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7/31/2019 Communication Mix [Compatibility Mode]
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Communication Mix
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Advertising
Any paid form of nonpersonal presentationand promotion of ideas, goods, orservices by an identified sponsor.
Dr.K.Chitra, Professor & Head, Department of Management Studies, Sri Ramakrishna Engineering College, Coimbatore - 22
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The Five Ms of Advertising
Mission
Money Message
Media
Measurement
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Advertising Objectives
Informative advertising
Persuasive advertising Reminder advertising
Reinforcement advertising
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Factors to Consider in Setting
an Advertising Budget Stage in the product life cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability
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Creative Brief
Positioning
statement Key message
Target market
Objectives
Key brand benefits
Brand promise
Evidence of promise Media
Background
Creative
considerations
Dr.K.Chitra, Professor & Head, Department of Management Studies, Sri Ramakrishna Engineering College, Coimbatore - 22
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TelevisionAdvantages Reaches broad
spectrum of
consumers Low cost per
exposure
Ability to demonstrate
product use Ability to portray
image and brandpersonality
Disadvantages
Brief
Clutter
High cost ofproduction
High cost ofplacement
Lack of attention byviewers
Dr.K.Chitra, Professor & Head, Department of Management Studies, Sri Ramakrishna Engineering College, Coimbatore - 22
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Print AdsAdvantages
Detailed productinformation
Ability tocommunicate userimagery
Flexibility
Ability to segment
Disadvantages
Passive medium
Clutter
Unable todemonstrate product
use
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Print Ad Evaluation Criteria Is the message clear at a glance?
Is the benefit in the headline?
Des the illustration support the headline? Does the first line of the copy support or explain the
headline and illustration?
Is the ad easy to read and follow?
Is the product easily identified? Is the brand or sponsor clearly identified?
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Media Selection
Reach
Frequency
Impact
Exposure
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Choosing Among Major Media
Types
Target audience and media habits
Product characteristics Message characteristics
Cost
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Major Media Types Newspapers
Television
Direct mail
Radio
Magazines
Outdoor
Yellow pages
Newsletters
Brochures
Telephone
Internet
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Place Advertising
Billboards
Public spaces Product placement
Point-of-purchase
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Measures of Audience Size Circulation
Audience
Effective audience Effective ad-exposed audience
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Factors Affecting Timing
Patterns
Buyer turnover
Purchase frequency
Forgetting rate
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Media Schedule Patterns
Continuity
Concentration Flighting
Pulsing
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Evaluating Advertising
Effectiveness
Communication Effect Research
Consumer feedback method Portfolio tests
Laboratory tests
Sales-Effect Research
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Sales Promotion
Collection of incentive tools, mostly
short term, designed to stimulate
quicker or greater purchase
of particular products or services
by consumers or the trade.
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Growth of sales promotion-
why?
Greater pressure to increase sales
More competitionAd efficiency has declined due to rising
cost, media clutter, legal constraints etc
Consumers are more deal oreinted
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Sales Promotion TacticsConsumer-directed
Samples
Coupons
Cash refund offers Price offs
Premiums
Prizes
Patronage rewards
Free trials Tie-in promotions
Contest, sweepstakes andgames
Trade-directed
Price offs
Allowances
Free goods
Sales contests
Trade shows
Specialty advertising
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Using Sales PromotionsEstablish objectives
Select tools
Develop program
Pretest
Implement and control
Evaluate results
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Public Relations
Investor relations
Building good relationships with companys variouspublics by obtaining favorable publicity, building good
corporate image and handling or heading off unfavorable
rumors, stories and events.
Public affairs Lobbying
Product Publicity Press relations
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Mobile tour/ web sitesMobile tour/ web sites
Public RelationsMajor Public Relations Tools
PublicPublic--service Activitiesservice Activities
corporate Identity Materialscorporate Identity MaterialsSponsorshipsSponsorships
PublicationsPublications
SpeechesSpeeches
EventsEvents
NewsNews
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Public Relations Marketing Public Relations (MPR)
Plays an important role in
New product launches Repositioning of mature brand
Building interest in product category
Influencing specific target groups
Defending products with public problems Building the corporate image
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Steps in Marketing PREstablish objectives
Choose messages
Choose vehicles
Implement and control
Measure effectiveness
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Events To identify with a particular target market or life style
To increase brand awareness
To create or reinforce consumer perceptions of keybrand image associations
To enhance corporate image
To create experiences and evoke feelings
To express commitment to community
To entertain key clients or reward employees To permit merchandising or promotional
opportunities
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Ideal EventsAudience closely matches target market
Event generates media attention
Event is unique with few sponsors
Event lends itself to ancillary activities
Event enhances brand image of sponsor
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Personal selling Interpersonal interactions with customers
and prospects to makes sales and maintain
customer relationships. Order getters and order takers
Critical link between company and customers
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Designing the sales force Sales force objectives and strategy
Prospecting, targeting, communicating
Selling, servicing, information gathering,allocating
Sales force structure
Product wise Geographical
Complex structure
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Sales force size
Sales force compensation
Fixed
Variable
Expenses allowances
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Managing the Sales Force
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Personal Selling Principles
Major Steps in Effective personal Selling
Dr.K.Chitra, Professor & Head, Department of Management Studies, Sri Ramakrishna Engineering College, Coimbatore - 22