FOUNDATION COURSE IN MARKETING MANAGEMENT

MARKETING COMMUNICATIONS
MADE BY: SNEHAL ROHINI NAMRATA PRIYA RATISH

UNIT-6

 MARKETER INITIATED TECHNIQUES MARKETER INITIATED TECHNIQUES

USED TO SET UP CHANNELS OF USED TO SET UP CHANNELS OF INFORMATION AND PERSUASION WITH INFORMATION AND PERSUASION WITH TARGETED AUDIENCES TO INFLUENCE TARGETED AUDIENCES TO INFLUENCE ATTITUDES AND BEHAVIOR ATTITUDES AND BEHAVIOR

Promotion Promotion Message and Media Message and Media

 Increase Market Penetration Develop Repeat Purchase Behavior Establish Customer Relationships Increase Rate of Consumption Encourage Product Trial Stimulate Impulse Buying Stimulate Demand Differentiate the Product Establish a Product Image Influence Sales Volume Establish, Modify, or Reinforce Attitudes Develop Sales Leads Stimulate Interest Establish Understanding

Sender

Encoding

Channel

Noise

Receiver

Feedback

Response

Decoding

Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives
Buyer Readiness Stages
Awareness Knowledge Liking Preference Conviction Purchase Purchase

Step 3. Designing a Message

Message Content
Rational Appeals Emotional Appeals Moral Appeals

Message Structure
Draw Conclusions Argument Type Argument Order

Message Format
Headline, Illustration, Copy, & Color Body Language

Step 4. Choosing Media

Personal Communication Channels Nonpersonal Communication Channels

Step 5. Establishing the total marketing communication budget Step 6. Deciding on the marketing communication mix

 Advertising

Any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor.

Stimulates production Educates people Weapon in competition Builds goodwill New profession for employment Provides wide choices to consumer Provides market for new product Helps in salesmanship Creating and maintaining demand

Major Media Types

Newspaper Radio Magazines Film

s Television Outdoor Publicity

Advertise

ADVANTAGES

DISADVANTAGES

Wide appeal Complete information Quick publicity Effectiveness Relatively cheap

Short life Uncertain estimates Limited readership Limited utility Lack of freshness

 Advantages

Selected audience Long life Wide coverage Impressive ads Cost effective

Disadvantages

Costlier Limited readership Slow response Latest information Rigidity

 ADVANTAGES

DISADVANTAGES

Wide coverage Effective Flexibility Personal appeal Mobility

Limited coverage Limited selectivity Shortest life Temporary effect Feedback

 Advantages

Disadvantages

Very effective Demonstration Wide coverage Personal touch New products

Expensive Feedback Too many ads Right choice of programme

 Advantages

Disadvantages

Less expensive Media support Special effects No literacy problem

Short media life Limited coverage Less interest Declining importance

The main forms of outdoor advertising are posters, travelling display , window display , electric and neon signs , show room , exhibitions. Advantages are wide coverage , attractive , flexible Disadvantages are high cost , limited response , less information ,local appeal

It refers to a short term incentives, which are designed to encourage the buyers to make immediate purchase of product or service. These includes all promotional efforts other than advertising, personal selling & publicity used by company to boost its sales

An activity designed to boost sales of product or services. It may include advertising campaign , increased PR activity , a free sample, offering free gifts or exhibition, door to door calling , telemarketing , personal letter etc.

There are number of reasons that are favorable to growth of sales promotion Increasing competition Customer become more price sensitive Product become more standardized Consumer acceptance Trade has become more powerful

 Emphasis

on sales volume Sales promotion maximum profits Introduce an element of intrest Excess stocks

Short-Term Incentives to Encourage Purchase or Sales of a Product or Service.

Consumer-Promotion Objectives Entice Consumers to Entice Consumers to Try a New Product Try a New Product Lure Customers Away Lure Customers Away From Competitors Products From Competitors Products Get Consumers to Load Up Get Consumers to Load Up on a Mature Product on a Mature Product Hold & Reward Loyal Hold & Reward Loyal Customers Customers Consumer Relationship Consumer Relationship Building Building Consumer-Promotion Tools

Samples Samples Coupons Coupons Cash Refunds Cash Refunds Price Packs Price Packs Premiums Premiums Point-of-Purchase Point-of-Purchase Displays Displays Patronage Patronage Rewards Rewards

Trade -- Promotion Tools Trade Promotion Tools

Short-Term Incentives That are Directed to Retailers and Wholesalers.
Trade-Promotion Objectives Persuade Retailers or Persuade Retailers or Wholesalers to Carry a Brand Wholesalers to Carry a Brand Give a Brand Shelf Space Give a Brand Shelf Space Promote a Brand in Promote a Brand in Advertising Advertising Push a Brand to Consumers Push a Brand to Consumers Trade-Promotion Tools Free goods Free goods Allowances Allowances Buy-Back Buy-Back Guarantees Guarantees Discounts Discounts Push Money Push Money

Business -- Promotion Tools Business Promotion Tools

Short-Term Incentives That are Directed to Industrial Customers.
Business-Promotion Objectives Generate Business Leads Generate Business Leads Stimulate Purchases Stimulate Purchases Reward Customers Reward Customers Motivate Salespeople Motivate Salespeople Business-Promotion Tools

Conventions Conventions Trade Shows Trade Shows Sales Contests Sales Contests

Direct Marketing is the use of consumerdirect channels to reach & deliver goods & services to customers without using marketing middlemen. These channels include direct mail,telemarketing,interactive Tv,web sites,mobile devices & advertising.

Direct mail - material distributed via the postal service to a recipients home or business to promote a product/service. Direct response advertising - standard broadcast and print media designed to generate a direct response, e.g an order or personal visit. Telemarketing - a direct personal, verbal approach via some kind of written or visual method. Mail order - the purchase of products featured in advertising or selected from a catalogue. Teleshopping - home based shopping

Catalogs Broadcast (questionable radio)

Television

Shopping channels Spots Infomercials

Telemarketing E-tailing or Other Internet Print

Direct marketing on television is increasing. Early examples of direct response advertisements on television that should be familiar to viewers include those for knives, garden tools, exercise equipment, records, and books, which ask viewers to call in and order a specific product. More recent developments in direct response television advertising include a return to a lengthier format, commonly known as the infomercial, where a product or other offer is explained in some detail over a time period extending to 30 minutes or more. Advocates of this format point out that the greater length gives the advertiser the opportunity to build a relationship with the viewer and overcome initial viewer skepticism, and at the same time present a convincing story spelling out product features and benefits in detail.

Direct response print ads in magazines must make a definite offer or request that asks the reader to do something. Typically, such ads require a reader to send in a coupon or reply card, or call a toll-free number. With well over 2,000 consumer magazines now being published, magazine ads allow direct marketers to reach audiences with identifiable interests. In addition to advertising heavily in special interest magazines, direct marketers utilize mass consumer magazines and take advantage of regional advertising space to target specific audiences.

This form of direct marketing targets consumers through their Email accounts. Some companies require you to receive announcements to use their websites. It is most effective medium to achieve customer sells responce

 Direct

marketing that involves calling people at home or work to ask for donations, an opinion, or for sales purposes. It helps company sales , reduce selling cost & improve customer satisfaction . Companies call centers for inbound & out bound telemarketing . Eg:- USA &Midland Bank.

 It

is the oldest form of marketing . Most industrial companies rely heavily on a professional sales. They hire agents to carry out the direct task. Eg:- Insurance agent , stock brokers , sells man. Eg of organization are Avon,Amway & mary kary.

kiosk is a small building or structure that might house a selling or information unit. The term covers computer linked vending machines Eg:-ATMs are sees in a stores ,air ports & other location\. All of these are direct selling tools.

 Companies

may send cataloges specialtyconsumer business usually in print form but also sometimes as CDs ,Videos or online. It succes depends upon companies ability to manage its customers list.

 The

newest channels for direct marketing are electronics. It discribe varity of electronic platform via the use of fax & e-mail. The use ATM & smart cards to facilate payment . It is global immediate & non-stop marketing . It makes direct market easier more responsive more profitable than ever .

DEFINITION:
It Is defined as the management function which evaluates public attitudes , identifies the policies & procedures of an individual or organization with the public interest & executes a program of action to earn public understanding & acceptance. It is an important component of an organizations promotional mix.

When an organization systematically plans & distributes information in an attempt to control & manage its image & the nature of the publicity it receives, it is really engaging in a function that is known as public relations. Its purpose is to establish & maintain a positive image of the company among its various publics.

Press Relations or Agentry Press Relations or Agentry Product Publicity Product Publicity Lobbying Lobbying Investor Relations Investor Relations Development Development

Public Relations Departments May Perform Any of All of the Following Functions:

News Web Site Public Service Activities Corporate Identity Materials Speeches Special Events

Audiovisual Materials

Written Materials