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By: Mohammad Amir
Integrated Marketing Communication
• Know the tools of the marketing communications mix • Understand the process and advantages of integrated marketing communications • Learn the steps in developing effective marketing communications • Understand methods for setting promotional budgets and the factors that affect the design of the promotion mix • The understanding of IMC with reference to India context with examples: Incredible India, Hero MotoCorp
• Marketing Communications Mix – The specific mix of advertising, public relations, direct marketing, Events, sales promotion, & personal selling a company uses to pursue its advertising and marketing objectives in line with organizational objectives.
Integrated Marketing Comm.
The Marketing Communications Environment is Changing: • Mass markets have fragmented, causing marketers to shift away from mass marketing • Media fragmentation is increasing as well • Improvements in information technology are facilitating segmentation • As technology grows marketing communication grows with it…….Technology has shaped the way communication is dealt
negative or neutral on the consumer. Therefore. . The Need for Integrated Marketing Communications • Conflicting messages from different sources or promotional approaches can confuse company or brand images • Each brand contact will deliver a message – and their impact can be positive. the company needs to deliver a consistent positive message at all contact points.Integrated Marketing Comm.
Integrated Marketing Comm. • Best bet is to wed traditional branding efforts with the interactivity a total marketing communications and service capabilities of online communications. brand awareness potential is limited. • The Web alone cannot be used to build brands. • Web efforts can enhance relationships . The Need for Integrated Marketing Communications • All these are possible only when organizations develop strategy.
Integrated Marketing Comm. Integrated Marketing Communications • The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear. consistent. and compelling message about the organization and its products • Thomas Cook change in positioning from “The holidaywallas” to “smooth travel”. .
Importance of Marketing Comm. • Behavior Modification • Objective to inform • Objective to persuade • Objective to remind .
Point of Purchase Internet/ Interactive Media IMC–Audience Contact Points Public Publicity Packaging Relations Direct Mail Marketing Communications Audience Direct Response Sales Promotion Print Media Broadcast Media Outdoor Events .
Traditional Approach to Marketing Comm. Point of Purchase Special Events Public Relations Direct Marketing Publicity Media Advertising Sales Promotion Packaging Direct Response Interactive Marketing .
Contemporary IMC Approach Packaging Sales Promotion Direct Response Point of Purchase Publicity Media Advertising Public Relations Interactive Marketing Direct Marketing Special Events .
Media Advertising Mass Media Manufacturer Dominance General Focus Low Agency Accountability Traditional Compensation Limited Internet Availability Multiple Forms of Communication Specialized Media Retailer Dominance Data Based Marketing Greater Agency Accountability Performance Based Compensation Widespread Internet Availability .
Three Reasons for IMC Media Explosion Consumers Takeover Branding is everything 14 .
logo. . IMC plays a major role in the process of developing and sustaining brand identity and equity.IMC and Branding Brand Identity is a combination of factors: Name. design. symbols. product or service performance. packaging. and image or associations in the consumer’s mind.
MAJOR OBJECTIVES OF MARKETING COMMUNICATIONS Informing Persuading Reminding .
17 .Integrated Marketing Comm.
Marketing Communication An effective communication should fit into the learning of the consumers through shaping desired Selective Perception of consumer : Selective Exposure Selective Attention Selective Comprehension Selective Retention .
4P’S v/s 4 C’S • Not Product but Customer • Not Price but Cost • Not Place but Convenience • Not Promotion but Communication .
Folders. Catalogues.Above the Line Activities • Print Media . Magazines.Hoardings. Stickers. Prospectuses. Internet Marketing (SEO. Glow Signs. Newspapers. Mobile Ads. Mailers. Cinema. Calendars. Logos. Brochures. Posters. Radio. Website Development. Leaflets. Diaries. Apps etc . Affiliate Marketing). Corporate Presentations. Branded Merchandise • Electronic Media-TVCs. Danglers. SMO. PPC. Leaflets. Banners.
Fashion Shows. CRM Programs • Off-Site Activities . Product Launches. Get Togethers. Media Relations Activities. Kiosk Activities. Celebrity Nights.Theme Parties.Brand Promotions. Trade Fairs. Live Concerts • Public Relations . Award Ceremonies. Press Releases. Dealers Meet. Road Shows.Press Conferences.Below the Line Activities • Outdoor Activities . Exhibitions . Mall Activities.
Inaugurations • Rural Promotions and Awareness Campaigns • Exhibition Stall . Team Building Sessions.Seminars.Design. Construction & Execution .Below the Line Activities • Corporate Events .
mobile.• A "Kiosk" by definition is a small stand-alone unit that performs a specific function. Kiosk . and are designed to help the consumer find information and they can be strategically placed anywhere you wish to have a presence but cannot or do not wish to have a person staff the location. Kiosks are generally small. generally without management intervention and are generally intended to provide information to those that use it.
On one end.Kiosk • Kiosks can be as simple as an information center designed to hold brochures or as complicated as a computer terminal designed to collect and distribute information. an ATM is an example of a sophisticated interactive kiosk with high security. .
Kiosk: Purpose • Designed to deliver or collect information to the consumer in the absence of a human. . • Go wherever they are needed and stay there as long as you want them there.
Kiosk functions • Want to do is distribute written information or brochures. get a visual perspective of the kinds of services . a simple kiosk will attractively display this information in a way that consumers can easily find what they are looking for. • Interactive kiosks can be coupled with computers and touch screens to allow the consumer to see videos.
• The communication process begins with an audit of all potential contacts. . • Effective communication requires knowledge of how communication works.The Communication Process • Communications efforts should be viewed from the perspective of managing customer relationships over time.
The Communication Process • Sender • Message • Media • Receiver • Feedback • Noise .
Developing Effective Comm. • Step 1: Identifying the Target Audience Affects decisions related to – What – How – When – where message will be said – who will say it .
• Awareness • Knowledge • Liking • Preference • Conviction • Purchase .• Step 2: Determining Communication Objectives – Six buyer readiness stages Developing Effective Comm.
31 . pride. High Quality. Economy • Emotional appeals: Love. pulse polio campaign. Ease of use. prohibition of tobacco. Low Price. humor. adult literacy. Performance. don’t drink and drive. shame • Moral appeals: Sense of right or wrong. Aircel save the tiger. • Step 3: Designing a Message – AIDA framework guides message design – Message content contains appeals or themes designed to produce desired results • Rational appeals: Information. Long Life. guilt.Developing Effective Comm. fear. 15 . joy.
movement. sounds. voice. copy. 15 .32 . shape. • Step 3: Designing a Message – Message Structure: Key decisions are required with respect to three message structure issues: • Whether or not to draw a conclusion • One-sided vs. etc.Developing Effective Comm. two-sided argument • Order of argument presentation – Message Format: Design. layout. dress. words. body language. color.
and events 15 . • Step 4: Choosing Media Personal communication channels • Includes face-to-face. phone. and Internet chat communications • Word-of-mouth influence is often critical • Buzz marketing cultivates opinion leaders Non-personal communication channels • Includes media.33 . atmosphere.Developing Effective Comm. mail.
• Step 6: Collecting Feedback – Recognition.Amitabh Bachchan. Shah Rukh Khan.Developing Effective Comm.34 . and behavioral measures are assessed – May suggest changes in product/promotion 15 . – A poor spokesperson can tarnish a brand: Tiger Woods. recall. • Step 5: Selecting the Message Source – Highly credible sources are more persuasive: Brand Endorsement. Aamir Khan.
com/watch?v=sdB--qD5lsY .youtube.A/V of Hero MotoCorp • http://www.
A/V of Incredible India • http://www.com/watch?v=rNWeBVBq o2c .youtube.
A marketing strategy and program 4.The Marketing Plan 1. Specific marketing objectives 3. A detailed situation analysis 2. A process for monitoring and evaluating performance 37 . A program for implementing the strategy 5.
