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Course Overview
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
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
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
OBJECTIVE
MODULE-1 Introduction to Marketing and Marketing Mix Introduction to Promotion Role of promotion in Marketing Mix Introduction and components of Promotion Mix
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
Money
Information
Product
Place
Customer Solution
Price
Promotion
Convenience
Customer Cost
Communication
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.
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
Advertising
Direct marketing
Sales promotion
Personal selling
Sales Promotion
Personal Presentations.
Direct Marketing
Evaluate promotional program results/effectiveness Take measures to control and adjust promotional strategies
Introduction to Advertising
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.
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
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
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
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
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.
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
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.
Objectives of Advertising
Generating Awareness Creating favourable attitude Managing customer loyalty
Outlet selections
Purchase Post purchase evaluations