Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword or section
Like this
2Activity

Table Of Contents

Communication Platforms Advertising
Sales Promotion
Events/ Experiences
Public Relations
Personal Selling
Direct Marketing
Word-of-Mouth Marketing
Module II CONSUMER BEHAVIOR AND MARKETING COMMUNICATION
Marketing Communications Objectives
Marketing Communications Mix
Factors In Setting Communications Mix
Establish the Budget
Setting the Promotional Budget And Mix
PROCESS OF COMMUNICATION Elements in the Communication Process
The Communications Process
Schramm's Model of Communication
Diagram of Schramm's field of experience
Strengths
Included Feedback
Included Context
Included Culture
Weaknesses
Two-step flow of communication
Criticisms
Cognitive dissonance
Module III ADVERTISING
Introduction
Characteristics of advertising
Objectives of advertising
Role and importance of advertising
Importance of advertising
Scope of advertising
Functions of advertising
Benefits of advertising
To society
Types of advertising
Advertising agencies
Functions of advertising agencies
Advertising Key Decisions
Management of advertising or Building of advertising programme
Message
Message content
Message format
Massage source
Copy
General copy principles
Head lines
Purpose of headline
Slogan
Lay out
Unique selling propositions (USP)
Campaign planning
Steps
Basic principles of campaign
Media planning
Important steps in development of media planning
Media
Types of media
Advertisement and Ethics
Economic issues
Social issues
Ethical issues
Self-Regulation by Media
CONTROL BY CONSUMERS
CONTROL BY GOVERNMENT
Growth of Consumerism:
Objectives
Uses of sales promotion
Sales Promotions
Consumer Promotion Tools
Coupon
Sample
Cash refund offer (rebate)
Price pack (cents – off - deal)
Advertising capacity
Patronage reward
Premium
Trade Promotion Tools
Discount
Allowance
Business Promotion Tools
Key Decisions When Developing the Sales Promotion Program:
Advantages of sales promotions
Disadvantages of sales promotions
Essential elements for an effective SP programme
Module V
Public relation
Successful PR
Reasons for Growth of Public Relations:
Growth in corporates :
Benefits & Scope of Public Relations:
Public Relations Functions
PR activities and communication channels
Public Relations Tools
Public
Major Activities of PR Departments
Role and Impact of Public Relations
Basic Principles of Publicity
Types of Publicity •Inexpensive Publicity Techniques
OTHER PUBLICITY TECHNIQUES
Planning a news release
A news release:
Typical format for a news release
PERSONAL SELLING
Scope And Significance Of Personal Selling
B. Selling Happens Almost Everywhere
C. Personal Selling in Marketing
D. Creating Customer Value through Salespeople: Relationship Selling
The Many Forms of Personal selling
A. Order taking
B. Order getting
Personal Selling Process
0 of .
Results for:
No results containing your search query
P. 1
ADD and Sales Promo

ADD and Sales Promo

Ratings: (0)|Views: 563|Likes:
Published by Noushad Pary

More info:

Published by: Noushad Pary on Feb 22, 2011
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as DOC, PDF, TXT or read online from Scribd
See more
See less

07/28/2012

pdf

text

original

You're Reading a Free Preview
Pages 6 to 51 are not shown in this preview.

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->