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Amity School of Business

Amity School of Business


BBA VI Semester Advertising and Sales Promotion

Course Overview

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Module I: Introduction of Advertising Role of Promotion in Marketing Mix. Components of promotion mix viz Advertising, Publicity, Concept of integrated marketing communication , Advertising as a promotional tool, The magnitude of advertising, Advertising functions, role of advertising in current market. Module II: Advertising Campaign Planning The DAGMAR approach- Setting objectives & functions of advertising, Message strategies & tactics, Art of copywriting: copywriting, layout, appeals, creative Approaches & standards, Copy testing & diagnosis, classification of advertising copies Module III: Advertising media: Media Tactics & strategy Media: class vehicle, option, Media types: conventional & Non conventional, Media Strategy: Setting Media Budgets; Approaches & Allocations, Measuring advertising effectiveness, advertising agencies and their working.

Course Overview

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Module IV: Advertising Environment Advertising Regulation, Ad & society: Issues, effects on values & lifestyle Ethical aspects. Economic effects of advertising, Rural Advertising, Global advertising Module V: Sales promotion Concept, scopes & significance, Sales promotion & consumer behavior, Affect of sales promotion on sales. Sales promotion objectives & Budget Allocation, Sales promotion design issues, planning & evaluation Module VI: Sales promotion Tools & Techniques & POP Planning and designing sales promotion programme with specific reference to sales contest, trade in discount coupons etc. sales display and merchandising. Consumer & trade sales promotion tools, Point of purchases communications: spectrum, types & designing, Latest trends in sales promotion

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Recommended books
Text:
Belch and Belch, Advertising and Promotion, Sixth Edition, Tata McGraw Hill

References: Batra Rajeev, Aaker, David A and Myere John G. Advertising Management, Fifth Edition, Pearson Education Advertising Management Chunawalla

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Amity School of Business


BBA VI Semester Advertising and Sales Promotion Module-1 Introduction to Advertising

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OBJECTIVE
MODULE-1 Introduction to Marketing and Marketing Mix Introduction to Promotion Role of promotion in Marketing Mix Introduction and components of Promotion Mix

Introduction, evolution, concept and importance of Integrated marketing communication (IMC)

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Defining Marketing
Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.
- Philip Kotler

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Simple Marketing System


Communication

Goods/services Industry (a collection of sellers) Market (a collection of Buyers)

Money

Information

The Four Ps The Four Cs


Marketing Mix

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Product

Place

Customer Solution

Price

Promotion

Convenience

Customer Cost

Communication

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Promotion
Coordination of all seller-initiated efforts to setup channels of information and persuasion in order to sell goods and services or promote an idea.

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Functions
Provides Information
Informs the market about the availability of a particular good or service

Increase Demand
Some promotions are aimed at increasing primary demand, the desire for a general product category Others are aimed at increasing selective demand, the desire for a specific brand

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Differentiates the Product


Promotion helps in differentiating the product from competitor brand by establishing brand recognition

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Integrated Marketing Communications


A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines - for example, general advertising, direct response, sales promotion, and public relations- and combines these disciplines to provide clarity, consistency, and maximum communications impact.

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The Promotional Mix: The tools for IMC

The Promotional Mix

Advertising

Direct marketing

Interactive/ internet marketing

Sales promotion

Publicity/ public relation

Personal selling

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The Marketing Communications Mix


Advertising
Any Paid Form of Non-personal Presentation by an Identified Sponsor. Short-term Incentives to Encourage Trial or Purchase. Protect and/or Promote Companys Image/products.

Sales Promotion

Public Relations Personal Selling

Personal Presentations.

Direct Marketing

Direct Communications With Individuals to Obtain an Immediate Response.

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Reasons for the Growing Importance of IMC


Understanding the value of strategically integrating the various communications functions rather than having them operate autonomously. Easiest ways for a company to maximize the return on its investment in marketing and promotion Shift from traditional media advertising to other forms of promotion, particularly consumer and trade oriented sales promotions A shift in marketplace power from manufacturers to retailers.

