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Theories of motivation

Motivation is a state of mind, filled with energy and enthusiasm, which drives a
person to work in a certain way to achieve desired goals. Motivation is a force
that pushes people to work with a high level of commitment and focus, even if
things are going against them. Motivation translates into a certain kind of
human behaviour.  In short, motivation is the driving force behind human
actions.

Features of motivation theories

 Motivation is an internal feeling

 Motivation produces goal directed behaviour
 Motivation contains systems orientation
 Motivation can either be positive or negative
 Motivation is different from job satisfaction

IMPORTANCE OF MOTIVATION

 Productive use of resources

 Increased efficiency and output
 Achievement of goals
 Development of friendly relationships
 Stability in workforce
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The theories of motivations are divided into three main

categories:

1. Content Theories
2. Process theories
3. Reinforcement theory

Personal selling
Steps-
1. Project & qualifying
2. Pre Approach (detail of customer)
3. Approach (detail of customer)
4. Objection(query)
5. Closing
6. Follow up

Features of personal selling

1. Personal interaction (seller and buyer)
2. Effective communication (sharing idea and information)
3. Result with in short time (sales take place in short time)
4. Satisfaction (due to effective communication)
5. Object & target oriented
6. Negotiability
7. Adjustment
8. Loyalty

Role and importance of personal selling

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 Increase sales
 Increase brand awareness
 Gaining repeat business
 Generate employment
 Satisfy customer need
 Educate customer

Objective of personal selling

 Creation of demand
 Handling objection
 Exploring hidden wants
 Educating customers
 Building relationship
 Providing feedback

Five m’s of advertising

1. Mission – sales goods , advertising objective

2. Money - stage in PLC , market share and consumer base , advertising
frequency
3. Message – message generation , evalution and selection , message
execution
4. Media – reach , frequency , impact
5. Measurement – sales impact , communication impact

IMC AND ITS PROCESS

1: Know your target audience

As a general rule, there is no “general audience”. You always want to
communicate with a specific audience to make the most effective use
of your resources.
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Segmenting specific audiences into groups based on characteristics

will help you identify who are most likely to purchase or utilize your
products and services.
Step 2: Develop a situation analysis
Commonly referred to as a SWOT Analysis, this is basically a
structured method of evaluating the internal strengths and
weaknesses, and external opportunities and threats that can impact
your brand.
A situation analysis can provide much insight into both internal and
external conditions that can lead to a more effective marketing
communications strategy.
Step 3: Determining marketing communication objectives
In this step, you basically want to document what you want to
accomplish with your IMC strategy. Objectives should be measurable
if you truly want to map your campaign’s effectiveness at the end of
your plan’s term.
Step 4: Determining your budget
Having a realistic idea on what you have to work with is important as
it will shape the tactics you develop in the next step. Once you
determine your overall budget, you will want to come back to this
after completing step five to further refine your budget allocations.
Step 5: Strategies and tactics
Looking back at the objectives you created in step three, you will
want to develop strategies which are ideas on how you will
accomplish those objectives. Tactics are specific actions on how you
plan to execute a strategy.
Step 6: Evaluation and measurement
Almost as important as the plan as a whole, you want to outline a
method of how you will evaluate the effectiveness of your IMC
strategy. Sometimes elements of your plan will not work. It’s
important to know what did or didn’t, try to understand why, and
make note for future planning.
The more focused on how you will utilize your resources for
promoting your business, the more you will understand where you
money is going and how it’s performing. An IMC strategy is
important for any business or organization.
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IMC tools
1. Advertising
2. Sales promotion
3. Personal selling
4. Public relations
5. Direct marketing
6. Event experiences
7. Social media marketing
8. Mobile marketing

Trend in IMC
 Social media platforms
 Video channel
 Live chat
 Text message and whatsapp
 Addressable advertising
 Voice search is gaining attraction

Product life cycle stages

1. New products require larger budgets
2. Mature brands require lower budgets
3. Market share
4. Building or taking market share requires larger budgets
5. Markets with heavy competition or high advertising clutter
require larger budgets
6. Undifferentiated brands require larger budgets
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Function of advertisement

 Promotion of Sales. It promotes the sale of goods and services by

informing and persuading the people to buy them. A good advertising
campaign helps in winning new customers both in the national as wet] as
in the international markets.
 Introduction of New Product. It helps the introduction of new
products in the market. A business enterprise can introduce itself and its
product to the public through advertising. A new enterprise can’t make an
impact on the prospective customers without the help of advertising.
Advertising enables quick publicity in the market.
 Creation of Good Public Image. It builds up the reputation of the
advertiser. Advertising enables a business firm to communicate its
achievements in an effort to satisfy the customers’ needs. This increases
the goodwill and reputation of the firm which is necessary to fight against
competition in the market.
 Mass Production. Advertising facilitates large-scale production.
Advertising encourages production of goods in large-scale because the
business firm knows that it will be able to sell on large-scale with the help
of advertising. Mass production reduces the cost of production per unit by
the economical use of various factors of production.
 Research. Advertising stimulates research and development activities.
Advertising has become a competitive marketing activity. Every firm tries
to differentiate its product from the substitutes available in the market
through advertising. This compels every business firm to do more and more
research to find new products and their new uses. If a firm does not engage
in research and development activities, it will be out of the market in the
near future.
 Education of People. Advertising educate the people about new
products and their uses. Advertising message about the utility of a product
enables the people to widen their knowledge. It is advertising which has
helped people in adopting new ways of life and giving-up old habits. It has
contributed a lot towards the betterment of the standard of living of the
society.
 Support to Press. Advertising provides an important source of revenue
to the publishers and magazines. It enables to increase the circulation of
their publication by selling them at lower rates. People are also benefited
because they get publications at cheaper rates. Advertising is also a source
of revenue for TV network
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When we will do Advertisement

 Brand name
 Information (sub-headline)
 Body copy (specification)
 Logo right side
 Company name
 Mission ,money , message , media , measurement

Advertising budget

Advertising Budget Methods

The most common methods are discussed as follows:

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 Percentage of Sales: Under this method, the advertising budget is set

as a percentage of either the past sale or expected future sales. Small
businesses usually use this method.
 Competitive Parity: This method advocates that a company sets an
advertising budget similar to the one set up by its competitor to yield
similar results.
 Objective and Task: This method is based on the advertising
objectives of this method. Once the objectives are decided, the cost is
estimated to complete those objectives, and accordingly, a marketing
budget is set.
 Market Share: In this method, the advertising budget is based
on a company’s market share. For a higher market share, less
marketing budget is set.
 All available Funds: This is a very aggressive method under which
all available profits are allocated towards advertising activities. This
method can be used by start-up businesses that need advertisements to
attract customers.
 Unit Sales: Under this method, the advertisement cost per article is
calculated and based on the total number of articles, it is set.
 Affordable: As the name suggests, the company sets its budget based
on how much it can afford.

Factors Affecting Advertising Budget

 Existing Market Share: A company with a lower market share will

be required to spend more on its promotional activities. On the other
hand, companies with larger market shares can spend less on their
promotional activities.
 The competition level in the industry: If there is a
high competition level in the industry in which the company operates,
the advertising budget would be required to be set on a higher side to get
noticed by audiences. In case a monopoly exists or where there is the
least level of competition involved, the company will need to invest less
in marketing.
 Stage of the Product Life Cycle: It is a well-known fact that in the
initial introduction and growth stages of a product or service, more
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amounts would be required for advertising. While in the later stages of

the product life cycle, the need for advertising will decline.
 Decided frequency of Advertisement: The advertising budget will
also depend on how frequently a company wants to run its ads. Frequent
ads will call for a greater budget.

Objective of sales management

 Achieving sales volume
 Generate revenue
 Sustained profit
 Organisational growth
 Price fixation
 Motivate the sales force
 Optimize distribution
 Market leadership

Planning the sales training programme (ACMEE)

 Aim – why is it
 Content – what should be the content
 Method – how is it done
 Execution – who , when
 Evalution – where

Sales promotion tools

 Free samples
 Coupons
 Exchange scheme
 Discount
 Premium offer
 Instalment sale
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Theories of selling AIDAS THEORY

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Steps of selection process

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Recruitment process

Staffing
Staffing is the process of hiring eligible candidates in
the organization or company for specific positions. In management,
the meaning of staffing is an operation of recruiting the employees
by evaluating their skills, knowledge and then offering them specific
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job roles accordingly. Let us find out more about what is Staffing and
what it entails along with its functions and characteristics.

Functions of Staffing

1. The first and foremost function of staffing is to obtain

qualified personnel for different jobs position in the
organization.
2. In staffing, the right person is recruited for the right jobs,
therefore it leads to maximum productivity and higher
performance.
3. It helps in promoting the optimum utilization of human
resource through various aspects.
4. Job satisfaction and morale of the workers increases through
the recruitment of the right person.
5. Staffing helps to ensure better utilization of human
resources.
6. It ensures the continuity and growth of the organization,
through development managers.

Media planning
Step-
 Media channel – website, social media , apps , blogs.
 Media vehicle – facebook , Instagram etc.
 Media audience – target customer.
 Media schedule – date & time.
 Media budget – financial allocation.
 Media delivery – reach/frequency , impression/feedback.
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What is the impact of digital channel on media planning

 Marketing shift (outbond to inbond)
 Pricing shift
 Impact of programmatic (from human to algorithm)
 Fragmented chancel
 Follow (from analytics to big data)

Types of Media Planning

To create an effective media strategy for your brand, you must

decide what types of media (traditional or digital) will be cost-
effective and bring in sales.

There are three main types of media that are considered when
building a media plan:

Paid Media

Paid media refers to advertising that is the result of paid placement

from the brand. This includes pay-per-click advertising, display ads,
and branded content. This is the most common way for brands to
get exposure and boost sales.

Owned Media

Owned media is content that is owned by your brand, i.e. blog posts
and social media accounts. By increasing the use of the company’s
owned media, you can increase your customer reach and increase
brand awareness.

Earned Media

Earned media refers to the publicity the brand gets from outlets
other than their own company. For example, customer reviews,
media coverage, and word-of-mouth are all forms of earned media.
This form of media is valuable because it often comes directly from
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consumers. This feedback can also help improve the quality of the
product or service you are offering.

By weighing the cost and benefits of each platform, your company

can decide what resources and forms of media will fit best into your
media plan.