2. MARKETING COMMUNICATION
Marketing is the process of discovering and
translating consumer needs and wants into product
and service specifications, creating demand for
these products and services and then in turn
expanding this demand.
4. Elements of the Promotional Mix
Advertising
Ingredients
of the
Promotion
Mix
Publicity
Personal Selling
Sales Promotion
5. Advertising
Advertising is positions a product or service against
that of competitors to convey a brand message to
consumers and to enhance its value in the
consumer's eyes.
Advertising – a mass media approach to promotion
9. Classifications and types of
Advertising
1. Product – Related Advertising
Pioneering Advertising
Competitive Advertising
Retentive Advertising
2. Public Service Advertising
3. Functional Classification
Advertising Based on Demand Influence Level.
Primary Demand
Selective Demand
Institutional Advertising
Product Advertising
Informative
Persuasive
Reminder-Oriented
10. 4. Advertising based on Product Life Cycle
Consumer Advertising
Industrial Advertising
5. Trade Advertising
Retail Advertising
Wholesale Advertising
6. Advertising Based on Area of operation
National advertising
Local advertising
Regional advertising
7. Advertising According to Medium Utilized
TV, radio
magazine,
Newspaper
Direct mail advertising.
11. Pioneering Advertising
This type of advertising is used in the introductory stages in the life cycle of a
product. It is concerned with developing a “primary” demand. It conveys
information about, and selling a product category rather than a specific brand.
Competitive Advertising:
It is useful when the product has reached the market growth and especially the
market-maturity stage. It stimulates “selective” demand. It seeks to sell a specific
brand rather than a general product category.
Retentive Advertising:
This may be useful when the product has achieved a favourable status in the
market
– that is, maturity or declining stage. Generally in such times, the advertiser wants
to keep his product’s name before the public. A much softer selling approach is
used, or only the name may be mentioned in “reminder” type
advertising.
12. primary demand.
When a product is new, primary demand stimulation is appropriate. At this time, the
marketer must inform consumers of the existence of the new item and
convince them of the benefits flowing from its use.
Selective demand.
The advertiser attempts to differentiate his brand and to increase the total amount of
consumption of that product. Competitive advertising stimulates selective demand.
Informative (Awareness) Objective
To increase the top-of-mind awareness level
Persuasion (Attitudinal) Objective
To increase the percentage
Reminder Objective
To remind consumers
13. ORGIN AND GROWTH OF ADVERTISING
1. Ancient Times – up to 5th Century
2. 5th to 8th Centuries
3. 9th to 15th Centuries
4. 16th and 17th Centuries
5. 18th and 19th Centuries
6. The 20th Century
14. Ancient Times – up to 5th Century
Selling goods in ancient times involved personal
selling abilities.
Merchants needed to identify their places with a
symbol that told their trade, and so the shop signs
were born.
The merchants impressed upon the minds of
consumers of the qualities of their wares which was
done by the ‘hired criers’ or the ‘barkers’.
Other form of communication was the ‘wall signs’.
15. 5th to 8th Centuries
The period from 475 AD to 800 AD is referred to as
‘Dark Age’.
This is the period that starts with the downfall of
Roman Empire and ends with the coronation of
Charlemagne.
It was furthered in the form of ‘Voice’. Public barkers
equipped with the horns and bells were capable of
attracting the attention of consumers.
Advertising was done either by human voice and or
by hand executed signs and play cards.
16. 9th to 15th Centuries
Men developed a new gimmick of free ssamples.
To increase in education was essential to the
growth of advertising.
New methods of advertising were now available
like printed posters, hand-bills, signs, pamphlets,
books and newspapers.
17. 16th and 17th Centuries
The first news-letter was started in 1622 in
England.
The outstanding features of 17th century were
that there were special advertising periodicals.
By the end of 17th century, newspapers were
well established in England undertaking
advertising on a regular basis.
18. 18th and 19th Centuries
The age old principle of ‘Caveat Emptor’ ruled the
transactions and hence the advertising that was
resorted to was untruthful.
That is why, the people did not believe totally in the
advertisement message given.
The 19th century was marked by a new trend of
brand advertising. Magazines both weeklies and
monthlies started catching the imagination of the
people by popularising the brands.
19. The 20th Century
The current century is marked with the advent of two
fascinating media of communication namely, radio and
television.
Americans have the credit of having these first.
Radio ruled the scene from 1922 to 1947 and 1948 onwards,
television took over.
Television could beat radio advertising with the visual
effects.
the outdoor advertising has its own developments such as
travelling displays, sky-writing, painted displays.
25. Sales Promotions
Sales promotions include a variety of strategies
designed to offer purchasers an extra incentive to
buy, usually in the short-term.
Sales promotion – price / money related
communications
28. SAMPLES
Offer a trail amount of a product
COUPONS
COUPONS are certificates that gives buyers a saving
when they purchase specified products
29. CASH REFUND
Similar to coupons except that the price reduction
occurs after the purchase
PRICE PACKS
Offer consumer saving off the regular
price of a product
30. PREMIUMS
Are good offered either for
free or at low price
ADVERTISING SPECIALIES
Are useful articles imprinted with the advertisers
names ,logo or message that are given
as a gift to consumer
31. POINT OF PURCHASE PROMOTION
Includes displays and demonstrations
that take place at the point of sales
Contests
Promotions that require skill or
ability to compete for prizes.
Sweepstakes
Promotions that depend on chance or
luck, with free participation.
33. ALLOWANCE
Amount offered in return for an agreement by
the retailer to feature the manufacturer’s
Products in some way;
displays, advertising or otherwise
Push Money
Money offered to channel intermediaries to encourage them
to “push” products—that is, to encourage other members
of the channel to sell the products.
E.g. Nike gives bonus to sales staff of retailers for meeting
quotas
Free Merchandise
Store Demonstration
Conventions & Trade Shows
34.
35. Creating a Promotion Plan
Choose Promotion Mix
Develop Promotion Budget
Set Promotion Objectives
Identify Target Market
Analyse the Marketplace
