ADD and Sales Promo

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A COMPREHENSIVE STRUCTURE OF MARKETING MIX

PLACEPRODUCT PRICE

MARKETING

PROMOTION

ADVERTISING SALES PROMOTIONS PERSONAL SELLING DIRECT MARKETING PUBLICIYT AND PUBLIC RELATIONS

MISSION

MONEY

MASSAGE

MEDIA

MEASUREMENT

TO SALES PERSONS

TO MIDDIL MAN

TO CUSTOMER

PROSPECATINGPRE APPROACHAPROACHPRESENTATIONOBJECATION HADLINGCLOSING FOLLOW UP

DIRECT MAIL

TELEMARKETING

TELESHOPING

INTERNET MARKETING

POSITIVE NEWS IN MEDIA

COMMUNITY ACTIVITY

SPONSOR SHIP OF EVENTS

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Module IMARKETING COMMUNICATIONS

Marketing communications

The marketing communications are the means by which firms

attempt to inform, persuade, and remind consumers, directly or indirectly,

about the products and brands they sell.

The concept under which a company carefully integrates and

coordinates its many communications channels to deliver a clear,

consistent, and compelling message about the organization and its

products. IMC implementation often requires the hiring of a Mar Com

manager.

“is the coordination and integration of all marketing communications

tools, avenues, and sources within a company into a seamless program

that maximizes the impact on consumer and other end users at a minimal

cost.”

Clow and Baack, 2004, p.8

Integrated Marketing CommunicationIndroduction.

The shift from mass marketing to targeted marketing, with its

corresponding use of a richer mixture of communication channels and

promotion tools, poses a problem for marketers. Consumers are being

exposed to a greater variety of marketing communications from and about

the company from an array of sources. However, customers don’t

distinguish between message sources the way marketers do. In the

consumer’s mind, advertising messages from different media—such as

television, magazines, or online sources—blur into one. Messages delivered

via different promotional approaches—such as advertising, personal selling,

sales promotion, public relations, or direct marketing—all become part of a

single message about the company. Conflicting messages from these

different sources can result in confused company images and brand

positions.

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The Need for Integrated Marketing Communications

Conflicting messages from different sources or promotional approaches can confuse company or brand images

• The problem is particularly prevalent when functional specialists handle individual forms of marketing communications independently

The Web alone cannot be used to build brands; brand awareness potential is limited

Best bet is to wed traditional branding efforts with the interactivity and service capabilities of online communications

Web efforts can enhance relationships

Steps in Developing Effective Communications

• Identify target audience• Determine objectives• Design communications• Select channels• Establish budget• Decide on media mix• Measure results/manage IMC

Developing Effective CommunicationStep 1: Identifying the Target Audience

Affects decisions related to what, how, when, and where message will be said, as well as who will say it

Step 2: Determining Communication Objectives

Six buyer readiness stages

Buyer-Readiness Stages • Awareness• Knowledge• Liking• Preference• Conviction• Purchase

Step 3: Designing a Message AIDA framework guides message design

Message content contains appeals or themes designed to produce desired results

Rational appeals

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Emotional appeals- Love, pride, joy, humor, fear, guilt, shame

Moral appeals Message Structure: Key decisions are required with respect to

three message structure issues: Whether or not to draw a conclusion One-sided vs. two-sided argument Order of argument presentation

Message Format: Design, layout, copy, color, shape, movement, words, sounds, voice, body language, dress, etc.

Step 4: Choosing Media Personal communication channels

Includes face-to-face, phone, mail, and Internet chat

communications

Word-of-mouth influence is often critical

Buzz marketing cultivates opinion leaders

Non personal communication channels

Includes media, atmosphere, and events

Step 5: Selecting the Message Source Highly credible sources are more persuasive

A poor spokesperson can tarnish a brand

Step 6: Collecting Feedback Recognition, recall, and behavioral measures are assessed

May suggest changes in product/promotion

Communications Objectives• Category need• Brand awareness• Brand attitude• Purchase intention

Designing the Communications• Message strategy

Message ContentRational AppealsEmotional AppealsMoral Appeals

Message StructureDraw ConclusionsArgument TypeArgument OrderMoral Appeals

Message FormatHeadline, Copy, Color, Words, & Sounds,Body Language

Moral Appeals

Attention DesireInterest Action

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• Creative strategy• Message source• Global adaptation

Creative Strategy• Informational and transformational appeals• Positive and negative appeals

• Fear• Guilt• Shame• Humor• Love• Pride• Joy

Message SourceCelebrity Characteristics

• Expertise• Trustworthiness• Likeability

Select Communication Channels• Personal channels• Non personal channels• Integration of channels

Personal Communications Channels• Advocate channels• Expert channels• Social channels

Non Personal Communication Channels• Media• Sales promotion• Events and experiences• Public relations

Modes Of Marketing Communications• Advertising• Sales promotion• Events and experiences• Public relations and publicity• Direct marketing• Interactive marketing• Word-of-mouth marketing• Personal selling

Communication Platforms Advertising• Print and broadcast ads• Packaging inserts• Motion pictures• Brochures and booklets• Posters• Billboards• POP displays• Logos

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• Videotapes

Sales Promotion• Contests, games, sweepstakes• Premiums• Sampling• Trade shows, exhibits• Coupons

Events/ Experiences• Sports• Entertainment• Festivals• Art• Causes• Factory tours• Company museums• Street activities• Rebates• Entertainment• Continuity programs

Public Relations• Press kits• Speeches• Seminars• Annual reports• Charitable donations• Publications• Community relations• Lobbying• Identity media

Personal Selling• Sales presentations• Sales meetings• Incentive programs• Samples• Fairs and trade shows

Direct Marketing• Catalogs• Mailings• Telemarketing• Electronic shopping• TV shopping• Fax mail• E-mail• Voice mail• Blogs• Websites

Word-of-Mouth Marketing• Person-to-person

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• Chat rooms• Blogs

Module IICONSUMER BEHAVIOR AND MARKETING COMMUNICATION

Marketing Communications Objectives

• Increase Market Penetration• Develop Repeat Purchase Behavior• Establish Customer Relationships• Increase Rate of Consumption• Encourage Product Trial• Stimulate Impulse Buying• Stimulate Demand• Differentiate the Product• Establish a Product Image• Influence Sales Volume• Establish, Modify, or Reinforce Attitudes• Develop Sales Leads• Stimulate Interest• Establish Understanding• Build Support & Acceptance

Marketing Communications MixThe specific mix of advertising, personal selling, sales promotion, and

public relations a company uses to pursue its advertising and marketing

objectives.

