study.pptx

7/29/2019 Study.pptx

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Marketing Mix

Product

Price them strategically

Place. Make them available

Promote them through sales and

advertising

What the Consumer demands

Cost the consumer is willing to pay

At the Convenience of the customer

By Communicating the value


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Promotion Mix

Advertising

Personal

Selling Direct

Marketin

g

Sales

Promotion

PublicRelations


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Types of Advertising

Product-oriented

Image

AdvocacyPublic service


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Ethical Issues in Advertising

Truth Exploitation and manipulation Perceptive research Degrading competition Political advertising

Sex in advertising Imitation, plagiarism and flattery Incomplete information Advertising to children Ad spillover

Stereotyping


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The Advertising Industry

ADVERTISER

ADVERTISING

AGENCY

SUPPLIERS(photographers,

printers, talent, etc.)

MEDIA


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The Advertising Process

Pitching

Briefing

Media Planning

Conceptualization

Designing

Approvals

Production

Finalizing

Media Buying

Releasing/Airing

Billing


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Media of Advertising

Print Media

Newspapers, Magazines

Electronic Media

TV, Radio, FM,

Digital Interactive Media

Website, web banners, emails

Out-Of-Home (OOH)

Billboard, Transit, Kiosks, banners, retail

Direct Mail

Other

Cinema halls, sms


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Consumer Behavior

The study of individuals, groups, or organizations and the

processes they use to select, secure, use, and dispose of products,

services, experiences, or ideas to satisfy needs and the impacts that

these processes have on the consumer and society.


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Consumer Behavior Study

Primary Research

Surveys

Focus Group

Personal Interviews

Projective Techniques

Observation

Online Research Methods

Secondary Research


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Interpersonal

Influences

Family

Society

Culture

Non-personal

Influences

Time

PlaceEnvironment

Personal

Processes

Perception

Learning &

Persuasion

Motivation

Decision Making

1.Problem recognition

2.Information search

3.Evaluation & selection

4.Store choice &

purchase

5.Post-purchase

behavior

Needs

Wants

Experiences & acquisitions

Experiences & acquisitions


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Types of Buying Behavior

Routine Response

Limited Involvement

Extensive InvolvementImpulse


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Response Wheel

Brand

DecisionProcess

Problem Recognition

Info Search

Evaluation

Attitudes

Likings

Preference

Conviction

Satisfaction

Try

Buy

Other Action Response

Repurchase

Think F

eel

Do


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Cognitive Learning (Thinking)Consumers learn through information processing and problem solving

Behavioral Learning (Conditioning)Learning via association (classical conditioning)

Learning via reinforcement (instrumental conditioning)

Modeling ProcessesBased on observations of outcomes and consequences experienced by others

Consumer Learning Theories


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Interpersonal

Influences

FamilySociety

The group we belong to

The people we relate toThe people we trust

Culture

Non-personal

Influences

Time

Place

Environment


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Adoption process for new products

Awareness

Interest

Evaluation

Trial

Decision

Confirmation


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Media Planning

...conceive, analyze and creatively select channels of

communication that will direct advertising messages to

the right people in the right place at the right time...


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Media planning process

Setting media objectives in light of marketing and

advertising objectives

Developing media strategy for implementing media

objectives

Designing media tactics for realizing media strategy

Propose procedures for evaluating effectiveness of the

media plan


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Media Strategy

5Ms

Markets

Money

MediaMechanics

Methodology


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Media Tactics

Scheduling

Frequency tactics

Media tactics &

Scheduling

Continuous schedule

FlightingPulsing


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Frequency Tactics

Roadblocking

Media blackout

Bursting


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Shift

Media Planning Contact Planning

Be where the Media is Be where the customer is

Plan to reach

consumers

Plan to reach people

they reach


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6 laws of Small Business Advertising success

Use One Message

Should be able to communicate core message in less than 3 seconds

Add Credibility

Test Everything

Be Easy to Contact

Match Ads to Target

Create Curiosity


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MP challenges in Nepal

Lack of data

Lack of a media audit firm

Unhealthy competition

Non-transparency in rates

Lack of complete media buying agencies

Bulk selling

Lack of financial protection


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Communication Plan

1. Purpose and Mission

2. Situational Analysis

3. Communication Strategy and Objectives

Defining target market; Segmentation; Positioning strategy; Definingobjectives; Financial objectives

4. Tactical Programs

Promotion mix; Advertising strategy and creative mix; Defining the

message strategy; Defining delivery strategy5. Budgeting and Scheduling

6. Follow-up mechanism


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Communication Objectives

S - Specific

M - Measurable

A - Achievable

R - Realistic

T - Targeted & Time driven


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Advertising Planning

Define your customers

Define what makes you unique

Set advertising goals and objectives

Set a sustainable budget

Choose your media

Timing and scheduling

Evaluation and follow through


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What is IMC?

Process of managing customer

relationships that drive Brand Value

On the foundation ofCommunication


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Elements of Communication Mix

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