copy

20. Media Selection
• Reach: Number of different persons or households exposed
• Frequency: The number of times within the specified
time period that an average person or household is exposed
to the message
• Impact: The qualitative value of an exposure through a
given medium
• Exposure: This is the reach times the average frequency; that is,
• E = R × F
• Weighted number of exposures (WE)
• WE = R × F × I.

21. Choosing Among Major Media Types
• Target audience and media habits
• Product characteristics
• Message characteristics
• Cost

22. Major Media Types
• Newspapers
• Television
• Direct mail
• Radio
• Magazines
• Outdoor
• Yellow Pages
• Newsletters
• Brochures
• Telephone
• Internet

23. Place Advertising
Place advertising, or out-of-home advertising, is a
broad category including many creative and
unexpected forms to grab consumers’ attention. The
rationale is that marketers are better off reaching
people where they work, play, and, of course, shop.
• Billboards
• Public spaces
• Product
placement
• Point-of-purchase

24. EVALUATING ALTERNATE MEDIA
• Ads now can appear virtually anywhere
consumers have a few spare minutes or
even seconds to notice them.
• Outdoor advertising, for example, is often called
the “15-second sell.” It’s more effective at
enhancing brand awareness or brand image
• Consumer backlash often results when
people see ads in traditionally ad-free
spaces, such as in schools, on police
cruisers, and in doctors’ waiting rooms.
Nevertheless, perhaps because of its sheer
pervasiveness, some consumers seem to
be less bothered by nontraditional media
now than in the past.

25. Selecting Specific Media Vehicles
• planner must rely on measurement
services that estimate audience size,
composition, and media cost. Media
planners then calculate the cost per
thousand persons reached by a vehicle.
• Circulation
• Audience
• Effective audience
• Effective ad-exposed audience
• cost

26. Deciding on Media Timing and Allocation
• In choosing media, the advertiser has both a
macro scheduling and micro scheduling
The micro scheduling decision calls for
allocating advertising expenditures within
a short period to obtain maximum impact.
Suppose the firm decides to buy 30 radio
spots in the month.

27. Factors Affecting Timing Patterns
The timing pattern should consider following
three factors.
• Buyer turnover: expresses the rate at which new
buyers enter the market; the higher this rate, the
more continuous the advertising should be.
• Purchase frequency: is the number of times the
average buyer buys the product during the period;
the higher the purchase frequency, the more
continuous the advertising should be.
• Forgetting rate: is the rate at which the buyer forgets
the brand; the higher the forgetting rate, the more
continuous the advertising should be.

28. Media Schedule Patterns
Continuity: exposures appear evenly throughout a given
period, advertisers use continuous advertising in expanding
market situations, with frequently purchased items, and in
tightly defined buyer categories.
Concentration : spending all the advertising dollars in a
single period. This makes sense for products with one selling
season or related holiday
• Flighting: calls for advertising during a period, followed
by a period with no advertising, followed by a second period
of advertising activity. It is useful when funding is limited, the
purchase cycle is relatively infrequent, or items are seasonal.
• Pulsing: is continuous advertising at low-weight levels,
reinforced periodically by waves of heavier activity. It draws
on the strength of continuous advertising and flights to
create a compromise scheduling strategy

29. Evaluating Advertising Effectiveness
Communication-Effect Research:
called copy testing, seeks to determine whether an
ad is communicating effectively. Marketers should
perform this test both before an ad is put into
media and after it is printed or broadcast.
Sales-Effect Research
What sales are generated by an ad that
increases brand awareness by 20 percent
and brand preference by 10 percent?
The fewer or more controllable other factors
such as features and price are, the easier it
is to measure advertising’s effect on sales.

30. What is Sales Promotion?
Sales promotions consist of a collection of
incentive tools, mostly short term, designed to
stimulate quicker or greater purchase of
particular products or services by consumers or
the trade.
consumer promotion (samples, coupons, cash
refund offers, prices off, premiums, prizes,
patronage rewards, free trials, warranties, tie-in
promotions, cross-promotions, point-of purchase
displays, and demonstrations),
trade promotion (prices off, advertising and
display allowances, and free goods)
sales force promotion (trade shows and
conventions, contests for sales reps, and
specialty advertising).

35. Sales Promotion Tactics
Consumer-directed
• Samples
• Coupons
• Cash refund offers
• Price offs
• Premiums
• Prizes
• Patronage rewards
• Free trials
• Tie-in promotions
Trade-directed
• Price offs
• Allowances
• Free goods
• Sales contests
• Trade shows
• Specialty
advertising

36. Sales Promotions
Establish objectives
Select tools
Develop program
Pretest
Implement and control
Evaluate results

37. Why Sponsor Events?
• To increase brand awareness
• To create or reinforce consumer
perceptions of key brand image
associations
• To enhance corporate image
• To create experiences and evoke feelings
• To express commitment to community
• To entertain key clients or reward
employees
• To permit merchandising or promotional
opportunities

43. Using Sponsored Events
Establish objectives
Choose events
Design programs
Measure effectiveness

44. Ideal Events
Audience closely matches target market
Event generates media attention
Event is unique with few sponsors
Event enhances brand image of sponsor

45. PUBLIC RELATIONS
A public is any group that has an actual or
potential interest in or impact on a
company’s ability to achieve its objectives.
Public relations (PR) include a variety of
programs to promote or protect a
company’s image or individual products

46. Tasks Aided by Public Relations
• Launching new products
• Repositioning a mature product
• Building interest in a product category
• Influencing specific target groups
• Defending products that have encountered
public problems
• Building the corporate image in a way that
reflects favorable on products

47. Public Relations Functions
• Press relations
• Product publicity
• Corporate communications
• Lobbying
• Counseling

48. Major Tools in Marketing PR
• Publications
• Events
• Sponsorships
• News
• Speeches
• Public Service
Activities
• Identity Media

49. Decisions in Marketing PR
Establish objectives
Choose messages
Choose vehicles
Implement
Evaluate results

50. DIRECT MARKETING
• Direct marketing is the use of consumer-
direct (CD) channels to reach and deliver
goods and services to customers without
using marketing middlemen.
• TYPES OF DIRECT MARKETING CHANNELS:
• Direct Mail
• Catalog Marketing
• Telemarketing

51. INTERACTIVE MARKETING
The newest and fastest-growing channels for
communicating and selling directly to
customers are electronic. The Internet
provides marketers and consumers with
opportunities for much greater interaction
and individualization.
Interactive Marketing Types:
• (1) Web sites
• (2) search ads
• (3) display ads
• (4) e-mails.

52. WORD OF MOUTH
• Consumers use word of mouth to talk about dozens
of brands each day, from media and entertainment
products such as movies, TV shows, and
publications to food products, travel services, and
retail stores and companies are acutely aware of
the power of word of mouth.
• SOCIAL MEDIA
• ONLINE COMMUNITIES AND FORUMS
• BLOGS
• SOCIAL NETWORKS

53. PERSONAL SELLING
• Most sales training programs agree on the
six 6 major steps in any effective sales
process.
• 1. Prospecting and qualifying
• 2. Preapproach
• 3. Presentation and demonstration
• 4. Overcoming objections
• 5. Closing:
• 6. Follow-up and maintenance:

54. THE END
THANK YOU