The Marketing Communications Environment is Changing

Mass markets have fragmented, causing marketers to shift away from mass marketing

• Media fragmentation is increasing as well

Improvements in information technology are facilitating segmentation

Factors In Setting Communications Mix• Type of product market• Buyer readiness stage• Product life cycle stage

Establish the Budget

• Affordable• Percentage-of-sales• Competitive parity• Objective-and-task

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Setting the Promotional Budget And MixSetting the Total Promotional Budget

Affordability Method Budget is set at a level that a company can afford

Percentage-of-Sales Method Past or forecasted sales may be used

Competitive-Parity Method Budget matches competitors’ outlays

• Setting the Total Promotional Budget Objective-and-Task Method

Specific objectives are defined Tasks required to achieve objectives are

determined Costs of performing tasks are estimated, then

summed to create the promotional budget• Setting the Overall Promotion Mix

Determined by the nature of each promotion tool and the selected promotion mix strategy

PROCESS OF COMMUNICATION Elements in the Communication Process

• Sender • Message• Media• Receiver• Encoding• Decoding• Response • Feedback• Noise

Sender: The party sending the message to another party—here, Hewlett-

Packard.

Encoding: The process of putting thought into symbolic form—HP’s

advertising agency assembles words and illustrations into an

advertisement that will convey the intended message.

Message: The set of symbols that the sender transmits—the actual HP

multifunction machine ad.

Media: The communication channels through which the message moves

from sender to receiver—in this case, the specific magazines that HP

selects.

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Decoding: The process by which the receiver assigns meaning to the

symbols encoded by the sender—a consumer reads the HP multifunction

machine ad and interprets the words and illustrations it contains.

Receiver: The party receiving the message sent by another party—the

home office or business customer who reads the HP multifunction machine

ad.

Response: The reactions of the receiver after being exposed to the

message—any of hundreds of possible responses, such as the consumer is

more aware of the attributes of HP multifunction machines, actually buys

an HP multifunction machine, or does nothing.

Feedback: The part of the receiver’s response communicated back to the

sender—HP research shows that consumers are struck by and remember

the ad, or consumers write or call HP praising or criticizing the ad or HP’s

products.

Noise: The unplanned static or distortion during the communication

process, which results in the receiver’s getting a different message than

the one the sender sent—the consumer is distracted while reading the

magazine and misses the HP ad or its key points.

The Communications Process• Selective attention• Selective distortion• Selective retention

Communications efforts should be viewed from the perspective of managing customer relationships over time.

The communication process begins with an audit of all potential contacts.

Effective communication requires knowledge of how communication works.

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Schramm's Model of Communication

Wilbur L. Schramm was a forefather in the development of a basic

model of communication. His model is a derivation of the Shannon-Weaver

transmission model of communication. The Shannon-Weaver model

proposed six elements of communication:

source encoder

message

channel

decoder

receiver

Wilbur Schramm's 1954 model expands on this thinking by

emphasizing the process of encoding and decoding the message. Schramm

envisioned this process as a two-way circular communication between the

sender and receiver. Where the Shannon-Weaver model is a more

mathematical and technological one, Schramm incorporates the study of

human behavior in the communication process.

In addition to the six elements above, Schramm has included these

concepts:

Sender

MessageChannel

Encoding

Message

Noise

DecodingMessage

MessageChannel

Receiver

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Feedback - information that comes back from the receiver to the

sender and tells him how well he is doing.

Diagram of Schramm's feedback loop

Diagram of Schramm's field of experience

Dr. Schramm suggests that the message can be complicated by

different meanings learned by different people. Meanings can be

denotative or connotative. Denotative meanings are common or dictionary

meanings and can be roughly the same for most people. Connotative

meanings are emotional or evaluative and based on personal experience. A

message can also have surface and latent meanings. Other characteristics

of messages that impact communication between two individuals are:

intonations and pitch patterns, accents, facial expressions, quality of voice,

and gestures. The successful transmission of a message depends on

whether this message will be accepted over all the competing messages.

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Schramm's model of communication also allows for the process of

interpreting the message. This process is influenced by the presence of

both physical (phone, tv, sirens, etc.) and semantic (distractions, age,

attitudes, etc.) noise.

Dr. Schramm believed that all of these elements were important

functions of communication in society. He felt that people in a society need

information on their environment and methods of communicating in order

to make decisions. Most importantly we need "places to store the

accumulated knowledge and wisdom of a society and this is why we have

libraries" (Schramm, 1963, pg. 14). Within a library, all of these elements of

Wilbur Schramm's communication model are useful in addressing problems

with conducting a reference interview. This model provides the rationale to

solve the problem presented in this project.

Strengths

Schramm provided the additional notion of a “field of experience,” or

the psychological frame of reference; this refers to the type of orientation

or attitudes which interactants maintain toward each other.

Included Feedback

Communication is reciprocal, two-way, even though the feedback

may be delayed.Some of these methods of communication are very direct,

as when you talk in direct response to someone. Others are only

moderately direct; you might squirm when a speaker drones on and on,

wrinkle your nose and scratch your head when a message is too abstract,

or shift your body position when you think it’s your turn to talk. Still other

kinds of feedback are completely indirect.

For example,

politicians discover if they’re getting their message across by the number

of votes cast on the first Tuesday in November; commercial sponsors

examine sales figures to gauge their communicative effectiveness in ads;

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teachers measure their abilities to get the material across in a particular

course by seeing how many students sign up for it the next term.

Included Context

A message may have different meanings, depending upon the specific

context or setting. Shouting “Fire!” on a rifle range produces one set of

reactions-reactions quite different from those produced in a crowded

theater.

Included Culture

A message may have different meanings associated with it

depending upon the culture or society. Communication systems, thus,

operate within the confines of cultural rules and expectations to which we

all have been educated. Other model designers abstracted the dualistic

aspects of communication as a series of “loops,” (Mysak, 1970), “speech

cycles” (Johnson, 1953), “co-orientation” (Newcomb, 1953), and

overlapping “psychological fields” (Fearing, 1953).

Weaknesses

Schramm’s model, while less linear, still accounts for only bilateral

communication between two parties. The complex, multiple levels of

communication between several sources is beyond this model.

Two-step flow of communication

The two-step flow of communication model hypothesizes that

ideas flow from mass media to opinion leaders, and from them to a wider

population. It was first introduced by sociologist Paul Lazarsfeld et al. in

1944[1] and elaborated by Elihu Katz and Lazarsfeld in 1955[2] and

subsequent publications.[3] Lowery and DeFleur argue the book was much

more than a simple research report: it was an effort to interpret the

authors' research within a framework of conceptual schemes, theoretical

issues, and research findings drawn broadly from the scientific study of

small groups [4] Unlike the hypodermic needle model, which considers mass

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media effects to be direct, the two-step flow model stresses human

agency.

According to Lazarsfeld and Katz, mass media information is

channeled to the "masses" through opinion leadership. The people with

most access to media, and having a more literate understanding of media

content, explain and diffuse the content to others.

Based on the two-step flow hypothesis, the term “personal influence”

came to illustrate the process intervening between the media’s direct

message and the audience’s reaction to that message. Opinion leaders

tend to be similar to those they influence—based on personality, interests,

demographics, or socio-economic factors. These leaders tend to influence

others to change their attitudes and behaviors. The two-step theory refined

the ability to predict how media messages influence audience behavior and

explains why certain media campaigns do not alter audiences’ attitudes.

This hypothesis provided a basis for the multi-step flow theory of mass

communication.[5]

Criticisms

The original two-step flow hypothesis—that ideas flow from the

media to opinion leaders and then to less active sections of the population

—has been criticized and negated by myriad consequent studies. Findings

from Deutschmann and Danielson assert, “we would urge that the Katz-

Lazarsfeld two-stage flow hypothesis, as a description of the initial

information process, be applied to mass communication with caution”[6].

