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"Education is a liberating force, and in

our age it is also a democratising force, .
cutting across the barriers of caste and
class, smoothing out inequalities imposed
by birth and other circumstances. "
- Indira Gandhi
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et! CflIT ft~ B- 1 ~vt9c1 ~ ~ et! d(:{lxd I et! ft~ "4X ~
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-+ Knowledge Liking
Awareness
1
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Figure 16.2 : Consumer Readiness States

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~ I bl'!fC;!CRi 311R RI$114'11 ~ W:r ~ cnr ~ ~ tI .
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ctt ~ eT> ~cr ~ ~ ~ ~ cnr W11 ~ t I ftR:r W11 ~ ~ cm
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"'tict~ q)f 3Tfi(t)q (Message Format): ~ cm ~ ~ ~ 3fRtill ~

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~ ~ I \rlT. ~ ~ <:IT C1'ICfi~ll Will ~ ~~ \rfffi t, \Ff LR ~ urR
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mcrm ~ ~ I c;r~ l'l1l{1Cfidl fu" CflT fctR:r >fCI?R ~ 1C"4jCfi'1' cRm '\3tR ~
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• ~:tClliH4I?1dl (Trustworthiness): ~ ~t( m cf> ~JiI'1GI\! \3tR

\jq~N~Ol ~ ~ tffiUJT cf> W~ irnr ~ I c;ITrr 31qRRld ellfcl:dll'j \3tR
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fGR-ffi mm (l'lIl{1CfidT) ~ ~ t I fcR-jt ~ ~ x:fitfr ~ %f
\JfAT \N-fCflT ~~151 C1 ~, ~ 5Frr, l1I'JX 'fCR 5Frr ~ ~ TT t,
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fu-fT ~ 1) \jq1CK1 ~ ~ CflT x:f~ Will ~ M~ ~
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fcp ~ 3tR CfJI\5~ Cl? wT Cf)6i "C1CPCl:!Rrn lfC'1 Cl?WT ~ \iff "flCI)C1T~ I \j ~16'l ° 11ci
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~ ~w (Yf~ ~ ~ ~~ et> XiT~ ~ ~ ~I
• f4:t1 ~$I ~ (Expert Channels): ~ 3~ ~ ~ l1lUll1 ~
~I W (Yf~ ~~ cnT ~ xm ~ ~I
• 'tlll1lftlif> ~ (Social Channels): ~ ~ ~ fii:;f ~ cf>
~ c=r~ Xi6ll'll~ ~ ~, \iil (Yf~ ~~, cf> "'lWT iillC'1LlIC'1crmT ~ I ~
l1lUll1 cnT (>11Cl?~""1~ ~ ~ WT ~ WilCf (word of mouth influence) 'lft
cmrr \Jffi'fT t 3tR ~ >fCPR cf> ~ cf> ~q ~ ~ ~ ~ WilCf fIT
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Fcl~q~i<1l;q ~ ~.1 '
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x=rcfJill % \JIT RI~ Cbdl3IT ~ Fcl$114 '11 ~ ~ W1T ~ ~ 1 ~ q)RUf
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~ ca <n~ ~ &lFcffi£ll et> ~ ~, Wlral 3tR ~ wrrcr
~ CITC'fT ~ 5Tm t 1 ~ ~ ~ "Cfal ~ "~ ~ ~ "Cfal ~
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!>l\1l1~1C1~ ~$lCfjctr et> ~ ~ ~ 3IR ~ UTA ~ ~
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~ et> ~ q:)"'!" ~ tl ~ ~ <if eft \fIT ~ t:~ ~ .
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Q \Jffi1T t1
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4RClct'i f4Krr \fIT ~ t1
21
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ctt 31CRm, 3iR 3) ~ cm ~ 3iR mTI ~ c#rm I
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r-------~----------------------------------------~------------------------------------
Marketer/ Marketer/
-
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Strategy ·1
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=
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4. Reevaluate the objectives and revise the costs, if necessary
Figure 16.4: Steps in Objective and Task Methods

