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Adverting & sale Promotion
Adverting: Any paid form of non-personal presentation all ideas good and services by an identify sponsor
“American marketing asstiotion”
OrAdverting consents of all the activates Involve in presentation to an adonice a non-personal sponsor identified, paid for massages about a product or an organization
“William j.stapon”
Characteristics & features 1. Paid form of communication 2. Information pursued 3. Non personal 4. Goods , ideas , services 5. An identified identified sponsor 6. Selected target market
Ob jective & purpose of adverting
To inform To persuade [suspect –prospects-buyer ] To Remind Support middleman To support company’s sales force To expand the market To sale direct to customer To ensure success of sales promotion schemes To expense the market To announce a change
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To Seles diverted to costumer To company Adverting
Personal selling:
Personal selling is contractive prospective buyers personally to sale a product or services.
Personal selling is an oral presentation in conversation with one more prospective purchase for the purpose of making sale
“American marketing asstiotion”
Features of personal selling Characteristics Personal selling is a process Personal selling is a mode of direct selling Personal selling is a goal ordinated activity Personal selling is a paid form of commination Personal selling is a basically art Personal selling is an imported important element of marketing
promotion mix The role of sale man crucial in it In Personal selling an oral Presentation is made to prospective
buyers Personal selling is also a form of business selling
Process of Personal selling
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Prospective Geo approach Prsutative
Heading objective Closing salesFollow up
Objective of personal selling To keep customer informed to changes in the product line To assist the customer in product line in taking purchasing
the behavior To serve existing the customer To provide technical assistances and advise customer and
middleman To search out and paten new customer To collect and report make information or interested matters
to company management To surer mantel customer cooperation in stocking and
promoting product line
Advantage of personal selling I. Personal selling reduce the cost product
II. It minimizing wastesIII. It help to reduce marketing cost IV. it carries advantage flexibility V. It fasciitis costumer
VI. It is a two way communication VII. It is help to nitrogen Nero product to the marketing
VIII. It goods to actually IX. It cared sweet and familiar relation which customer
Limitation & disadvantage of personal selling
Personal selling accommodate any a limited number of customer at a given time
It is quite expensive It is specify on retiled level as pure image in the eyes of number of
buyer Limited applicability Good and competed Seles parson are not easily formed
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Public relation Public relation is a Delbert planned and sustained effort to establish a matter mutual understanding b/w organization and its public
OrPublic relation is an organizing bored over all commination efforts interval to influences versos groups attitudes to toward that organization (W.J. stantal)
OrPublic relation involve a verities of a protect or programs decision to promote or a company images or its indelible product
Characteristics & nature of Public relationIt is a two way commination b/w and origination and its public ( employ, suppler ,governments , intermediaries, finical, community ,and local community)It is a method of establishing and its publicIt is an impotent promotion mix tools It is a social responsibility of each bushinessPublic relation actually can be targeted to a small speculation audiences if the right media achieve in usedIt us not only an art but science also It is help deadening faunal an images of an origination and its product among it is voeiouse public The furcation of the public relation department is to assist top management in executing police and developing and good relation which the various public
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Tools of public
Audio visual mattered
speechesRansareship
Photography
Sales promotion techniques Sales contests Sales training manuals Demonstration Sales meetings Packet with promotion materials
Advantages of sales promotion
Increase in sales Chang of attitudes Brand switching Reduced cost Competing advantages Demand creation for product Probing life cycle of product Increase goodwill of firm Target audience
Disadvantage of sales promotions Short term Decrees in brand loyalty Price sensitivity Hidden cost – sales force cost
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Tools of public
Sales promotion technique
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Trading stamps or ticket: collect and store and attest collection of a specified number of ticket or stamp buyers can get some product agent this ticket or stamp
Contents & swept: winner are determine by drawing form all entry form
Slotting allowances: product pays fess to retailer make believed the spec on shelf for their new product
Forward dating: the retailer the parching goods at retailer price during the promotion prides how aver the goods are shipped at a titter date
Advantage of sales promotion Increasing sales Change of attitude Brand switching Reduce cost Competitors advantage Demand creation for new product Life cycle of product Increase goodwill’s fire Target audience
Disadvantage of sales promotion A. Short tramsB. Decrying brand loyalty C. Price sensitivitiesD. Hidden cost
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Costumer promotions technique
Middleman promotions technique
Sales force promotions technique
Price reducing or rebets
Trading stamps or ticket
Copen’s
Primes or gifts
Fairs and exshubasion
Money refrains oders
Force trails
Catalog
Product demotion
Product warranties & garrnetis
Rode shows
Contents & swept
Costumer services
Free samples
Exchange offers
Special discount
Sales assesses
treadles
Point of parching display
Trade shows
Delares contest
Froe goods
Adverting allowances
Buy back allowances
Count & recount allowances
Slotting allowances
Forward dating
Sales contest
Sales training monades
denostolo
Sales meting
Packet with promotion materies
Scope of Adverting Massage Media
Merchandize
Adverting function Advertises
Message: a message is should be
Objective: as in cringed sales creation owners when interest intruding a new product
Activities: as mass commination carrying message etc.
