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Integrated Marketing

Communications
Module 1
Module 1 syllabus
Role of IMC in marketing process, IMC planning
model, Marketing and promotion process model.
Communication process, steps involved in
developing IMC programme,
Effectiveness of marketing communications
Purpose, Role, Functions, Types, Advertising Vs
Marketing mix, Advertising appeal in various
stages of PLC
Marketing Mix

IMC
Role of Advertising and Promotion
Inform customers of a product or service
Convince them of its ability to satisfy their
wants or needs
Help develop and sustain relationships
IMC -Defined
A concept of marketing communications
planning that recognizes the added value of a
comprehensive plan that evaluates the
strategic roles of a variety of communication
disciplines and combines these disciplines to
provide clarity, consistency and maximum
communications impact
Integrated Marketing Communications
A marketing communications planning concept that recognizes
the value of a comprehensive plan.
A plan that evaluates the strategic roles of several
communications disciplines:
Media advertising
Direct marketing
Interactive/internet marketing
Sales promotion
Publicity/Public relations
Combines the disciplines to provide:
Clarity
Consistency
Maximum communications impact
Reasons For Growing Importance of IMC
A shifting of marketing expenditures from traditional media
advertising to other forms of promotion as well as nontraditional
media
The rapid growth of the internet and social media that is
changing the nature of how companies do business and the ways
they communicate and interact with consumers
A shift in marketplace power from manufacturers to retailers
The growth and development of database marketing
Demands for greater advertising agencies and changes in the
way agencies and other marketing communication firms are
compensated accountability
Rapid growth of the Internet
Increasing importance of branding
Communication Levels
Corporate Level
Messages sent by a companys overall business practices and
philosophies such as mission, labor practices, philanthropies,
culture and other processes
Marketing Level
Messages sent by or inferred from by various aspects of
marketing mix such as product performance, design,
appearance, pricing and distribution
Marketing Communication Level
Strategic and executional consistency among all forms of
marketing communication
The promotional Mix: IMC Tools

The promotional Mix

Interactive/Internet
Advertising Direct Marketing
Marketing

Publicity/Public
Sales promotion Personal Selling
Relations
Integrated Marketing Communications Planning Model
Marketing Plan
A document that describes the overall marketing strategy and
programs developed for an organisation, a particular product
line or a brand.
Include:
1. A detailed situation analysis that consist of an internal marketing audit
and review and external analysis of the market competition and
environment factors
2. Specific marketing objectives that provide direction, a time frame form
marketing activities, and a mechanism for measuring performance
3. A marketing strategy and program that includes selection of target
market(s) and decision and plans for the four elements of marketing
mix elements
4. A program for implementing the marketing strategy, including
determining specific tasks to be performed and responsibilities
5. A process for monitoring and evaluating performance and providing
feedback so that proper control can be maintained and any necessary
changes can be made in the overall marketing strategy or tactics
Review of Marketing Plan
Examine overall marketing plan and objectives
Role of advertising and promotion
Competitive analysis
Assess environmental influences
Analysis of Promotional Program Situation

Internal analysis
Promotional department organisation
Firms ability to implement promotional program
Agency evaluation and selection
Review of previous program results
External analysis
Consumer behaviour analysis
Market segmentation and target marketing
Market positioning
Analysis of Communication Process
Analyse receivers response processes
Analyse source, message, channel factors
Establish communications goals and objectives
Analysis of the Communication Process

Marketing objectives
Refer to what is to be accomplished by the overall
marketing program
Often stated in terms of sales, market share, or profitability
Communication objectives
Refer to what the firm seeks to accomplish with its
promotional program
Often stated in terms of the nature of the message to be
communicated or what specific communication effects are
to be achieved
Key Communication Objectives
Creating awareness or knowledge about a
product and its attributes or benefits
Creating an brand, store image
Developing favourable attitudes, preferences
or purchase intentions
Budget determination
Set tentative marketing communications
budget
Allocate tentative budget
Integrate and Implement Marketing
Communications Strategies
Integrate promotional Mix strategies
Create and produce ads
Purchase media time and space
Design and implement direct marketing programs
Design and distribute sales promotion materials
Design and implement public relations/publicity
programs
Design and implement interactive/internet
marketing programs
Monitor, Evaluate and Control Integrated
Marketing Communications Program
Evaluate promotional program
results/effectiveness
Take measures to control and adjust
promotional strategies
THE ROLE OF IMC IN THE
MARKETING PROCESS
Marketing and Promotions Process Model
Marketing Strategy and Analysis

Strategic Marketing Plan


Guide the allocation of its resources
Opportunity analysis
Alternate market opportunities for existing product lines in
current or new markets, new products for current markets or new
products for new markets
Competitive analysis
Analysing the competition to be faced in the market place
Range from direct brand competition to more indirect forms of
competition such as product substitutes
Target Market selection
Becomes the focus of the firms marketing effort, and goals and
objectives
The Target Marketing Process

Identify markets with unfulfilled needs

Determine market segmentation

Select a market to target

Position through marketing strategies


Segmentation Process
1. Finding ways to group consumers according to their
needs
2. Finding ways to group marketing actions, usually the
products offered, available to the organization
3. Developing a market to relate the market segments
to the firms products and actions
4. Selecting the product segments towards which the
firm directs its marketing actions
5. Taking marketing actions to reach target segments
Bases for Segmentation
Geographic Segmentation
Country, State, Region
Demographic Segmentation
Age, sex, income, education, occupation, social class
Psychographic Segmentation
VALS (Values and Lifestyles)
Personality traits
Behavioristic Segmentation
Usage, loyalties or buying responses, occasions
Benefit Segmentation
Products that satisfy specific needs or wants
Selecting a Target Market
Determining How Many Segments To Enter
Undifferentiated Marketing
Involves ignoring segment differences and offering one
product or service to the entire market
Differentiated marketing
Involves marketing in a number of segments,
developing separate marketing strategies for each
Concentrated Marketing
Used when the firm selects one segment and attempts
top capture a large share of this market
Determining Which Segments Offer Potential

Determine sales potential of the segment


Determine opportunities for growth of the
market segment
Analyze the competition in the segment
Analyze the companys ability to compete in
the market segment
Positioning
Defined as the art and science of fitting the
product or service to one or more segments of
the broad market in such a way as to set it
meaningfully apart from competition
Approaches to Positioning/Positioning Strategies

By Attributes and Benefits


By Attributes and Benefits
By Price/Quality
By Price/Quality
By Use/Application
By Use/Application
By Product Category
By Product Category
By Product Users
By Product Users
By Competitors
By Competitors
By Cultural Symbols
By Cultural Symbols
COMMUNICATION PROCESS
The Communications Process
Communication Process
Sender or Source
Is the person or organization that has information
to share with another person or group of people
Source may be
Individual(sales person or hired spokesperson)
Celebrity
Non-personal entity(corporation or organization
itself)
Cricketer Dhoni is a source in this ad for star city
motorcycle
McDonalds uses its logo
as symbol which is widely
recognized throughout the
world
Communication Process
Encoding
Source selects words, symbols, pictures and the like
to represent the message that will be delivered to
the receiver(s)
Involves putting thoughts, ideas, or information into
symbolic form
Senders goal is to encode the message in such a way
that it will be understood by the receiver
Means using words, signs or symbols that are
familiar to the target audience
Communication Process
Message
The encoding process leads to development of a message that
contains the information or meaning the source hopes to convey
May be verbal or non verbal
Must be put into transmittable form that is appropriate for the
channel of communication
Content
Refers to the information and/or meaning contained in the
messages
Structure and Design
Refers to the way the message is put together in order to deliver
the information or intended meaning
Vodafone ad uses animation to convey the message
The image projected by an ad often
communicates more than words
Fevicol Ad without any words
Communication Process
Channel
Is the method by which the communication travels from the
source or sender to the receiver
Personal channels
Are direct interpersonal contact with target individual groups
E.g.: Salespeople (word-of-mouth communication)
Non personal channels
Are those that carry a message without interpersonal contact
between sender and receiver
Generally referred as mass media
2 types of non personal channels
Print media(Newspapers, magazines, direct mail, and bill
board)
Broadcast media(Radio and Television)
Communication Process
Receiver/Decoding
Is the person(s) with whom the sender shares
thoughts or information
Decoding
Is the process of transforming the sender's
message back into thought
Heavily influenced by the receivers frame of
reference of field of experience (experiences,
perceptions, attitudes and values)
Ad of Nano tries to depict the affordability, but
it is encoded as a cheap car by the audience
Communication Process
Noise
The extraneous factors that can distort or interface
with the reception
Noise types
Errors or problems that occur in the encoding of the
message
Distortion of radio or television signal
Distraction at the point of reception
No overlap between the fields of experience of the sender
and receiver
Using a sign, symbol or words that are unfamiliar or may
have different meaning to the receiver
Communication Process
Response/Feedback
The receiver's set of reactions after seeing,
hearing or reading the message
Response can range from non observable actions
such as storing information in memory
Experiential Overlap
Semiotics
Three components of a marketing message
Marlboro Ad
Identifying the Target Audience