The rapid growth and development of database marketing.

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The Role of IMC in Branding


Brand identity is a combination of many factors, including the name, logo, symbols, design, packaging, and performance of a product or service as well as the image or type of associations that comes to mind when consumers think about a brand.
It is the sum of all points of encounter or contact that consumers have with the brand, and it extends beyond the experience or outcome of using it. These contacts can also result from various forms of integrated marketing communications activities used by a company, including mass-media advertising, sales promotion offers, sponsorship activities at sporting or entertainment events, websites on the Internet, and direct-mail pieces such as letters, brochures, catalogs, or videos. The challenge is to understand how to use the various IMC tools to make such contacts and deliver the branding message effectively and efficiently.

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Monitor, Evaluate, and Control Integrated Marketing Communications Program

Evaluate promotional program results/effectiveness Take measures to control and adjust promotional strategies

Ambipur freshness Drive

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Introduction to Advertising

What really is Advertising?

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Paid form of non-personal communication about an organization, product, service or idea from an identified sponsor, using mass media to persuade or influence an audience
The paid aspect of this definition reflects the fact that the space or time for an advertising message must be bought.

The non-personal component means that advertising involves mass media (eg. TV, radio, magazines, newspapers) that can transmit a message to large groups of individuals, often at the same time.

What really is Advertising?

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The non-personal nature of advertising means that there is generally no opportunity for immediate feedback from the message recipient (except in direct response advertising) Therefore before the message is sent, the advertiser must consider how the audience will interpret and respond to the message

What really is Advertising?

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What really is Advertising?


Advertising is communication of information and values by an identified sponsor

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Advertising is the third partner in the relationship between a consumer and a product/service.

There are several reasons why advertising is an important part of the marketers promotional mixes. Firstly, it is very cost effective method to communicate to a large audience.

Importance of Advertising

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Secondly, it helps create brand image and symbolic appeal for the brand which is a very important for companies selling product/services that are difficult to differentiate on functional attributes.

Another advantage of advertising is its ability to strike a responsive chord with the consumers when differentiation across other elements of the marketing mix is difficult to achieve.

Importance of Advertising

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Popular advertising campaigns attract customers attentions and can help generate sales. For example pepsis Oye bubbly, Mera number kab aye ga, Asian Paints Badiaya hai, Alpenleibe -Lage raho, zoo-zoo from vodafone etc

Importance of advertising

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The nature and purpose of advertising differs from one industry to another and/or across situations. The targets of an organization's advertising efforts often vary as do the advertising role and function in the marketing program. For eg. One advertiser may seek to generate immediate response or action from customers, another may want to develop awareness or positive image for its products or service over a longer period.

Importance of advertising
What advertising does is create awareness, interest, desire and drives the consumer to the shop.

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For any advertising to be successful, it is essential that the service or product must be superior or meaningfully different; certainly, at the very least, it must be at least satisfactory. If it is a public message, then it must be a credible proposition.

Importance of advertising

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Any amount of good creative advertising can never help in selling a brand or a product of inferior quality.

At the most advertising will help in inducing a trial from the consumers, thereafter it is entirely on the quality of the product or brand.

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Role of Advertising in Brand Promotion


Information and persuasion Introduction of new brand or brand extensions Building and maintaining brand loyalty among consumers Creating an image and meaning for a brand

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Advertising Objectives, Goals and Marketing theories

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Objectives of Advertising
Generating Awareness Creating favourable attitude Managing customer loyalty

Advertising Goals School of Business Amity


Launch of new product and services Expanding markets to include new users Announcing a product modification Announcement of a special offer To announce dealer location To educate customers Reminder campaigns To create brand preference

How does advertising work?


The stages in consumer purchase process Need recognition Information search Evaluation of options
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Outlet selections
Purchase Post purchase evaluations

How does advertising work?


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Awareness Interest Desire Action

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