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AdvertisingAdvertising ObjectivesInformative AdvertisingBuild Primary Demand

Persuasive AdvertisingBuild Selective DemandComparison AdvertisingCompares One Brand to AnotherReminder AdvertisingKeeps Consumers ThinkingAbout a Product.Advertising Budget MethodsAffordable Percentage of Sales Competitive-Parity Objective-and-TaskStage in the Product Life CycleCompetition and ClutterMarket ShareAdvertising FrequencyProductDifferentiationFactors in Setting the Advertising BudgetAIDA

AIDAis anacronymused inmarketingandadvertisingthat describes a common list of events that may occur when a consumer engages with an advertisement. The base of brand promotion also.A - Attention (Awareness): attract the attention of the customer.I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.A - Action: lead customers towards taking action and/or purchasing.Using a system like this gives one a general understanding of how to target a market effectively. Moving from step to step, one loses some percent of prospects.

Advertisement CopyText of a print, radio, or televisionadvertising messagethataimsat catching andholdingtheinterestof theprospectivebuyer, and at persuading him or her to make apurchaseall within a few short seconds.

The headline of anadvertisingcopyis said to be the most important part, and quite often a smallchangein its wording brings disproportionateresults. Most advertising copy is based on advertising/consumer researchand is composed byprofessionalcopywritershired byadvertising agencies.

Also calledadvertisement copy, ad copy, or just copy.Advertising AgencyA marketing services firm that assists companies in planning, repairing, implementing, and evaluating all or portions of their advertising programs. Advantages of Advertising Agency Low budget Less employs Professional point of view

Sales PromotionSales PromotionMass communication technique that offers short-term incentives to encourage purchase or sales of a product or service.

Rapid growth in the industry has been achieved because:Product managers are facing more pressure to increase their current sales,Companies face more competition,Advertising efficiency has declined,Consumers have become more deal oriented.

Promotion MixA promotion mix is a companys total marketing communications program and it consists of a specific blend of:

AdvertisingSales PromotionsPublic RelationsPersonal SellingFactors in Setting the Promotion MixType of Product and Market

Push vs. Pull Strategy

Buyer Readiness State

Product Life-Cycle StagePromotion Tools / TechniquesConsumer - Promotion ToolsShort-Term Incentives to Encourage Purchase or Sales of a Product or Service.Point-of-PurchaseDisplaysPremiumsPrice PacksCash RefundsCouponsSamplesConsumer-Promotion ObjectivesConsumer-Promotion ToolsPatronage RewardsGamesSweepstakesContestsAdvertisingSpecialtiesPatronage RewardsEntice Consumers to Try a New ProductLure Customers AwayFrom Competitors ProductsGet Consumers to Load Upon a Mature ProductHold & Reward Loyal CustomersConsumer Relationship BuildingTrade - Promotion ToolsSpecialty AdvertisingItemsContestsFree GoodsBuy-BackGuaranteesAllowancesPrice-OffsShort-Term Incentives That are Directed to Retailers and Wholesalers.Trade-Promotion ObjectivesTrade-Promotion ToolsPatronage RewardsPush MoneyDiscountsPremiumsDisplaysPersuade Retailers or Wholesalers to Carry a BrandGive a Brand Shelf SpacePromote a Brand in AdvertisingPush a Brand to Consumers Business - Promotion ToolsShort-Term Incentives That are Directed to Industrial Customers.Business-Promotion ObjectivesBusiness-Promotion ToolsGenerate Business LeadsStimulate PurchasesReward CustomersMotivate Salespeople ConventionsTrade ShowsSales ContestsPush vs. Pull Strategy

Personal SellingFeatures of Personal Selling(1)Personal Form:Under personal selling a personal contact is established between the buyers and the salesman. In other words, both the parties face each other.(2)Development of Relationship:Personal selling results in the development of personal relationship between the sales person and the possible buyer. Such a relationship has an important place in sales.(3)Oral Conversation:There is oral conversation between the sales person and the buyer regarding the features of the product, i.e., price, colour, shape, design, method of using, etc.Features of Personal Selling(4)Quick solution of Queries:The prospective buyer can make inquiries regarding the product. Salesman answers these queries quickly and removes any doubts in the mind of the buyer.(5)Receipt of Additional Information:Normally, before introducing its product, a company is aware of the preferences of the probable buyers. Nevertheless, during the course of personal selling, when the sales person is in direct contact with the buyers he/she gathers additional information regarding their tastes and likings.(6)Real Sale:Under personal selling, the buyers are not only informed about the product but the goods are actually sold to them.Steps in Effective SellingPreapproachApproachPresentationOvercoming objectionsClosingFollow-upProspecting/QualifyingDifferences Between Advertising and Public RelationsDifferences Between Advertising and Public Relations1. Paid Space or Free CoverageAdvertising:The company pays for ad space. You know exactly when that ad will air or be published.Public Relations:Your job is to get free publicity for the company. From news conferences topress releases, you're focused on getting free media exposure for the company and its products/services.2. Creative Control Vs. No ControlAdvertising:Since you're paying for the space, you have creative control on what goes into that ad.Public Relations:You have no control over how the media presents your information, if they decide to use your info at all. They're not obligated to cover your event or publish your press release just because you sent something to them.Differences Between Advertising and Public Relations3. Shelf LifeAdvertising:Since you pay for the space, you can run your ads over and over for as long as your budget allows. An ad generally has a longer shelf life than one press release.Public Relations:You only submit a press release about a new product once. You only submit a press release about a news conference once. The PR exposure you receive is only circulated once. An editor won't publish your same press release three or four times in their magazine.4. Wise ConsumersAdvertising:Consumers know when they're reading an advertisement they're trying to be sold a product or service."The consumer understands that we have paid to present our selling message to him or her, and unfortunately, the consumer often views our selling message very guardedly.

