mmch-5-advertising & promotion

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    Chapter :-5

    Advertising and Promotions

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    MM/M2/SS

    What is Branding?

    Branding is endowingproducts and services with the

    power of the brand.

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    MM/M2/SS

    What is Brand Equity?

    Brand equity is the added value endowedon products and services, which may be

    reflected in the way consumers, think, feel,

    and act with respect to the brand.

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    MM/M2/SS

    Brand Knowledge

    Knowledge

    Thoughts

    Experiences

    BeliefsImages

    Feelings

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    MM/M2/SS

    Apple is a Strong Brand

    http://www.apple.com/http://www.apple.com/
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    Promotion or Marketing Communication Mix

    Advertising Sales

    Promotion

    Publicity

    /PR

    Personal

    Selling

    Inractive/InternetMarketing

    Directmarketing

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    What is Advertising?

    Advertising is any paid form ofnonpersonal presentation and promotion

    of ideas, goods, or services by an

    identified sponsor.

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    Tools of Promotion Mix: 1. ADVERTISING

    It is any paid form of non-personal

    presentation and promotion ofideas, goods and services by an

    identified sponsor. It is

    impersonal salesmanship for

    mass selling, a means of mass

    communication.

    Ad creates sensation

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    1.It offers planned and controlled message.

    i.e what you want to say only will be said.

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    2.It can contact and influence numerous people simultaneously,

    quickly and at low cost per contact.

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    3. It can be demography specific or socio-economic

    specific.

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    4.It can deliver the same message consistently in a variety of

    contexts. (i.e. in different form and languages having

    different appeals.

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    5.It can reach prospects that cannot be approached by

    salesmen. i.e. top executives.

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    6.It helps in pre selling of goods. E.g. Fair & Handsome

    Cream ad.

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    7.It offers a wide range of channels for transmission.

    http://upload.wikimedia.org/wikipedia/en/d/d6/AniPlalogo.pnghttp://www.nationalgeographic.com/staticfiles/NGS/Shared/StaticFiles/POP/Images/Promotional/ngc-logo-white-tn.jpghttp://www.moonbattery.com/archives/Discovery_Channel_logo.pnghttp://www.cliftonpackaging.eu/New%20images/sony-logo.pnghttp://www.priyaevents.com/images/LOGO%201.5FT%20X%201.5FT.jpghttp://images.google.co.in/imgres?imgurl=http://www.kollywoodtoday.com/wp-content/uploads/2008/04/big-fm-logo-ap22-2008.JPG&imgrefurl=http://www.kollywoodtoday.com/news/big-927-fm-pioneering-with-innovativeness/&usg=__VmObXj362rDttdAsSMdlDumzqHw=&h=330&w=300&sz=18&hl=en&start=1&tbnid=ot-8gT8YkMqwjM:&tbnh=119&tbnw=108&prev=/images%3Fq%3DBig%2BFM%26gbv%3D2%26hl%3Den
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    8.It is very useful to create maximum interest and offer

    adequate knowledge of the new product when the

    innovation is being introduced in the market.

    Ad of ICICI Prudential LifeInsurance saying..Jeete Raho

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    Weaknesses of Advertising.

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    1. It is less effective at later stage of buying process i.e. in

    convincing.

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    2. It can not answer objections raised by

    prospects.

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    3. This is one way communication tool.

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    4. It isa costlier affair. So every one cant afford it.

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    Figure 18.1 The Five Ms of

    Advertising

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    5 Ms of advertising

    1. Mission: Why to advertise?

    e.g. Creating awareness, communicating thepromotional schemes

    2. 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 isimportant and so the broadcasting (T.V.), for ad of

    a music album Radio and for the Shradhdhanjalithe Print (newspaper) is best suit.

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    5 Ms of advertising

    4. Message: What to communicate?

    E.g. Advertisement of AIDS communicates the socialawareness while commercial advertisements aremeant 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 theadvertisement. Again what the viewer/reader likedthe most in the ad can be measured effectively

    through the measurement.

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    Sales PromotionIt communicates marketing Information to consumers, usersand resellers. Promotion persuades and convinces the buyer

    and influences his/her behavior to take the desired action.

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    Objectives of Sales Promotion

    1. Launch New Products and increase Trial

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    2. Encourage repeat purchase

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    3. To Block Competitors moves

    Two block-bustorsgot released i.eRab ne banadi Jodi andGajini, for both themovies, two big Sharksof film industrydid lot of promotional

    activities.

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    4. Encourage Dealers to participate in display and sales

    contests.

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    5. Deflect customers attention from price

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    6. To supplement advertising and personal selling

    S l P ti V hi l

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    Sales Promotion Vehicles

    Samples

    Coupons

    Premiums

    Contests/sweepstakes

    Refunds/rebates

    Bonus Packs

    Price-off deals

    Frequency programs

    Cooperative advertising

    Trade allowances

    Training programs

    Contests, incentives

    Point-of-purchase displays

    Trade shows

    Consumer-Oriented Trade-Oriented

    Event marketing

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    Direct Marketing

    Here, the organization communicate directly withtarget customer to generate a response ortransaction.

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

    The companies spend large amount of moneyeach year developing and maintaining databasecontaining the address and Phone no to use

    telemarketing to call customer directly and attemptto sell them products/services or turn them as salesleads.

    it is COLD CALLING

    I t ti /I t t M k ti

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    Interactive/Internet Marketing

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    Interactive/Internet Marketing

    Unlike advertising which is one -way in nature thisnew media allows user to perform a variety offunctions such as receive and alter information andimage , make inquiries, respond to question and

    make purchase. It is an advertising medium as many companies

    advertise their products and services on thewebsite 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.

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    Publicity

    Meaning: In this method of marketing communication,

    the advertiser is behind the curtain. And most of thetime publicity is sponsored by the indirectbeneficiary.

    We use the terms publicity and advertising as

    having separate meanings, depending on themanner in which the material is published ordisseminated.

    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.

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    - 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 andcorporate world just to create hype.

    The techniques used to gain publicity

    include news release, press-conferrence ,feature articles, editorials, photographs,

    films, and videotapes.

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    Public Relation

    When an Organization systematically plans anddistributes information in an attempt to control andmanage its image and the nature of the publicity itreceives, 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 includespecial publications, participation in

    community activities, fund-raising, sponsorship ofspecial events, and various public affair activities

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    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.

    http://images.google.co.in/imgres?imgurl=http://www.mediabistro.com/agencyspy/original/creative_selling.gif&imgrefurl=http://www.mediabistro.com/agencyspy/brands/selling_it_off_the_runway_93974.asp&usg=__dzF4gRkss7T_ktEsO2oi5vsc2no=&h=457&w=426&sz=79&hl=en&start=1&tbnid=lZlVCspINJA_SM:&tbnh=128&tbnw=119&prev=/images%3Fq%3Dselling%26gbv%3D2%26hl%3Den%26sa%3DG
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    Steps in Personal Selling

    1. 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, LifeInsurance Executives are doing the same job.

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    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

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    MRP/IMC/M1 43

    Advertising Agencies

    Participants in Advertising process

    Advertiser

    (client)

    Advertising

    Agency

    Media

    Organizations

    Marketing

    Communication

    Specialist

    Organizations:

    -Direct response

    agencies

    -Sales promotion

    agencies

    -Interactive

    agencies

    -PR firms

    Collateral

    Services

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    MRP/IMC/M1 44

    Advertising Agency

    It is an outside firm that specializes in the creation, production and

    placement of communications message and that may provide

    other services to facilitate the marketing and promotions process.

    Eg. Grey Worldwide, Leo Burnett Worldwide, Ogilvy & Mather

    Worldwide, Saatchi & Saatchi

    Integrated Marketing Communications

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    MRP/IMC/M1 45

    Integrated Marketing CommunicationsModule 1: An introduction to IMC

    Concept 3: Role of advertising agencies

    Media Organizations

    Primary objective is to provide information or entertainment to

    their subscribers, viewers or readers. Eg. TV channels, print

    media, radio etc are some of the media organizations.

    A mediums primary objective is to sell itself as a way for

    companies to reach their target markets with their message

    effectively.