Analyzing the Receiver


THE RESPONSE PROCESS
The Response Process
Understanding response-Most important aspect
of developing effective communication program
The receiver may go through in moving toward
a specific behaviour
Marketers objective may be
Create awareness and trigger interest in the product
Or Convey detailed information to change
consumers' knowledge and attitude toward the
brand and change their behaviour
Models of the Response Process
Models of the Response Process
AIDA Model
Was developed to represent the stages a
salesperson must take a customer through in the
personal-selling process
Hierarchy of Effects Model
Shows the process by which advertising works
Basic premise of this model is that advertising
effects occur over a period of time
Models of the Response Process
The innovation adoption model
Evolved from work on the diffusion of innovations
Represents the stages a consumer passes through in
adopting a new product or service
Information processing model
Assumes the receiver in a persuasive communication
situation like advertising is an information processor
or problem solver
Effective framework for planning and evaluating the
effects of a promotional campaign
Methods of obtaining feedback in the Response
Hierarchy
Alternative Response Hierarchies
Michel Ray has developed a model of
information processing that identifies three
alternative orderings of the three stages based
on perceived product differentiation and
product involvement
The alternative response hierarchies are
1. Standard learning
2. Dissonance/Attribution
3. Low-involvement
An Alternative Response Hierarchy
The Standard Learning Hierarchy
In many purchase situations, the consumer will
go through the response process in the sequence
depicted by the traditional communication
models-Standard Learning Model
Consist of Learn Feel Do sequence
Information and knowledge acquired or learned
about the various brands are the basis for
developing affect or feelings, that guide what the
consumer will do
Ad addresses the various stages in the
standard learning theory
The Dissonance/Attribution Hierarchy
Involves situations where consumers first behave, then
develop attitudes or feelings as a result of that
behaviour, and then learn or process information that
supports the behaviour
Do Feel Learn
The consumer may purchase the product on the basis of
a recommendation by some nonmedia source and the
attempt to support the decision by developing a positive
attitude towards the brand and perhaps even developing
negative feeling toward the rejected alternative(s)
Dissonance reduction involves selective
learning, where by consumer seeks
information that supports the choice
made and avoids information that would
raise about the decision

This ad reinforces the


wisdom of the decision to
use a Visa credit card
The Low involvement Hierarchy
The receiver in this case is viewed as passing from
cognition to behaviour to attitude change
Learn Do Feel
Tends to occur when
The involvement in the purchase decision is low
There are minimal differences among brand alternatives, and
mass-media advertising
When the consumer enters a purchase situation, the
information may be sufficient to trigger a purchase. The
consumer will then form an attitude towards the purchased
brand as a result of experience with it
Involvement Concept
Foote, Cone & Belding Grid/FCB Planning Model
Informative Strategy
INFORMATIVE (economic)
Is for highly involving products and service where rational
thinking and economic considerations prevail and the standard
learning hierarchy is the appropriate response model
Classical hierarchy-of-effects:
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Learn Feel Do
Foote, Cone & Belding Grid
Affective Strategy
AFFECTIVE (psychological)
Is for highly involving/feeling purchases
For these types of products, advertising
should stress psychological and emotional
motives such as building self esteem or
enhancing ones ego or self image
Feel Learn Do
Foote, Cone & Belding Grid
Habit Formation Strategy
HABITUAL (responsive)
Is for low involvement/thinking products with such
routinized behaviour patterns that learning occurs
most often after a trail purchase
Routine consumer behavior
Learning occurs most often after exploratory trial
purchase.
Learning by doing.
Do Learn Feel
Foote, Cone & Belding Grid
Self-Satisfaction Strategy
SATISFACTION (social)
Is for low-involvement/feeling products where
appeals to sensory pleasures and social
motives are important
Personal taste
Lifes little pleasures
Peer-oriented items.
Do Feel Learn.
Foote, Cone & Belding Grid
LG encourages
consumers to upgrade
their appliances by
focusing on product
design
Cognitive Response
A method for examining consumers cognitive
processing of advertising messages by looking at their
cognitive responses to hearing, viewing, or reading
communications
These thoughts are generally measured by having
consumers write down or verbally report their
reactions to a message
Assumption is that the thoughts reflect the recipient's
cognitive processes or reactions and help shape
ultimate acceptance or rejection of the message
A Model of Cognitive Response
Cognitive Response Categories
Product/Message Thoughts
Comprises those directed at the product or service
and/or the claims being made in the communication
Has two types of responses
1. Counter arguments
Are thoughts the recipient has that are opposed to the
position taken in the message
2. Support arguments
Thoughts that confirm the claims made in the message
Cognitive Response Categories
Source-Oriented Thoughts
Is directed at the source of the communication
Include two types of responses
1. Source derogations
Negative thoughts about the spokesperson or
organization making the claims
2. Source bolsters
Receivers who react favorably to the source generate
favourable thoughts
Cognitive Response Categories
Ad Execution Thoughts
Consist of the individuals thoughts about the ad
itself
Affect attitude toward the ad
Include ad execution factors such as creativity of the ad,
the quality of the visual effects, colors and voice tones
Important determinant of advertising effectiveness
Ad execution-related thoughts can be either favourable
or unfavorable
Consumers often generate
support arguments in
response to ads for quality
products
The Elaboration Likelihood Model
Addresses the way consumers respond to persuasive
messages
Attitude formation or change process depends on the
amount and nature of elaboration or processing of
relevant information that occurs in response to a
persuasive message
Routes to attitude change
Central route to persuasion ability and motivation to process
a message is high and close attention is paid to message
content
Peripheral route to persuasion ability and motivation to
process a message is low and receiver focuses more on
peripheral cues rather than message content
The Elaboration
Likelihood model of
Persuasion
Central routes to persuasion for high involvement products
An ad using peripheral cues, most notably a celebrity endorser
A framework for studying how advertising
works
SOURCE, MESSAGE AND CHANNEL FACTORS
Promotional Planning Through the Persuasion
Matrix
Helps marketers see how each controllable element
interacts with consumer's response process
Independent variables
Are the controllable components of the communication
process
Dependent variables
Are the steps a receiver goes through in being persuaded
Marketers can choose the person or source who
delivers the message, the type of message appeal
used, and the channel or medium
The Persuasion Matrix
Promotional Planning Through the
Persuasion Matrix
1. Receiver/comprehension
Can the receiver comprehend the ad?
2. Channel/presentation
Which media will increase presentation?
3. Message/yielding
What type of message will create favorable attitudes
or feelings?
4. Source/attention
Who will be effective in getting consumers
attention?
Source Factors
Source
The person involved in communicating a marketing
message, either directly or indirectly
1. Direct source
Is the spokesperson delivering a message and/or
demonstrating a product or service
2. Indirect source
A model, doesn't actually deliver a message but draws
attention to and/or enhances the appearances of the
ad
Indian Cricket captain MS Dhoni serves as a
spokesperson for Boost ads
Leonardo DiCaprio
promoting Tag Heuer
Source Attributes and
Receiver Processing Modes
Source Credibility
Credibility is the extent to which the recipient sees
the source as having relevant knowledge, skill, or
experience and trusts the source to give unbiased,
objective information
Two important dimensions to credibility
Expertise
Trustworthiness
Finding celebrities or other figures with a trustworthy image
is often difficult
Using corporate leaders as spokespeople
An ad for Dove soap promoting
the fact that it recommended by
dermatologists who are experts
in skin care
Ad on Trustworthiness
Source Credibility- Limitations
In some situations a high-credibility source
may be less effective than a moderate- or low-
credibility source
When the receiver has a favorable initial attitude
or opinion, the use of a highly credible source may
lead the receiver to attribute his or her opinion to
the source rather than the message being
communicated.
Source Credibility- Limitations
When a moderate- or low- credibility source is
used, the receiver cannot really attribute his
or her attitude or opinion to the source.
The sleeper effect phenomenon is another
reason why a low-credibility source may be
just as effective as a source high in credibility.
Source Attractiveness
Similarity
Resemblance between the source and recipient of
the message
Familiarity
Knowledge of the source through repeated or
prolonged exposure
Likeability
Affection for the source resulting from physical
appearance, behavior, or other personal traits
The Use of Celebrities
Endorsements
The celebrity, whether an expert or not, merely agrees to
the use of his or her name and image in the promotion of
the product.
Testimonials
The celebrity, usually an expert with experience with the
product, attests to its value and worth.
Dramatizations
Celebrity actors or models portray the brand in use during
dramatic enactments designed to show the goods.
Celebrity Endorsements
Testimonials
Sachin's bat sport
Adidas logo
Celebrity Likability
Risks of Using Celebrities
The celebrity may overshadow the product
The celebrity may be overexposed which
reduces his or her credibility
The target audience may not be receptive to
celebrity endorsers
The celebritys behavior may pose a risk to the
company
Understanding the Meaning of Celebrity
Endorsers
Advertisers must try to match the product or
companys image, the characteristics of the
target market, and the personality of the
celebrity
Meaning Movement and
the Celebrity Endorsement Process