They find substantial evidence that initial mass media information flows

directly to people on the whole and is not relayed by opinion leaders.

Furthermore, the two-step hypothesis does not adequately describe

the flow of learning. Everett Rogers’ “Diffusion of Innovations” cites one

study in which two-thirds of respondents accredited their awareness to the

mass media rather than face-to-face communication. Similarly, critics

argue that most of Lazarsfeld’s findings pertain to learning factors involved

with general media habits rather than the learning of particular

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information. Both findings suggest a greater prevalence of a one-step flow

of communication.

However, Lazarsfeld’s two-step hypothesis is an adequate description

to understand the media’s influence on belief and behavior. Troldahl finds

that media exposure is a first step to introduce discussion, at which point

opinion leaders initiate the second-step flow. These findings also realize

opinion leaders decisive role in the balance theory, which suggests that

people are motivated to keep consistency among their current beliefs and

opinions. If a person is exposed to new observations that are inconsistent

with present beliefs, he or she is thrown into imbalance. This person will

then seek advice from their opinion leader, to provide them with additional

cognitions to bring them back into balance.

Cognitive dissonance

Cognitive dissonance is an uncomfortable feeling caused by

holding conflicting ideas simultaneously. The theory of cognitive

dissonance proposes that people have a motivational drive to reduce

dissonance. They do this by changing their attitudes, beliefs, and actions.

[2] Dissonance is also reduced by justifying, blaming, and denying. It is one

of the most influential and extensively studied theories in social

psychology.

Experience can clash with expectations, as, for example, with buyer's

remorse following the purchase of an expensive item. In a state of

dissonance, people may feel surprise,[2] dread, guilt, anger, or

embarrassment. People are biased to think of their choices as correct,

despite any contrary evidence. This bias gives dissonance theory its

predictive power, shedding light on otherwise puzzling irrational and

destructive behavior.

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A classical example of this idea (and the origin of the expression

"sour grapes") is expressed in the fable The Fox and the Grapes by Aesop

(ca. 620–564 BCE). In the story, a fox sees some high-hanging grapes and

wishes to eat them. When the fox is unable to think of a way to reach

them, he surmises that the grapes are probably not worth eating, as they

must not be ripe or that they are sour. This example follows a pattern: one

desires something, finds it unattainable, and reduces one's dissonance by

criticizing it. Jon Elster calls this pattern "adaptive preference formation."

Cognitive dissonance theory is based on three fundamental assumptions.

1. Humans are sensitive to inconsistencies between actions and beliefs.

According to the theory, we all recognize, at some level, when

we are acting in a way that is inconsistent with our

beliefs/attitudes/opinions. In effect, there is a built in alarm that goes

off when we notice such an inconsistency, whether we like it or not.

For example, if you have a belief that it is wrong to cheat, yet you

find yourself cheating on a test, you will notice and be affected by

this inconsistency.

2. Recognition of this inconsistency will cause dissonance, and will

motivate an individual to resolve the dissonance.

Once you recognize that you have violated one of your

principles, according to this theory, you won’t just say "oh well". You

will feel some sort of mental anguish about this. The degree of

dissonance, of course, will vary with the importance of your

belief/attitude/principle and with the degree of inconsistency

between your behavior and this belief. In any case, according to the

theory, the greater the dissonance the more you will be motivated to

resolve it.

3. Dissonance will be resolved in one of three basic ways:

a. Change beliefs

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Perhaps the simplest way to resolve dissonance between

actions and beliefs is simply to change your beliefs. You could, of

course, just decide that cheating is o.k. This would take care of any

dissonance. However, if the belief is fundamental and important to

you such a course of action is unlikely. Moreover, our basic beliefs

and attitudes are pretty stable, and people don’t just go around

changing basic beliefs/attitudes/opinions all the time, since we rely

a lot on our world view in predicting events and organizing our

thoughts. Therefore, though this is the simplest option for resolving

dissonance it’s probably not the most common.

b. Change actions

A second option would be to make sure that you never do this

action again. Lord knows that guilt and anxiety can be motivators

for changing behavior. So, you may say to yourself that you will

never cheat on a test again, and this may aid in resolving the

dissonance. However, aversive conditioning (i.e., guilt/anxiety) can

often be a pretty poor way of learning, especially if you can train

yourself not to feel these things. Plus, you may really benefit in

some way from the action that’s inconsistent with your beliefs. So,

the trick would be to get rid of this feeling without changing your

beliefs or your actions, and this leads us to the third, and probably

most common, method of resolution.

c. Change perception of action

A third and more complex method of resolution is to change

the way you view/remember/perceive your action. In more

colloquial terms, you would "rationalize" your actions. For example,

you might decide that the test you cheated on was for a dumb class

that you didn’t need anyway. Or you may say to yourself that

everyone cheats so why not you? In other words, you think about

your action in a different manner or context so that it no longer

appears to be inconsistent with your beliefs. If you reflect on this

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series of mental gymnastics for a moment you will probably

recognize why cognitive dissonance has come to be so popular. If

you’re like me, you notice such post-hoc reconceptualiztions

(rationalizations) of behavior on the part of others all the time,

though it’s not so common to see it in one’s self.

Module IIIADVERTISING

Introduction Word advertising has been derived from the Latin work ‘Adverts’.

This means to turn people to attention to specific things.

In order to obtain higher turnover business now uses various methods of persuading people to buy their products.

Advertising is the art of making the product and known to the world in such as way that a desire for buying that product is created in the hearts of the people.

Advertising is there for essential for creating and maintaining demand for products.

It educates people and spread knowledge.

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Making one’s products known to the prospective customers through hoarding, magazines, new paper, radio, televisions etc. is called advertising.

It is a kind of printed salesmanship. It is paid form of publicity.

According to American Marketing Association “Advertising implies any paid form non personal presentation and promotion of ideas, goods and services by an identified sponsor”

Characteristics of advertising 1. Paid form 2. Provide some information3. Motivation of sales4. Non personal presentation5. Promotion of Idea, good or services,6. Identifiable sponsor7. Adverting is not the guarantee of sales8. Advertising is both art and sales.

9. It can be oral written of visual10. It can do through various media, such as press, radio, samples etc.11. It can be stimulate demand of goods and services.

Objectives of advertising 1. Creation of demand2. Increases sales3. Supports dealers4. Builds goodwill5. Eliminates middle man6. Minimizes seasonal fluctuations7. Building up fixed clientele8. Educate consumers9. Higher standard of living

Role and importance of advertising

Advertising is a relativity low cost way of conveying selling massages to numerous prospects and is important in most marketing programmes it is used not only stimulate demand but for many other purposes. It can force middle man to stock the product by building consumer interest it can help train dealers sales man in product uses and applications. It can build deal and consumer confidence in the company and its products by building familiarity. Effective advertising by a manufacturer often arouses a consumers interest but it will rarely send him to retail store actively seeking the products. However, when, in store, an alert sales man on

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attractive displays all his attention to manufacture products, the impact of previous advertising often helps in persuading him to buy.

