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    Advertising in An Org

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    Kruti Shah
    This document provides an overview of advertising and integrated marketing communication (IMC). It defines key terms like marketing, marketing communication, and the various promotional tools. These include advertising, sales promotion, direct marketing, publicity, public relations, and personal selling. The document discusses the objectives and types of each tool. It also covers topics like the growth of advertising, balancing sales promotion, internet as a communication channel, and the importance of developing an IMC strategy to align promotional messages.

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    Advertising in An Org

    Uploaded by

    Kruti Shah
    18 views33 pages
    This document provides an overview of advertising and integrated marketing communication (IMC). It defines key terms like marketing, marketing communication, and the various promotional tools. These include advertising, sales promotion, direct marketing, publicity, public relations, and personal selling. The document discusses the objectives and types of each tool. It also covers topics like the growth of advertising, balancing sales promotion, internet as a communication channel, and the importance of developing an IMC strategy to align promotional messages.

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    advertising in an org

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    This document provides an overview of advertising and integrated marketing communication (IMC). It defines key terms like marketing, marketing communication, and the various promotional tools. These include advertising, sales promotion, direct marketing, publicity, public relations, and personal selling. The document discusses the objectives and types of each tool. It also covers topics like the growth of advertising, balancing sales promotion, internet as a communication channel, and the importance of developing an IMC strategy to align promotional messages.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    18 views33 pages

    Advertising in An Org

    Uploaded by

    Kruti Shah
    This document provides an overview of advertising and integrated marketing communication (IMC). It defines key terms like marketing, marketing communication, and the various promotional tools. These include advertising, sales promotion, direct marketing, publicity, public relations, and personal selling. The document discusses the objectives and types of each tool. It also covers topics like the growth of advertising, balancing sales promotion, internet as a communication channel, and the importance of developing an IMC strategy to align promotional messages.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 33

    An Introduction to Advertising

    Kruti Shah
    PGPCME, MICA
    Takeaways
    • Understand marketing and marketing
    communication
    • Learn about the various promotional tools
    • Understand IMC, its evolution and importance
    • Appreciate interrelation and integration of various
    promotional tools
    • Comprehend the IMC model and programme
    Marketing
    • “The process of planning
    and executing the
    conception, pricing,
    promotion, and
    distribution of ideas,
    goods and services to
    create exchanges that
    satisfy individual and
    organizational objectives.”

    - American Marketing Association


    Marketing communication
    • Purpose: Seek a
    cognitive, affective
    or behavioural
    response from the
    target audience

    • Marketing
    communication mix
    Integrated marketing communication
    Advertising
    • Any paid form of non-
    personal presentation
    and promotion of ideas
    or products by an
    identified sponsor

    • Objectives
    – Inform
    – Persuade
    – Remind
    – Reinforce
    Strengths & weaknesses
    Advertising types

    Selective-
    Brand-building Public service
    demand

    Tactical Corporate B2B


    -Direct response

    National Advocacy Trade

    Retail Primary-demand …
    Quick Q!
    Ramroti Ltd. has come up with a first-of-its-kind
    portable device that can make up to 500 rotis at a
    time. Which of the following types of advertising is
    most important to sell the product?
    a. Trade advertising
    b. B2B advertising
    c. Primary-demand advertising
    d. Selective-demand advertising
    e. Brand-building advertising
    The growth of advertising & promotions
    (India)

    Year Advertising % Growth over


    expenditure last year
    (Rs. Crores)
    2008 21,000 20.0

    2007 17,690 22.0

    2006 14,505 21.7

    2005 11,915 15.1

    2004 10,354 10.9

    2003 9,329
    The growth of advertising & promotions
    (Worldwide)
    Sales promotion

    Changes the price-value relationship of a product

    Increases Increases
    value value

    OR OR AND

    Decreases Decreases
    price price
    Reasons for increase in SP
    • Growing clout of retailers
    • Declining brand loyalty
    • Brand proliferation
    • Fragmentation of the consumer market
    • Short-term focus
    • Increased accountability
    • Competition
    • Clutter
    Sales promotion tools
    Quick Q!
    • A soap brand is anticipating the launch of a
    new soap by a strong competitor. How can it
    use sales promotion to defend its current
    customers?
    Quick Q!
    • A bank wants to build a database of men in
    the 30-40 age-group to promote an
    education loan for children. Can sales
    promotion come to its aid for building the db?
    The db would be used for sending direct
    mailers.
    Balancing sales promotion:
    How much is too much?
    Direct marketing
    Tools
    • One-to-one approach that
    uses advertising media to Direct mail
    produce an inquiry, a
    transaction and some
    other immediate Direct response TV/radio
    response
    Mail-order catalogues
    • No intermediary between
    manufacturer & customer
    Internet
    • Requires a database
    Telemarketing…
    Direct marketing
    Publicity
    • Non-personal Tools
    communication by • Press releases
    third-party sources • Press conferences
    • Special events
    regarding an
    • Opinion polls
    organization’s products
    • Interviews
    • Contests
    • Weblog writeups…
    Public relations
    • Positively influencing Tools
    public opinion to build • Publicity tools
    goodwill, and earn • Community affairs
    appreciation and
    • Events and
    acceptance
    conventions
    • May result in publicity
    • Corporate advertising
    • Lobbying…
    The publics of PR
    Publicity/PR
    Internet as a
    communication tool
    Internet tools

    Websites

    Emails

    Blogs

    Discussion forums

    Online games…
    Social Media creates a sensation!
    Personal selling
    • Personal presentation by a
    representative of an Strengths
    organization with the • Targeted, flexible,
    purpose of influencing interactive, measurable,
    consumer buying decision, offers immediate
    making a sale, or building feedback, ideal for high-
    value & high-deliberation
    long-term relationships products & niche
    audiences

    Weaknesses
    • Expensive, not suitable
    for large audiences
    Unconventional media

    Packaging
    Customer
    POP
    service
    Novel
    Events, Media Advertising
    Trade shows specialties

    Sponsorships
    RmKV 50,000 Colour Campaign

    http://www.youtube.com/watch?v=vTcNNk-AYIA
    Quick Q!
    Which of the following tools of
    communication is likely to create the
    highest credibility among consumers?
    a. Advertising
    b. Publicity
    c. Sales promotion
    d. Packaging
    e. Personal selling
    Integrated marketing communication
    (IMC)

    • Various promotional tools provide consistent


    messages to target audiences for clarity,
    consistency & impact

    • One voice, one message, one strategy


    Corporate objectives & IMC objectives &
    strategies strategies

    Marketing objectives
    & strategies

    The IMC planning process

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