Art and since: art due to creative a billeted of adverting
The five players of adverting The advertiser The adverting agency The media The target adverting The suppliers (an assets adviser adverting agency, media, this are
consular self-employee purpose, song writer, photographer, printers, market relation etc.)
Function of adverting Communication with consumer Persuasion Persuasion by customer by a product series Contribution to economic growthStimulate demand Developed brands profaners Steaghensee other promoted mix elements InnovationGrowth up media Computation weapon
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Printing
ElectronicGoods Services
Brand image building
Advantage of adverting (1) Advantage to manufacture
Increge sales Study demand Lower cost Growth Qick tusked & sampler invites Supplicating salesmen Erengment to better performs Creation of goodwill
(2) Advantage of costumer Facility of portion Imperilment in quality Elimination of venncessey internoliere Time saving
(3) Advantage of middleman It garnet quick Seles It in to an a sates ran It make possible retail price maintnegeer
(4) Advantage of society Encouragement to rescreen It promoter media Glimpse of national life
(5) disadvantage of advertising Misrepresentation of factor Increased cost Deferred ravine entendeture Unnecessaey product preotiferotire Barriers to entry Wastage of national restores Managerial difficulties
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Importance of adverting in modern marketing Economic Importance Social Importance Psychological Importance
Process of advertisement / 5’m of adverting Mission - Setting adverting objectives Money - establishing adverting budget Message - choosing designing message Media - rlanning selecting schedule Measure - evaluation control of advertingRole of adverting in economy development in India
Effect of adverting on product quality Increase in economic activity and employment Effect on business cycles Financial support to redial Increasing innovation Effect on standard of living Effect on competition Effect on consumer choice Effect on production cost distribution and price
Types of advertising (1)Advertising based on financial matters
It is two types
(a) Commercial advertising :- it seeks profits it is the prices at publicizing a product or services or trying to sales a product by drawing people atteineson regaled the particular produc
Importance Commercial advertising Interest customer Boost up business Strengthen national economy Help in survival and growth of product
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Make product known
(b) Non-Commercial advertising:- it is used around the world by govt. and non-profit organization to seek deletions volunteers support to change consumer behavior [ e.g. polio ]
Role of Non-Commercial advertising
Poplars social Couse Communicate paltical view point In to public attitude Cleanliness of the city Protection against disease Avoiding incroodment an footpath Rehabilitation of beggars and liperts etc.
(2) Advertising based on demand influence level (a) Primary demand advertising it refer to generic products like TV beverage salt milk magazine etc. this is type of Advertising intend to promotes the danend of a product and not simple on particular brand of the product
(b) Selective demand Advertising it is done whit the objective of stimulating the demand of specific brand in which the advertiser deals for e.g. surf, caleget , sumsung peapsi, hero ect.
This is type of advertising is employed when a predator is becund the into decry link cycle stage and is competing formerket share whit several other brands
(3) Advertising based on objective
(a) Institutional advertising: - it is intended to focus and enhesa the images of the institution. It does not attempt to sale a particular product it benefits the organization as a hale big companies like reliance. L.N.T, TATA, BAJAJ etc. do this type of advertising it is also known as pressing or corporate advertising
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Objective of institutional Advertising
1. To make the company known 2. To make the its products / services known3. To make the achvament known 4. To make the value known5. To make social political / economic / morale statement
(B) Public services advertising (PAS) it is done as part social responsibility by the advertiser P.A.S communicates a message on behalf of some good cause, such as stopping drunk driving or preventing child abuse P.A.S is usually doing for by adverting professional and the media after done etc. The space and time
Some significant issues daft with P.A.S Pollution control Literacy control No tobacco, educated your children Some water Pay taxes Girl child not a burden
(c) Product advertising a lone no. of advertising for under this category .the purpose of this advertising in to stimulate the demand of the product being adverted includes discretion of the product size, quilt, benefit user etc.