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    Integrated Marketing Communications

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    MRP/IMC/M1 47

    Integrated Marketing CommunicationsModule 1: An introduction to IMC

    Concept 3: Role of advertising agencies

    Collateral Services

    They include:

    Marketing research company, package design firms, consultants,

    photographers, event marketing companies.

    Integrated Marketing Communications

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    MRP/IMC/M1 48

    teg ated a et g Co u cat o sModule 1: An introduction to IMC

    Concept 3: Role of advertising agencies

    Types of Ad agencies:

    -Full service agencies

    -Creative boutiques

    -Media buying services

    Integrated Marketing Communications

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    MRP/IMC/M1 49

    g gModule 1: An introduction to IMC

    Concept 3: Role of advertising agencies

    Creatingadvertising

    Planning

    advertising

    Producingadvertising

    Performingresearch

    Selecting media

    Salespromotions

    Strategic marketplanning

    Directmarketing

    Interactivecapabilities

    Package design

    Full range ofmarketing

    communicationand promotion

    services

    Nonadvertisingservices

    Public relations

    and publicity

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    Integrated Marketing Communications

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    MRP/IMC/M3 5151

    g gModule 3: Planning for Marcom

    Establishing the budget

    Many times marketers treat the communications budget as an expense

    rather than an investment

    As a result, when times get tough, the promotions budget are the first to

    be cut even though there is strong evidence that the opposite should

    occur.

    The budgeting process is taken from economic theory and marginal

    analysis. The following are the methods:

    Marginal analysis method

    Sales response curve method

    Integrated Marketing Communications

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    MRP/IMC/M3 5252

    g gModule 3: Planning for Marcom

    Marginal Analysis

    Contribution margin = total revenue generated total variable costs

    As advertising/promotional expenditures increase, sales and gross

    margins also increase to a point, then they level off.

    Profits = Gross margin Advertising expenditures

    A firm would continue to spend on advertising as long as the marginal

    revenues created by these expenditures exceeded the incrementaladvertising costs.

    Integrated Marketing Communications

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    MRP/IMC/M3 5353

    g gModule 3: Planning for Marcom

    Marginal Analysis

    Integrated Marketing Communications

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    MRP/IMC/M3 5454

    g gModule 3: Planning for Marcom

    The optimal expenditure level is the point where marginal costs equal the

    marginal revenues they generatepoint A.

    If advertising/promotional expenditures exceeded the revenues they

    generated, then one would have to scale down the budget.

    If revenues were higher, a higher budget can be allocated. This can be

    described in the following slide:

    Integrated Marketing Communications

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    MRP/IMC/M3 5555

    g gModule 3: Planning for Marcom

    IncreaseSpending

    If the cost is less than themarginal return

    HoldSpending

    If the cost is equal to theincremental return

    DecreaseSpending

    If the cost is more than theincremental return

    Integrated Marketing Communications

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    MRP/IMC/M3 5656

    g gModule 3: Planning for Marcom

    While marginal analysis seems logical, there are certain weaknesses in

    its usefulness:

    Integrated Marketing Communications

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    MRP/IMC/M3 5757

    Module 3: Planning for Marcom

    Sales aredetermined

    solely byadvertising

    and promotion

    Sales are a directmeasure of

    advertising andpromotions efforts

    Integrated Marketing Communications

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    MRP/IMC/M3 5858

    Module 3: Planning for Marcom

    It is almost impossible to establish the contribution of

    advertising/promotion on sales.

    Also, sales are not the only goal of promotional effort. Awareness,

    interest, attitude change and other communication objectives are often

    sought.

    Sales are a directmeasure of

    advertising andpromotions efforts

    Integrated Marketing Communications

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    MRP/IMC/M3 5959

    Module 3: Planning for Marcom

    This assumption ignores the remaining elements of the marketing mix

    price, product and distributionwhich also contribute to a companys

    success. Environmental factors may also affect the promotionalprogram.

    Hence marginal analysis is seldom used as a basis for budgeting (except

    for direct-response advertising)

    Sales aredetermined

    solely byadvertising

    and promotion

    Integrated Marketing Communications

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    MRP/IMC/M3 6060

    Module 3: Planning for Marcom

    Sales Response Models

    The relationship between sales and advertising expenditure has been a

    topic of research from a long time.