30
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Reassure customers on the correctness of their decision. POST SALE
Check whether the order was filled and delivered when promised. FOLLOW-UP
Make certain the product is properly installed, used and serviced I
Make conscious effort to close. CLO:HNG
Don't be afraid of being rejected. THE SALE
Understand reasons for objection HANDLING
Have a positive attitude OBJECTIONS
Avoid arguments.
SALES
PRESENTATION Arouse Desire
APPROACH Make initial contact with prospect

I
PREAPPROACH Study the organisation
and those involved in buying
PROSPECTING
AND QUALIFYING Develop sales leads from various sources
"Separate the suspects from the prospects"
PREPARA TION Know your product. Know your customer. ;
Know your competitor. Know your company.
Figure 17.1: Steps in the Selling Process
Source: Ralph M. Gaedeke and Dennis H., Tootelian, Marketing Principles and Applications,
1983. p. 436 (preparation step added)
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~ ~ egg 3iR llffi ~ ~3lT CBT ~ru ~~~I~ m CBT~ ~
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CfT('1T \>j"If?!l1SiI ~ ~
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~ ~ -qx ~ (Point-of Purchase Promotion (POP)): ~ ~ cCr
~ .~ ~ ~. ~ ~ 3lR 3R:r ~ ~ Cf)f ~ fclKTI \JllGT
t I~ m Cf)f "frail %Rrr t~ c#r ~ ~ cnT ~ cw.=rr I ~ ~
~ fclKTI \JlTc'rr t fcp ~ ~ ~ BlC'f cnT ~ if 3lT'T ~ I
.~ ~ (Price Deal): ~ ~ fcp ~ ctPm if ~ I
~ ~ <PT 1l1lfUT (Proof of Purchase): ~ cnr~ ~ c'fq % ~,

~, ~ fcp"ffr ~ Cf)f ~~; ~ 3llUR LR ~ ~ l'll~llli <IT
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~ ~ (Referral Premium): ~ ~ cnT ~ ~ qrc;rr l'll~llli,
-cnT fcliiill cnT fcp"ffr ~ Cllfcm cB-~ if ~ t~ ~ <IT xtcrr cnT ~
t I~ ~ cB-~ c#r l'l"I~llli ~ ~ C!'i6T \JllGT tI
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C1l"fqR ~ (Trade Promotion): fclw<:r ~ cnm -cnT ~ fcliiill 3iR

~ ~ ~ LR ~ \ilTcT tl
~fipq) ~ (TraficBuilder): fcp"ffr x:cN c#r ~ ~ m cB-~ Cf)11

~ c#r l'll~llli ~ cnT "Tffi if tT ~ I ~ ~ ~ c#r ~ rzrcR-QIT
cw.=rr <IT 3f1? <t1T ~ ~ c#r fl \ii IClc ~ 3fT \ilTCft t I .
~~ ~ (Window Display): ~ ~ cB-'~ ~ ~ ~

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'T i) XTIfr ii) ~ iii) XTIfr iv) ~ . v) XTIfr

tr i) ~ ii) XTIfr iii) ~ iv) ~
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5) \34~Cl'd \3G:I1'5,<on cnT ~ ~ ~ fcp ~3!T cnT"fra'lT ~
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• \j.l ~ f.1uh:IT ~ ~ CR ~ \JiT Fc1$114 'i CflT4 cfi ~£:T <f ~ 5Tcf %;
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Wlflff Wl ~ :rmr'1 '1tf fcpm \jffill <:IT.~~ '4T :rmr'1 ~ fcpm \jffill, -ill
~ >fifR CJ?m \jffill %I
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3 ~. CBT~ m CT5T \3q~~ll ~ %, fcl-qffi, x~, ~31T,cWn, 'Ten
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~ 8RT ~ ~ ~ ~ +f ~ fit;lll(11 ~ \ilT ~ I \J11"1Cblfl -gT
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m -q 3TR\J1I"1Cblfl ~ ~ Cffi" ~ ~ I
RI$114"1 ~ ~ ~ ~ ~ % fcp \ill" ~ <:IT 3lfd+l \34 III Cffi1 (enduser)

