adverting notes

Adverting & sale Promotion

Adverting: Any paid form of non-personal presentation all ideas good and services by an identify sponsor

“American marketing asstiotion”

OrAdverting consents of all the activates Involve in presentation to an adonice a non-personal sponsor identified, paid for massages about a product or an organization

“William j.stapon”

Characteristics & features 1. Paid form of communication 2. Information pursued 3. Non personal 4. Goods , ideas , services 5. An identified identified sponsor 6. Selected target market

Ob jective & purpose of adverting

To inform To persuade [suspect –prospects-buyer ] To Remind Support middleman To support company’s sales force To expand the market To sale direct to customer To ensure success of sales promotion schemes To expense the market To announce a change

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To Seles diverted to costumer To company Adverting

Personal selling:

Personal selling is contractive prospective buyers personally to sale a product or services.

Personal selling is an oral presentation in conversation with one more prospective purchase for the purpose of making sale

“American marketing asstiotion”

Features of personal selling Characteristics Personal selling is a process Personal selling is a mode of direct selling Personal selling is a goal ordinated activity Personal selling is a paid form of commination Personal selling is a basically art Personal selling is an imported important element of marketing

promotion mix The role of sale man crucial in it In Personal selling an oral Presentation is made to prospective

buyers Personal selling is also a form of business selling

Process of Personal selling

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Prospective Geo approach Prsutative

Heading objective Closing salesFollow up

Objective of personal selling To keep customer informed to changes in the product line To assist the customer in product line in taking purchasing

the behavior To serve existing the customer To provide technical assistances and advise customer and

middleman To search out and paten new customer To collect and report make information or interested matters

to company management To surer mantel customer cooperation in stocking and

promoting product line

Advantage of personal selling I. Personal selling reduce the cost product

II. It minimizing wastesIII. It help to reduce marketing cost IV. it carries advantage flexibility V. It fasciitis costumer

VI. It is a two way communication VII. It is help to nitrogen Nero product to the marketing

VIII. It goods to actually IX. It cared sweet and familiar relation which customer

Limitation & disadvantage of personal selling

Personal selling accommodate any a limited number of customer at a given time

It is quite expensive It is specify on retiled level as pure image in the eyes of number of

buyer Limited applicability Good and competed Seles parson are not easily formed

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Public relation Public relation is a Delbert planned and sustained effort to establish a matter mutual understanding b/w organization and its public

OrPublic relation is an organizing bored over all commination efforts interval to influences versos groups attitudes to toward that organization (W.J. stantal)

OrPublic relation involve a verities of a protect or programs decision to promote or a company images or its indelible product

Characteristics & nature of Public relationIt is a two way commination b/w and origination and its public ( employ, suppler ,governments , intermediaries, finical, community ,and local community)It is a method of establishing and its publicIt is an impotent promotion mix tools It is a social responsibility of each bushinessPublic relation actually can be targeted to a small speculation audiences if the right media achieve in usedIt us not only an art but science also It is help deadening faunal an images of an origination and its product among it is voeiouse public The furcation of the public relation department is to assist top management in executing police and developing and good relation which the various public

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Tools of public

Audio visual mattered

speechesRansareship

Photography

Sales promotion techniques Sales contests Sales training manuals Demonstration Sales meetings Packet with promotion materials

Advantages of sales promotion

Increase in sales Chang of attitudes Brand switching Reduced cost Competing advantages Demand creation for product Probing life cycle of product Increase goodwill of firm Target audience

Disadvantage of sales promotions Short term Decrees in brand loyalty Price sensitivity Hidden cost – sales force cost

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Tools of public

Sales promotion technique

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Trading stamps or ticket: collect and store and attest collection of a specified number of ticket or stamp buyers can get some product agent this ticket or stamp

Contents & swept: winner are determine by drawing form all entry form

Slotting allowances: product pays fess to retailer make believed the spec on shelf for their new product

Forward dating: the retailer the parching goods at retailer price during the promotion prides how aver the goods are shipped at a titter date

Advantage of sales promotion Increasing sales Change of attitude Brand switching Reduce cost Competitors advantage Demand creation for new product Life cycle of product Increase goodwill’s fire Target audience

Disadvantage of sales promotion A. Short tramsB. Decrying brand loyalty C. Price sensitivitiesD. Hidden cost

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Costumer promotions technique

Middleman promotions technique

Sales force promotions technique

Price reducing or rebets

Trading stamps or ticket

Copen’s

Primes or gifts

Fairs and exshubasion

Money refrains oders

Force trails

Catalog

Product demotion

Product warranties & garrnetis

Rode shows

Contents & swept

Costumer services

Free samples

Exchange offers

Special discount

Sales assesses

treadles

Point of parching display

Trade shows

Delares contest

Froe goods

Adverting allowances

Buy back allowances

Count & recount allowances

Slotting allowances

Forward dating

Sales contest

Sales training monades

denostolo

Sales meting

Packet with promotion materies

Scope of Adverting Massage Media

Merchandize

Adverting function Advertises

Message: a message is should be

Objective: as in cringed sales creation owners when interest intruding a new product

Activities: as mass commination carrying message etc.