According to this model ,a celebrity's effectiveness as an endorser depends on the


culturally acquired meanings he or she brings to the endorsements process
Each celebrity contains many meanings including status, class, gender, and age as
well as personality and lifestyle
Actress Mallika Sherawats
sexy image helps launch
7UPs Curvy bottle
Message Factors
Message Structure
Order of presentation
Conclusion Drawing
Message sidedness
Refutation
Verbal vs. visual message
Message Structure
Order of presentation
Should the most important message points be
placed at the beginning of the message, in the
middle or at the end?
Primacy effect
Presenting the strongest argument at the beginning of
the message
Recency effect
Presenting the strong points at the end
Ad Message Recall as a function of order of
Presentation
Message Structure
Conclusion Drawing
Marketing communicators must decide whether
their messages should explicitly draw a firm
conclusion or allow receivers to draw their own
conclusions
Researches suggest that explicit conclusions are
more easily understood and effective in
influencing attitudes
Conclusion drawing
Message Sidedness
One sided message
Mentions only positive attributes of benefits
Are most effective when the target audience already
holds a favourable opinion about the topic
Also work with less educated audience
Two sided message
Presents both good and bad points
Is more effective when the target audience holds an
opposing opinion or is highly educated
Enhance the credibility of the source
An ad for Buckleys cough syrup that is a good example
of a two-sided message whereby a marketer presents
both positive and negative information about a product
Message structure
Refutation
Special type of two-sided
message
The communicator presents
both sides of an issue and the
refutes the opposing view
point
Useful when marketers wish to
build attitudes that resist
change and must defend
against attacks or criticism of
their products or the company
Message Structure
Verbal versus Visual Messages
Many ads provide minimal amounts of
information and rely on visual elements to
communicate
Study showed the use of pictures providing
examples increased both immediate and delayed
recall of product attributes
Message Factors
Message Appeals
Comparative Advertising
Is the practice of either directly or indirectly naming competitors
in an ad and comparing one or more specific attributes
Fear Appeals
Is an emotional response to a threat that expresses ,or at least
implies ,some sort of danger
Humor Appeals
Are often the best known and best remembered of all
advertising messages
Message Appeals

Humour appeal

Fear appeal

Comparative
Advertising
Relationship between Fear levels and
Message acceptance
Pros and Cons of Using Humor
Advantages Disadvantages
Aids attention and awareness Does not aid persuasion in
May aid retention of the general
message May harm recall and
comprehension
Creates a positive mood and
May harm complex copy
enhances persuasion
registration
May aid name and simple
Does not aid source credibility
copy registration
May serve as a distracter and Is not effective in bringing
reduce the level of counter about sales
arguing May wear out faster
Channel Factors
Final controllable variable of the
communication process is the channel , or
medium used to deliver the message to the
target audience
Classified in to two categories
1. Personal channels
2. Non-personal Channels
Communications Channels
Personal Selling

