5 M’s of advertising

1. Mission: Why to advertise? e.g. Creating awareness, communicating the

promotional schemes2. Money: How much to spend? e.g. Coke and Pepsi spends about 80% of their

promotional budget on advertising only.3. Media: In which media to advertise? e.g. For electronical items, visual display is

important and so the broadcasting (T.V.), for ad of a music album Radio and for the Shradhdhanjali the Print (newspaper) is best suit.

5 M’s of advertising

4. Message: What to communicate? E.g. Advertisement of AIDS communicates the

social awareness while commercial advertisements are meant for increase in sales.

5. Measurement: What we gained? E.g. Mudra Ad. Agency (on behalf of the client)

conducts the researches on effectiveness of the advertisement. Again what the viewer/reader liked the most in the ad can be measured effectively through the measurement.

Creation of AD

* By Ms Parmita Mehta(MEFI)

(A)Ad Theme or appeal- Assignment

There are wonderful 9 ‘Ras*’ for it. 1. Hasya Ras: e.g. Melody Khao Khud jan Jao2. Veer Ras: e.g. White and Red Bravery Award3. Gambhir Ras: e.g. ICICI Pru ‘Jeete Raho..’,

Suffola advertisements4. Bibhatsa Ras: Virgin Mobile ad., McDowell’s,

Axe Deo.5. Raudra Ras: ‘Jago Grahak Jago.’ campaign6. Saumya Ras: Johnson & Johnson ad7. Shringar Ras: DeBeers, Nakshatra, Agni

diamond jewellery8. Adbhut Ras: LIC Jeevan Anand policy campaign9. Karun Ras: Ads of UNICEF,CRY

[B] Advertising Layout- (Assignment)1) Headline : It should reflect the content of

the ad.2) Illustrations : They provide line drawings,

cartoons, pictures, symbols, photographs.

3) Color : Red, green, blue and black are most popular colors used in advertisements.

4) Body copy or Text : The body copy explains and develops the ideas presented in the headline.

5) Slogan : It avoids the audience to be Sanjay Singhania (i.e. avoiding Short Term Memory Loss) thy ENABLING THE READER/VIEWER/LISTNER TO HAVE LONG-LASTING MEMORY

Sales Promotion

An extra incentive to buy

An extra incentive to buy

A tool to speed up sales

A tool to speed up sales

Targeted to different parties

Targeted to different parties

“A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale.”

“A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale.”

Sales Promotion•It communicates marketing Information to consumers, users and resellers. Promotion persuades and convinces the buyer and influences his/her behavior to take the

desired action.

Objectives of Sales Promotion

1. Launch New Products and increase Trial

2. Encourage repeat purchase

3. To Block Competitor’s moves

Two block-bustors got released i.e Rab ne banadi Jodi and Gajini, for both the movies, two big Sharks of film industrydid lot of promotionalactivities.

4. Encourage Dealers to participate in display and sales contests.

5. Deflect customers’ attention from price

6. To supplement advertising and personal selling

Sales Promotion Increases

Declining brand loyaltyDeclining brand loyalty

Increased promotional sensitivityIncreased promotional sensitivity

Brand proliferationBrand proliferation

Fragmentation of consumer marketsFragmentation of consumer markets

Short-term focus of marketersShort-term focus of marketers

Increased accountabilityIncreased accountability

CompetitionCompetition

ClutterClutter

ReasonsReasons

Growing power of retailersGrowing power of retailers

Sales Promotion Vehicles

SamplesSamples

CouponsCoupons

PremiumsPremiums

Contests/sweepstakesContests/sweepstakes

Refunds/rebatesRefunds/rebates

Bonus PacksBonus Packs

Price-off dealsPrice-off deals

Frequency programsFrequency programs

Cooperative advertisingCooperative advertising

Trade allowancesTrade allowances

Training programsTraining programs

Contests, incentivesContests, incentives

Point-of-purchase displaysPoint-of-purchase displays

Trade showsTrade shows

Consumer-Oriented Trade-Oriented

Event marketingEvent marketing

Strengths of Sales promotion

1. It stimulates positive attitudes.2. It gives extra incentives.

3. It gives direct inducement.4. It is very flexible.

Limitations of Sales Promotion:

1. It has got temporary life.

2.They are only supplementary devices.