Differences Between Advertising and Public RelationsPublic Relations:When someone reads a third-party article written about your product or views coverage of your event on TV, they're seeing something you didn't pay for with ad dollars and view it differently than they do paid advertising."Where we can generate some sort of third-party 'endorsement' by independent media sources, we can create great credibility for our clients' products or services, 5. Creativity or a Nose for NewsAdvertising:In advertising, you get toexercise your creativityin creating newad campaigns and materials.Public Relations:In public relations, you have to have a nose for news and be able to generate buzz through that news. You exercise your creativity, to an extent, in the way you search for new news to release to the media.Public RelationsPublic RelationsBuilding good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image and handling or heading off unfavorable rumors, stories and events.Major functions are: Press Relations or Press Agentry Product Publicity Public Affairs Lobbying Investor RelationsDevelopmentObjective of PRBuilding Product Awareness When introducing a new product or relaunching an existing product, marketers can use a PR element that generates consumer attention and awareness through media placements and special events.Creating Interest Whether a PR placement is a short product article or is included with other products in round up article, stories in the media can help entice a targeted audience to try the product. For example, around the holiday season, a special holiday food may be promoted with PR through promotional releases sent to the food media or through special events that sample the product.

Objective of PRProviding Information PR can be used to provide customers with more in depth information about products and services. Through articles, collateral materials, newsletters and websites, PR delivers information to customers that can help them gain understanding of the product.Stimulating Demand A positive article in a newspaper, on a TV news show or mentioned on the Internet, often results in a discernable increase in product sales.Reinforcing the Brand In many companies the public relations function is also involved with brand reinforcement by maintaining positive relationships with key audiences, and thereby aiding in building a strong image. Today it is ever more important for companies and brands to build a good image. A strong image helps the company build its business and it can help the company in times of crises as well.

Public Relations Tools / TypesSpecialEventsWritten MaterialsCorporate Identity MaterialsSpeechesNewsAudiovisualMaterialsPublic ServiceActivities

difference between public relation and publicitydifference between public relation and publicityPURPOSEPublic relations is a strategic communications discipline, focused onmanaging reputation.Publicity is the process of gaining visibility.

COMPONENTSpublicity tends to only be press agents. Public Relations encompasses media relations, community relations, analyst relations and now social media relations.difference between public relation and publicityHOW IT WORKSPublicity is getting unpaid media to pay attention, write you up, point to you, run a picture, make a commotion. Sometimes publicity is helpful, and good publicity is always good for your ego.PR is the strategic crafting of your story. Its the focused examination of your interactions and tactics and products and pricing that, when combined, determine what and how people talk about you.

Direct MarketingFeatures of Direct MarketingMarketing messages are addressed directly to the customer and/or customers. Direct marketing relies on being able to address the members of atarget market. Addressability comes in a variety of forms including email addresses, mobile phone numbers, Web browser cookies, fax numbers and postal addresses.Direct marketing seeks to drive a specific "call to action." For example, an advertisement may ask the prospect to call afree phonenumber or click on a link to a website.Direct marketing emphasizes trackable, measurable responses from customers regardless of medium.

Functions of Direct MarketingCross-selling Lead generation for sales force Up-selling current and new products to existing customers Keeping customers sold on product/service Selling to new prospects Generation of retail traffic

Basic concepts in Direct MarketingElectronic commerceElectronic commerce, commonly known ase-commerce, is a type of industry where buying and selling of product or service is conducted over electronic systems such as the Internet and other computer networks.Modern electronic commerce typically uses theWorld Wide Webat least at one point in the transaction's life-cycle, although it may encompass a wider range of technologies such as e-mail,mobile devicessocial media, and telephones as well.M commerceMobile commerce is the delivery of electronic commerce capabilities directly into the consumers hand, anywhere, via wireless technology.M commerceProducts and services availableMobile Money TransferMobile ATMMobile ticketingMobile vouchers, coupons and loyalty cardsContent purchase and deliveryLocation-based servicesInformation servicesMobile bankingMobile brokerageAuctionsMobile browsingMobile purchaseIn-application mobile phone paymentsMobile marketing and advertising

e-businessElectronic business, ore-business, may be defined as the application of information and communication technologies (ICT) in support of all the activities of business. Commerce constitutes the exchange of products and services between businesses, groups and individuals and can be seen as one of the essential activities of any business. Electronic commerce focuses on the use of ICT to enable the external activities and relationships of the business with individuals, groups and other businesses.e-business may be defined as the conduct of industry, trade,and commerce using the computer networks. the term "e-business" was coined byIBM's marketing and Internet teams in 1996.

E marketingEmail marketingis directlymarketing a commercial message to a group of people usingemail. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either cold lists or current customer database. Broadly, the term is usually used to refer to:Sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyaltyand repeat business.Sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something immediately.Addingadvertisementsto email messages sent by other companies to their customers.E networkingNetworking on the Internet can be very valuable. E-networking, which combines traditional networking with the power of the Internet, allows for the creation of a virtual community of contacts that can provide critical information on job leads and industry trends. There are several advantages to e-networking:No need to pick up a telephone and speak to a stranger.

Usually results in a quick response to your inquiry.

Allows simplicity in managing a circle of new contacts.

Most importantly, everyone with an email address is available to you.

M marketingMobile marketingis marketing on or with a mobile device, such as a cell phone. Mobile marketing can also be defined as the use of the mobile medium as a means of marketing communication,the distribution of any kind of promotional or advertising messages to customer through wireless networks.