Importance of advertising

Economies the production process Product available to more people Advertising share expenses of news papers and other media of

advertising. It serve social awareness programmes

Scope of advertising Mission Money Message Media Measurement

Functions of advertising Primary functions

Increase sales Awareness about the new product Increased brand awareness Helping dealers Pressured dealers Increasing demand Demand in recession period Raising standard of living Business for other parties

Secondary functions To encourage sales man Provide information Good feeling among executives Feeling of security Attract better employees

Benefits of advertising To manufacturers

Create regular demand Aid to selling Create awareness Introduction of new products Increasing goodwill Expand the market Increasing profitability Encourage research in an organization

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To customer Make purchasing easier Educate the consumers Create confidence Eliminate middle man Reduction in selling price

To society

Provide direct employment Advertising medias can earn big revenue Improve the standard of living Motivate people for hard work

Types of advertising Consumer advertising

o National advertisemento Regional advertising o Local advertising

Industrial advertising Trade advertising

o Retail advertising o Whole sale advertising

Product advertisingo Informativeo Persuasive o Remainder

Institution advertising o Informativeo Persuasive o Remaindero Manufacturer

Co operative advertising o Horizontal co operative advertising o Vertical co operative advertising

Pioneering advertisement Comparative advertising Comparative advertising Reinforcement advertisement Defensive advertisement

Advertising agencies Advertising agencies or ad agencies is a service business dedicated

to creating planning and handling advertising for its clients.

The first advertising agencies is opened in Philadelphia in 1841

Functions of advertising agencies

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Advertising development and creative function Media selection Research and development Communication of advertisement Relationship functions – liaison between Clint and media and

target audience. Recording and data base maintaining

Advertising Key Decisions

Setting objectives

Advertising objectives can be classified by primary purpose:• Inform

- Introducing new products• Persuade

- Becomes more important as competition increases- Comparative advertising

• Remind- Most important for mature products

Setting the budget• Several factors should be considered when setting the ad budget:

- Stage in the PLC- Market share- Level of competition- Ad clutter- Degree of brand differentiation

Developing the advertising strategyCreative challenges

• Media fragmentation

• Soaring media costs

• Advertising clutter

Creating ad messages

• Message strategy

• Creative concept

• Advertising appeal

• Message execution

• Many execution styles

• Tone, format, illustration, headline, copy

Select advertising media

• Decide on level of reach, frequency and impact

• Choose among the major media types by considering:

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• Consumer media habits, nature of the product, types of

messages, and costs

• Select specific media vehicles

• Decide on media timing

Evaluating advertising campaigns• Measuring communications effects

• Copy testing• Consumer recall• Product awareness• Product knowledge• Product preference

• Measuring sales effect• Past vs. current sales comparison• Experimentation

Management of advertising or Building of advertising programme Setting advertisement objectives

o DAGMARo AIDA Modelo Innovation adaption modelo Close effect model

Determining advertisement budget Affordable Percentage of sales Comparative parity Objective and task Regression method Adaptive control method Compromise method

Selection of media Indore and outdoor Direct and mail advertising Folk

Organizing advertising Advertising manager Advertising media

Advertising copy and lay out Advertising theme Advertising layout

Measuring advertising effectiveness Sales response Communication responses Pretesting ads Posttest ads

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Attitude test Message

The message is what the marketing communicator tries to communicates with customers to attract his attention interest arose desire and elicit action in the form of purchase. The massage should be developed in a way that it has to ability to integrate a common feel from the awareness stage to the stage purchase and satisfactions the massage formulation involves following.

Message content (what to say),

Message structure (how to put the massage),

Message format (how to say it symbolically)

Message source (who should say it)

Message content It is the key element as it constitutes Appeal

Rational appeal Emotional appeal Moral appeal

Theme Unique selling proposition (USP) Extra value proposition

Message structures Message need to be structured in different orders depending on the

types of audience and level of perceptual bias with the targeted audience. Message can be structured as

One sided Two sided Conclusion drawing massages

Message formatMassage format covers the do ability of the message in the form of

copy visuals, heads lines, slogans and illustration for a print medium in the case of an audio visual medium the characters’ the voice flying over, the locations and visuals are part of the message format. The message format can be black and white or color and can be with visual or without visuals.

Massage source

Message from attractive sources are able to break the clutter and catch attention of the audience. There are three key factors that influence the massage source factor

Source credibility

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Trust worthiness of message Believability of claim

CopyCopy writing in print in the activity of actually putting words on

paper, particularly those contained in the main body at the text, but also including attended by lines and headlines. In broad cast the copy writer is, infect a script writer who develops the scenario or script to be used in Radio or TV medium, writing a jingle or the lyrics for music may also be involved.

Jhon caples has developed a check list of important guide lines for copy writing

Cash in personal experience Organize experience Write from the heart Lear from the experience of others Talk with the manufacturer Study the products Review previous advertising for the products Study competitors advertisement Solve the prospect problem Put sub conscious mind to work Ring the changes on a successful idea

General copy principles It should be simple Containing only one two key ideas Contain a benefit or idea unique to brand being advertised Extendable Flows naturally and smoothly from beginning to end

Head lines The head line in an advertisement is the leading sentence or

sentences usually at the top or bottom of the advertisement that attract attention, communicates a key selling point or achieves brand identification.

Purpose of headline

Give news about the brand Emphasis a brand claim Give advise to the reader Select prospects Stimulate the readers’ curiosity Set a tone or establish an emotion Identify the brand

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Slogan There are two types of slogans

Short rage type Long range type

Bothe types of slogan are well turned phrase or sentences intended to be repeated worbatim.Illustrations

These consists of photographs, drawings, graphs, chart, painting and other pictorial devises.

Uses of illustrations

To gain attentions Comprehension Attitude change Behavior change They can tell a story Make a point quickly and clearly

Lay out Its overall structure, or the way in which the various elements are

positioned with regard to one another.

Unique selling propositions (USP)

An advertising message strategy proposed by Roser Reeves that focuses on a product or service attributes that is distractive to a certain brand and offers a persuasive benefit to the consumers and not claimed by any other brand.

Campaign planning

Advertising campaigns includes a series of ads, placed in various media that designed to meet objective and are based on an analysis of marketing and communications situations.

Steps

Appraisal of advertising opportunities Market analysis and defining target market Setting advertising objectives Setting budgets and necessary control systems Determining media and creative strategy Create ads Pretest Release ads

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Evaluate final resultObjectives of campaign planning

To determine the market for the products How large is this markets Target market Who buys the product who influence the products When it brought trough the year of seasonality How the products is brought To decide the channel of distribution of the products Are the established trade channels satisfactory To determine the scope of the strategy To prepare advertising copy To determine amount space to be brought in various news papers

Basic principles of campaign Defining – getting to campaign objective into clear focus Concentration – avoiding dispersal of resources over too many

different or media Domination – ensuring is that in some part of the market the

campaign dominate its compotators, and takes control of the mind and interest of potential customer.

Repetition – providing for the continuation of the massage in remainder form regularly or a period of time

Media planning

Important steps in development of media planning

Media

Adverting media are the means to transmit the message of the advertiser to the desired people.