3. They are non-recurring in their use.

4. Too many sales promotions may

affect the image.

5. Ad agencies accord low status to sales promotion.

Direct Marketing• Here, the organization communicate directly with

target customer to generate a response or transaction.

• It involves activities like database management , direct selling, telemarketing, giving direct mailer or catalogue to the prospect.

• The companies spend large amount of money each year developing and maintaining database containing the address and Phone no to use telemarketing to call customer directly and attempt to sell them products/services or turn them as sales leads.

• it is COLD CALLING

Interactive/Internet Marketing

Interactive/Internet Marketing

• Unlike advertising which is one -way in nature this new media allows user to perform a variety of functions such as receive and alter information and image , make inquiries, respond to question and make purchase.

• It is an advertising medium as many companies advertise their products and services on the website of other companies and pay to link their banner ads or websites.

• We will find so many intercative banners on the popular website like yahoo , way2sms,ibibo, facebook etc….

PublicityMeaning: In this method of marketing communication,the advertiser is behind the curtain. And most of the

time publicity is sponsored by the indirect beneficiary.

We use the terms “publicity” and “advertising” as having separate meanings, depending on the manner in which the material is published or disseminated.

Pesticide found in coca cola= Negative Katrina in Ajmer sherif= Positive Rakhi and candidates Suicide incident over the

outcome of NDTV imagine show= Negative Adani groups name in Karnataka Lokayukta Report

for acquisition of alleged iron ore mine.

- Those who use public resources for publicity can be divided into groups. They are:

• • Ministers of the Crown, and their staff;• • parliamentary party leaders, their staff,

and other Members of Parliament (MPs).• •High profile people from film industry and

corporate world just to create hype.• The techniques used to gain publicity

include news release, press-conferrence , feature articles, editorials, photographs, films, and videotapes.

Public Relation

• When an Organization systematically plans and distributes information in an attempt to control and manage its image and the nature of the publicity it receives, it is engaging in a function what we call Public Relation.

• The objective is to establish and maintain a positive image of the company among its various publics.

• It does include special publications, participation in community activities, fund-raising, sponsorship of special events, and various public affair activities…

Personal Selling

It refers to oral face-to-face interaction or conversation between a sales representative and prospective customer for the purpose of making sales.

Steps in Personal Selling1. Prospecting

2. Pre-approach

3. Approach

4. Presentation and demonstration

5. Handling objections

6. Closing

7. Follow-up

E.g. All the sales representatives of Eureka Forbes, Life Insurance Executives are doing the same job.

Features of PS1. High pressure salesmanship.

2. Salesmanship is persuasion.

3. Salesmanship is winning the Buyer’s confidence.

4. Salesmanship Aims at providing service to the buyer.

5. Salesmanship aims at mutual benefit.

6. Salesmanship is an education process.

7. Salesmanship is a creative process.

Traits of a successful sales person

1. Know the product

2. Know the company

3. Know the competition

4. Know the customers

5. Know the process of selling

6. Know one self

Integrated Marketing Communications Planning Model

Promotional Program Situation Analysis

Analysis of the Communications Process

Budget Determination

Develop Integrated Marketing Communications Programs

Review of Marketing Plan

AdvertisingSalesPromotion

PR/Publicity

PersonalSelling

DirectMarketing

AdvertisingObjectives

SalesPromotionObjectives

PR/PublicityObjectives

PersonalSellingObjectives

DirectMarketingObjectives

MessageStrategy

SalesPromotionStrategy

PR/PublicityStrategy

PersonalSellingStrategy

DirectMarketingStrategy

Integration & Implementation of Marketing Communications Strategies

Monitor, Evaluate & Control Promotional Program

Internet/Interactive

Internet/InteractiveObjectives

Internet/InteractiveStrategy

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin