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