The words Bravnan the term media emprises each and every method that the advertiser has at his command to carry t his massage to the public.

It is a carrier of vehicle of advertising message.

It is the means or ways to convey the advertisement message to the public.

Advertisement media should satisfied the following advertisement objectives

It has to reach maximum prospects It must gain the attention of readers

Market Analysis Set the media objectives

Media strategy development and implementation

Evaluation and follow up

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It must has wide coverage at less cost.The selection of medias is made with reference to not only above objective but also the following factors

Objectives of advertising Media circulation The class of people Business unit\ Massage to be sent Extent of competition Cost of space

Additional factors Characteristics of product and demand Fund availability Nature of the market Nature and extent of competition prevailing Medium to be adopted Coverage of the media Product nature Sales of the advertisement

Types of media Indoor advertising media

o Print New paper Magazines Trade journals Periodical

o Broad cast Radio TV Film Screen slide

Outdoor advertising media o Outdoor or mural

Poster Hoarding Electrical display Electric sign Wall painting

o Transit media /inside and outside Railway Bus

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Car Aero plane Auto

Direct and mailo Post cardo Envelope enclosureso Bookleto Catalogueo Price listo Sales letter o Gift noveltyo Other direct mails

Folk mediao Magic show o Puppet showo Mobile stationary theater group

Advertisement and Ethics Advertising is more than advertisement alone it is an institutional

part of our society a social force affecting and affected to our stale of life.

The central issue of advertising and society can be divided into three categories

The nature and content of advertising to which people are exposed Effect on society’s values and life style Operation of the economic system

Economic issues Effect on the value of goods and service Effect on prices Effect on consumer demand and consumer choice Effect on competition

Social issues Social and cultural issues Materialism Stereotyping in advertising

Ethical issues Sex appeals and or nudity used simply to gain consumers attention Misleading Puffery – superlative, exaggeration, deception

Evaluating Advertising

• It is difficult to measure the sales effectiveness of advertising because:• Ads have different objectives.

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• Ads can have an effect over time period.• Measurement problems.

• Effectiveness can be tested:• Before an ad is presented.• While it is being presented.• After it has completed its run.

Organizing for Advertising• Develop an internal advertising department.

• Many large retailers do this.• Use an outside advertising agency.

• Specialized, skilled professionals.• Experienced, many services offered

• Do both.

Regulations on Advertising.

Advertising puts across messages and their presentation may be against the accepted values of society. Moral and ethical values have been discarded by several advertisers. These unsocial, immoral and unethical values are controlled by government and by consumers. With the growing criticisms of advertising, advertisers have been considering the idea of self-regulation. Self- regulation would result in true and accurate messages. Many advertisers were sceptical of the success of self regulation. Yet many advertisers have declared that they should exercise control over, and restraint on, their activities. Therefore, they opted for self-regulation in 1970 in USA. Consequently, the Council of Better Business Bureaus and NationalAdvertising Review Board were established.

The first self-regulatory organization was established by the AdvertisingClub of Cleveland. It was known as Better Business Bureau. The Better Business Bureau (BBB) operated at local levels. In 1976, there were about 240 Better Business Bureaus throughout the USA. They were fighting immoral and unethical advertising to raise its standards. Advertising agencies, advertising media and other agencies were determined to stamp out deceptive advertising. Each Better Business Bureau was assigned the job of spearheading a movement for improvements in advertising in its locality. The BBB persuades advertisers to discard questionable modes and practices of advertising. It maintains a register of consumer complaints.

The Better Business Bureaus are interested in people operating advertising agencies. These Better Business Bureaus were reorganized under the Council of Better Business Bureaus (CBBB) in 1970. The CBBB achieved prominence for national advertising regulation. This council performs nation-wide activities. It consists of eight members drawn from leading advertising agencies. The local Better Business Bureau has three divisions,-merchandise division, financial division and solicitation division.

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They see to it that no false or misleading copy, layout, etc. is employed in advertising.

The CBBB has a wing known as National Advertising Division (NAD)composed of knowledgeable individuals from the local bureaus. The NAD evaluates the reports of the CBBB. The reports of CBBB are prepared in the light of the recommendations of the local people. The NAD asks the advertiser to submit the logic and rationale of his challenged advertisements. After evaluating the reports of the CBBB and the claims of the advertiser, the NAD may dismiss the complaint on the ground that the advertiser’s claims are correct and substantial. The complaints may be accepted by the NAD, and it may direct the advertiser to modify the challenged advertising. If the advertiser does not comply with the direction of the CBBB, its point of view and the complaints of the public are forwarded to the National Advertising Review Board. If the advertiser does not accept the verdict of the NARB, his case is forwarded to the Federation of Trade Commissions or to the Federal Communication Commission.

The National Advertising Review Board started its functions in 1971 in the USA. It has 50 member-forty representing advertising agencies and ten representing the public Complaints about any advertisement are made to this Board through the National Advertising Division (NAD) which receives complains from the public, the industry, business and other sources. The NAD suggests appropriate changes in the advertisement. If the advertiser does not change the message and continues to advertise, the complaint is forwarded to the National Advertising Review Board. The NARB appoints a five-member panel composed of three representatives of advertisers, one agency person and one public representative to review the complains forwarded by the NAD and the stand taken by the advertiser. If the panel upholds the decision of the NAD, it calls upon the advertiser to modify or withdraw the advertisement. The NARB publishes the complaints if the advertiser does not accept the suggestion of the NARB. As a final step, the case be referred to a government authority for appropriate action against the defaulting advertiser. The local Better Business Bureaus, too, have been approaching the NARB for the settlement of the complaints filed by the public, The NARB has special cells to hear the complains of children, women, minorities and other sections of society. The NARB bas reported many cases to the Federal Trade Commission (FTC) for final settlement. The FTC can call for suitable correction of misleading or incorrect advertisements.

Self-Regulation by MediaThe media people can reject any advertisement if they consider that

it is misleading and incorrect. The objectionable advertisements are not published or viewed or advertised by the media. Television in India and France is quite selective in accepting a particular message or mode of advertising. Television and radio are more concerned about the content of advertisements than the print media.

Television does not accept bait advertising, advertisement bearing on sexual themes and representations of certain professions. The time allotted to advertisers is restricted by television and radio. Many newspapers do not accept objectionable advertisements. They are famous for refusing to publish such advertisements. Sex selling, patent medicines with high

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alcohol content, etc., are frowned upon; advertisements bearing on these are not accepted by newspapers. Many magazines also impose restrictions on advertisement content.CONTROL BY CONSUMERS

Consumers have started exercising control over misleading advertisements since the latter part of the nineteenth century. They exert control in different forms: direct and indirect, formal and informal, short as well as long-range. They have devastating power to accept or boycott the product, which they do through consumer groups, through businessmen and through a law-enforcing authority. We have discussed the control by businessmen.CONTROL BY GOVERNMENT

Control by the government is felt to be necessary to check deceptive, misleading, highly competitive and immoral advertising. The government is after all responsible to see to it that there is no undesirable advertising. It has the power to control it. It should exercise this power to protect the interests of consumers, small businesses and other sections of society and to ensure that there is no deceptive and misleading advertising. The content of advertisements has to be regulated by the Government. In India, regulations concerning advertising are limited. Only the public laws and Sale of Goods Act are employed to control advertising. The Penal Code and the Criminal Procedure Code have been used against deceivers and lawbreakers. The Consumers' Protection Act and other relevant laws have been enacted to control objectionable advertising. Advertising has become an integral part of life and has lasting effects on society. It has to demonstrate greater social responsibility. Its manipulative and undesirable activities have to be controlled.

