Advertising

Advertising Objectives

Informative Advertising

Persuasive Advertising

Build Primary Demand

Build Selective Demand

Comparison Advertising

Reminder Advertising

Compares One Brand to Another

Keeps Consumers Thinking About a Product.

Advertising Budget Methods

Affordable

Percentage of Sales
Competitive-Parity

Objective-and-Task

Product Differentiation

Stage in the Product Life Cycle

Advertising Frequency

Factors in Setting the Advertising Budget

Market Share

Competition and Clutter

AIDA

AIDA
is an acronym used in marketing and advertising that describes a common list of events that may occur when a consumer engages with an advertisement. The base of brand promotion also. A - Attention (Awareness): attract the attention of the customer. I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising). D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs. A - Action: lead customers towards taking action and/or purchasing. Using a system like this gives one a general understanding of how to target a market effectively. Moving from step to step, one loses some percent of prospects.

Advertisement Copy
Text of a print, radio, or television advertising message that aims at catching and holding the interest of the prospective buyer, and at persuading him or her to make a purchase all within a few short seconds. The headline of an advertising copy is said to be the most important part, and quite often a small change in its wording brings disproportionate results. Most advertising copy is based on advertising/consumer research and is composed by professional copywriters hired by advertising agencies. Also called advertisement copy, ad copy, or just copy.

Advertising Agency
A marketing services firm that assists companies in planning, repairing, implementing, and evaluating all or portions of their advertising programs. Advantages of Advertising Agency
Low budget Less employs Professional point of view

Sales Promotion

Sales Promotion
Mass communication technique that offers shortterm incentives to encourage purchase or sales of a product or service. Rapid growth in the industry has been achieved because:
Product managers are facing more pressure to increase their current sales, Companies face more competition, Advertising efficiency has declined, Consumers have become more deal oriented.

Promotion Mix
A promotion mix is a companys total marketing communications program and it consists of a specific blend of:
Advertising Sales Promotions Public Relations Personal Selling

Factors in Setting the Promotion Mix

Type of Product and Market

Push vs. Pull Strategy

Buyer Readiness State Product Life-Cycle Stage

Promotion Tools / Techniques

Consumer - Promotion Tools

Short-Term Incentives to Encourage Purchase or Sales of a Product or Service. Consumer-Promotion Objectives

Consumer-Promotion Tools

Entice Consumers to Try a New Product Lure Customers Away From Competitors Products Get Consumers to Load Up on a Mature Product Hold & Reward Loyal Customers Consumer Relationship Building

Samples Coupons Cash Refunds Price Packs Premiums

Advertising Specialties Patronage Patronage Rewards Rewards Contests Sweepstakes

Games

Point-of-Purchase Displays

Trade - Promotion Tools

Short-Term Incentives That are Directed to Retailers and Wholesalers.

Trade-Promotion Objectives

Trade-Promotion

Tools

Persuade Retailers or Wholesalers to Carry a Brand Give a Brand Shelf Space Promote a Brand in Advertising Push a Brand to Consumers

Price-Offs Allowances Buy-Back Guarantees Free Goods Contests

Premiums Patronage Displays Rewards Discounts Push Money Specialty Advertising Items

Business - Promotion Tools

Short-Term Incentives That are Directed to Industrial Customers.
Business-Promotion Objectives Business-Promotion Tools

Generate Business Leads Stimulate Purchases

Conventions Trade Shows Sales Contests

Reward Customers
Motivate Salespeople

Push vs. Pull Strategy

Personal Selling

Features of Personal Selling

(1) Personal Form: Under personal selling a personal contact is established between the buyers and the salesman. In other words, both the parties face each other. (2) Development of Relationship: Personal selling results in the development of personal relationship between the sales person and the possible buyer. Such a relationship has an important place in sales. (3) Oral Conversation: There is oral conversation between the sales person and the buyer regarding the features of the product, i.e., price, colour, shape, design, method of using, etc.

Features of Personal Selling

(4) Quick solution of Queries: The prospective buyer can make inquiries regarding the product. Salesman answers these queries quickly and removes any doubts in the mind of the buyer. (5) Receipt of Additional Information: Normally, before introducing its product, a company is aware of the preferences of the probable buyers. Nevertheless, during the course of personal selling, when the sales person is in direct contact with the buyers he/she gathers additional information regarding their tastes and likings. (6) Real Sale: Under personal selling, the buyers are not only informed about the product but the goods are actually sold to them.

Steps in Effective Selling

Prospecting/Qualifying

Preapproach
Approach

Presentation
Overcoming objections

Closing
Follow-up

Differences Between Advertising and Public Relations

Differences Between Advertising and Public Relations

1. Paid Space or Free Coverage Advertising: The company pays for ad space. You know exactly when that ad will air or be published. Public Relations: Your job is to get free publicity for the company. From news conferences to press releases, you're focused on getting free media exposure for the company and its products/services. 2. Creative Control Vs. No Control Advertising: Since you're paying for the space, you have creative control on what goes into that ad. Public Relations: You have no control over how the media presents your information, if they decide to use your info at all. They're not obligated to cover your event or publish your press release just because you sent something to them.

Differences Between Advertising and Public Relations

3. Shelf Life Advertising: Since you pay for the space, you can run your ads over and over for as long as your budget allows. An ad generally has a longer shelf life than one press release. Public Relations: You only submit a press release about a new product once. You only submit a press release about a news conference once. The PR exposure you receive is only circulated once. An editor won't publish your same press release three or four times in their magazine. 4. Wise Consumers Advertising: Consumers know when they're reading an advertisement they're trying to be sold a product or service."The consumer understands that we have paid to present our selling message to him or her, and unfortunately, the consumer often views our selling message very guardedly.

