Marketing Mix

Product Price them strategically Place. Make them available Promote them through sales and advertising

What the Consumer demands Cost the consumer is willing to pay

At the Convenience of the customer

By Communicating the value

Promotion Mix
Personal Selling Advertisi ng

Direct Marketin g Sales Promotio n

Public Relations

Types of Advertising
Product-oriented Image Advocacy Public service

Ethical Issues in Advertising

Truth Exploitation and manipulation Perceptive research Degrading competition Political advertising Sex in advertising Imitation, plagiarism and flattery Incomplete information Advertising to children Ad spillover Stereotyping

The Advertising Industry

ADVERTISER

SUPPLIERS
(photographers, printers, talent, etc.)

ADVERTISING AGENCY

MEDIA

The Advertising Process

Pitching Briefing Media Planning Conceptualization Designing Approvals
Production Finalizing

Media Buying
Releasing/Airing Billing

Media of Advertising
Print Media
Newspapers, Magazines

Electronic Media
TV, Radio, FM,

Digital Interactive Media

Website, web banners, emails

Out-Of-Home (OOH)
Billboard, Transit, Kiosks, banners, retail

Direct Mail
Other
Cinema halls, sms

Consumer Behavior
The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that

these processes have on the consumer and society.

Consumer Behavior Study

Primary Research
Surveys Focus Group Personal Interviews Projective Techniques

Secondary Research

Observation
Online Research Methods

Experiences & acquisitions Interpersonal Influences Family Society Culture

Non-personal Influences Time Place Environment

Personal Processes Perception Learning & Persuasion Motivation

Needs

Wants

Decision Making 1.Problem recognition 2.Information search 3.Evaluation & selection 4.Store choice & purchase 5.Post-purchase behavior

Experiences & acquisitions

Types of Buying Behavior

Routine Response Limited Involvement Extensive Involvement Impulse

Response Wheel
Problem Recognition Info Search Evaluation

Brand Decision Process

Attitudes Likings Preference Conviction Satisfaction

Think

Feel

Try Buy Other Action Response Repurchase

Do

Consumer Learning Theories

Cognitive Learning (Thinking)
Consumers learn through information processing and problem solving

Behavioral Learning (Conditioning)

Learning via association (classical conditioning) Learning via reinforcement (instrumental conditioning)

Modeling Processes
Based on observations of outcomes and consequences experienced by others

Interpersonal Influences
Family Society The group we belong to The people we relate to The people we trust Culture

Non-personal Influences
Time Place Environment

Adoption process for new products

Awareness Interest Evaluation Trial Decision Confirmation

Media Planning

...conceive, analyze and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time...

Media planning process

Setting media objectives in light of marketing and advertising objectives Developing media strategy for implementing media objectives Designing media tactics for realizing media strategy Propose procedures for evaluating effectiveness of the media plan

Media Strategy
5Ms Markets Money Media Mechanics Methodology

Media Tactics

Media tactics & Scheduling

Continuous schedule Flighting Pulsing

Scheduling Frequency tactics

Frequency Tactics
Roadblocking Media blackout Bursting

Shift

Media Planning Be where the Media is

Contact Planning Be where the customer is

Plan to reach consumers

Plan to reach people they reach

6 laws of Small Business Advertising success

Use One Message

Should be able to communicate core message in less than 3 seconds

Add Credibility Test Everything Be Easy to Contact Match Ads to Target Create Curiosity

MP challenges in Nepal
Lack of data Lack of a media audit firm Unhealthy competition Non-transparency in rates Lack of complete media buying agencies Bulk selling Lack of financial protection

Communication Plan
1. Purpose and Mission 2. Situational Analysis 3. Communication Strategy and Objectives
Defining target market; Segmentation; Positioning strategy; Defining objectives; Financial objectives

4. Tactical Programs
Promotion mix; Advertising strategy and creative mix; Defining the message strategy; Defining delivery strategy

5. Budgeting and Scheduling 6. Follow-up mechanism

Communication Objectives
S - Specific M - Measurable A - Achievable R - Realistic T - Targeted & Time driven

Advertising Planning
Define your customers Define what makes you unique Set advertising goals and objectives Set a sustainable budget Choose your media Timing and scheduling Evaluation and follow through

What is IMC?
Process of managing customer relationships that drive Brand Value On the foundation of Communication

Elements of Communication Mix