Truthful advertising leads to consumer satisfaction. It is true that very few advertisers resort to deceptive advertising. They compete with others on the basis of dishonest presentation. Therefore, the government has enacted several laws. The USA has been very active in this field. The Indian Government too has enacted some laws to protect the interests of consumers, honest advertisers, producers and traders. In the USA such legislation has been enacted by the federal government, state governments, and municipalities.Growth of Consumerism:

The term "consumerism" refers to the resistance of consumers to misleading advertising, sales techniques and products. The development of consumer power took place in the USA between 1889 and 1925 when consumers developed their strength and realized the need for resisting misleading and unrealistic advertising.

Women's organizations developed to resist “black" sales. In India, consumer power developed during the Swadeshi Andolan in 1922, which continued till 1950. The second period of growth of consumerism was between l926 and 1959 in the USA" Many books, articles and seminars were held on consumerism. Consumers' Union, Drug Control, etc., came into being during this period. In India, the growth of consumerism took place between 1951 and 1985. The third period, i.e. the surge of modern consumerism, started in India in 1986 when various organizations developed to protect the interests of the consumer. The consumers' Safety Act was enacted in 1989. In America, consumers insisted on the right to

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safety, the right to be informed, the right to choose and the right to be heard. Many books on consumerism were written, which brought pressure to bear on manufacturers and traders so that there might be the right type of packaging, true labeling, truth in credit and substantiation of claims of deceptive products. In India, many voluntary organizations were formed to protect the interests of consumers. The misleading activities of advertisers were brought to the notice of the public. The government was apprised of the widespread practice of adulteration. Consumerism in India developed rapidly. Women's organizations have become very active in India to educate people about misleading advertising and products. There has been a great pressure on the government to enact suitable legislation to protect the interests of consumers. Advertising is criticized vehemently. The present laws in India may not be very useful unless consumers are educated and motivated to protect their interests. Consumerism in India has to be developed rapidly.

The present state of consumerism in India is worse than it is in the USA. In America a tax was levied on advertising, to restrict the putting up of billboards along highways and to create a sense of purpose among consumers. The reasons for the growth of consumerism are technological development, water and air pollution, soaring prices, heavy taxes and other economic factors. Education and social consciousness have motivated people to safeguard their interests. In the Indian context, consumer protests have to be developed on a large scale. Consumerism has a direct as well as indirect impact on advertising. If advertisers get the feedback that their presentation and announcements have been resisted by people, they would avoid misleading advertising. If they do not, their image would be tarnished. Advertisers have to evaluate the end results of their advertisements. Pre-assessment and evaluation will avoid unnecessary expenses on advertising. Therefore, advertisers should not feel that consumers are adversaries.

They are, in fact, true guides for the success of advertising. Consumerism gives a boost to government control. The advertising research will not be required if consumer organizations provided adequate information and feedback on advertising. There-fore, consumers now receive the cooperation and assistance ofmany sound advertising agencies. Advertisers look upon their reactions as clues to the need for further development.

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Module IV

SALES PROMOTION

• Demand-stimulating devices designed to supplement advertising and facilitate personal selling.

• Sales promotions include such things as coupons, in-store displays, premiums, trade shows, in-store demonstrations, and contests.

• The target for these activities may be middlemen, end users, or the producer’s own sales force.

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• Short-term incentives to encourage the purchase or sale of a product or service.

According to American Marketing Association ‘sales promotion refers to those activities other than persons selling advertising and publicity, that stimulate consumer purchasing and dealer effectiveness, such as displays show and exhibitions demonstrations and various other non recurrent selling effort not in ordinary routine’

Objectives

• Speeding the sales process and increasing the sales volume.• Building product awareness.• Creating interest.• Providing information.• Reinforcing the brand.

Uses of sales promotion• Immediate purchases• Increase trial• Boost consumer inventory• Encourage repurchase• Encourage brand switching• Encourage brand loyalty

Types of Sales Promotion

• Trade promotions, directed to members of the distribution channel.• Consumer promotions, aimed at consumers.

Advantages of Sales Promotion

• It can produce short-term results.• Competitors are using sales promotions.• Sales promotions are attractive to price-conscious consumers.• Can enhance/facilitate retail salesmanship which is often of low

quality.

Key Reasons for Sales Promotion

• Stimulating end-user demand.• Sampling program for new/improved product

• Improving the marketing performance of middlemen and salespeople.• Sell more, win a holiday trip.

• Supplementing advertising and facilitating personal selling.• Displays, promotional giveaways

Managing Sales Promotion• Select from wide range of techniques, depending on objectives

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• Select promotional devices based on:• Nature of target audience• Promotional objectives: Push vs. Pull.• Cost of device-- sampling can get costly.• Current economic conditions-- coupons, rebates work best in

recessionary period.• Evaluating Sales Promotion:

• Much easier than with advertising.• Usually clear start, finish, goal.

Sales Promotions Can be targeted at final buyers, retailers and wholesalers,

business customers, and members of the sales force. The use of sales promotions has been growing rapidly.

• Objectives -- Consumer Promotions: Increase short-term sales Generate product trial

• Objectives -- Trade Promotions: Obtaining distribution and shelf space Encouraging retailers to advertise the brand

• Objectives -- Sales Force Promotions: Signing up new accounts

Consumer Promotion Tools• Coupon• Samples• Cash Refunds (Rebates)• Price packs (cents-off deals)• Advertising Specialties• Premiums• Patronage Rewards• Point-of-Purchase Communications• Contests, Games, and Sweepstakes

Coupon certificate that gives buyers a saving when they purchase a specified product.

Sample

A small amount of a product offer to customers for trial.

Cash refund offer (rebate)

Offer to refund the part of the purchase price of the product to consume send a “ proof of purchase “ to the manufacturer.

Price pack (cents – off - deal)

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Reduced price that is marked by the producer directly on the label or package.

Advertising capacity

Useful article imprinted with an advertiser’s name, given as a gift to consumers.

Patronage reward

Cash or other award for the regular use of certain company’s products or services.

Point – of – purchase (POP) promotion

Display and the demonstration that takes place at the point of purchase or sale.

Contents, Sweepstakes, Games

Promotional events that give the consumer the chance to win something – such as cash, trips or goods – by luck or through extra effort.

Premium

Good offered either free or at low cost as an incentive to buy a product.

Trade Promotion Tools

a. Discounts ( also called price-off, off-list, and off-invoice)b. Allowances

i. Advertising allowancesii. Display allowances

c. Free goodsd. Push moneye. Specialty advertising items

Discount A straight reduction in price on purchases during a stated period of

time.

