Promotion Decisions Objectives Communication process Effective communication Introduction

Promotion Decisions

Objectives: • • Communication process Effective communication Introduction to communication mix Dealing with communication mix

Elements in the Communication Process SENDER Message Decoding Encoding Media Noise Feedback Response RECEIVER

Effective Integrated Marketing Communications (IMC) Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness Stages(Lavidge and Steiner model) Awareness Knowledge Cognitive Liking Affective Preference Conviction Motivational Purchase

Role of Integrated Marketing Communication (IMC) • Start dialogue and build relationship • To inform, persuade, and remind consumers directly or indirectly • Show way of use and user profile of product or service • Inform about brand marketer • May offer incentive or reward for trial and usage Communication Objective: DRIP: Differentiate-Reinforce-Inform-Persuade

IMC Tools Advertising Sales Promotion Direct Marketing Publicity/Public Relations Interactive/ Internet Marketing Personal Selling

Factors Affecting the Choice of Promotional Mix Nature of the Product Stage in PLC Target Market Factors Type of Buying Decision Promotion Funds Push or Pull Strategy

What is Advertising? • Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. • Advertising is used by: – Business firms, – Nonprofit organizations,

Advertising • Advantages of advertising – Advertiser controls the message – Cost effective way to communicate with large audiences – Effective way to create brand images and symbolic appeals – Often can be effective way to strike responsive chord with consumers • Disadvantages of advertising – High costs of producing and running ads – Credibility problems and consumer skepticism – Clutter – Difficulty in determining effectiveness

Typical structure in advertising agency Head (CEO/VP) Creative Copy Client Servicing/ Account Mgmt. Media (Planning & Buying) Art Ogilvy & Mather India Accounts

Developing Advertising Strategy Message Execution Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest. Teaser Type. . ad clipIndia - Balbir Pasha Campaign Teaser - You. Tube. flv ad clipIndia - Balbir Pasha Campaign - Regular - You. Tube. flv Testimonial Evidence Slice of Life . . ad clipcinthol-testimonial evidence. DAT . . ad clipband-aid-slice of life. DAT Scientific Evidence Typical Message Execution Styles . . ad clipEggs-evidence. DAT. . ad clipBANDAID. dat Technical Expertise Personality Symbol Lifestyle. . ad clipFortune Gold Whiskey-lifestyle. DAT Fantasy. . ad cliplehar fantacy 3. DAT Mood or Image . . ad clipPERSONALITY-DEW. dat . . ad clipThe Hindu - -Classroom- Ad - Good Quality - You. Tube. flv Musical. . ad clipcoke -musicial. DAT

Advertising Appeals Profit Product saves, makes, or protects money Health Appeals to body-conscious or health seekers Love or romance Used in selling cosmetics and perfumes Fear Social embarrassment, old age, losing health Admiration Reason for use of celebrity spokespeople Convenience Used for fast foods and microwave foods Fun and pleasure Key to advertising vacations, beer, parks Vanity and egotism Used for expensive or conspicuous items Environmental Consciousness Centers around environmental protection

Major Decisions in Advertising Objectives Setting Budget Decisions Developing Advertising Strategy Message Decisions Media Decisions Campaign Evaluation

Major Types of Advertising Media Newspapers Magazines Radio Television Outdoor Media Internet Alternative Media

Media Scheduling Continuous Media Schedule Advertising is run steadily throughout the period. Flighted Media Schedule Advertising is run heavily every other month or every two weeks. Pulsing Media Schedule Advertising combines continuous scheduling with flighting. Seasonal Media Schedule Advertising is run only when the product is likely to be used.

Checklist: Stages: : Campaign Planning • • The advertising opportunity is appraised The Market is analyzed Ad objectives are determined The budget and necessary control system are established • Planning the strategy for : Selecting Media; Creating Message • Ad is coordinated with promotion and marketing system • Results are evaluated

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