5 M’s of advertising 1. Mission: Why to advertise? e.g. Creating awareness, communicating the promotional 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 is important and so the broadcasting (T.V.), for ad of a music album Radio and for the Shradhdhanjali the Print (newspaper) is best suit. 5 M’s of advertising 4. Message: What to communicate? E.g. Advertisement of AIDS communicates the social awareness while commercial advertisements are meant 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 the advertisement. Again what the viewer/reader liked the most in the ad can be measured effectively through the measurement. Creation of AD (A)Ad Theme or appeal- Assignment There are wonderful 9 ‘Ras*’ for it. 1. Hasya Ras: e.g. Melody Khao Khud jan Jao 2. Veer Ras: e.g. White and Red Bravery Award 3. Gambhir Ras: e.g. ICICI Pru ‘Jeete Raho..’, Suffola advertisements 4. Bibhatsa Ras: Virgin Mobile ad., McDowell’s, Axe Deo. 5. Raudra Ras: ‘Jago Grahak Jago.’ campaign 6. Saumya Ras: Johnson & Johnson ad 7. Shringar Ras: DeBeers, Nakshatra, Agni diamond jewellery 8. Adbhut Ras: LIC Jeevan Anand policy campaign 9. Karun Ras: Ads of UNICEF,CRY * By Ms Parmita Mehta(MEFI) [B] Advertising Layout- (Assignment) 1) Headline : It should reflect the content of the ad. 2) Illustrations : They provide line drawings, cartoons, pictures, symbols, photographs. 3) Color : Red, green, blue and black are most popular colors used in advertisements. 4) Body copy or Text : The body copy explains and develops the ideas presented in the headline. 5) Slogan : It avoids the audience to be Sanjay Singhania (i.e. avoiding Short Term Memory Loss) thy ENABLING THE READER/VIEWER/LISTNER TO HAVE LONGLASTING MEMORY Sales Promotion “A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale.” An extra incentive to buy A tool to speed up sales Targeted to different parties Sales Promotion •It communicates marketing Information to consumers, users and resellers. Promotion persuades and convinces the buyer and influences his/her behavior to take the desired action. Objectives of Sales Promotion 1. Launch New Products and increase Trial 2. Encourage repeat purchase 3. To Block Competitor’s moves Two block-bustors got released i.e Rab ne banadi Jodi and Gajini, for both the movies, two big Sharks of film industry did lot of promotional activities. 4. Encourage Dealers to participate in display and sales contests. 5. Deflect customers’ attention from price 6. To supplement advertising and personal selling Sales Promotion Increases Growing power of retailers Reasons Declining brand loyalty Increased promotional sensitivity Brand proliferation Fragmentation of consumer markets Short-term focus of marketers Increased accountability Competition Clutter Sales Promotion Vehicles Consumer-Oriented Trade-Oriented Samples Contests, incentives Coupons Trade allowances Premiums Point-of-purchase displays Contests/sweepstakes Training programs Refunds/rebates Trade shows Bonus Packs Cooperative advertising Price-off deals Frequency programs Event marketing Strengths of Sales promotion 1. It stimulates positive attitudes. 2. It gives extra incentives. 3. It gives direct inducement. 4. It is very flexible. Limitations of Sales Promotion: 1. It has got temporary life. 2.They are only supplementary devices. 3. They are non-recurring in their use. 4. Too many sales promotions may affect the image. 5. Ad agencies accord low status to sales promotion. Direct Marketing • Here, the organization communicate directly with target customer to generate a response or transaction. • It involves activities like database management , direct selling, telemarketing, giving direct mailer or catalogue to the prospect. • The companies spend large amount of money each year developing and maintaining database containing the address and Phone no to use telemarketing to call customer directly and attempt to sell them products/services or turn them as sales leads. • it is COLD CALLING Interactive/Internet Marketing Interactive/Internet Marketing • Unlike advertising which is one -way in nature this new media allows user to perform a variety of functions such as receive and alter information and image , make inquiries, respond to question and make purchase. • It is an advertising medium as many companies advertise their products and services on the website 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…. Publicity Meaning: In this method of marketing communication, the advertiser is behind the curtain. And most of the time publicity is sponsored by the indirect beneficiary. We use the terms “publicity” and “advertising” as having separate meanings, depending on the manner in which the material is published or disseminated. 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. - 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 and corporate world just to create hype. • The techniques used to gain publicity include news release, press-conferrence , feature articles, editorials, photographs, films, and videotapes. Public Relation • When an Organization systematically plans and distributes information in an attempt to control and manage its image and the nature of the publicity it receives, 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 include special publications, participation in community activities, fund-raising, sponsorship of special events, and various public affair activities… 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. Steps in Personal Selling 1. 2. 3. 4. 5. 6. 7. Prospecting Pre-approach Approach Presentation and demonstration Handling objections Closing Follow-up E.g. All the sales representatives of Eureka Forbes, Life Insurance Executives are doing the same job. Features of PS 1. High pressure salesmanship. 2. Salesmanship is persuasion. 3. Salesmanship is winning the Buyer’s confidence. 4. Salesmanship Aims at providing service to the buyer. 5. Salesmanship aims at mutual benefit. 6. Salesmanship is an education process. 7. Salesmanship is a creative process. 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 Integrated Marketing Communications Planning Model Review of Marketing Plan Promotional Program Situation Analysis Analysis of the Communications Process Budget Determination Develop Integrated Marketing Communications Programs Advertising Sales Promotion PR/ Publicity Personal Selling Direct Marketing Internet/ Interactive Advertising Objectives Sales Promotion Objectives PR/ Publicity Objectives Personal Selling Objectives Direct Marketing Objectives Internet/ Interactive Objectives Message Strategy Sales Promotion Strategy PR/ Publicity Strategy Personal Selling Strategy Direct Marketing Strategy Internet/ Interactive Strategy Integration & Implementation of Marketing Communications Strategies Monitor, Evaluate & Control Promotional Program © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin