AdvertisingAny paid form of non-personal presentation & promotion of ideas, goods or services by identified sponsors

MissionAdvertising goal

MoneyStage in PLC

Market share & consumer baseCompetition &

clutter

MediaMajor Types

ReachFrequency

Impact

MessageMessage generationMessage evaluationMessage execution

MeasurementSales Impact

Communication

Five Ms of Advertising

Advertising Goal- Advertising Goal- Specific Specific communications task communications task & achievement & achievement

levellevel

Reinforcement

Informative

Reminder

Persuasive

Advertising BudgetAdvertising Budget

Stage in product life cycleStage in product life cycle Market share & consumer baseMarket share & consumer base Competition & clutterCompetition & clutter Advertising frequencyAdvertising frequency Product substitutabilityProduct substitutability

Advertising Advertising campaigncampaign

Message strategy- positioning of ad

Creative strategy- how ad express

Advertising Medium

Measuring EffectivenessMeasuring Effectiveness

ReachReach No. of different persons or households exposed No. of different persons or households exposed

to particular media at specified timeto particular media at specified time FrequencyFrequency

No. of times average person is exposed to No. of times average person is exposed to message message

ImpactImpact Qualitative value of an exposure thru a given Qualitative value of an exposure thru a given

mediummedium

Major Media Types

Sales PromotionConsists of a collection of incentive tools , mostly short term , designed to stimulate quicker or greater purchase of particular products or services

Objectives

• Attract new triers

•Reward loyal customers

•Increase repurchase rates

•Often attract brand switchers

Consumers enjoy satisfaction being smart shoppers

Public relationsPublic relations

PublicPublic Any group that has Any group that has

actual or potential actual or potential interest in companyinterest in company

PRPR Variety of programs Variety of programs

designed to designed to promote or protect promote or protect co. imageco. image

Functions Press Relations

Product Publicity

Corporate communications

Lobbying

Counseling

RoleAssisting in launch new product

Assisting in repositioning mature product

Building interest in product category

Influencing target group

Defending public problems

Building corporate image

Major tools in marketing PR

Personal SellingPersonal Selling

Prospecting & QualifyingProspecting & Qualifying

Pre-approachPre-approach

ApproachApproach

Presentation & DemonstrationPresentation & Demonstration

Overcoming objectionsOvercoming objections

ClosingClosing

Follow up & maintenanceFollow up & maintenance

Major steps inMajor steps in Effective sellingEffective sellingMajor steps inMajor steps in

Effective sellingEffective selling