TYPES

Promotional TOOLS

ADVERTISING DIRECT MARKETING

SALES PROMOTION PUBLIC RELATIONS

 TOOL # 1

ADVERTISING
 OUTLINE

 What Is Advertising?

 Ways To Handle Advertising

 Major Decisions In Advertising

 WHAT IS ADVERTISING?

• “Any paid form of nonpersonal presentation and

promotion of ideas, goods, or services by an
identified sponsor”

 Advertising is used by:

 Business firms
 Nonprofit organizations
 Professionals
 Social Agencies
 WAYS TO HANDLE ADVERTISING

Sales Departments in Advertising Departments Advertising

Small Companies in Larger Companies Agency
 THE FIVE M’S OF ADVERTISING

1.MISSION
2.MONEY
3.MESSAGE
4.MEDIA
5.MEASUREMENT
 MAJOR DECISIONS IN ADVERTISING

Objective Setting

Budget Decision

Message Decision

Media Decision

Campaign Evaluation
 SETTING THE ADVERTISING OBJECTIVES

• “An advertising is a specific communication task to be

accomplished with a specific target audience in a specific
period of time”
Advertising Objectives

 Must know prior decisions about:

Informative Advertising
 Target Market
 Positioning
 Marketing Mix Persuasive Advertising

Reminder Advertising
 DECIDING ON ADVERTISING BUDGET

Stage
Stagein
inthe
theProduct
Product Market
Market
Life Cycle
Life Cycle Share
Share
Affordable

Competition Factors in Advertising

Competition Setting the Advertising
and
andClutter
Clutter Frequency
Frequency
Advertising
Budget

Competitive Advertising
% Of Sales
Parity Budget Methods
Product
Product
Differentiation
Differentiation

Objective-task
CHOOSING ADVERTISING MESSAGE

Creating Ad Message

Develop
DevelopaaMessage
Message
Focus
Focuson
on
Customer Benefits
Customer Benefits

Creative Concept
Creative Concept
“Big Idea”
“Big Idea”
Visualization
Visualization
or Phrase
or Phrase
Combination of Both
Combination of Both

Advertising Appeals
Advertising Appeals
Meaningful
Meaningful
Believable
Believable
Distinctive
Distinctive
 EVALUATING ADVERTISING
EFFECTIVENESS

Advertising Program Evaluation

Communication
CommunicationEffects
Effects Sales
SalesEffects
Effects
 Part 2

Advertising

Presented by

Kishwar Nazli
 What is an Advertising Appeal?
• Refers to the approach used to attract the attention of
consumers and/or to influence their feelings toward
the product, service, or cause.

• Something that moves people, speaks to their wants

or need, and excites their interest.
 Ad Appeals
• Slice of Life
• Humor
• Testimonial
• Fear
• Sex
 Slice of life
Slice of life
• Slice of Life (SOL)
appeals focus on “real-
life” situations with which
the viewer can identify
 Humor Appeal
• Use of comedy scenes to put viewers in
favorable mood
 Testimonial appeal
• The use of celebrity spokes people to try to boost
the effectiveness of an advertising message
 Fear Appeal
• The use of negative reinforcement and apprise
the likelihood that the treat will occur
 Sex appeal
• This makes the reader or viewer feel that he or
she will become more desirable if she or he
buys this product
 PUBLIC RELATION

Public relations are most

simply defined as the
creation and maintenance of
a favorable image
and reputation.
Public Relations Objectives

• Increase awareness of the retailer and

its strategy mix
• Maintain or improve the company
image
• Demonstrate innovativeness
• Present a favorable message in a
highly believable manner
 PUBLIC RELATIONS
Advantages
• Image can be presented
or enhanced
• More credible source
• Mass audience
addressed
• People pay more
attention than to clearly
identified ads
Disadvantages
• Some retailers do not
believe in spending on
image-related
communication
• More suitable for short run
• Costs for PR staff,
planning activities, and
events
Major Public Relations Tools
News
Web Site speeches

Public
Service Special
Activities events

Audiovisual Written
Materials Materials
USES OF PUBLIC RELATIONS?

•Evaluation of public attitudes and opinions

•Co-ordination of communication programs

•Developing rapport and good will through

a two way communication

 SALES PROMOTION

Sales Promotion is a Mass Communication

Technique That Offers Short-Term Incentives
to Encourage Purchase or Sales of a Product
or Service.Offers Reasons to Buy
 PROS AND CONS
Advantages Disadvantages
• Eye-catching •Difficult to terminate
appeal •Possible damage to
• Additional value retailer’s image
for customer •Short-term effects
• Draws customer only
traffic
•Used as a supplement
• Maintains customer
loyalty
• Fun for customers
 SALES PROMOTION TYPES
Product sampling, demonstrations

Coupons, refunds

Rebates, cents-off-

Contests, games & sweepstakes

 CONT…

Premiums

P-O-P material

Multiple purchase offers,

Frequent-user incentives
 DISTINCTING FEATURES OF
SP AND ADVERTISING
Advertising Sales promotion
•For long term sales. •For short term sales.
•For brand building •To enhance brand.
•It is emotional. •It is rational.
•Moderate profit. •Increased profit.
 Direct marketing

Direct communication with carefully targeted

individual consumers to obtain an
immediate responses
 GENERAL COMPARISON BETWEEN
ADVERTISING AND DIRECT MARKETING
•
Advertising Direct marketing

Mass  Targeted
Competitive attention  Selective attention
Breadth
 Depth
Remember
Impression  Respond
Pay for every one  Decision
 Pay for targets
 Benefits of direct marketing

• Buyers benefits • Sellers benefits

Convenient Consumer relationship

building
Easy & private
Reduces cost
Product access & Increase speed & efficiency
selection Provides flexibility
Abundance of Global medium
information
Interactive & immediate
 The Growth of Direct Marketing

• Demassification – Focus is Toward Mini markets

• Higher Costs of Driving, Traffic and Parking
Congestion
• Consumers Lack of Time
• Convenience of Ordering From Direct Marketers
• Growth of Customer Databases
 Forms of Direct Marketing

Face-to-Face
Selling

Online
Telemarketing
Marketing

Kiosk Direct
Marketing Mail

Direct-Response
Catalog
TV Marketing
Direct mail:
Direct mail marketing involves
sending an offer ,announcement,
reminder or other item to a
person. using highly selective
mailing list.
Telemarketing:
The act of selling, soliciting or
promoting a product or service
over the telephone.
Inbound
Outbound
Direct response TV marketing:
Involves the use of any of several media (e.g., direct mail, TV,
magazines, Web) to transmit messages to encourage buyers to
purchase directly from the advertiser.

YOKO height increaser

Kiosk marketing:
A kiosk is a small building or structure that
might house selling or information stands or
information unit. The term covers refreshment
stands & news stands often seen along the
aisles in a mall.
The term also covers computer-linked
vending machines & customer order placing
machine.
E marketing:
E marketing is the sum of activities a company
makes with the purpose of finding, attracting,
winning and retaining customers.
e Marketing focuses on online communications,
direct dialog with consumers.