    Advertisers usually accept one of the two models of the advertising/sales

    response function:

    A. The concave downward response function

    B. The S-shaped response function

    Integrated Marketing Communications

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    MRP/IMC/M3 6161

    Module 3: Planning for Marcom

    This theory states that advertising

    budgets follow the microeconomic law

    of diminishing returns.

    As the amount of advertisingexpenditure increases, its incremental

    value decreases

    IncrementalSale

    s

    Advertising Expenditures

    A. Concave-DownwardResponse Curve

    Integrated Marketing Communications

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    MRP/IMC/M3 6262

    Module 3: Planning for Marcom

    The logic of concave-downward function are:

    Those with the greatest potential to buy will likely act on the earliest

    exposure to advertisement.

    Those less likely to buy are not likely to change as a result of advertising.

    Those who are potential buyers, each additional ad will supply little or no

    new information that will affect their decision.

    Thus the effects of advertising quickly begin to diminish.

    Integrated Marketing Communications

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    MRP/IMC/M3 6363

    Module 3: Planning for Marcom

    Many managers assume the S-shapedresponse curve, which projects an S-

    shaped function to the budget outlay.

    A. Initial outlays of budget have little

    impact

    B.After a certain budget level, additional

    increments of expenditures result in

    increased sales.

    C. After a point, the expenditures begin

    to return little or nothing in terms of

    sales.

    Incr

    ementalSale

    s

    Advertising Expenditures

    Range A Range B Range C

    B. S-Shaped Response

    Function

    Hig

    hSpending

    Litt

    leEffect

    Init

    ialSpending

    LittleEffect

    Mid

    dleLevel

    Hig

    hEffect

    Integrated Marketing CommunicationsM d l 3 Pl i f M

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    MRP/IMC/M3 6464

    Module 3: Planning for Marcom

    The S-shaped response function suggests that:

    Small advertising budget is likely to have no impact beyond the sales

    that may have been generated through other means (eg. Word of mouth)

    At the other extreme, more does not necessarily mean better sales and

    beyond range B, the budget seems to be wasted.

    Although these models may not be useful directly, they provide a

    theoretical basis for budget setting.

    Integrated Marketing CommunicationsM d l 4 D l i th IMC

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    Module 4: Developing the IMC program

    MEDIA PLANNING AND STRATEGY

    Integrated Marketing CommunicationsM d l 4 D l i th IMC

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    Module 4: Developing the IMC program

    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.

    Media Planning

    Media Objectives Media Strategies

    Integrated Marketing CommunicationsM d l 4 D l i th IMC

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    Module 4: Developing the IMC program

    Medium

    It is the general category of available delivery systems which includes

    broadcast media, print media, direct mail, outdoor advertising and other

    support media.

    Media vehicle

    It is the specific carrier within a medium category. Eg. Times of India is a

    print vehicle, E24 is a broadcast vehicle.

    Integrated Marketing CommunicationsM d l 4 D l i th IMC

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    Module 4: Developing the IMC program

    Reach

    It is a measure of the number of different audience members exposed at

    least once to a media vehicle in a given period of time.

    Coverage

    It refers to the potential audience that might receive the message

    through a vehicle.

    Integrated Marketing CommunicationsMod le 4 De eloping the IMC program

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    Module 4: Developing the IMC program

    Problems in Media Planning

    Insufficient information

    Inconsistent terminologies

    Time pressures

    Difficulty in measuring effectiveness

    Integrated Marketing CommunicationsModule 4: Developing the IMC program

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    Module 4: Developing the IMC program

    Steps involved in developing the media plan

    1. Market analysis & target market identification

    2. Establishment of media objectives

    3. Media strategy development and implementation

    4. Evaluation and follow up

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    Module 4: Developing the IMC program

    1. Market analysis and target market identification

    The key questions asked in this stage are:

    i. To whom shall we advertise (who is the target market)?

    ii. What internal/external factors influence the media plan?

    iii. Where should we focus our efforts?