Art and since: art due to creative a billeted of adverting

The five players of adverting The advertiser The adverting agency The media The target adverting The suppliers (an assets adviser adverting agency, media, this are

consular self-employee purpose, song writer, photographer, printers, market relation etc.)

Function of adverting Communication with consumer Persuasion Persuasion by customer by a product series Contribution to economic growthStimulate demand Developed brands profaners Steaghensee other promoted mix elements InnovationGrowth up media Computation weapon

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Printing

ElectronicGoods Services

Brand image building

Advantage of adverting (1) Advantage to manufacture

Increge sales Study demand Lower cost Growth Qick tusked & sampler invites Supplicating salesmen Erengment to better performs Creation of goodwill

(2) Advantage of costumer Facility of portion Imperilment in quality Elimination of venncessey internoliere Time saving

(3) Advantage of middleman It garnet quick Seles It in to an a sates ran It make possible retail price maintnegeer

(4) Advantage of society Encouragement to rescreen It promoter media Glimpse of national life

(5) disadvantage of advertising Misrepresentation of factor Increased cost Deferred ravine entendeture Unnecessaey product preotiferotire Barriers to entry Wastage of national restores Managerial difficulties

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Importance of adverting in modern marketing Economic Importance Social Importance Psychological Importance

Process of advertisement / 5’m of adverting Mission - Setting adverting objectives Money - establishing adverting budget Message - choosing designing message Media - rlanning selecting schedule Measure - evaluation control of advertingRole of adverting in economy development in India

Effect of adverting on product quality Increase in economic activity and employment Effect on business cycles Financial support to redial Increasing innovation Effect on standard of living Effect on competition Effect on consumer choice Effect on production cost distribution and price

Types of advertising (1)Advertising based on financial matters

It is two types

(a) Commercial advertising :- it seeks profits it is the prices at publicizing a product or services or trying to sales a product by drawing people atteineson regaled the particular produc

Importance Commercial advertising Interest customer Boost up business Strengthen national economy Help in survival and growth of product

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Make product known

(b) Non-Commercial advertising:- it is used around the world by govt. and non-profit organization to seek deletions volunteers support to change consumer behavior [ e.g. polio ]

Role of Non-Commercial advertising

Poplars social Couse Communicate paltical view point In to public attitude Cleanliness of the city Protection against disease Avoiding incroodment an footpath Rehabilitation of beggars and liperts etc.

(2) Advertising based on demand influence level (a) Primary demand advertising it refer to generic products like TV beverage salt milk magazine etc. this is type of Advertising intend to promotes the danend of a product and not simple on particular brand of the product

(b) Selective demand Advertising it is done whit the objective of stimulating the demand of specific brand in which the advertiser deals for e.g. surf, caleget , sumsung peapsi, hero ect.

This is type of advertising is employed when a predator is becund the into decry link cycle stage and is competing formerket share whit several other brands

(3) Advertising based on objective

(a) Institutional advertising: - it is intended to focus and enhesa the images of the institution. It does not attempt to sale a particular product it benefits the organization as a hale big companies like reliance. L.N.T, TATA, BAJAJ etc. do this type of advertising it is also known as pressing or corporate advertising

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Objective of institutional Advertising

1. To make the company known 2. To make the its products / services known3. To make the achvament known 4. To make the value known5. To make social political / economic / morale statement

(B) Public services advertising (PAS) it is done as part social responsibility by the advertiser P.A.S communicates a message on behalf of some good cause, such as stopping drunk driving or preventing child abuse P.A.S is usually doing for by adverting professional and the media after done etc. The space and time

Some significant issues daft with P.A.S Pollution control Literacy control No tobacco, educated your children Some water Pay taxes Girl child not a burden

(c) Product advertising a lone no. of advertising for under this category .the purpose of this advertising in to stimulate the demand of the product being adverted includes discretion of the product size, quilt, benefit user etc.