Unit II ADVERTISING: Strategic Implications .
(Arenes 1996) • Any paid form of non-personal communication - . about products (goods & services) or ideas by identified sponsor through various media.Defining Advertising • The non-personal communication of information usually paid for & usually persuasive in nature.
Advertising in Yester Years: Japanese Flyer .
History of Advertising January 29. 1780 First Indian Newspaper (weekly) .
Breakthrough: 1941 Who is She? .
Independence Pre Independence Post Independence .
Timeline Bharti • 1957 – Vividh of Television in India • 1959 – Television broadcasting began in Delhi as a part of AIR • 1965 – Regular transmission of TV began • 1967 – First Commercial on Vividh Bharti • 1976 – Launch of Doordarshan after split from AIR • 1977 – First Commercial on TV • 1982 – Asiad Games in New Delhi. Colour TV sets introduced in India • 1983 – World Cup Cricket in UK .
Advertising in India .
Advertising in India .
Advertising in India .
Satellite Television – 1991 .
• It is a paid form of advertising . • In addition to this. the print media also offers options like promotional brochures and fliers for advertising purposes.Types of Advertising .Print Advertising • Advertising products via newspapers or magazines is a common practice.
• Outdoor advertising is also a very popular form of advertising. and also several events and tradeshows organized by the company. • The most common examples of outdoor advertising are billboards. kiosk. . which makes use of several tools and techniques to attract the Outdoor Advertising customers outdoors.
Outdoor Advertising .
Outdoor Advertising .
• This is a form of advertising that seeks to attract the masses at once .Broadcast advertising • Broadcast advertising is a very popular advertising medium that constitutes of several branches like television and radio.
television shows or even sports. . Chak De – Mc Donalds. Yadein: Pass Pass.Tupperware • There is no commercial in the entertainment but the brand or the product is subtly( or sometimes evidently) showcased in the entertainment show. Dhoom: Hayabusa. James Bond Movies – Aston Martin. BodyGaurd .Covert a unique kind of • Covert advertising isAdvertising advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies. Zindagi Na Mile Dobara: Spain. Baghban: ICICI Bank.
Covert Advertising .
• Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare. Ex: NACO for HIV/AIDS prevention, Child Education, Don’t Drink and Drive, Aircel – Save the tiger, Save the girl child, Prevention of atrocities against women.
Public Service Advertising
• Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements.
Teaser Advertising the public Brief advertisement designed to tease
by offering only bits of information without revealing either the sponsor of the ad or the product being advertised.
• Teaser ads are the frontrunners of an advertising campaign, and their purpose is to arouse curiosity and get attention for the campaign that follows. • Ex. Sunsilk Shampoo advertisement in newspaper
• In this effects are not classified. Humour, exaggeration and other trick devices are employed to capture attention. TVS Wego Scooters, Onida TV, Snapdeals.com, ads which target kids. • It has been mostly found that the customers mostly relate to this form of advertising easily.
• Social networking sites: Facebook.com
• Video sharing portals: youtube.com
• Websites: flags and columns
Aerial Advertising .
Transit Advertising .
Yellow Pages Advertising .
Types of Advertising • Advertising in Movie Theaters – Usually shown in the beginning and at intervals • In Flight Advertising – Usually in low cost carriers • Surrogate Advertising .
Airport Advertising .Backlit Translites .
Airport Advertising .Show Window .
Pillar sites .Airport Advertising .
Airport Advertising .Pole Kiosks .
Airport Advertising .Baggage Trolleys .
Aero-Bridges .Airport Advertising .
• • • • • A-I-D-A Attention Interest Desire Action Model .
• The AIDA process also applies to any advertising or communication that aims to generate a response. AIDA describes the basic process by which people become motivated to act on external stimulus. . including the way that successful selling happens and sales are made.AIDA • Often called the 'Hierarchy of Effects'. and it provides a reliable template for the design of all sorts of marketing material.
• If the product or service then appears to closely match our needs and/or aspirations. • If it's relevant to us we are interested to learn or hear more about it.A-I-D-A Model • Simply. unique. when we buy something we buy according to the AIDA process. • If we are prompted or stimulated to overcome our natural caution we may then become motivated or susceptible to taking action to buy. or rare. and resources. So when we sell something we must sell go through the AIDA stages. • Something first gets our attention. we begin to desire it. particularly if it is special. .
because people are less accessible.but remember that every 'no' takes you closer to the next 'okay'. A-I-D-A Model . have less free time. relax and enjoy it . and lots of competing distractions. so think about when it's best to call. so smile . • If you are calling on the phone or meeting face-to-face you have about five seconds to attract attention.expect mostly to be told 'no thanks' . • Gimmicks. honest and professional.be happy (but not annoyingly so) be natural. because your prospective customers . • Getting attention is more difficult than it used to be. • Despite the time pressure.are irritated by hundreds of them every day. tricks and crafty techniques don't work.Attention • Getting the other person's attention sets the tone: first impressions count .even on the phone because people can hear it in your voice . by which time the other person has formed their first impression of you.like the rest of us .
This implies a lot: • The person you are approaching should have a potential need for your product or service or proposition (which implies that you or somebody else has established a target customer profile). and be able to express yourself in their terms (ie talk their language). • You must approach the other person at a suitable time (ie it's convenient.Interest • You now have maybe 5-15 seconds in which to create some interest. • Something begins to look interesting if it is relevant and potentially advantageous. and that aspects of seasonality and other factors affecting timing have been taken into account) • You must empathize with and understand the other person's situation and issues. A-I-D-A Model .
A-I-D-A Model Desire • The sales person needs to be able to identify and agree the prospect's situation. advantages. through empathic questioning and interpretation. needs. and a preparedness in the prospect's mind to do business • You must understand your competitors' capabilities and your prospect's other options. options. and benefits). your own organization and your product will suitably. • The key is being able to demonstrate how you. and particularly all relevance and implications for your prospect. within all constraints. • build rapport and trust. . reliably and sustainably 'match' the prospect's needs identified and agreed. priorities and constraints on personal and organizational levels. features. • You must obviously understand your product (specification.
. • The better the preceding three stages have been conducted. in fact on a few rare occasions in the history of the universe. or encourage agreement to move to complete the sale or move to the next stage.A-I-D-A Model Action • Simply the conversion of potential into actuality. to achieve or move closer to whatever is the aim. then the less emphasis is required for the action stage. particularly by purchasers of all sorts. • Natural inertia and caution often dictate that clear opportunities are not acted upon. a sale is so well conducted that the prospect decides to take action without any encouragement at all. so the sales person must suggest.
Advertising Budget • This is the translation of advertising plan into money. • It includes a large body of information embracing product facts and competitive situation Methods – • Profit Maximization • Advertising as a percentage of sales • Competitive parity method • Objective and task method .
Setting the Promotional Budget – Profit maximization method • Budget is set at a level from which a company can earn maximum profit – Percentage-of-Sales Method • Past or forecasted sales may be used – Competitive-Parity Method • Budget matches competitors’ outlays .
80 . then summed to create the promotional budget • Monitor and reevaluate objectives 15 .Setting the Promotional Budget – Objective-and-Task Method • Specific objectives are defined • Tasks required to achieve objectives are determined • Costs of performing tasks are estimated.
Chapter 3 .Sales Promotion and Merchandising .
Define the terms sales promotion and merchandising. 4. 3. Explain the difference between special communication methods and special-offer promotions. Describe the steps involved in developing a sales promotion and merchandising plan. List the various sales promotion techniques available. 2. 6. . 5. Explain the role and advantages of each sales promotion technique.Sales Promotion & Merchandising 1. Explain the six roles of sales promotion and merchandising.