Differences Between Advertising and Public Relations

Public Relations: When someone reads a third-party article written about your product or views coverage of your event on TV, they're seeing something you didn't pay for with ad dollars and view it differently than they do paid advertising."Where we can generate some sort of third-party 'endorsement' by independent media sources, we can create great credibility for our clients' products or services, 5. Creativity or a Nose for News Advertising: In advertising, you get to exercise your creativity in creating new ad campaigns and materials. Public Relations: In public relations, you have to have a nose for news and be able to generate buzz through that news. You exercise your creativity, to an extent, in the way you search for new news to release to the media.

Public Relations

Public Relations
Building good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image and handling or heading off unfavorable rumors, stories and events. Major functions are:
Press Relations or Press Agentry Product Publicity Public Affairs Lobbying Investor Relations Development

Objective of PR
Building Product Awareness When introducing a new product or relaunching an existing product, marketers can use a PR element that generates consumer attention and awareness through media placements and special events. Creating Interest Whether a PR placement is a short product article or is included with other products in round up article, stories in the media can help entice a targeted audience to try the product. For example, around the holiday season, a special holiday food may be promoted with PR through promotional releases sent to the food media or through special events that sample the product.

Objective of PR
Providing Information PR can be used to provide customers with more in depth information about products and services. Through articles, collateral materials, newsletters and websites, PR delivers information to customers that can help them gain understanding of the product. Stimulating Demand A positive article in a newspaper, on a TV news show or mentioned on the Internet, often results in a discernable increase in product sales. Reinforcing the Brand In many companies the public relations function is also involved with brand reinforcement by maintaining positive relationships with key audiences, and thereby aiding in building a strong image. Today it is ever more important for companies and brands to build a good image. A strong image helps the company build its business and it can help the company in times of crises as well.

Public Relations Tools / Types

Public Service Activities News

Corporate Identity Materials

Speeches

Audiovisual Materials Written Materials

Special Events

difference between public relation and publicity

difference between public relation and publicity

PURPOSE Public relations is a strategic communications discipline, focused on managing reputation. Publicity is the process of gaining visibility. COMPONENTS publicity tends to only be press agents. Public Relations encompasses media relations, community relations, analyst relations and now social media relations.

difference between public relation and publicity

HOW IT WORKS Publicity is getting unpaid media to pay attention, write you up, point to you, run a picture, make a commotion. Sometimes publicity is helpful, and good publicity is always good for your ego. PR is the strategic crafting of your story. Its the focused examination of your interactions and tactics and products and pricing that, when combined, determine what and how people talk about you.

Direct Marketing

Features of Direct Marketing

Marketing messages are addressed directly to the customer and/or customers. Direct marketing relies on being able to address the members of a target market. Addressability comes in a variety of forms including email addresses, mobile phone numbers, Web browser cookies, fax numbers and postal addresses. Direct marketing seeks to drive a specific "call to action." For example, an advertisement may ask the prospect to call a free phone number or click on a link to a website. Direct marketing emphasizes trackable, measurable responses from customers regardless of medium.

Functions of Direct Marketing

Cross-selling Lead generation for sales force Up-selling current and new products to existing customers Keeping customers sold on product/service Selling to new prospects Generation of retail traffic

Basic concepts in Direct Marketing

Electronic commerce
Electronic commerce, commonly known as ecommerce, is a type of industry where buying and selling of product or service is conducted over electronic systems such as the Internet and other computer networks. Modern electronic commerce typically uses the World Wide Web at least at one point in the transaction's life-cycle, although it may encompass a wider range of technologies such as e-mail, mobile devices social media, and telephones as well.

M commerce
Mobile commerce is the delivery of electronic commerce capabilities directly into the consumers hand, anywhere, via wireless technology.

M commerce
Products and services available
Mobile Money Transfer Mobile ATM Mobile ticketing Mobile vouchers, coupons and loyalty cards Content purchase and delivery Location-based services Information services Mobile banking Mobile brokerage Auctions Mobile browsing Mobile purchase In-application mobile phone payments Mobile marketing and advertising

e-business
Electronic business, or e-business, may be defined as the application of information and communication technologies (ICT) in support of all the activities of business. Commerce constitutes the exchange of products and services between businesses, groups and individuals and can be seen as one of the essential activities of any business. Electronic commerce focuses on the use of ICT to enable the external activities and relationships of the business with individuals, groups and other businesses. e-business may be defined as the conduct of industry, trade,and commerce using the computer networks. the term "e-business" was coined by IBM's marketing and Internet teams in 1996.

E marketing
Email marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either cold lists or current customer database. Broadly, the term is usually used to refer to: Sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business. Sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something immediately. Adding advertisements to email messages sent by other companies to their customers.

E networking
Networking on the Internet can be very valuable. E-networking, which combines traditional networking with the power of the Internet, allows for the creation of a virtual community of contacts that can provide critical information on job leads and industry trends. There are several advantages to e-networking: No need to pick up a telephone and speak to a stranger. Usually results in a quick response to your inquiry. Allows simplicity in managing a circle of new contacts. Most importantly, everyone with an email address is available to you.

M marketing
Mobile marketing is marketing on or with a mobile device, such as a cell phone. Mobile marketing can also be defined as the use of the mobile medium as a means of marketing communication, the distribution of any kind of promotional or advertising messages to customer through wireless networks.