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• The specific group of marketing activities concentrated with
communication aspect with existing or potential consumer, and
relevant public, it involves many activities.
Elements
• Advertising
• Personal Selling
• Sales promotion
• Publicity
Classifying Advertising
• Consumer Advertising
o National Adverisling-Geographical Area-Brand
o Retai/Local-Clear stocks of particular brand
o Cooperative-different geographic area-ads in local media
o End Product advertising
Role of Advertising
• Hierarchy-effects model and corresponding attitude components,
(Lavidge and Steiner model)
• Percipitation-Stimulation
• Persuasion-Comparitive
• Reinforcement-decision
• Reminder-Brand/Company in memory
Functions of Advertising
• Stimulates Demand
• Strengthens other promotion mix elements
• Develops brand preference
• Cut costs
• Lower prices
• Competitive weapon
Benefits of Advertising
• Information
• Brand image building
• Innovation
• Growth of media
Triangle of Communication
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Consumer behavior
• Study of how people behave when obtaining, using, and disposing
of products (and services).
• Consumer jury test A method of testing advertisements that
involves asking consumers to compare, rank, and otherwise
evaluate the ads.
• The study of consumer behavior enables marketers to understand
and predict consumer behavior in the marketplace; it is concerned
not only with what consumers buy but also with why, when, where,
and how they buy it.
• Consumer research is the methodology used to study consumer
behavior; it takes place at every phase of the consumption process:
before the purchase, during the purchase, and after the purchase.
Media Planning
It refers to a series of decisions required in delivering the ad message to the
target audience. The plan specifies media objectives and media strategies to
accomplish the objectives
Media plan and strategy activities
Situation Analysis
• Analyse and understand the marketing problem. The company and its
competition is analysed on
o Internal strengths and weakness
o External opportunities and threats
(market size, company share, product features, sales,
costs, profits, distribution, sales operation, role of
advertising, target market)
Marketing Strategy
Formulate activities that will solve concerned marketing problems
• Marketing objectives
• Product and spending strategy
• Marketing mex elements to be used
• Distribution network strategy
• Select the most suitable market segments
Advertising strategy
Decide what messages to communicate through advertisements
How can the product or service satisfy
consumer needs
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Positioning decisionl
Ad copy themes
Specific objectives of each individual ad in a
campaign
Number of ads
Size of advertisements
Media time
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• One’s strength is another’s weakness
• Questions:
– What are the firm’s or the product’s advantages over others?
– What does it do well? What makes it stand out from your
competitors?
Weaknesses
• Be truthful so that weaknesses may be overcome as quickly as
possible
• One’s strength is another’s weakness
• Questions.
– What is done poorly?
– What can be improved?
– What should be avoided?
Opportunities and Threats
• external in nature
• Represent characteristics of:
– the research environment
– growth in potential markets
– changes in the competitive, economic, political/legal,
technological, or socio-cultural environments
• A threat to some is an opportunity to another.
• Questions on opportunities:
– Is there a product/service area that others have not yet covered?
– Are there emerging trends that fit with your company's
strengths?
• Questions on threats:
– Are your competitors becoming stronger?
– Are there emerging trends that amplify one of your weaknesses?
In the case of IVR strength could be:
• Technological capability: speed, efficiency, precision, power, etc.
• Stage of development relative to competitors: RIO, patent, prototype.
• Characteristics of the lead researcher: commercialization focus,
reputation, other complimentary work.
• cost
In the case of IVR a weakness could be:
• technological weakness: lack of speed, efficiency, precision or power
• lead researcher uninterested in commercialization
• stage of development or uncertainty with regard to technological
capabilities
• cost
An opportunity could include:
• a new, developing or untapped market
• an old market needing technological advances
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• a recent technological development that can be used as a catalyst for
others (possibly through licensing)
• change in regulatory environment that creates demand for new
technology
A threat could be:
• other ongoing research or commercialization efforts
• a large existing competitor
• market volatility (because we are new market entrants)
• market access (for supplies or customers)
• a competitor has a new, innovative product or service
• competitors have superior access to channels of distribution