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Presented By-Rakesh Kumar Rahul Kesarwani (II Semester)
Presented By-Rakesh Kumar Rahul Kesarwani (II Semester)
Promotion Mix
Marketers have at their disposal four major methods of
communication.
Public Relations
Personal Selling
Sales Promotion
Advertizing
Advertizing is any paid form of nonpersonal presentation and
Message generation Message evaluation and selection Message execution Social responsibility review
Measurement
Communication impact Sales impact
Media
Reach, frequency, impact Major media types Specific media vehicles Media timing Geographical media allocation
Objectives of Advertizing
An advertizing objective is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time. The objectives are : Informative Advertizing - This aims to create brand
Advertizing Tools
Television Ads Television is generally acknowledged as
the most powerful advertizing tool and reaches a broad spectrum of consumers. Print Ads Print media offer a stark contrast to broadcast media. Because readers consume them at their own place, magazines and newspapers can provide detailed product information and effectively communicate with the user. Radio Ads Perhaps radios main advantage is flexibility stations are targeted, ads are relatively inexpensive to produce and place, and short closings allow for quick response.
Film Ads
Tool
Newspapers
Advantages
Flexibility; timeliness; good local market coverage; broad acceptance; high believability Combines sight, sound and motion; appealing to the senses; high attention; high reach
Limitations
Short life; poor reproduction quality; small pass along audience High absolute cost; fleeting exposure; less audience selectivity
Television
Direct mail
Audience selectivity; flexibility; no ad Relatively high cost; junk mail image competition within the same medium; personalization Mass use; high geographic and demographic selectivity; low cost Audio presentation only; lower attention than television; nonstandardized rate structures; fleeting exposure Long ad purchase lead time; some waste circulation; no guarantee of position
Radio
Magazines
High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along relationship
Tool
Outdoor
Advantages
Flexibility; high repeat exposure; low cost; low competition
Limitations
Limited audience selectivity; creative limitations
Yellow pages
Newsletters
Brochures
Overproduction can lead to run away costs Relative high cost unless volunteers are used Relatively new tool with a low number of users in some countries
Telephone
Internet
Public Relations
Not only must the company relate constructively to
customers, suppliers, and dealers. It must also relate to a large number of related publics. Public Relations includes a variety of programs to promote or protect a companys image or individual product.
or client within stories and articles found in relevant media outlets closely monitoring numerous media channels for public comment about a company and its products managing crises that threaten company or product image building goodwill among an organizations target market through community, and special programs and events
product or relaunching an existing product, marketers can use a Public Relation element that generates consumer attention and awareness through media placements and special events.
Stimulating Demand A positive article in a newspaper,
on a TV news show or mentioned on the Internet, often results in a large increase in product sales.
provide customers with more in depth information about products and services.
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.
materials to reach and influence their target markets. Events Companies can draw attention to new products or other company activities by arranging special events. Sponsorships Companies can promote their brands and corporate name by sponsoring sports and cultural events and highly regarded causes. News One of the major tasks of Public Relations professionals is to find out or create favorable news about the company, its products, and its people and to get the media to accept press releases and attend press conferences.
questions from the media or give talks at trade associations or sales meetings, and these appearances can build the companys image. Public Service Activities Companies can build goodwill by contributing money and time to causes. Identity Media Companies need a visual identity that the public immediately recognizes.
Characteristics
Directed Coverage
Advertising
mass & targeted
Sales Promotion
mass & targeted
Public Relations
mass
Personal Selling
targeted
Message Flow
one-way
two-way
Payment Model
non-paid
paid
Interaction Type
non-personal
personal
Demand Stimulation
lagging
lagging
quick
Message Control
good
good
poor
very good
Message Credibility
low-medium
low-medium
high
medium-high
Cost of Promotion
High
Medium
Low
Low/Medium
There is a guideline for emphasizing various aspects of promotion mix over product life cycle
References
Marketing Management
- Philip Kotler, Kevin lane Keller, Abraham Koshy, Mithleshwar Jha
www.businessdictionary.com
www.wikipedia.org
www.davedolak.com www.knowthis.com
Thank You