Professional Documents
Culture Documents
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People no longer buy shoes to keep their feet warm and dry. They buy them because of the way
the shoes make them feel masculine, feminine, rugged, different, sophisticated, young,
glamorous, "in" buying shoes has become unemotional experience . Our business now is selling
excitement rather than shoes. - Francis C. Rooney Modern marketing calls for more than
developing a good product it attractively and making it accessible to target customers.
Companies must also communicate with their present and potential customers. Every company is
inevitably cast into the role of communicator and promoter. What is communicated however
should not be left to change. To communicate effectively; companies hire advertising agencies to
develop effective ads; sales promotion specialists to design sales incentive programmers sand
public relations firms to develop the corporate image. They train their sales people to be friendly
and knowledgeable. For most companies, the question is no whether to communicate but rather
what to say, to whom. Promotion influences demand by communicating product and company
message to the market. A promotion Techniques involves the co-ordination of all communication
efforts aimed at a specific audience; consumer and shareholder. The most critical promotional
question is the proper mix of advertising, personal selling, sales promotion and publicity. The
promotion mix is usually co-ordinate on a campaign basis, taking the campaign may efforts
include atonal campaign with one unified theme. All promotion messages tie in to this theme in
one way or the, rather than conflicting with it.
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·c To ensure most cost effective power for sustained growth of India.
·c To provide clean and green power for secured future of countrymen.
·c To retain leadership position of the organization in Hydro Power generation
while working with Dedication and innovation in every project we undertake.
·c to maintain continuous pursuit for cost effectiveness, enhanced productivity
For ensuring financial health of the organization, to take care of stakeholders µaspirations
continuously
·c To be a technology driven, transparent organization, ensuring dignityand respect for its
team members.
·c To inculcate value system all cross the organization for ensuring
·c Trustworthy relationship with its constituent associates & stakeholders.
·c To continuously upgrade & update knowledge & skill set of its
human resources.
·c To be socially responsible through community development by
leveraging resources and knowledge base.
·c To achieve excellence in every activity we undertak
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The word µAdvertising¶ has its origin from a Latin word µAdventure¶ which means to turn to.
The dictionary meaning of the word is µto announce publicity or to give public concerned to a
specific thing which has been announced by the advertiser publicity in order to inform and
influence them with the ideas which the advertisement carries. In business world the terms in
mainly used with reference to selling the product of the concern. The advertising, as Jones
defines it is "a sort of machine made mass production method of selling which supplements
the voice and personality of the individual salesman, such as manufacturing the machine
supplements the hands of the craftsman." It is thus a process of buying/sponsor/identified media
space or time in order to promote a product or an idea. From a careful scrutiny of the above
definition, the following points emerge.
Advertising is a paid form and hence commercial in nature. This any sponsored communication
designed to influence buyer behavior advertising. Advertising is non-personal. Unlike personal
selling, advertising is done in a non-personal manner through intermediaries or media whatever
the form of advertisement (Spoken, written or visual). It is directed at a mass audience and not
directed at the individual as in personal selling. Advertising promotes idea, goods and services.
Although most advertising is designed to help sell goods, it is being used increasingly to further
public interest goals. Advertising is identifiable with its sponsoring authority and advertiser. It
discloses or identifies the source of opinions and ideas.
(B) Magazines:
Magazines are also mean of reaching different market, both original and maternal and of general
and specific interest. An organization may approach national markets through such publication
as Business India, Famine, Sports week, India Today, Business World and Film fare. Some
marketers divide their market on the basis of such variable as age, educational level and interest
magazines. Magazines are divided into those parts that serve business, industrial consumers,
ladies, sports etc. The diversity of magazines is tremendous. Some offer news or together
"General Interest" content to huge audience. Others are highly specialized, technical or even
exotic. In general, magazines offer advertiser the opportunity to reach highly selective audience.
The primary advantage of magazine advertising is selectivity of market targets; quantity
reproduction long life; the prestige associated with some magazines; and the extra service
offered by many publications.
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Publicity is a means of promoting the mass market and is similar to advertising, except that it is
free, is found in the editorial portion of news media and pertains to newsworthy events. The most
common type of publicity are news release (also know as press release), photographs and feature
stories. Marketers have less control over the nature of the publicity that their organization and
products receive than they have over their advertising, personal selling and sales promotions
messages. Upon receiving a news release, for instance, the editor or broadcast station programme
director may choose to throw the release in the waste paper basket, change the hording, or print
or broadcast it in the original form. The disposition of the news release is entirely in the hands of
the media and cannot be dictated by the marketer.
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Personal selling consists of persons to communication between the sales persons and their
prospects. Unlike advertising, it involves personal interactions between the sources and the
destination. Advertising aims at grouping the shotgun approach, while personal selling aims at
``individuals the right approach. Sales persons are in theposition to tailor their messages
according to the unique characteristics of each prospect. Further, by observing and listening,
sales persons receive immediate feedback on the extent to which their messages are getting
across. If feedback indicates that the message is not getting across, the sales person may quickly
adjust it or the method of its presentation.
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' ICICI Bank Personal loan - Higher Rate of Interest 42% p.a
' ICICI Bank Personal loan - harassment
' ICICI Bank Personal loan - Regarding Personal Loan Processing Fee
' ICICI Bank Personal loan - EMI Restarted without receiving the
mount
' ICICI Bank Personal loan - ICICI Bank Personal Loan
' ICICI Bank Personal loan - Delay in disbursement of Personal Loan
' ICICI Bank Personal loan - NAME WRONGLY ENTERED IN CBIL
' ICICI Bank Personal loan - waiting for my PF from past 3 yrs.
' ICICI Bank Personal loan - Foolish Policies to make customers
FOOLS!
' ICICI Bank Personal loan - Unsolicited phone call.
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These assess the various stages of buyer awareness, preference, buying intention and the actual
purchase in relation to add effort. They are called sales effect tests.
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' The additional sales generated by the ads are recorded, taking several routes.
' Past Sales before the ad and sales after the ad are noted. The difference is attributed to add
impact.
' Controlled Experiment: In experimental market, any one element of marketing mix is
changed. It is compared with the sales of another similar market. The element's presence
observance is a reason for difference in sales.
' Instead of two markets, the experiment can be carried on the two groups of consumers.