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Principles of Marketing
Lecture-33
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Summaryof
Lecture-32
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Promotion and Its Goals
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Builds Relationships
Persuades
Informs
Reminds
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The Marketing Communications
Mix
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AdvertisingAdvertising
Personal SellingPersonal Selling
Any Paid Form of Non-personal Presentation by an Identified Sponsor.
Any Paid Form of Non-personal Presentation by an Identified Sponsor.
Sales Promotion Short-term Incentives to Encourage Sales.
Public RelationsBuilding Good Relations with Various Publics by Obtaining Favorable Unpaid Publicity.
Direct Marketing Direct Communications With Individuals to Obtain an Immediate Response.
Personal Presentations by a Firm’s Sales Force.
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The Communication Process
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SourceSource EncodingEncoding MessageChannel
MessageChannel DecodingDecoding ReceiverReceiver
FeedbackFeedback
Noise
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Steps in Developing Effective
Communication
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AIDA ModelAttention
Interest
Desire
Action
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Today’s Topics
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Advertising
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Any paid form of non-personal presentation
by an identified sponsor.
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Any form of non-personal communication paid for by sponsor using mass media to persuade/inform an audience –Products/Services–Public Service Advertising–Non-profit org.–People (political candidates, celebrities)–Places (retail outlets, vacation destinations)
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Objectives
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Inform: new product, new uses, price changes
Persuade: encourage switching, purchase now, change perceptions
Remind: where to buy, may need in future, top of mind in off-season
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Too Much Clutter!!!
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Television: networks, cable, satellite dishes
Print: magazines, newspapers, junk mailRadio: fragmented audiences, “on the more
popular stations, your ads are sandwiched with four other ads.”
Billboards, Internet …
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Problem… How do you get the
attention of the audience????
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Break Through the Clutter with
Impact Advertising
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Humor appeal
Emotional appeal
Moral appeal
Celebrity appeal
Sensory appeal
Rational appeal
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Steps to Creating an Effective Advertising
Campaign
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1) Define your target market
2) Determine their needs from your product
- functional
- emotional
3) Develop an advertisement that creates an image for your product that is sought by your target market (positioning)
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The Five M’s of Advertising
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Mission
Salesgoals
Adver-tisingobjectives
Message
Message generation
Message evaluationand selection
Message execution
Social-responsibilityreview
Money
Factors toconsider:
Stage in PLC
Market shareand con-sumer base
Competitionand clutter
Advertisingfrequency
Productsubstituta-bility
Measure-ment
Communi-cationimpact
Salesimpact
MediaReach, frequency,impactMajor media typesSpecific mediavehicles
Media timingGeographicalmedia allocation
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Major Advertising Decisions
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Objectives SettingObjectives Setting
Budget DecisionsBudget Decisions
Message DecisionsMessage Decisions
Campaign EvaluationCampaign Evaluation
Media DecisionsMedia Decisions
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Objectives Setting
•Communication objectives
•Sales Objectives
Budget Decisions
•Affordable Approach•Percent of sales•Competitive parity•Objective and task
Message Decisions•Message Strategy
•Message Execution
Media Decisions•Reach, Frequency, Impact
•Major Media Types•Specific Media Types
•Media Timing
Campaign Evaluation•Communication Impact
•Sales Impact
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Advertising Objective
Informative Advertising
Persuasive Advertising
Reminding Advertising
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Setting Message GoalsSetting Message Goals
Setting Budget GoalsSetting Budget Goals
Increasing Brand
Awareness
Increasing Brand
AwarenessIncreasing Sales
by a CertainPercentage
Increasing Salesby a CertainPercentage
Changing the Image of a
Product
Changing the Image of a
Product Recognizing a Need for the
Product
Recognizing a Need for the
Product
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Setting the Advertising Budget
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Stage in the Product Life Cycle
Stage in the Product Life Cycle
Competition and Clutter
Competition and Clutter
Market Share
Market ShareAdvertising
Frequency
Advertising Frequency
ProductDifferentiation
ProductDifferentiation
Factors in Setting the Advertising
Budget
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Percentage-of-SalesMethod
Affordable Method
Competitive-Parity
Method
Objective-and-TaskMethod
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Developing Advertising Strategy
Message Decision
Media Decision
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Creating the Advertising Message
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Plan a Message StrategyGeneral Message to Be Communicated to Customers
Plan a Message StrategyGeneral Message to Be Communicated to Customers
Develop a Message Focus on
Customer Benefits
Develop a Message Focus on
Customer Benefits Creative Concept“Big Idea”
Visualization or PhraseCombination of Both
Creative Concept“Big Idea”
Visualization or PhraseCombination of Both Advertising Appeals
MeaningfulBelievableDistinctive
Advertising AppealsMeaningfulBelievableDistinctive
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Message Execution–Slice of Life–Lifestyle–Fantasy–Mood or image–Musical–Personality symbol–Technical expertise–Scientific evidence–Testimonial evidence
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Unique Selling Proposition
Unique Selling PropositionHumorous
Appeals
HumorousAppeals
Fear AppealsFear Appeals
ComparativeAdvertising
ComparativeAdvertising
DemonstrationDemonstration
TestimonialTestimonial
Design the Ad
Advertising Appeals
Slice-of-LifeSlice-of-LifeLifestyleLifestyle
Sex AppealsSex Appeals
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Choose the Media
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Yellow Pages
Outdoor
Internet
Magazine
Television
Direct Mail
Radio
NewspaperMajor
Kinds of Media
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Television Recent trend is the growth
of cable television advertisements.
Marketers can now target audiences through special interest channels. (Food network, home and garden, etc).
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Radio With commute times
growing, radio advertising revenues are growing faster than any other media.
Very easy to target your audience.
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Print Consumer and business publications.
Can specifically target your market.
Marketers carefully study subscription rates and demographic data for each news paper/magazine.
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Outdoor Advertising
Billboards, painted bulletins or displays (such as those that appear on the walls of buildings,) and electric spectaculars
Can be local, regional, or national
Outdoor advertising is effective along metropolitan streets and in other high-traffic areas
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Other Advertising Media
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Transit advertising: ads placed both inside and outside of buses, subway trains and stations, and commuter trains
Cinema advertising Ads on telephone booths and park
benches Ads can be printed in programs of live-
theater productions Directory advertising (yellow pages) Hot air balloons, blimps, banners behind
planes, and scoreboards
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Enough for today. . .
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Summary
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Advertising
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The Five M’s of Advertising
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Mission
Salesgoals
Adver-tisingobjectives
Message
Message generation
Message evaluationand selection
Message execution
Social-responsibilityreview
Money
Factors toconsider:
Stage in PLC
Market shareand con-sumer base
Competitionand clutter
Advertisingfrequency
Productsubstituta-bility
Measure-ment
Communi-cationimpact
Salesimpact
MediaReach, frequency,impactMajor media typesSpecific mediavehicles
Media timingGeographicalmedia allocation
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Major Advertising Decisions
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Objectives SettingObjectives Setting
Budget DecisionsBudget Decisions
Message DecisionsMessage Decisions
Campaign EvaluationCampaign Evaluation
Media DecisionsMedia Decisions
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Choose the Media
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Yellow Pages
Outdoor
Internet
Magazine
Television
Direct Mail
Radio
NewspaperMajor
Kinds of Media
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Next….
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Advertising (cont..)
Sales Promotion
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Principles of Marketing
Lecture-33