• Sales promotions targeted at the consumer are called consumer sales promotions. • Sales promotions can be directed at either the customer or distribution channel members (such as retailers). .What is Sales Promotion? • Sales promotion are the short term initiatives from the side of the companies to boost up their sales. Sales promotions targeted at retailers and wholesale are called trade sales promotions.
2. Increasing off-peak sales.Role of Sales Promotion and Merchandising 1. or special occasions. vacations. Encouraging intermediaries to make an effort to sell services. 5. 4. 3. Increasing sales in periods that coincide with major events. Helping sales representatives get business from prospects. Getting customers to try a new service or menu item. .
5. 2. . Set sales promotion and merchandising objectives. Select sales promotion and merchandising techniques. Consider cooperative sales promotions. Establish a tentative sales promotion and merchandising budget. 3. Choose between in-house advertising or agency development.Steps in Developing a Sales Promotion and Merchandising Plan 1. 4.
Steps in Developing a Sales Promotion and Merchandising Plan 6. 10. 9. 7. Pretest sales promotions and merchandising. Measure and evaluate sales promotion and merchandising success. Prepare final sales promotion and merchandising plan and budget. . Decide on timing of sales promotions and merchandising. Select media for distributing promotions. 8.
Difference between Special Communication and Special Offer Promotions Special communication methods: Give the promoter additional options of communicating with potential customers and business associates Special-offer promotions: Short-term inducements given to customers. trade intermediaries. Generally. and sales representatives. . some type of action must take place from the potential customer.
Specialty advertising b. Sampling: Shampoos. Educational seminars and training programs g. Point-of-purchase materials e. Trade shows and exhibitions d.Special Communication Methods a. Visual aids for sales representatives and customers . Point-of-purchase demonstrations displays and other merchandising f. Beauty care c.
Travel Games Canada Tourism Jannat Campaign e. Hotels have frequent fliers programs and loyalty points schemes . 1000 you pay Rs. Kids Snacks. 799. c. used for future purchase b. buy a DVD player & get 10 movie DVD’s d. Premiums: Free toy. Recognition programs f. Continuity programs: Airlines. Price-offs: MRP Rs. Fun Flips. Coupons: Dominos’. Contests.Special-Offer Promotions a. Coupons on SMS. sweepstakes. Sweepstakes during Dubai shopping festival. and games: Contest during games.
Reason for Increase in Sales • Competition Promotions • Declining Brand Loyalty • Increased promotional sensitivity • Brand Proliferation • Fragmentation of Consumer Market • Meeting sales target within the given time period (Monthly/Quarterly/Yearly targets) .
Product Launch of Big Cola .
This price advantage is generally as much as 20 or 25%. the company sells its products at a significantly lower price than the competitors. • In contrast to its competitors.• Peruvian multi-national Aje group • Head offices are based in Peru. About Aje Group . • In addition. the company’s strategy focuses more heavily on attaining maximum distribution intensity and strong distribution channels.
• December 2010 - The Peruvian company introduced Big Cola at an invitation price of Rs18 for a 535ml PET bottle in Mumbai, Pune and Surat. Pepsi and Coke sell the similar pack size cola for Rs23. • Prepare an event campaign for the launch of Big Cola in Delhi/NCR. Include ATL and BTL activities in the product launch plan.
Product Launch of Big Cola
Special Communications Methods
Roles and Advantages
Free items given to potential customers or trade intermediaries. Ex. Ball pens, t-shirts, caps, mugs, key rings, calendars.
Advantage: Flexibility of use, low cost involved.
Role: Giving away free samples of items to encourage sales, or arranging in some way for people to try all or part of a service.
Advantage: Gives the recipient a first-hand look at the product and encourage future sales if the recipient is pleased with the services offered.
Trade Show Exhibits
Role: Bringing together all parts of the industry (suppliers, carriers, intermediaries, and destination marketing organizations) at one location to show-off their services. Advantage: They offer the exhibitor a highly specialized target audience and an efficient alternative to making sales calls to thousand of prospects.
. Advantage: Keeps image of service/product in the minds of its customers longer.Point-of-Purchase Displays and Other Merchandising Materials Role: Used at the point of purchase.
Advantage: Entices and encourages patrons to purchase a service on the spot. .Point-of-Purchase Demonstrations Role: Provides the customer with up-to-date and current sales promotions while visiting retail outlet/mall.
Workshops for surgeons/doctors by surgical equipment company/pharmaceutical companies. . Advantage: They offer the sponsor a highly targeted and influential audience.Educational Seminars and Training Programs Role: The primary objective is to pass on more detailed information and to help intermediaries sell services to clients.
Special Offers Roles and Advantages .
Advantage: Coupons deliver greater value in the form of a price reduction to the consumer. . Coupons may be applicable on purchase on some specific variant. size and some specific duration only. thus creating more potential customers in the future.Coupons Role: Vouchers entitle customers or intermediaries to a reduced price on the couponed service or services.
Advantage: These are popular because they can be introduced almost immediately. .Price-Offs Role: A price reduction that does not involve using a coupon.
the potential for sales increases are great. .Premiums Role: Products items that are offered at a reduced price or free with the purchase of services or products. Advantage: When consistent with the sponsor’s image (position) and target market.
Contests during cricket and football matches on TV. Readers Digest. Games Role: Contests are sales promotions where entrants win prizes based on some required skill that they are asked to demonstrate.” Canada Tourism Jannat Campaign . Sweepstakes. Games are sales promotion events similar to sweepstakes. It can be quiz contest as well. Sweepstakes are sales promotions that require entrants to submit their names and addresses. but they involve using game “pieces. Dubai Shopping Festival.Contests.
Games Advantages: •Increases advertising readership •helpful in communicating key benefits •good at elevating awareness of the sponsor’s services. . Sweepstakes.Contests.
foreign trips.Trade Inducements Role: Specialty advertising items. sweepstakes. . Advantage: Promotes the product/service to trade intermediaries and or potential consumers in order to increase awareness of this product/service so that increased sales are eminent. and educational seminars.
or customers for achieving or providing certain levels of sales or business. sales representatives. . Advantage: Increases the use of the sponsor’s services and often increases future sales goals.Recognition Programs Role: Offers awards to trade intermediaries.
Advantage: Increases the partnerships in marketing hospitality and travel with other industries’ services. . sometimes over a long-term period of time.Continuity Programs Role: Sales purchases that require people to make several purchases. stimulates more frequent purchases and or builds long-term loyalty for a company or brand.
Advantage: Encourages recipients to try the services thus inevitably increases awareness of the service and future Sales and spread favourable word-of-mouth. .Gift Certificates Role: Appreciation Certificates with/without gift vouchers given away by company to customers and business associates.
Trade Oriented promotions .
Short Term Allowances (Trade Allowances) 4.Training Programmes .Trade Shows 7.Trade oriented promotion 1.Point-of-Purchase Displays 2.Sales Incentives or Push Money 5.Promotional Products 6.Advertising Support Programs 3.
though the most popular are ones allowing a product to stand alone. often in high traffic areas.. . • POP displays come in many styles.Point-of Purchases Displays • Point of purchase (POP) displays allow products to be prominently presented. and thereby increase the probability the product will standout. such as in the middle of a store aisle or sit at the end of an aisle (i. end-cap) where it will be exposed to heavy customer traffic.e.
Also. .Point-of Purchases Displays • For channel partners. POP displays can result in significant sales increases compared to sales levels in a normal shelf position. many marketers will lower the per-unit cost of products in the POP display as an incentive for retailers to agree to include the display in their stores.
Advertising Support Programs • In addition to offering promotional support in the form of physical displays. . In certain cases the marketer will offer to pay the entire cost of advertising. the marketer offers partial support known as co-op advertising funds. • These funds are often directed to retailers who then include the company’s products in their advertising. marketers can attract channel members’ interest by offering financial assistance in the form of advertising money. but more often.
or by agreeing to have the retailer’s sales personnel “talk-up” the product to customers. • In most cases the allowance is not only given as encouragement to purchase the product but also as an inducement to promote the product in other ways such as by offering attractive shelf space or store location. off-invoice promotion) and buy-back guarantees if the product does not sell in certain period of time.a. highlighting the product in companyproduced advertising or website display.Trade Allowances • This promotion offers channel partners price breaks for agreeing to stock the product.k. • Allowances can be in the form price reductions (a. .