Advertising based on audience
(a)Consumer advertising:- most of consumer goods producers engage in consumer product advertising . Such advertising is done for the ultimate user of product by appealing directing to the buyers or consumer foe e.g. toothpaste cold drink soap mobile etc.
Following point should be taken in to consideration in case of consumer adverting
Most of the businesses are in competitive field and engaged in advertising Non-durable are frequently bought
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Bath rational as well as ideational applies are used Use of celabrement endorsement in hoary Majored chunk of adartising business come from here
(b) Industrial advertising or B2B (business 2 business) the manufacturer of industrial good such or row material machinery eqceotment , supplies etc. do industrial advertising .such advertising is done through bride general , magazines ,direct mail etc.
Following point should be considered Sonaller percentage as compared to consumer advertising Elaborates buying process is involve Seeks to build the corporate image Raisional applied is used here Trade generals are the most sought after media figures Mail objective of this class are to inform get orders to stimulates
queries , to empaneled the marketers name and the buyers paned of sources
(c) Performers advertising there are certain product for which consumer them Seles do not tack the buying diction perforation lick doctors engineers architects advocates, dentists, teachers etc. enert considerable influence and consumer purine purchase decision. These professionals recanted or prescribe the pradvets of these manufactures to altimeter buyers
(d) Trade advertising this category includes all such advertisements that are dived to retailer’s wholesales and suppliers of consumer goods for e.g. Trade general and magazines etc.
Advertising based on geographical coverage (1)National Advertising this Advertising is spread throughout the country
e.g. Brooke bond reliance (2)Local Advertising this companies with limited resources production
target market do local penetrate the local market (3)Global Advertising firms such as IBM Sony general electric , product
&gamble etc. advertise globally through interaction media
Response based advertising SATNAM SINGH Page 13
(1) Direct action advertising :- the objective of direct advertising is to abstain the immediate response own short period of time such advertising eues woeets link hurry discount offer is valid for limited prided rudest consumer to bay now etc.
(2) Indirect action advertising :- Indirect action advertising is designed is stimulate demand o long period of time by building brand recognition & acceptance . it class net attempt to buying about an inmmdiale behavior response
(3) Negative advertising :- this type of advertising dissuades target audience form purchasing such product /services which would net only then but also this society
(4)Subrogates advertising :- it is done when on promotes on product on services the hope of selling another
Other advertising (a) Interacts advertising :- it is delineated to indirdule consumes
who hall access to compaction & the internet advertisement or delivered via web pages advertisement
(b)Financial advertising it refers advertising issued by financial institution like bank mutual funds & other companies offering sale of shares /debententd to public purposes of this is to provide imermaston about investment opportunities
(c)Comparatives advertising :- it company a specified products attributes with empetotors band the overtimes puts the competitor’s name highlight the goods /services by company them whit the goods /services of another advertiser
Importance Comparatives advertising Demonstrates merits of product Product transparency of market Facilitate consumer decision marketing Strong weapon of marketers
Example Comparatives advertising Microsoft - apple Pepsi - cock Horlicks - complain
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Nestle - Cadbury
Classified advertising:- it is a form of advertising which is particularly common in newspapers online and other periodicals public captains or other printing news information of ten lane sections of classified advertisements classified advertising is called such becomes it is generally whit in the publication under headlining classifying the product or services being affirmed
4 e.g. real state, legal natiaes lost and found
Objective of Classified advertising
To attract buyer for second hand vehicle like car truck motorcycle etc. To attract buyers for property like plot household goods commercial
property To Suk experienced and talented candidates to fill up Other goods or people labs and found legalnatices funeral notices
tender natiese etc. Matrimonial adds.
Display advertising:- display ads are those adds. Which can appear an any page throughout a publication unlike the classified ads? Which have their own section display ads. Are housthat are designed to standout form their surroundings to catch the eye of the consumer display adds. In newspaper magazines and online typically conation bath and graphics
Type of display advertising
(1)Print media display advertising: - display ads. In newspapers magazines
(2)Onion display advertising: - display ads. On internet whit out asking users to pay for the use of in side
(3)Outdoor display advertising: - it includes transits poster billboards
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Unit 3Planning advertising campaign: - an advertising campaign includes series advertisement a place in varicose media that are designs to meet objective and are based an analysis of marketing and communication situations
Step in advertising campaign
Advertising situation Product-market variations Up grading a product Special affairsChange in the brand name New application user or benefits of product Competition Distribution and savviesSeasonal product Raising capital RecruitmentMembership and programmers
Advertising media: - advertising media is a means or that vehicle which is used to carry out advertising message from sender to the intended receiver
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Appraisal of ads. Opportunities
Analyze & define target
market
Set ads. Objective
Determining ads. Budget
Decide media & creative strategy
Crated ads. Per test release ads.