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........................................................................................................................................ ' .
65
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fCl~lq'i ~ ~ \3s.~!.!l1 cfl ~2T ~ fcp ~

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\i1lCft t) ~ ~ \3S.~!.!lll ~ \3s.~!.!<Tj Cfi1 ~ WPR -fr Cll\1CJtCi
fcpm \JfT X1Cf)'ill t:
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~ Cfi1 <]"g ~ Cl?~ fcp ~ <IT -frcrr CJ?T ~ t ~ ~ ~ eR

fcp ~ -q <]"g 'Cfm tI
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~'fCl ~ IqCl?l' Cfi1 fflm ~ tI ~cfl ~tT -:1~ ~ Cfi1 6f"iFfT
Wr t~ 4'lC<1{C1Xl)q 31C1C1": \Nf ~ ~ ~ ~ ~ ~ ~
'W<T cfl ~ -q qRClct'i ~ I
• ~ <PT Cf)l1.Il1 ~ ('!l~) : ~. ~ 'Cf>l'<f furnc#r 1WT: ~an q)X eft

t qg <]"g t fcp crcfBR ~
\i1lCft ~ f.1t:oT Cfi1 ~ ffi"'iT ~ li g cq ttUT
Wr t cmtfcp ~ -q fcmRT cfl ~ me, qtt M I
~ cfl \3S.~N'i CJ?T x:q~Cl?,,<UI 3FfCfi ~ m~ ~ I <:fbT ~ -fr cgt9

~ R1et; 1(1'j cfl ~tT -q "ifilt ~ IJlT1Tlfr I fCl~ 1q 'i ~ ~ ~ l1TIT cfl ~
~ ~ -q -fr ~ <]"g t fcp fClqUI'iCl?CiT ~ ~ cfl ~.fuK:r ~ (Yf~
Cfi1 f.1mfuf m ~I ~ AID A ~ "Cfl1IT 'IJ1TC1T tI ~ ~ 'Q"'lW1' qg 'Cf>l'<f t

ttru" m cfl
~ >1ell 1~ 1Ci 'lJT'bCI? fCl~ 1q'i cfl 4'l (1{ClXl)q mt=r ~ ~ I <]"g W1i
Ri *"'i~ rtl Ci WPR -fr xii q 1Ri Cl? ~ -q fcpxtI >1C\'ll ~ 1Ci 'lJT'bCI? cfl ~ ~ tI
Interest
Figure 18.1 : AIDA MODEL
<]"g ~ >1ell 1~ 1Ci ~ ~ ~ 1'<'i '(nT \':Zf'A" 3flA'r ~ ·~m' 'C1'2TT fCl~ 1q 'i ~
66 ~ ~ ~ cfl &RT ~ ~ cfl ~ m Cfi1 \Wfll"R ~ tI fCl~ 1q.'i cfl