Thus. for those that meet sales requirements. such as trips.Incentives • Since sales promotions are intended to stimulate activity that leads to meeting promotional objectives. a marketer may offer sales promotions to their reseller’s sales force and customer service staff where they are used as incentives to help sell more of the marketer’s product. . Sometimes called push money. these promotions typically offer employees cash or prizes. it makes sense that these can also apply to those in a channel member’s organization who also affect sales.
products labeled with the brand or company name that serve as reminders of the actual product.Promotional Products • Among the most widely used methods of sales promotions is the promotional product. coffee cups and pens that contain the product logo. companies often hand out free calendars. . For instance.
Trade shows are organized events that bring both industry buyers and sellers together in one central location. • Marketers are attracted to trade shows since these offer the opportunity to reach a large number of potential buyers in one convenient setting.a. At these events most sellers attempt to capture the attention of buyers by setting up a display area to present their product offerings and meet with potential customers.k.Trade Shows • The industry trade show (a. conventions). These displays can range from a single table covering a small area to erecting specially built display booths that dominate the trade show floor. exhibitions. Spending on trade shows is one of the highest of all sales promotions. .
sales.Training Programmes • Trade sales promotions professionals are trained in a variety of ways. While in college. aspiring trade sales promotions professionals tend to focus on subjects such as marketing. • Education:Most companies favor candidates with a bachelor's degree when hiring trade sales promotions professionals. communications and business. . advertising.
Many of these programs involve instruction. Training Programmes .• Certification: Certification programs provide trade sales promotions professionals with an additional form of training. and can sometimes result in advancement. and can be completed in one day to a few weeks. Certification is available through professional marketing groups and online courses. study materials and testing.
– Combination Strategy . – Pull strategy: producers use advertising and consumer sales promotions to generate strong consumer demand for products.Sales promotion strategies – Push strategy: trade promotions and personal selling efforts to push the product through the distribution channels.
Direct Marketing .Chapter 4 .
Direct Marketing • Direct marketing . flyers).Direct communications with carefully targeted individual consumers to obtain a positive response and cultivate lasting or enduring customer relationships. catalogs. direct mail (brochures. • Direct marketing usually is carried out through telephone (telemarketing and telesales). online computer shopping. directresponse broadcast advertising (television & radio). and cable television infomercials and home shopping networks. .
. • The prospective consumer watches. Medicines. and newspapers. magazines. • Sandhi Sudha. Hair oils for controlling baldness.Direct Response Advertising • Communicating with potential buyers through television. radio. hears. or reads about the product or service and initiates a call to a toll-free number to place their order.
– India Today Group Magazines Catalogs – Readers Digest . • Involves featuring a variety of products that target the needs of a specific audience who have shown a propensity to order from catalogs. • An increasing number of business-tobusiness marketers are sending catalogs on CD-ROM to prospects and customers.Catalogue Marketing • Product catalogs are another version of direct mail where the catalogs are the communication tool.
• An increasing number of business Catalogue Marketing business-tomarketers are sending catalogs on CD-ROM to and prospects customers. .
Virtually every business should seriously consider the Internet as a part of their marketing mix and determine if it is a viable fit for their direct marketing efforts. more responsive. and potentially more profitable than ever. more flexible. more affordable. • Mapmyindia • Indane Gas • Ferns & Petals www.Internet Marketing • The Internet makes direct marketing easier.com . more targeted.fnp.
Internet Marketing .
Internet Marketing .
• The most traditional direct marketing involves the in-house sales force personally contacting potential and established consumers. Examples of organizations that use face-to-face selling include: • Mary Kay • Avon • Amway Face-to-Face Selling .
or some other type of communication to a person at a particular street or electronic address.Direct Mail Direct mail is described as sending information about a special offer. product or sale announcement. • Mailers . service reminder.
Insurance. Banks sell Credit Cards. Personal Loans .Telemarketing The process of contacting people on a qualified list to sell services over the phone. an effective script and contact structure. Successful telemarketing campaigns depend on a good calling list. and well-trained people that are compensated and rewarded for making calls that result in sales. • Telecom Companies.
are another form of direct marketing. Examples are: • ATM’s of Banks • Mother Dairy Milk Booths .Customer order Kiosk Marketing machines. versus vending machines that actually provide products.
Direct Marketing with Public Relations 3. Direct Marketing with Support Media . Direct Marketing with Personal Selling 4. Direct Marketing with Sales Promotions 5. Combining Direct Marketing with Advertising 2.Role of Direct Marketing in IMC Program 1.
Combining Direct Marketing with Advertising • Direct response offer in ad • Toll Free number • Form that requests mailing information .1.
Combining Direct Marketing with Public Relations • Toll free numbers or website URLs in their ads or promotional material .• Direct response techniques after Hurricane Katrina hit the eastern coast of USA • Purpose was to solicit funds for charities 2.
.3. the sales person then assumes responsibility for the selling effort. Combining Direct Marketing with Personal Selling • Non Profit organizations like charities often use telemarketing to solicit funds • Auto companies send direct mail or telecall prospective customers to visit their showroom and test-drive new cars.
• Emphasis on database of customers • Ex. Combining Direct Marketing with Sales Promotions • Companies send direct mail piece notifying customers of sales promotion or event or end of season sales. Globus .4. Pantaloons.
Combining Direct Marketing with Support Media • Adding a promotional product to a direct mailer • 3M is US used a promotional product as an incentive for people responding to a direct-mail offer.5. .
Databases are used to perform the following functions: 1. Cross Sell Database Marketing 4. Stimulate repeat purchases 3. Customer Relationship Management . Improving the selection of market segments 2.
• Its time saving for the customer as he gets all the necessary information available at his doorstep • Direct marketing can also offer a wider selection of products while making comparison shopping easier with greater access to alternative or competing products. find a parking space.• Customers enjoy the convenience of direct marketing as they do not have to battle traffic. Advantages from customer’s perspective . or shop through stores.
• Direct marketing also can reduce costs while increasing the speed and efficiency of the operation.Advantages from seller’s perspective • It is a great tool in customer relationship building as it provides direct communication with customers. • Selective reach: reduces/eliminates waste coverage • Frequency of Ads: • Personalization • Costs: Direct email by internet is inexpensive • Measure of Effectiveness .
Disadvantages from Sellers Perspectives • Image: Some people do not prefer unsolicited mails/emails. infomercials appear in non prime time and some people have the perception that sub-standard products are marketed this way. people do change their address . • Accuracy of data: telephone numbers either have changed user or is out of service.
Disadvantages from Sellers Perspectives • Rising Costs: mail services are becoming costly and paper and published material is expensive • Content: the content of direct response advertising in broadcast media is at times boring and stereotyped. They lack the appeal. .
Public Relations. Publicity & Corporate Advertising .Chapter 5.
time over a TV channel or radio. for the Definition company or its products without having paid for it as in advertising. and executes a program to earn public understanding and acceptance. such as space in a print publication. . or a write up on the web. • Publicity: It refers to any reference one is able to obtain through the media.• Public Relations: The management function that evaluates public attitudes. identifies the policies and procedures of an individual or organization with the public interest.
Sometimes it is done as a precursor to a public issue. This is done over the mass media to promote the company’s image. Definition .• Corporate Advertising: Advertising designed to promote overall awareness of a company or enhance its image among a target audience. The intention here is to create awareness about the company with the general public who may be aware of the company’s brand but not the company itself.
What is Public Relations? • Public relations is the management of communication between an organization and public.Grunig & Hunt-Managing Public Relations . .