Evaluate final results (post testing )
Media refers to the channel of communication that carry the message from adverted to audience (wills. burnett)
The communication channel through which a massage moves from reds is called media (Philip. Kotler)
Advertising media planning: - media planning is the process of determining how to us time and space to achieve to audience
(Wells. burnett)
Sources of information in media planning
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Marketing sources
Creative source
Themes Message Research
Marketing source
Distribution Market sales Rivals pattern
Media source
Popularity of media Profiles Cost of forecasts
Media planning
the media planning process
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Marketing plan communication strategies
Adverting plan/
strategy
Direct marketing
plan/ strategy
Sales promotion
plan/ strategy
Marketing public
relation plan/ strategy
Other
Media planning
Target audince analysis
Media objective
Selection buying media
Budgeting
Evaluation
Tactics
Scheduling
Creative planning
Creative side of advertising
Creative pint advertising
Creative broadcast
advertising
Problems in media planning Insufficient information Inconsistent terminologies Time processes Difficulty in measuring effectives
Factor influencing advertising Media decisions
i. The objective of advertising as to introduce a new product to expound in the market to remind to remove misunderstanding to counter competitors advertising campaign etc.
ii. Nature of the market local market – local newspaper iii. Nature of product PLG FMCG industrial goods iv. Nature of massage long vegan massage v. Characteristics of buyers illiterate age, languagevi. Media cost cireedtation , coverage of massage vii. Image of the media viii. Media use by the competitors ix. Media anaibalslityx. Size & nature of business enterprise xi. Distribution strategy direct selling mail advertising wholesale
retails TV show xii. Market requirement xiii. Life of the advertising radio TV short life magazine long life xiv. Media circulation xv. Compilation study of defiant media advantage, limitation of
media should be studied xvi. Budget
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Media of advertising
Print mediaOutdoor media
Other media
Electronic media
Direct mail media
Newspaper
Radio TV
Poster Signboards
Sale letters Circular
Specialty ads. Directories
1. Print media: - advertising in newspaper, magazines, journal, etc. can be called as print media. it includes print advertising
2. Newspapers:- more 10,000 newspapers are published in India growth of literacy reading habits paved the way of this media
Type of newspapers I. On the basis of period /time – daily, weekly, monthly,II. On the basis of addition - morning, evening, Sunday III. On the basis of circulation – local, state level, regions, nation,
interactionIV. On the basis of language –Hindi, English, Gujarati, Panjabi, V. On the basis of size- tabloid broadsheet, standard
Advantages of newspaper flexibilityRange of market coverageCheaperEffecting as by inserting local ads. TimelinessChoice
Disadvantages of newspaper Short time span Only literate can use Lack of visual Motion / demonstration Clutter
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Newspaper
Radio TV
Poster Signboards
Sale letters Circular
Specialty ads. Directories
Magazine: - it offers specialized information to special audience
Type of magazine
General Magazine competition success On the basis of demographic factor Specialized magazines – commerce for business Special issues as directories annual etc.
Advantages of magazine Long life span – as TV guide nation geographic Visual quality – printed on high quality papers Target audience – fast company Pristing – Format Colorful pictures and imperative type
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Disadvantages of magazine High cost Limited flexibility Competition & clutter – due to competition clutter arises Limited range of frequency Long lead time – luck of immediate information
Electronic media:- audio visual/ audio or broadcast media .it transmitters the information electronically
A. Radio :- radio advertising are normally broadcasted align whit the popular programmers of music or news the advertiser can also sponsor programmers
Advantages of radio
I. Best for illiterate people II. Spoken words are more effective than writer words III. SelectivityIV. Cast efficiency V. Flexibility VI. Mass coverage VII. Rating can be earning
Disadvantages of radio
A. It is non-visualB. Detailed advertising cannot be anointedC. CaatterD. People many switch afraid change program whil ads.E. Massage an radio are of short duration therefore perishable
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Television: - television is the fasted growing media of advertising become of the phenomenal expansion of electronic media for communication action sound color emotion for and demonstration batter than any other median
Advantages / merits of television Creativity & impact Coverage and cost effectiveness Captivity & attention selectivity and flexibility Influence Fast repeat
Disadvantages / demerits of television High cost Clutter Limited viewer attention More suitable for large firms Similar to radio advertisement TV advertisement are also perishable
F.
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