Personal
Personal Channels
Channels
Word of Mouth

Print
Media

Nonpersonal
Nonpersonal
Channels
Channels
Broadcast
Media
Channel Factors
Effects of alternative mass media
The various mass media that advertisers use to
transmit their messages differ in many ways
Number and type of people they reach
Costs
Information processing requirements
Qualitative factors
Differences in information processing
Information ads in print media, such as newspapers,
magazines or direct mail as well as internet is self paced
Information from the broadcast media of radio and
television is externally paced
Channel Factors
Effects of alternative mass media
Self paced print media make it easier for the
message recipient to process a long complex
message
Print ads are more effective when for presenting
a detailed message with lot of information
Broadcast media is more effective for transmitting
shorter messages
Channel Factors
Effects of Context and
Environment
Interpretation of an
advertisement message can be
influenced by the context or
environement in which the ad
appears
Qualitative media effect
Is the influence the medium has on a
message
Commercials placed in programs
that induce negative moods are
processed less systematically than Travel and Leisure magazine creates an
excellent reception environment for
ads placed in programs that put
travel related ads
viewers in positive moods
Channel Factors
Clutter
The amount of advertising in a
medium
Television clutter include
Commercials
Promotional messages for shows
Public service announcements
Increasing concern to Advertisers
Clutter levels are high on many
cable networks
ADVERTISING
Advertising
Any paid form of non-personal communication
about an organization, product, service, or
idea by an identified sponsor.
Why Advertise?
Best known and most widely discussed form of
promotion
Can transmit a message to large group of
individuals, often at same time
Major Advertising Media
Magazine
Television
Newspaper
Yellow Pages
Radio
Outdoors
Cinema
Internet
Advertising
A television commercial(TVC) on general
entertainment channel aired at prime-time
may reach over 5 million people
An issue of the leading Hindi daily Dainik
Jagaran reaches over 16 million readers
A print ad in the English weekly India Today
may reach about 1.7 million readers
Who uses Advertising?
Business firms
Nonprofit organizations
Professionals
Social agencies
Government
Characteristics of Advertising
Can reach masses of geographically dispersed buyers.
Can repeat a message many times.
Is impersonal, one-way communication.
Can be very costly for some media types.
Low cost per exposure, though overall costs are high
Consumers perceive advertised goods as more
legitimate
Dramatizes company/brand
Builds brand image; may stimulate short-term sales
Role of Advertising
Communication with the consumers
Persuasion
Catalyst for change
Change in perception
Contribution to economic growth
Development of new market segments
Need for Non-Commercial advertisements
Social cause like AIDS awareness programme
Functions of Advertising
Social function
Education consumers through advertisements
Psychological function
Appeals to psychological motives of human beings
Economic function
Value/price equation conveyed to customer
According to Prof. Jagdish N Sheth the main functions of
advertising are
Perception
Persuasion
Reinforcement
Reminder
Purpose of Advertising
Objective
A specific communication task to be accomplished with a specific
target audience during a specific period of time
Purpose
1. Inform
Introducing new products
2. Persuade
Becomes more important as competition increases
3. Comparative advertising
One competitive method of persuasion
4. Remind
Most important for mature products
5. Positioning or re-positioning
Gives shape to a marketing strategy
Commercial & Non Commercial Advertising

Commercial
Main objective is to make a sale
Viewed as investment for returns
Generally competitive in nature
Used by commercial organizations
Non commercial
Objective is to inform and seek a non monetary response
Some use public interest ads for corporate branding
Generally used by non profit organizations, government
agencies etc
Advertising
Advantages Disadvantages
Advertiser controls the High costs of producing
message and running ads
Cost effective way to Credibility problems and
communicate with large
audiences consumer skepticism
Effective way to create Clutter
brand images and symbolic Difficulty in determining
appeals
Often can be effective way effectiveness
to strike responsive chord
with consumers
Classifications of Advertising
National
NationalAdvertising
Advertising

Retail/Local
Retail/LocalAdvertising
Advertising

Primary
Primary vs.
vs.Selective
Selective
Demand
Demand Advertising
Advertising
Consumers

Business-to-Business
Business-to-BusinessAdvertising
Advertising

Professional
ProfessionalAdvertising
Advertising

Trade
TradeAdvertising
Advertising
Organizations
Consumer Advertising
National advertising
Done by large companies on a nationwide basis
Ads for well-known brands and companies shown on television
are an example.
Retail/Local advertising
Done by retail and local merchants encouraging consumers to
shop at a specific store, use a local service, or patronize a
particular establishment
Primary versus selective demand advertising
primary demand advertising is designed to stimulate demand
for the general product class or industry
Used when brand dominates the market and will benefit the
most from the overall market growth
Selective-demand focuses on creating demand for a specific
company and/or its brands
Advertising to Business and Professional Markets
Business to business advertising
Advertising that targets individuals who buy or influence
the purchase of industrial goods or services for their
companies
Professional advertising
Advertising targeted to professionals such doctors,
lawyers, engineers, and the like
Used to encourage professionals to recommend or specify
the sue of companys product by end users
Trade advertising
Targeted to marketing channel members such as
wholesalers, distributors, and retailers
Goal is to encourage channel members to stock, promote
and resell the manufacturers branded products
Major Decisions in Advertising
Advertising through various stages of PLC
Introduction
Inform, create awareness
Growth
Persuade, differentiate, build brand
Mature
Remind, differentiate, Put price ahead of the
competition
Decline
Defensive advertising for revival
Role of Advertising in the Marketing Mix
End of Module 1

Thank You

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