You are on page 1of 45

m 

 

are the means by which firms
attempt to inform, persuade,
and remind consumers,
directly or indirectly, about the
products and brands they sell.
m 
 
 are the means
by which firms attempt to 
 ,  ,
and   consumers, directly or indirectly,
about the products and brands they sell.
V udvertising V Direct marketing
V Sales promotion V Interactive
V Events and marketing
experiences V Word-of-mouth
V Public relations marketing
and publicity V Personal selling
Senderǯs !eceiverǯs
field field
Selective attention

Selective distortion

Selective retention
j 
  

  
 
 

   
V =
  
V     
V =
 
V m  
Ô    

V =
 
 
Ô     
V  
Brand uwareness
Brand uttitude
=ategory Need
Purchase Intention
V m   
V =   
V m 
 
V i
 
    
 
 
 
V 
    
½  
½ 
½  
½ !

½ "

½ 
½ #

==   
½ Expertise
½ Trustworthiness
½ Likeability

=opyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-20


u 
V  
  
V    
V m

  
V 
   


V 

V 

V   
V "


V $
 
  



V =
     %  
V  
V  
V &  
% '
V =


V  
V (  
V =
 

á    
V á  
V
V  
V )  
V *   
V á  
V *    
V 
V i 
V *   
` +`  
V 
V `

V , 
V )
V * 
V ,  
V *



V  
R m 
V =  

V m 
V & 
V ( 
  

V &$ 

V  ' 
V (- 
V $
  
V 

V . 

 
V     

V    
V i 

V  
V      
%
V 
-
-

V = 


V 
 
V 
   
V 

   
V i 

  
udvocate channels

Expert channels

Social channels
V i     

'  


V = 

 
V  
    
 
 
V R
  %
/
 
  0
V R
.m   
V (     
 

V    
media

Sales Promotion

Events and Experiences

Public !elations
u 
V Pervasiveness
V umplified
expressiveness
V Impersonality

  



V Incentive
V Invitation
   
  (  
   (' 
V Gigh credibility V !elevant
V ubility to catch V Involving
buyers off guard V Implicit
V Dramatization
R m  
 
V =ustomized V Personal interaction
V Up-to-date V =ultivation
V Interactive V !esponse

.
-
-m
m 
· =redible
· Personal
· Timely
=opyright © 2009 Dorling Kindersley (India) Pvt. Ltd.
17-35
V &

  
V      
V 
     

=opyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-36


V  
½   



 '

   
 
 
V 1  
½   
  
  
  '

 
uffordable

Percentage-of-Sales

=ompetitive Parity

Objective-and-Task
V Establish the market share goal
V Determine the percentage that should be reached
V Determine the percentage of aware prospects that
should be persuaded to try the brand
V Determine the number of advertising impressions per
1% trial rate
V Determine the number of gross rating points that
would have to be purchased
V Determine the necessary advertising budget on the
basis of the average cost of buying a G!P
=opyright © 2009 Dorling Kindersley (India) Pvt. Ltd.
17-40
V u   m 

V &
  '

   
   
V &    
 
  

V &    
 2 

    
 %
 
V &  
 

   


 -
-  
 -
- 
V &  
  
  

 
   
 
V &