Advertising based on audience

(a)Consumer advertising:- most of consumer goods producers engage in consumer product advertising . Such advertising is done for the ultimate user of product by appealing directing to the buyers or consumer foe e.g. toothpaste cold drink soap mobile etc.

Following point should be taken in to consideration in case of consumer adverting

Most of the businesses are in competitive field and engaged in advertising Non-durable are frequently bought

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Bath rational as well as ideational applies are used Use of celabrement endorsement in hoary Majored chunk of adartising business come from here

(b) Industrial advertising or B2B (business 2 business) the manufacturer of industrial good such or row material machinery eqceotment , supplies etc. do industrial advertising .such advertising is done through bride general , magazines ,direct mail etc.

Following point should be considered Sonaller percentage as compared to consumer advertising Elaborates buying process is involve Seeks to build the corporate image Raisional applied is used here Trade generals are the most sought after media figures Mail objective of this class are to inform get orders to stimulates

queries , to empaneled the marketers name and the buyers paned of sources

(c) Performers advertising there are certain product for which consumer them Seles do not tack the buying diction perforation lick doctors engineers architects advocates, dentists, teachers etc. enert considerable influence and consumer purine purchase decision. These professionals recanted or prescribe the pradvets of these manufactures to altimeter buyers

(d) Trade advertising this category includes all such advertisements that are dived to retailer’s wholesales and suppliers of consumer goods for e.g. Trade general and magazines etc.

Advertising based on geographical coverage (1)National Advertising this Advertising is spread throughout the country

e.g. Brooke bond reliance (2)Local Advertising this companies with limited resources production

target market do local penetrate the local market (3)Global Advertising firms such as IBM Sony general electric , product

&gamble etc. advertise globally through interaction media

Response based advertising SATNAM SINGH

(1) Direct action advertising :- the objective of direct advertising is to abstain the immediate response own short period of time such advertising eues woeets link hurry discount offer is valid for limited prided rudest consumer to bay now etc.

(2) Indirect action advertising :- Indirect action advertising is designed is stimulate demand o long period of time by building brand recognition & acceptance . it class net attempt to buying about an inmmdiale behavior response

(3) Negative advertising :- this type of advertising dissuades target audience form purchasing such product /services which would net only then but also this society

(4)Subrogates advertising :- it is done when on promotes on product on services the hope of selling another

Other advertising (a) Interacts advertising :- it is delineated to indirdule consumes

who hall access to compaction & the internet advertisement or delivered via web pages advertisement

(b)Financial advertising it refers advertising issued by financial institution like bank mutual funds & other companies offering sale of shares /debententd to public purposes of this is to provide imermaston about investment opportunities

(c)Comparatives advertising :- it company a specified products attributes with empetotors band the overtimes puts the competitor’s name highlight the goods /services by company them whit the goods /services of another advertiser

Importance Comparatives advertising Demonstrates merits of product Product transparency of market Facilitate consumer decision marketing Strong weapon of marketers

Example Comparatives advertising Microsoft - apple Pepsi - cock Horlicks - complain

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Nestle - Cadbury

Classified advertising:- it is a form of advertising which is particularly common in newspapers online and other periodicals public captains or other printing news information of ten lane sections of classified advertisements classified advertising is called such becomes it is generally whit in the publication under headlining classifying the product or services being affirmed

4 e.g. real state, legal natiaes lost and found

Objective of Classified advertising

To attract buyer for second hand vehicle like car truck motorcycle etc. To attract buyers for property like plot household goods commercial

property To Suk experienced and talented candidates to fill up Other goods or people labs and found legalnatices funeral notices

tender natiese etc. Matrimonial adds.

Display advertising:- display ads are those adds. Which can appear an any page throughout a publication unlike the classified ads? Which have their own section display ads. Are housthat are designed to standout form their surroundings to catch the eye of the consumer display adds. In newspaper magazines and online typically conation bath and graphics

Type of display advertising

(1)Print media display advertising: - display ads. In newspapers magazines

(2)Onion display advertising: - display ads. On internet whit out asking users to pay for the use of in side

(3)Outdoor display advertising: - it includes transits poster billboards

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Unit 3Planning advertising campaign: - an advertising campaign includes series advertisement a place in varicose media that are designs to meet objective and are based an analysis of marketing and communication situations

Step in advertising campaign

Advertising situation Product-market variations Up grading a product Special affairsChange in the brand name New application user or benefits of product Competition Distribution and savviesSeasonal product Raising capital RecruitmentMembership and programmers

Advertising media: - advertising media is a means or that vehicle which is used to carry out advertising message from sender to the intended receiver

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Appraisal of ads. Opportunities

Analyze & define target

market

Set ads. Objective

Determining ads. Budget

Decide media & creative strategy

Crated ads. Per test release ads.