Allowance

Promotional money paid by manufacturers to retails in return for an agreement to feature the manufacturer’s product in some way.

Business Promotion Tools• Companies spend billions of dollars each year on promotion to

customers.

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• This tool is used to generate business leads, stimulate purchases, reward customers and motivate sales people.

• Many companies and trade associations organize the conventions and trade shows to promote their product.

• Includes many of the same tools used in consumer and trade promotions

• Two additional tools:• Conventions and trade shows• Sales contests

Key Decisions When Developing the Sales Promotion Program:• Size of the incentive• Conditions for participation• Promotion and distribution of the actual sales promotion

program• Length of the promotional program• Evaluation

• Surveys and experiments can be usedAdvantages of sales promotions • Motivation method for special efforts• Short-term sales increase• Defined target audience• Defined role/objectives• Indirect roles (e.g., wider distribution)

Disadvantages of sales promotions • Only short-term• Hidden costs• Confusion• Price cutting -Brand image• Postponement effect• Significant government regulation• Lack of effectiveness sometimes (learning effect)

Promotion at different stages of the PLC• Introduction – wise to use heavy promotion to induce trials and

promote brand franchise

• Growth – promotion should be limited ,if any

• Maturity – Higher promotions required since the brand is under attack from competitors or product quality or advertising effectiveness is tapering off

• Decline – Heavy promotions. Used only to retain a set of loyal customers. Prior to withdrawal of the product, it could be used as a one time stock clearance from the trade

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Essential elements for an effective SP programme

• Significant value before promotion is effective• Promotions must be part of an overall plan• Every brand must have a promotion objective and a strategy

statement• A written tactical plan – time frame, costs, evaluation yardsticks• Factual knowledge must be gathered to plan• Specialized professional skill and knowledge must be applied to every

promotion operations

Module VPUBLICITY & PUBLIC RELATIONS

Public relation

Public Relations Involves Building Good Relations With the Company’s Various Publics by Obtaining Favorable Publicity, Building Up a

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Good Corporate Image, and Handling or Heading Off Unfavorable Rumors, Stories, and Events.

• A tool designed to influence favourably attitudes towards an organization, its products and policies.

• Public relations is often overlooked by management because of:

• Organization structure; not in marketing.• Inadequate definitions; loosely defined.• Unrecognized benefits; many non-believers.

• “The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics”.

• Highly credible• Many forms: news stories, news features, events and sponsorships,

etc.• Reaches many prospects missed via other forms of promotion The UK’s Institute of Public Relations (IPR) has defined this

communication role as ‘the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics’ (IPR 2003).

A

n organisation’s dialogue with its stakeholders Successful PR

PR can only be successful if it addresses the following key principles:

Senior management commitment is essential

Campaign group

Media organizations

Consumer

Suppliers Employees

Local communities

Government department

agencies

Bank

Share holders

Organizations

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PR activity must be linked to strategic aims Organisations must understand and engage with its publics PR strategies require plans, budgets and resources Feedback from PR activity should inform strategic change

Reasons for Growth of Public Relations:

The growing popularity of the PR as a profession can be attributed to several reasons:

Growth in corporates :

Businesses are growing bigger today. Big corporates are in the

forefront. Thus arise many complexities. With it comes, the need to tackle

several problems, manage reputation and effective communication,

managing target audiences at all levels including employees. The need for

PR thus arises.

Internal communication:

Regular communication with employees is important today. In fact is

a must. Keeping employees informed, abreast of what is happening in an

organisation is important in order to keep them motivated, give them a

sense of belonging and consequently ensuring greater productivity. This is

a need fulfilled by PR.

Globalisation:

Globalisation is a process of integration and unification of the world

into one giant market. Globalisation is often used to refer to economic

globalization, that is, integration of national economies into the

international economy through trade, foreign direct investment, capital

flows, migration, and the spread of technology. To achieve this,

communication and Public Relations plays a vital part.

Growth of media:

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With the burgeoning growth of media in the last decade or so, the

number of tools or mediums available to express or communicate has

increased tenfold. Public Relations thus finds effective means to

communicate through the growth of new media.

Benefits & Scope of Public Relations:

No matter how good you are, if you don’t communicate with your

target audiences, you will lose out to competitors who are using public

relations more aggressively and effectively to ensure communication.

Every organisation can benefit from PR. If you don’t manage the

information by which people form their opinions, their views of your

company will be based solely on what they hear from other sources. You

cannot quantify what you lose if you don’t use PR, but companies which

use it can see the benefits.

Quite simply, PR can help in building a positive image and thus helps

to minimise damage when something goes wrong. It helps to manage the

information by which people form their opinions.

There can be no quicker way of reaching your target audience than

through PR. PR helps to maintain communications with your most

important business audiences. It is cost-effective and credible. Please

remember, PR takes time. It is not an overnight process. It is an on-going

endeavour.

The scope of PR today is far - reaching and encompasses several

industries and sectors. Social and religious leaders, politicians,

entrepreneurs, industrialists are all closely associated with the PR process

at some point or the other.

Public Relations Functions• Press Relations• Product Publicity• Public Affairs• Lobbying• Investor Relations• Development

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PR activities and communication channels

Corporate brochures Sponsorship Lobbying Internal communication News releases Exhibitions and events

Public Relations Tools• News• Speeches• Corporate Identity Materials • Mobile Marketing • Special Events• Written Materials• Audiovisual Materials• Public Service Activities

Public1. Financial Community2. Suppliers3. Citizen Action Group4. Customers5. Government6. Media7. Local Publics - Community

a. Local Area Marketing8. General Public

a. Corporate Citizen9. Internal Publics

a. Employeesb. Board of Directorsc. Stockholders

Major Activities of PR Departments• Press Relations• Product Publicity• Corporate Communication• Lobbying• Counseling

Role and Impact of Public Relations

Advantages:

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Strong impact on public awareness at lower cost than advertising

Greater credibility than advertising Publicity is often underused Good public relations can be a powerful brand-building tool

Public Relations Involves Building Good Relations With the Company’s Various Publics by Obtaining Favorable Publicity, Building Up a Good Corporate Image, and Handling or Heading Off Unfavorable Rumors, Stories, and Events.

Publicity

It is a form of public relations that includes any communication about an organization or its products that is presented by the media but is not paid for by the organization.

Basic Principles of Publicity1. CREATIVITY.

Put creativity into your publicity! You can generate more enthusiasm and interest by using unique, fresh, and clever methods of promotion. Developing gimmicks or logos, utilizing pictures and unusual shapes are all ways in which publicity can be made more attractive.

2. VARIETY. If no one type of publicity reaches the entire audience, you must use

more than one. More than one medium can also reinforce and intensify your message. Use a variety of techniques that work well together and complement each other.

3. QUANTITY. An advertisement must be seen or heard several times before it has

any impact. The more often it is seen or heard, the greater the retention of your message. Thus, you can magnify the impact of your publicity by increasing the frequency with which it is seen or heard.

4. VISIBILITY. Since the frequency with which publicity is seen or heard is crucial to

its effectiveness, it makes sense to place your publicity in locations that have high visibility. Areas with the greatest traffic patterns usually have the highest visibility. Good locations include: mailbox areas, cafeteria walls, bathrooms and bathroom stalls, under or on room doors, bulletin boards, etc.

 5. LEGIBILITY. How often an advertisement is seen will have little impact if what is

seen is not legible. The greater the legibility, the greater the chances that an individual will read all of the information. Greater legibility is ensured by using lower case lettering rather than uppercase. Capitals

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may be used for emphasis; but to be effective, emphasis must be used sparingly.

 6. UNDERSTANDABILITY.

Even if your message is readable or can be heard well, it must be understandable to get the message across. You can make your publicity more understandable and more effective by incorporating the following points:

Be concise and clear. Avoid excess verbiage. Use terminology that the target audience would understand.

 7. ADVANCE NOTICE.

Publicize well enough in advance. If publicity goes out too late, it does not give people enough time to plan to attend an activity. For optimum exposure, publicity should be out at least one week before your activity is scheduled to take place; however, you may want to issue additional publicity pieces as the event approaches.

Types of Publicity Inexpensive Publicity Techniques

 POSTERS: The essential purpose of a poster is the rapid telling of a single message using a limited number of elements. Posters are viewed more rapidly than are other methods of advertisement; hence, their message must be strong, simple, and brief.

FLYERS: A smaller version of the poster is the flyer. They are usually made on 8 ½” x 11 or 8 ½” x 14 paper. An advantage is that they can be reproduced easily at minimal cost.

TABLE: Table tents should be made of a thick or heavy grade of paper that will stand firm.

TENTS: Table tents can be placed in visible locations including the lounge, lobby, dining hall, and on desk tops.

TICKETS & You can purchase printed tickets or make your own. Free tickets, like invitations, COUPONS can be placed in mailboxes, handed out or slipped under doors. The coupon might entitle the person to a discount admission price or a free drink. Coupons can be included on flyers or on printed schedules, and this may prevent your advertisement from falling victim to the trash can.

CALENDAR: A large calendar of activities located in a central location is a particularly effective technique. Students will have at least one consistently identifiable source for information on activities. Also, smaller

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calendars of activities can be copied or mimeographed and put into mailboxes.

BALLOONS: You can write a message on the balloon or put the message on a piece of paper inside the balloon. Balloons can be tied with string to student’s door knobs, handed out at the entrance of the building, or handed out in dining hall lines.

TELEPHONE PYRAMID:: A quick way to get word out on activities or meetings is to identify a number of people, five for example, who would call five other people. The five people would then be responsible for calling five other people, and so on, and so on.

BANNERS: A large extension of the poster, these can be hung outside your residence hall or in your main lobby. A bed sheet or old shower curtain will make a good size banner.

WORD OF MOUTH: And of course, there is the time-honored word-of-mouth technique. This is perhaps the oldest, yet most effective way to get the word out. Go door to door and personally inform people of the activity; and remind them frequently, so that they don’t forget.

 OTHER PUBLICITY TECHNIQUES Networking sites Mass e-mails Bags Bookmarks Bull Horns Bumper Stickers Computer Letters Door Hanger Door Prizes Footprints Fortune Cookies Free Tickets to events Lawn Signs Logos Painted Windows Audix Message Puzzle Pieces Sidewalk Chalk Writing Sneak Previews Stickers Teasers Bathroom stalls T-shirts Visors Mirror Signs Lollipops with messages Balloons

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Post Cards

Strengths of Publicity

• Can announce new products, recognize employees, report good results, breakthroughs.

• Key Benefits:

• Lower cost than advertising or personal selling.• Increased readership; advertising ignored often.• More information.• Timeliness.

Weaknesses of Publicity• Some loss of control over message.• Limited exposure; only happens once.• Not free; preparation costs.

Planning a news release

A news release:

A statement, often about the launch of a new product, service or event used by an organisation to brief media journalists and encourage them to write articles on the subject.

Unlike news articles, press releases are biased towards the perspective of the organisation.

Typical format for a news release

The message content demonstrates a number of ‘good practice’ features, including:

the provision of relevant facts, addressing the six fundamental news questions (i.e. who? what? when? where? why? how?);

placing the most important facts at the beginning;

presenting the information in a clear and simple format;

providing relevant contact details

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PERSONAL SELLING

Scope And Significance Of Personal Selling

Personal selling is a useful vehicle for communicating with present and

Potential buyers.

A. Nature of personal selling and sales management

Personal selling involves the two-way flow of communication between a buyer and seller, often in a face to face encounter, designed to influence a person’s or group’s purchase decision.

personal selling occurs by telephone, through video teleconferencing, and the internet between buyers and sellers

Sales management involves planning the selling program and implementing and controlling the personal selling effort of the firm.

The tasks involved in managing personal selling include: 1) setting objectives; 2) organizing the salesforce; 3) recruiting, selecting, training and compensating salespeople; and 4) evaluating the performance of individual salespeople.

B. Selling Happens Almost Everywhere

Almost 16 million people hold sales positions in the U.S. according to the Bureau of Labor Statistics.

Virtually every occupation that involves customer contact has an element of personal selling

About 20 percent of the chief executive officers for the largest U.S. corporations have significant sales and marketing experience in their work history.

C. Personal Selling in Marketing

Salespeople match company interests with customer needs to satisfy both parties in the exchange process

Salespeople represent what the company is or attempts to be and are often the only personal contact a customer has with the firm Personal selling may play a dominant role in a firm’s marketing

programD. Creating Customer Value through Salespeople: Relationship Selling

Salespeople can create customer value in many ways:

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a. identifying creative solutions to customer problemsb. easing the customer buying processc. following through after the sale

Relationship selling is the practice of building ties to customers a. Involves mutual respect and trust among buyers and sellers

b. Focuses on creating long-term customers, not one-time salesc. Emphasizes the importance of learning about customer needs and wants.

The Many Forms of Personal selling

Personal selling assumes many forms based on the amount of selling done and the amount of creativity required to perform the sales task.

A. Order takingAn order taker processes routine orders or reorders for products that

were already sold by the company and is responsible for preserving the ongoing relationship with existing customers. Two types exist:

1. Outside order taker - visits customers and replenishes inventory

2. Inside order takers - salesclerks - answer questions, take orders and complete transactions with customers.

B. Order gettingAn order getter sells in a conventional sense and identifies

prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers use of a product or service.

Order getters can be inside or outside Order getting is time consuming - most reps work 50 + hours a

week Order getting is expensive. A single field sales call costs about $350, factoring in salespeople’s compensation, benefits, and travel

Expenses.

Personal Selling Process

The personal selling process consists of six stages:

1) prospecting;2) preapproach; 3) approach; 4) presentation; 5)close and 6) follow-up.

1. Prospecting - the search for and qualification of potential customers

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2. Preapproach -the stage that involves obtaining further information on the prospect and deciding the best method of approach.

3. Approach - the initial meeting between the salesperson and the prospect

4. Presentation - its objective is to convert a prospect into customer by creating a desire for the product or service

5. Close - obtain a purchase commitment from the prospect

6. Follow-up - includes making certain the customer’s purchase has been properly delivered and installed and any difficulties are addressed.