USA • “Public relations is the attempt by information persuasion and adjustment to engineer public support for an activity.Institute of Public Relations. planned and sustained effort to establish and maintain mutual understanding between on organization and its publics. What is Public Relations? movement or institution. psychology.• “Public Relations is the deliberate.” .” .“ . communication and other knowledges into a system of human understanding. journalism. sociology. language. cause.Edward L. economics.Herbert M. Bernays • “Public Relations is a combination of philosophy. Baus .
. • This implies having a good relationship with press reporters and being able to get good writeups about the company or its brands.Public Relations : An Introduction • In India public relations is often understood to be equivalent to press relations.
internet or through events and exhibitions.Public Relations : An Introduction • However Public Relations is much more than that. lobbying. radio. television. . • This can be achieved through the traditional media – print. It is a process of engaging the target segment in an interesting way so that it responds favourably to the intended communication and thus develops a favourable image of the brand and the company. social activities.
acceptance and cooperation between an organization and its publics.“ . involves the management of problems or issues. understanding. "Public Relations is distinctive management function which helps establish and maintain mutual lines of communication. and uses research and sound and ethical communication as its principal tools. defines and emphasizes the responsibility of management to serve the public interest. serving as an early warning system to help anticipate trends.What is Public Relations? Hence. helps management keep abreast of and effectively utilize change. helps management to keep informed on and responsive to public opinion.
provide information.Key elements of PR definitions • Deliberate-intentional – designed to influence. gain understanding. with the activity taking place during a period of time . and obtain feedback (reaction from those affected by an activity) • Planned-organized – Solutions to problems are discovered and logistics are thought out.
Key elements of PR definitions • Performance-based on actual policies and performance – No amount of PR will generate good will and support if the organization is unresponsive to its publics’ concerns • Public interest-PR activities should be mutually beneficial to the organization and its publics – Aligning self-interest with the public interest .
Key elements of PR definitions
• Two-way communication-PR is more than just one-way dissemination of informational materials
– Equally important to solicit feedback
• Management function-PR is most effective when an integral part of top management decision-making
– Involves counseling and problem solving at high levels
Components of PR
1. 2. 3. 4. 5. 6. 7. 8. Counseling Research Media Relations Publicity Employee/Member Relations Community Relations Public Affairs Government Affairs
9. Issues Management 10. Financial Relations 11. Industry Relations
Components of PR
12. Development/Fund Raising 13. Multicultural relations/Workplace diversity
14. Special Events
15. Marketing Communications
PR Components defined
• Counseling: Providing advice to management concerning policies, relationships and communications • Research: Determining attitudes and behaviors of public in order to plan public relations strategies • Media Relations: Working with mass media in seeking publicity or responding to their interests in the organization
PR Components defined
• Publicity: Disseminating planned messages through selected media to further the organization’s interest • Financial relations: Creating and maintaining investor confidence and building good relationships with the financial community. Also known as investor relations or shareholder relations.
• Employee / Member relations: Responding to concerns. informing and motivating an organization’s employees or PR Components defined members • Community Relations: Planned activity with a community to maintain an environment that benefits both the organization and the community • Public Affairs: Developing effective involvement in public policy and helping and organization to adapt to public expectations. .
• Issues management: Identifying and addressing issues of public concern that affect the organization. PR Components defined .• Government Affairs: Relating directly with legislatures and regulatory agencies on behalf of the organization. Lobbying can also be part of a government affairs program.
• Development/fund-raising: Demonstrating the need for and encouraging the public to support an organization. primarily through financial contributions.PR Components defined • Industry relations: Relating with other firms in the industry of an organization and with trade associations. .
.PR Components defined • Multicultural relations/workplace diversity: Relating with individuals and groups in various cultural groups.
including advertising. service. PR Components defined . trade shows and special events. publicity. product or organization by means of a wellplanned event. direct mail. collateral materials. or idea. promotion. also activities designed to interact with publics and listen to them.• Special events: Stimulating interest in a person. • Marketing Communication: Combination of activities designed to sell a product.
policies. concerned with informing the public of its activities. etc. branch of military service. organisation. etc. based upon mutually satisfactory two-way communications. attempting to create favourable public opinions.. • Public Relations is the planned effort to influence opinion through good character and responsible performance. those functions of a corporation.PUBLIC RELATIONS PROCESS • The definition of Public Relations as relations with the general public through publicity.. .
This task also requires determining facts regarding the organisation: "what's our problem?" 2) Planning-decision making (Action): This involves bringing these attitudes. opinions. ideas and reactions to bear on the policies and programmes of the organisation. attitudes and reactions of those concerned with the acts and policies of an organisation." 3) Communication-action: This involves explaining and dramatizing the chosen course to all those who may be affected and whose support is essential: "Here's what we did and why.R-A-C-E (articulated by John Marston 1963) 1) Research-listening: This involves probing the opinions." 4) Evaluation: This involves evaluating the results of the programme and the effectiveness of techniques used: "How did we do?“ PUBLIC RELATIONS PROCESS . then evaluating the inflow. It will enable the organisation to chart a course in the interests of all concerned: "Here's what we can do.
Ascertain the existing image or awareness level about the issue in target group or common public 3. Development of communication objectives and priorities 4. Developing the message and choosing the media 5. Identifying and listing out the information and message to the communicator 2. Message Redesigned: In case the message did not reach properly then identify the reason for ineffectiveness and rectification of the same and disseminate the revised message PUBLIC RELATIONS PROCESS .• Various phase of the PR process 1. Impact Assessment : Check whether message reached properly and the expected action or behavior or knowledge on image factors 7. Implementation of the message and media. coordination or the dissemination of message 6.
Promotion.Why is PR important? • 9 ways to contribute to bottom line: Process 1. 3. team work. Issue Anticipation Research. Awareness & Information Principal Activities Publicity. productivity. stock offerings. 2. Liaison with public Early warning on issues. Build morale. social/political change. Outcomes Pave way for sales. . Organizational Motivation Internal relations and communication. fund raising.
Crisis Management Respond to issues. positive issues. Outcomes Discover new markets. 5. Protect position. . Opportunity identification Principal Activities Interaction with internal and external audiences. products. Overcoming Executive Isolation Counseling Senior Managers about what’s really happening Realistic competitive and enlightened decisions. disasters. methods. attacks.Why is PR important? Process 4. retain allies and constituents. 6.
Philanthropy economic success through double bottom line. reassure affected constituents 8. Social Responsibility Social Accountancy Research. promote smooth transition. enhance Volunteerism. Change Agent Principal Activities Corporate Culture. . earn trust 9.Why is PR important? Process 7. Influencing Public Policy Lobbying. Research Outcomes Ease resistance to change. Create reputation. grassroots campaigns Public consent to activities. political barriers removed.
Writing skill 2. Problem-solving ability 5. Planning expertise 4. Research ability 3. Business/economics competence .Five Essential Abilities Those responsible for creating effective PR campaigns should develop knowledge and ability in five basic areas: 1.
Tools of Public Relations 1. Publications • Corporate Brochures • Annual Reports • Posters by PR Department • Fliers / Leaflets • In House Journal • Press Kit .
Fund Raising Meetings 5. Social Events . Meetings 6. Video and films 3. Company Sponsorships 4.Tools of Public Relations 2.
PR Action Plan • The action plan is when you bring all the research together and make decisions about how and when you will do what communication materials and participation activities • Also. how you will monitor your effectiveness • End result is a written plan .
PR Action Plan • The written plan will include: – Campaign message – Campaign slogan and logo – PR objectives – PR strategies – PR tactics – Backwards plan/calendar – Budget – Monitoring .
Campaign Message • Every campaign has a consistent set of messages • Messages repeated throughout all communication materials and participative activities • Need to decide on the 1-3 messages you most want your public to hear and believe .
and the behavior your organization expects from its publics as a result of the campaign .Campaign Message • What do you want in your messages? – Things that help your publics form a clear relationship between your messages. your organization.