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    Module 4: Developing the IMC program

    In response to the first question, target markets may be derived from

    Situational analysis

    Primary research

    Secondary data

    Potential of the market may be known from the index number:

    Index = % of users in a demographic segment x 100% of population in the same segment

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    Module 4: Developing the IMC program

    There may be several internal and external factors operating..

    Internal factors size of the media budget, managerial and

    administrative capabilities, organization of the agency

    External factors economy (cost of media), changes in technology

    (availability of new media), competitive factors

    Some of the above may require primary research but many of them are

    available from secondary sources like:

    magazines, syndicated services etc.

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    Module 4: Developing the IMC program

    The question of where to promote can be answered by using some indexes like:

    The survey of buying power index published annually by Sales and Marketing

    Management magazine.

    The Brand Development Index (BDI)

    BDI = % of brand to total U.S. sales in the market x 100

    % of total U.S. population in the market

    The Category Development Index (CDI)

    CDI = % of product category total sales in the market x 100

    % of total U.S. population in the market

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    Module 4: Developing the IMC program

    2. Establishing Media Objectives

    The media situation analysis should lead to determination of specific

    media objectives.

    These objectives are designed to lead to the attainment of

    communications and marketing objectives.

    Eg. Create awareness in the target market through the following:

    - Broadcast media to cover 80% of target market over 6 months

    - Reach 60% of target audience 3 times over 6 months

    After this, comes the media strategies..

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    Module 4: Developing the IMC program

    3. Developing and implementing media strategies

    The following criteria are considered in the development of media

    strategies:

    i. The media mix

    ii. Target market coverage

    iii. Geographic coverage

    iv. Scheduling

    v. Reach vs. frequency

    vi. Creative aspects and moodvii. Flexibility

    viii. Budget considerations

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    Module 4: Developing the IMC program

    i. The media mix

    A wide variety of media and media vehicles can be used. This depends

    on the objectives, characteristics of the product, budget etc.

    By combining the media, marketers can increase coverage, reach,

    frequency levels.

    Eg. For demonstration ads, TV is best media, for coupons to stimulate

    demand, print media can be used, for in-depth information, internet

    can be used

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    ii. Target market coverage

    The media planner determines which target markets should receive the

    most media emphasis.

    The issue is the coverage of the market. If the media coverage reaches

    people who are not potential customers, it is waste coverage.

    The goal is to cover the max. target market and reduce the waste

    coverage.

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    iii. Geographic coverage

    According to the product or service attributes, the media planner can

    decide in which areas to focus the promotion.

    For eg. Ski products would be popular in areas where snow is available

    during some period of the year.

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    iv. Scheduling

    It is timing the promotional efforts so that they will coincide with the

    highest potential buying times.

    Continuity: regular pattern of advertising without breaks (daily, weekly..)

    Flighting: Less regular schedule with intermittent periods of advertising

    and non advertising (seasonal products)

    Pulsing: Combination of the above two methods. Ads are shown all yearlong with intermittent surge in frequency

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    v. Reach vs. frequency

    There is a tradeoff between the reach (how many people) and the

    frequency (how often) of advertising due to budget constraints.

    Achieving brand awareness for new product need a very high level of

    reach. But how to establish reach and frequency objectives?

    If one ad is placed on two shows, the total number exposed once is

    unduplicated reach

    There are people who see both shows and the overlap is called as

    duplicated reach

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    Both are important, unduplicated reach potential new exposures

    Duplicated reach estimate of frequency

    Program Rating = % of households with TV who watch a program

    Gross rating points (GRP) = Reach x Frequency

    Target rating points (TRP) = no. of people in target audience the media

    will reach, and the number of times

    The reach-vs-frequency decision is very difficult to make. It is more ofan art than a science.

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    odu e e e op g e C p og a

    vi. Creative aspects and mood

    For implementing creativity, a medium should be used which will support

    the creative aspects. The creative and media department work closely

    to determine the best fit.

    Certain media enhance the creativity of a message because they createa mood that carries over to the communication.

    Hence a media can also create a perception about the message placed

    in them.