-
q) (1'Fl fl q, ~ l>l,""11~ 1d ~ if Fcl$11R1 d CR~31T/ xfcrr31T cm ID1{1 ~ c#r
~ ~ +1l?lT -B ~ \i1T ~ ~ I~ Cf5T~ 'qXUT ~ ~ ciJ f.1trRuT
-qx'tr f.1$: -,::ffi'f ~ ~ ~ ~ ~ -qx ~ f.1$: ~, \YIT fclmuT
3fR (11 ft1 R-cCRi Cf5T~ Nw ~ I
. ~
~ 3fR ~ ~ ~ ~ Cf5Tl>lffi q 1~ 'i fcpm I <:Tg. -TIx-i=$1=1
'iJ"T"::1
,,:rr+i
Cl?=1("[1 jCl?'i
(cognitive evaluation) cm ~ ~ ~ ctn ~ I l>lffi""11fTldl et ~ 3fR
l>l,""1I~ld Wcn3D 3fR ~31T c#r Fcl~Cl?l2\oT a=r1ill ciJ ~
~ ciJ x=rr~-x=rr~
~ c#r ~1 ~'~ I Fcl$1lq'i c#r ~ Cf5T WKr m tr ~ ciJ ~
cm<f. m- ~ 1~ ~ if l>lffi""1IR'ldl -qx ~ tz!H ~ Tf<TI ~ I l>lffi""1'lfTldl RPm
\WTIG ciJ ~ ciJ ffRT3fR "{'-Q;j I'i 1q"1 \WTIG .mcrrm ciJ ffRT m-cfi ~ I ~ ciJ ~tT
if 'lWI flifldl 3fR '$1F1 m- ~ ciJ ~ ~ 'C1l-'T ~ ciJ ~ Fcl$11q 'i cr>f 3IT-wT
'R ~ ~ I RPm \WTIG <:IT~ cm ~ ~ \WTIG ciJ.:xurr (fm 'C1'~
.. -'>ffin31T-~ ciJ ~.~ I3q~Cfddl 3fR Fcl$1lq'i Cf5T~ ~ m- x=rcmrr ~ I
Awareness -----.> Knowledge ----~> Liking ~
Purchase +< --- Conviction +c -'---'~- preference'~

Figure 18. 2 : Lavidge & Steiner MODEL
~ ~ cmR ~ cm l>lffiql~d fcpm, ~ - "'i<lT ~ - x-qlCl?xol ~ ~

\i1Tffi ~.I ~ ~ Cf5T~, \WTIG cm ~ ~ ciJ x=rr~ ~tT Nw ~ 3fR ~:
FclCl?lxil~{c] ~ if TR qlfUIRr""1Cl? xfcrr31T 3fR 'CfJl<iT if ~ ~ ~ ~\'f
Nw ~ I Fcl$1lq'i Cl?1<1stjlil' c#r ~\J1I~'i ~ if ~ ~ ~ ciJ ~ ~

,",c!-("[IjCl?'iciJ.. WB ~ ~a:rur +il3CCll2\oT<=fA- ~ ~ I 1("[1jCl?'i ~ ciJ ~tT if \YIT
frruh:r ~ ~ ~ \3'1 -qx ~ -mm ~ ~ ~ (~ Fcl$1lq'i ~ ~
~) Cf5T~ ~ x=rcmrr ~ I \WTIG <:ITxfcrr cm 3N'iR if *i("[llcti'i Cf5T~ ""1lll~I'i
Nw ~ I
Figure 18.3 :INNOVATION & A~OPTION MODEL
<) Fcl$1lq'i ciJ ~ 13C{~N '~; ~ ~ RPm \WTIG ciJ ~ ~31T

WXT ~ cm ~ cm l>llctilf%d ~, ~ cm~, ~ ciJ ~tT if \J11'iCl?I~
67
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CADVERTISING AGENCY
BRIEF
Advertiser
I CAMPAIGN
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o
R Traffic Controller.
C
T
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E
R
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o I
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74 Figure 18.4 : Major Institutions in Advertising
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Figure J8. 5 : The Advertising Management Process
77
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MPDDIIGNOUlP.O.3K1November 2018 (Reprint)
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ISBr;..J: 978-81-266-4416-7

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~ ~ an-06

"Education is a liberating force, and in

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Figure 16.2 : Consumer Readiness States

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• 3fC\~ (Up-to-date): ~ cm Wct" 1ft ~ f4Krr \fIT ~ t 3tR "

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Figure 16.4 : Comparisons between Push and Pull Strategies,

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Figure 16.4: Steps in Objective and Task Methods

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