. two.Campaign Message • Example: – Colorado Trout Unlimited-wanted to stop building of a dam • Three-year PR campaign of letter-writing. or three messages – Two Forks Dam is too expensive – A dam really isn’t needed in the Two Forks River location – Two Forks Dam will destroy natural resources • . Political campaigns Each element carried one. ANNA Campaign against corruption. protesting at public events. etc. bumper stickers. sending information to the media.
it is the visual symbol of the organization – Ex. Nike’s swoosh.Campaign Slogan and Logo • Slogan-a consistent line of copy incorporating the theme of the campaign – Ex. usually along with the slogan. McDonald’s golden arches . Nike’s Just do it.. • Logo-appears on all your materials.. McDonald’s I’m lovin’it.
. 2012. 10. To have all students and faculty members of INLEAD attend a presentation on eye transplantation and donation on Apr..PR Objectives (What do we want to achieve?) • A PR objective is a statement that clearly defines the outcome you expect to happen when the campaign is completed • Contains four parts: – – – – The target public Measurable criteria A deadline date The specific behavior or attitude change expected • Ex.
8. 7. 4. 5. Analyzing the Situation Analyzing the Organization Analyzing the Publics Establishing the goal and objectives Formulating Action and Response strategies Using effective communication Choosing communication Tactics Implementing the Strategic Plan Evaluative the Strategic Plan . 6.9 Steps Of Strategic Public Relations 1. 2. 3. 9.
Beginning Mar. .PR Strategy (What are we going to do to achieve it?) • A strategy is a statement of the things you plan to do to achieve your objective • Usually no more than a sentence or two • Ex.. We will recruit student leaders and teachers to mention the event at club meetings and in classes and publicize the event heavily throughout the school. 15. 10 event. we will begin to promote the Apr.
PR Tactics (What tasks do we have to do to achieve it?) • A PR tactic is a statement that clearly defines a task that will be done to accomplish the public relations strategy • Success is measured by whether or not the task was completed • Parts of a written tactic are: – A specific activity to be undertaken – Quantity (when appropriate) – A completion or deadline date .
PR Tactics • • • • • • • • (What tasks do we have to do to achieve it?) Ex. Create a poster and flyer for the presentation event by March 10 Contact student leaders and teachers to get their agreement to announce the event in their club meetings and classes Develop the written announcement to be read in club meetings and classes by March 10 Identify members of the campaign team who will attend club meetings and classes to personally announce the event Secure the location to hold the event by a specific date Arrange for refreshments to be served following the event Memento/gifts to be given to the guests Audio/Visuals support to be decided ..
Personal Selling .Chapter 6 .
– Oral presentation in a conversation with one or more prospective purchasers for the purpose of making a sale – Personal selling differs from the other forms of communication in that the messages flow from a sender (or group of senders) to a receiver (or group of receivers) face to face. involves the selling of a product or a service through a salesperson.Personal Selling – As the name indicates. .
– Can prove to be cost efficient for the company – Personal Selling is: (1) Dyadic. allows for more specific tailoring of the message and more personal communications than do many of the other media. personal selling closes the sale . (3) Focused (personalized) – Other promotional elements move the customer toward the sale. (2) Flexible.Personal Selling – This communication process is also known as dyadic communication (between two people or groups).
closing a sale. . of the product or service or – Answering the questions. counter misconceptions. discover potential unmet needs. initiating trail.Determining the Role of Personal Selling 1. Determining the information to be exchanged – Salesperson may have variety of messages to communicate – Creating awareness concept/idea – Demonstrating benefits for evaluation.
real estate – product training needed by business associates – All information cannot be provided by advertising alone.Determining the Role of Personal Selling 2. military equipments. . aircrafts. Examining promotional mix alternatives – complex products require personal demonstration or trials by the customer. medical equipments – Price negotiation: used cars. Salesperson clarifies the terms and conditions and information needed by the buyer. Ex: cars.
consistent message.Determining the Role of Personal Selling 3. Mass marketing advertising is the best tool wherein repeating messages is used to reach a large number of people with one distinct. . Evaluating alternatives: the relative effectiveness of Comparing different marketing communication alternatives and choosing the best alternatives.
Time involved. . geographical spread of sales territory. distance. Ex. win-win situation for Amway agent. expensive and high margin. Not feasible for low margin and low price products but could be useful for high value and high margin products: Amway products. planning of route plan and non availability of customer when you are in that territory. travelling cost.Determining the Role of Personal Selling 4. Determining cost effective One of the major disadvantage of personal selling is the cost involved.
Real estate. High involvement of customer and longer time in conversion 3. Problem Solver: earth quake resistant structures . Ex. 4. e homes 5. Prospector: insurance. Persuader: involves an attempt to persuade market members to buy the suppliers offerings. Provider: Sellers Market. salesperson is only managing the demand and supply 2. .Nature of Personal Selling 1. Procreator: customized offerings. car: people have need of it but they need to be convinced. medical insurance.
Determining customers’ needs and wants 3. Maintaining customer loyalty. Recommending a way to satisfy the customers’ needs and wants 4. Closing the sale 6.Responsibilities in Personal Selling 1. generating repeat sales . Locating prospective customers 2. Following up and servicing the account 1. Demonstrating the capabilities of the firm and its products 5.
Advantages • • • • • • Allowing for two way interaction Tailoring the message Lack of distraction Involvement in the decision process Source of research information Sales force size can increased or decreased as per the requirement .
• • • • • Disadvantages Inconsistent message Sales force / Management conflict High cost Poor reach Potential ethical problems .
• The personal selling process is a consecutive series of activities conducted by the salesperson. Process of Personal Selling . the lead to a prospect taking the desired action of buying a product or service and finish with a follow-up contact to ensure purchase satisfaction.• Personal selling is one of the most expensive form of marketing communication and one should use step by step process to gain the most benefit.
Follow up Gregory A. Prospecting 2. Spiro.Process of Personal Selling 1. Closing the sale 8. . Presentation 6. Approach 4. Pre-Approach 3. Need Analysis 5. entitled "Management of a Sales Force" 12e. Answering Questions & Overcoming Objections 7. and William J Stanton. Rosann L. Rich.
• Recruiting and Hiring Issues in Personal Selling – Difficult to Predict Success • Deployment – Territory Design • Automation – Use of Technology to Link Buyer. and Organizations (Customer Relationship Management and Supply Chain Management) • Evaluation and Compensation • Ethical issues . Salesperson.
. • In a new product launch due to inadequate budget the initial objective might be to reach as many people in the target market as quickly and cost effectively as possible.Combining Personal Selling with Advertising • The advantages of advertising make it more effective in the early stages of the response hierarchy whereas personal selling is more likely to be used in the later stages. In this stage advertising will likely be the most appropriate medium.
Combining Personal Selling with Advertising • Now if specific benefits must be communicated that are not very obvious or easy to comprehend so here personal selling is a more appropriate tool than advertising. .
. • Many firms encourage salespeople to participate in community activities like Jaycees and Little League in the US. • Their personalities. servicing of the account.Combining Personal Selling with Public Relations • The salesperson is often the firm’s best source of public relations and they represent the firm and its products. and empathy not only influence sales potential but also reflect on the organizations. cooperation.
less wasted time by the sales force. . • The net result is a higher percentage of sales closings. credit ratings. specifically telemarketing into their field sales operations makes their sales efforts more effective.Combining Personal Selling & Direct Marketing • Companies have found that integrating direct marketing. and the likepass them to the salespeople. • The telemarketing department is used to screen leads and after qualifying potential buyers on the basis of interest. and a lower average cost per sale.
serve as reminders. • Flip charts. or just create goodwill. and specialty ads may be designed to assist salespeople in their presentations. • Many of the sales promotions targeted to resellers are presented by the sales force. leave behinds.Combining Personal Selling and Sales Promotion • The program elements of sales promotion and personal selling also support each other. . who will ultimately be responsible for removing or replacing them as well.
doing close selling.Combining Personal Selling with the Internet • Web is useful to fulfill the mundane tasks of order fulfillment and providing information. • This allow salespeople to be more effective in closing orders. . and focusing more attention on high-value and/or new customers.
.Combining Personal Selling with the Internet • Internet has facilitated online meetings in which sales people and potential clients participate.
Media Planning .Chapter 7 .
• How to choose the right media? • What are the prominent media strategy and tactics? Objectives . • Steps involved in the media planning process and the information required to perform the task well.• To understand the importance of media planning in the development of the overall advertising strategy of the brand.
• Media planning is connecting a brand to the end consumers via media vehicles. • Media planning is the back bone of any product launch.Media Planning • It is the process of establishing the exact media vehicles to be used for advertising. .
For ex.• Media Planning: It is the series of decisions involved in delivering the promotional message to the prospective purchasers and/or users of the product or brand. Star Plus. • Medium: It is the general category of available delivery systems. direct mail. outdoor advertising. print media. HT and TOI in print media. transit advertising. • Media Vehicle: It is the specific carrier within a medium category. specialty advertising. Terms and Concepts . internet advertising. Colors in Broadcast media etc. events etc. which includes broadcast media. aerial advertising.
• Reach: It is the measure of the number of different audience members exposed at least once to a media vehicle in a given period of time. • Frequency: It is the no. of times the receiver is exposed to the media vehicle in given time period. Terms and Concepts . • Coverage: It refers to the potential audience that might receive the message through a vehicle.
Questions Media Planner needs to answer In the process of planning the media planner needs to answer questions such as: • How many of the audience can I reach through different media? • On which media (and ad vehicles) should I place ads? • Which frequency should I select? • How much money should be spent in each medium? .
Questions Media Planner needs to answer In answering these questions the media planner then comes to an optimum media plan that enables him or her to deliver on the client's objectives. .
SWOT analysis. functions. features. advantages. monthly sales figures. Products. previous advertising efforts. • The Agency’s Advertising Brief: Finalize Brand Advertising objectives • The Agency’s Media Brief: Which media vehicle to be used with what frequency and at what time Steps Involved In Media Planning . price.• The Clients Marketing Brief: ex.
Income groups – Where to Advertise? – Who to Advertise? End User. Geography. Customer. . – Establish Media Objectives: ex. Semi Urban. KOD to use print media to create awareness. route map.• Developing the Media Plan Steps Involved In Media Planning Contd. Influencer – How much to Advertise? Sum of money to be spent on ad and how much on promotions. Age. – Market Analysis: Gender. – When to Advertise? Time. Lifestyles. entertainment options. Rural. Urban.
• Media Buying • Media Scheduling: Continuity. Rest-O-Bars. Flighting: Seasonal Business – Winter wear. Pulsing: DJ’s. Liquor through surrogate marketing • Plan Implementation • Post Campaign Evaluation Steps Involved In Media Planning (Contd.) .
The Bad Ad .
Justification for bad ad • For a normal person it is very difficult to understand that it is an ad of Videocon aircondition by looking at the ad and reading as Videocon because he cannot see an AC any where in the room .
The Good Ad .
Justification for good ad
• The good points is that : If u see in a creative way it’s a very good ad by focusing or showing all the items kept in the fridge is kept out openly. That shows the room is so Cool that you don’t require a refrigerator to keep these thing inside it…..
Magazine Pros and Cons
Segmentation Potential Quality Reproduction High Information Content Longevity Multiple Readers
Long Lead Time for Ad Placement Visual Only Lack of Flexibility
Newspaper Pros and Cons
High Coverage High Coverage Low Cost Low Cost
Short Life Clutter Clutter Low Attention Getting Low Attention Getting Poor Reproduction Quality Poor Reproduction Quality Selective Reader Exposure Selective Reader Exposure
Short Lead Time for Short Lead Time for Placing Ads Placing Ads
Ads Can Be Placed in Ads Can Be Placed in Interest Sections Interest Sections Timely (Current Ads) Timely (Current Ads)
Reader Controls Exposure Reader Controls Exposure
Can Be Used for Coupons Can Be Used for Coupons
• To understand the role of the Internet and interactive media in an IMC program. • To know the advantages and disadvantages of the Internet and interactive media. • To examine the role of social marketing. • To understand the effectiveness of communications through the Internet
• September 2. Internet: A Brief History . • Initially it was called ARPANET ( Advanced Research Project Agency) • Developed by the US Department of Defense as a failsafe way to connect vital research agencies across the United States. • WWW: World Wide Web is the business component of the Net. • HotWired was the first web site to sell banner ads in large quantities to a wide range of major corporate advertisers. 1969: connection of two computers: one at UCLA and the other at Stanford University.
• Hotwired was the first commercial web magazine. 1994. the print magazine. launched on October 27.• HotWired coined the term "banner ad" and was the first company to provide click through rate reports to its customers. Hotwired was a separate entity from Wired. and was put online on October 27. The first web banner sold by HotWired was paid for by AT&T. Internet: A Brief History . Although it was part of Wired Ventures. 1994. and had original content.
videos.• The World Wide Web (abbreviated as WWW and commonly known as the Web) is a system of interlinked hypertext documents accessed via the Internet. and other multimedia. one can view web pages that may contain text. • WWW prefix: Many domain names used for the World Wide Web begin with www because of the long-standing practice of naming Internet hosts (servers) according to the services they provide. and navigate between them via hyperlinks. WWW . images. With a web browser.
facebook. • Developing and maintaining a successful website requires significant time and effort.co.google.co. video that webpages contain • Commerce: Site’s capabilities to enable commercial transaction • Community: The way site enables user-to-user communication: Forum/Community. • Context: Sites layout and design.com • Customization: Site’s ability to self-tailor to different users or to users to personalize the site. www. Ex. Ex. www. sound.• Website is the place where providers make information available to users of the Internet. Pictures.huggies .in • Connection: Degree to which the site is linked to other relevant sites. • Content: Text.in • Communication: The ways site enable site-to-user communication or two-way communication Developing and Maintaining a Website . look and feel. Connection to group companies. connection to www. connection to paysite.
Disseminate Information 4. Create an Image 5. Generate Interest 3. provide information. Create a Strong Brand . allowing companies to create awareness. Create Awareness 2. 1.Communication Objectives of Companies who use Internet Internet is a communications medium. influence attitudes and pursue other communications objectives.
nic.indianarmy.www.in • http://indianarmy.nic.in – – – – – – – – – – – – History Career Operations: Aid to Civil Authority Adventure/ Sports Achievements Ceremonials Commands Welfare RTI Gallery External Links .
Investor Desk. Careers. Media Room. Our Commitment.tata. Our businesses.com/ . About Us. Contact Us • Worldwide • IT & Communications • Engineering • Materials • Services • Energy • Consumer Products • Chemicals http://www.• Home.
Magazine.intoday. Sport. Blogs. Lifestyles. India. Articles . News.http://indiatoday. Movies. Shopping • Extreme Right Video feed • Combination of Audio. video. Supplements. Videos. Classifieds. Photos.in/ • Home.
Ayurveda.facebook.com/#!/daburvatika . Overseas.com • About Dabur.dabur. • Webcast • Online Purchase of Dabur Products • Gift Dabur products to someone special • Vouchers • http://www. Career.www. Media. Investor Centre. Products. Dabur Group.
www.dabur.com and you have chance to win exciting prizes.com • Go to the page of Dabur Vatika on Facebook. • Call on 1800-1-035-035 TOLL FREE number and take part in DEMAND EXTRA survey and you might be one of the lucky participant getting this beautiful Genelia Calender .