Evaluate final results (post testing )

Media refers to the channel of communication that carry the message from adverted to audience (wills. burnett)

The communication channel through which a massage moves from reds is called media (Philip. Kotler)

Advertising media planning: - media planning is the process of determining how to us time and space to achieve to audience

(Wells. burnett)

Sources of information in media planning

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Marketing sources

Creative source

Themes Message Research

Marketing source

Distribution Market sales Rivals pattern

Media source

Popularity of media Profiles Cost of forecasts

Media planning

the media planning process

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Marketing plan communication strategies

Adverting plan/

strategy

Direct marketing

plan/ strategy

Sales promotion

plan/ strategy

Marketing public

relation plan/ strategy

Other

Media planning

Target audince analysis

Media objective

Selection buying media

Budgeting

Evaluation

Tactics

Scheduling

Creative planning

Creative side of advertising

Creative pint advertising

Creative broadcast

advertising

Problems in media planning Insufficient information Inconsistent terminologies Time processes Difficulty in measuring effectives

Factor influencing advertising Media decisions

i. The objective of advertising as to introduce a new product to expound in the market to remind to remove misunderstanding to counter competitors advertising campaign etc.

ii. Nature of the market local market – local newspaper iii. Nature of product PLG FMCG industrial goods iv. Nature of massage long vegan massage v. Characteristics of buyers illiterate age, languagevi. Media cost cireedtation , coverage of massage vii. Image of the media viii. Media use by the competitors ix. Media anaibalslityx. Size & nature of business enterprise xi. Distribution strategy direct selling mail advertising wholesale

retails TV show xii. Market requirement xiii. Life of the advertising radio TV short life magazine long life xiv. Media circulation xv. Compilation study of defiant media advantage, limitation of

media should be studied xvi. Budget

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Media of advertising

Print mediaOutdoor media

Other media

Electronic media

Direct mail media

Newspaper

Radio TV

Poster Signboards

Sale letters Circular

Specialty ads. Directories

1. Print media: - advertising in newspaper, magazines, journal, etc. can be called as print media. it includes print advertising

2. Newspapers:- more 10,000 newspapers are published in India growth of literacy reading habits paved the way of this media

Type of newspapers I. On the basis of period /time – daily, weekly, monthly,II. On the basis of addition - morning, evening, Sunday III. On the basis of circulation – local, state level, regions, nation,

interactionIV. On the basis of language –Hindi, English, Gujarati, Panjabi, V. On the basis of size- tabloid broadsheet, standard

Advantages of newspaper flexibilityRange of market coverageCheaperEffecting as by inserting local ads. TimelinessChoice

Disadvantages of newspaper Short time span Only literate can use Lack of visual Motion / demonstration Clutter

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Newspaper

Radio TV

Poster Signboards

Sale letters Circular

Specialty ads. Directories

Magazine: - it offers specialized information to special audience

Type of magazine

General Magazine competition success On the basis of demographic factor Specialized magazines – commerce for business Special issues as directories annual etc.

Advantages of magazine Long life span – as TV guide nation geographic Visual quality – printed on high quality papers Target audience – fast company Pristing – Format Colorful pictures and imperative type

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Disadvantages of magazine High cost Limited flexibility Competition & clutter – due to competition clutter arises Limited range of frequency Long lead time – luck of immediate information

Electronic media:- audio visual/ audio or broadcast media .it transmitters the information electronically

A. Radio :- radio advertising are normally broadcasted align whit the popular programmers of music or news the advertiser can also sponsor programmers

Advantages of radio

I. Best for illiterate people II. Spoken words are more effective than writer words III. SelectivityIV. Cast efficiency V. Flexibility VI. Mass coverage VII. Rating can be earning

Disadvantages of radio

A. It is non-visualB. Detailed advertising cannot be anointedC. CaatterD. People many switch afraid change program whil ads.E. Massage an radio are of short duration therefore perishable

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Television: - television is the fasted growing media of advertising become of the phenomenal expansion of electronic media for communication action sound color emotion for and demonstration batter than any other median

Advantages / merits of television Creativity & impact Coverage and cost effectiveness Captivity & attention selectivity and flexibility Influence Fast repeat

Disadvantages / demerits of television High cost Clutter Limited viewer attention More suitable for large firms Similar to radio advertisement TV advertisement are also perishable

F.

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adverting notes

Education