    Eg. TV vs. Internet

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    p g p g

    vii. Flexibility

    The media strategy should be flexible to address the following:

    -Market opportunities development of new ad medium

    -Market threats competitor may alter his media strategy

    -Availability of media alternative media should be considered

    -Changes in media eg. Advent of cable TV

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    viii. Budget considerations

    The value of strategy can be determined by how well it delivers the

    message to the audience with the lowest cost and least waste.

    The promotional costs can be categorized as:

    Absolute cost of medium cost required to place the message

    Relative cost relationship between the price paid for advertising and

    size of the audience delivered

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    p g p g

    Calculating relative cost:

    Cost per thousand (CPT) = Cost of ad space (absolute cost) x 100

    circulation

    Cost per ratings point (CPRP) = Cost of commercial time

    Program rating

    Daily inch rate (newspapers) = Cost of ad space x 1000

    circulation

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    4. Evaluation and follow up

    All plans need some evaluation to assess their performance. The

    questions to be asked are:

    - How well did these strategies achieve the media objectives?

    - How well did this media plan contribute to attaining the overallmarketing and communications objectives?

    Challenges in media planning are measurement and lack of consistent

    terminology.

    IT IS BETTER TO TRY THAN NOT TO ATTEMPT

    Factors to Consider in Setting an

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    g

    Advertising Budget

    Market share and consumer base

    Competition and clutter

    Advertising frequency

    Product substitutability

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    MRP/IMC/M3 8989

    Other factors affecting the advertising budget are:

    Purchasefrequency

    Productlife cycle

    Productdurability

    Differentiation

    Productprice

    Hidden productqualities

    Developing the

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    p g

    Advertising Campaign Message generation

    and evaluation

    Creative development

    and execution Legal and social

    issues

    Tele ision

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    Television

    Advantages

    Reaches broad spectrum

    of consumers

    Low cost per exposure

    Ability to demonstrate

    product use

    Ability to portray image

    and brand personality

    Disadvantages

    Brief

    Clutter

    High cost of production

    High cost of placement

    Lack of attention by

    viewers

    Print Ads

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    Print Ads

    Advantages

    Detailed product

    information

    Ability tocommunicate user

    imagery

    Flexibility

    Ability to segment

    Disadvantages

    Passive medium

    Clutter

    Unable todemonstrate product

    use

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    Choosing Among Major Media

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    g g j

    Types

    Target audience and media habits

    Product characteristics

    Message characteristics

    Cost

    Major Media Types

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    Major Media Types

    Newspapers

    Television

    Direct mail

    Radio Magazines

    Outdoor

    Yellow Pages

    Newsletters

    Brochures Telephone

    Internet

    Advertising Research

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    g

    Techniques

    For Print Ads

    For Broadcast Ads

    In-house tests

    Trailer tests

    Theater tests

    On-air tests

    Place Advertising

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    Place Advertising

    Billboards

    Public spaces

    Product placement

    Point-of-purchase

    What is Sales Promotion?

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    What is Sales Promotion?

    Sales promotions consist of a collectionof incentive tools, mostly short term,

    designed to stimulate quicker or greater

    purchase of particular products or servicesby consumers or the trade.

    Sales Promotion Tactics

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    Sales Promotion Tactics

    Consumer-directed Samples

    Coupons

    Cash refund offers Price offs

    Premiums

    Prizes

    Patronage rewards

    Free trials

    Tie-in promotions

    Trade-directed Price offs

    Allowances

    Free goods Sales contests

    Spiffs

    Trade shows

    Specialty advertising

    Using Sponsored Events

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    Using Sponsored Events

    Establish objectives

    Choose events

    Design programs

    Measure effectiveness

    Public Relations

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    Public Relations

    Management tooldesigned to favorably

    influence attitudestoward an organization,

    Its products,and its policies

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    Major Tools in Marketing PR

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    Major Tools in Marketing PR

    Publications

    Events

    Sponsorships

    News Speeches

    Public Service

    Activities Identity Media

    Evaluating Advertising

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    Effectiveness

    Communication-Effect Research

    Consumer feedback method

    Portfolio tests Laboratory tests

    Sales-Effect Research

    Figure 18.4 Formula for Measuring

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    Sales Impact of Advertising