• Home • About us • Products: Boroline.boroline. Penorub Strong • User’s Voice • Our Contacts • Product Order http://www. Suthol.com/ . Eleen.
Ferns & Petals. UPSRTC. eCommerce or e-comm. • E-commerce-selling directly to the consumer via the internet has become an industry all its own. commonly known as e-commerce.. Indane Gas. ecommerce. • Offers the opportunity to sell directly to customers in both consumer market and the business-to-business market.Internet and E-Commerce • Electronic commerce. • Many companies maintain their existing brick and mortar stores while also selling through the internet. IRCTC. – – – – Direct Mail Infomercials Direct Sales on the internet Home-Shopping Channels . Ex. refers to the buying and selling of products or services over electronic systems such as the Internet and other computer networks.
3.Ups/Pop – Unders Interstitials Push Technologies . Advertising 1.Push technology (Webcasting) is the prearranged updating of news. or anywhere a web developer chooses on a content site. Sponsored links on websites .Internet and IMC 1. but they all share a basic function: if you click on them. . Banners: These small rectangular advertisements appear on all sorts of Web pages and vary considerably in appearance and subject matter. Pop . 4. 5.Websites that utilize Pay Per Click advertisements will display an advertisement when a keyword query matches an advertiser's keyword list. or when a content site displays relevant content. or other selected information on a computer user's desktop interface through periodic and generally unobtrusive transmission over the World Wide Web 2. weather. Such advertisements are called sponsored links or sponsored ads. your Internet browser will take you to the advertiser's Web site. and appear adjacent to or above organic results on search engine results pages.
Rich Media: Streaming Video. community. Video on demand 3. Online Commercials 2. 8. Paid Search: Pay per Click 7. Really Simple Syndication (RSS) 9. .Blogs: Writings organization of individual. Nokia 1. Contextual Ads: Airlines ads on travel based websites. Webisodes 10. Sony.Internet and IMC 6.Podcasting 11.
Sponsored Links on Search Engine .
• Different kinds of search . news search and industry-specific vertical search engines. search results. • In general.Image search. local search. academic search. video search." or unpaid ("organic" or "algorithmic"). the more visitors it will receive from the search engine's users.Search Engine Optimization • The process of improving the visibility of a website or a web page in search engines via the "natural. the earlier (or higher ranked on the search results page). . and more frequently a site appears in the search results list.
or inbound links. • Promoting a site to increase the number of backlinks. • Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. is another SEO tactic. .Search Engine Optimization • SEO considers how search engines work. the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. what people search for.
• Social networking sites and blogs allow individual followers to “repost” comments made by the product being promoted.Online Social Media • Facebook. • The interaction feels personal to users because of their previous experiences with social networking site interactions. all of the users connections are able to see the message. . therefore reaching more people. By repeating the message. Twitter. Google+ • Social networking websites allow individuals to interact with one another and build relationships. Orkut. LinkedIn.
This personal interaction can instill a feeling of loyalty into followers and potential customers. Because the information about the product is being put out there and is getting repeated. • Companies can have conversations and interactions with individual followers. by choosing whom to follow on these sites.Online Social Media • Social networking sites act as word of mouth. Also. • Cell phone usage has also become a benefit for . products can reach a very narrow target audience. more traffic is brought to the product/company.
Vedanta Group. Tata Son Jaago Re Campaign. P&G Shiksha Campaign • Direct Marketing – Direct Marketing Emails – Online Shopping Channels .• Sales Promotion on the Internet • Personal Selling – Canada Tourism: Jannat Campaign games – Readers Digest – Sweepstakes Sales Promotion on the Internet – Consumer can call for purchasing after trial or gathering information – He can also request a personal sales call • Public Relations – – – – – Annual Reports of listed firms CSR Activities Press Releases Calendar of Events Ex.
• • • • • • • ScrapsElements of Social Wall Photo Sharing Video Posting and Sharing Live Casting Community Like Media .
Influencing • High Impact with Social Media • Building Trust .
Permission Marketing Marketing centered around obtaining customer consent to receive information from a company. • This form of marketing requires that the prospective customer has either given explicit permission for the marketer to send their promotional message (like an email or catalog request) or implicit permission (like querying a search engine)." Online shoe stores have searchers' permission to make an offer that solves their shoe problem. • Coined and popularized by Seth Godin. Permission marketing is about building an ongoing relationship of increasing depth with customers. • To illustrate. permission marketing is the opposite of traditional interruption marketing. . consider someone who searches for "buy shoes.
everything we do is about making the world more open and connected. • This has a profound impact on the way people communicate and interact. • Advantages – Facebook allows marketers to stay connected with the people 24*7*365. both on Facebook and across the web. • Facebook is continually developing authentic ways for people to connect with one another as well as with the businesses. . brands and institutions they care about.Marketing on Facebook • At Facebook.
Give regular updates Share calendar of events Encourage people to Like your page Engage people in conversations Every time someone interacts with your business. 3. These stories are effective in getting others to engage and take action.1. 2. 1. Build 1. 2. 3. 3. Amplify . The page will create an identify for your business in the social universe Add your products and link your locations if you have stores. 2. The Facebook Ecosystem Build your presence with a page on Facebook. Build fan base and engage your customers by having a chain events. that action gets published and creates word of mouth. 4. Engage 1. 2. 5.
not added at the end of a campaign or done on the side People on Facebook are clear and open about who they are Facebook should be integrated with broader marketing efforts and part of how you reach your business objectives Facebook is a ideal place to bring your brand personality to life through an authentic and consistent voice Think about the aspects of your brand that are inherently social and create content that people will be excited to pass along. Reward people for their loyalty through deals and promotions Use tools to learn and probe about your fans and the content and products they find most interesting. so always engage in two-way conversations Just like in the real world. giving you the ability to repeat the message and circulate the positive message to your competitive advantage Nurture your relationships Keep learning . Create an authentic brand voice Make it interactive People spend time on Facebook communicating and sharing with others.Build a strategy that is social by design Five Guiding Principles Social should be baked into everything you do. Facebook allows you to get feedback from people in real time. building relationships with people on Facebook takes time and requires a long-term investment. Keep content fresh and easy to consume and digest.
Your Facebook success story ends before it even begins! • There is much more to marketing on Facebook than just creating a profile. Keeping your fans engaged is the key. With half a billion Facebook users and thousands of online communities to choose from. In this article. I’m going to tell you how you can use the medium of Facebook to increase your customer base as well as retain the ones you have! Marketing on Facebook . but be a community they love being a part of.• Finding a good place to showcase your products. Don’t be a brand. However. I know there are many of you who believe that just registering on Facebook is enough… it’s not. • It’s no big secret that Facebook can help you in online marketing. services and websites for free in the online world is a dream for everyone – Facebook has made this a reality. Facebook has brought potential customers much closer to you.
Marketing on Facebook .
• • • • • • • • • • • • • • • Facebook Profile Profile Picture Add Friends Wall Photo Albums and Videos Fan Pages Groups Events Be Unique and Keep Updating Exclusive Landing Page for Users Reward Loyal Supporters Use Contests and Polls Actively Participate Outside Your Page Integrate Facebook Social Plugins to Your Site Communicate to your target the right way Create your presence on Facebook .
• • • • • • • • • • Social Plugins Like Button Send Button Subscribe Button Comments Activity Feed Recommendations Like Box Registration Facepile Live Stream .
Founded in December 2002 and launched in May 2003. LinkedIn reports more than 135 million registered users in more than 200 countries and territories (^ "LinkedIn – About Us". Retrieved 2011-12-08). Press. it is mainly used for professional networking.linkedin. As of 3 November 2011.com.LinkedIn • LinkedIn is a business-related social networking site. .
LinkedIn homepage .
LinkedIn Profile page .
.Thank You!! Let the journey to your success begin. 266 .