Training
Training
Training
Marketing Mix
5
GOALS AND TASKS OF PROMOTION
Informing Reminding
Target
Audience
Persuading
OBJECTIVES FOR PROMOTION
• PROVIDE INFORMATION.
• BUILD AWARENESS.
• CREATE INTEREST.
• STIMULATE DEMAND.
• TO BUILD FAVORABLE IMAGE.
• REINFORCE THE BRAND.
Steps in Effective Communication
8
PURPOSES OF PROMOTION
10
Push marketing
The non-personal
presentation of
ideas and products
by an identified
sponsor.
**PAID FOR**
21
ADVERTISING
22
Objectives of Advertising
To make people aware about the
products & services
• Created demand.
• Helps in launching new products
• Large scale production & marketing.
• Helps in effective personal selling & sales promotion.
• Helps fighting the competition.
• Helps building brand image.
• Goodwill builder
Benefits of Advertising- To Consumers
• Makes the people aware about the products &
services.
• Stimulates trial among the customers.
• Acts as reminder
• Raises living standards.
• Removes misunderstanding.
• Effective product use.
TYPES OF ADVERTISING
A. INFORMATIVE ADVERTISING
The information about products & services is
provided to customer.
Suitable for new products.
Used in Insurance, financial products, new electric
goods, vacuum cleaner.
Eg: Ujala when it informed that blue is now in
liquid form & assured uniform & consistent results.
B. PERSUASIVE ADVERTISING:
The emphasis is on the distinct features of
the brand that would persuade the buyers
to switch and buy the products.
Used in Perfumes, cars, electronics, banks.
Eg: whirlpool did persuasive advertising
when it stresses upon distinct feature of
quick ice making
C. REMINDING ADVERTISING:
The customers are reminded about the
products & services that a company is
offering.
Used in Noodles, corn flakes, cold drink.
Eg: thumps up, pepsi, coke ads a month
before summer or vaseline jelly ads or
warmer ads just before start of winters.
4. REINFORCEMENT ADVERTISING:
The customers are given assurance that
they have taken the right decision.
Used in cars (No. 1 in customer
satisfaction), News channel (No. 1 for last
5 years)
Eg: Bajaj did with its chetek – “hamara
bajaj, buland bharat ki bulan aawaz”
MEDIA OF ADVERTISING
The means to transmit the message from the advertiser to
particular class of people.
1. Press Advertising or Print Media
a. Newspaper advertising
b. Magazine Advertising.
2. Radio advertising.
3. Film advertising
4. Television advertising
5. Direct mail advertising
6. Window display
7. Outdoor advertising
8. Internet advertising
Newspaper advertisement
Merits Limitations
Large circulation, a single ad Short life, consumer
can reach large number of contribute insignificant part of
people their day’s time
Continuous ad is possible as Only helpful to reach educated
it is published daily consumers
Provides flexibility, can be Cannot be used for high class
changed promptly color advertisements
Ad are major source of
income thus to consumers
it reach at reduced prices
Magazine advertising
MERITS LIMITATIONS
Read more carefully & costly
at greater leisure. Thus
more effective
Longer life Circulation is small
Colored form creates a To be prepared in
better image and gives advance. Last minute
exact picture which help change not possible.
to identify it better at
point of purchase
Radio Advertising
MERITS DEMERITS
Effective appeal & cover Detailed message cannot be
numerous listeners of different broadcasted
tastes.
Teach illiterate people who People may not remember the
cannot read newspaper & message
magazines
Provides selectivity to some Non visual, less impact
extent
Highly suitable for mass scale Message not properly
consumer goods understood. High switch rate
during commercials or ads.
FILM ADVERTISING
MERITS DEMERITS
Very effective since it Usually ignored by people
comes with spoken words
& visual presentation
Selective advertisement Effectiveness is limited as
only few people are
present in the hall before
the start of film & during
the interval
TELEVISION ADVERTISEMENT
MERITS DEMERITS
Greater effectiveness as Very costly
message is conveyed at
their homes
Selectivity of message Once presented, its back
reference is not possible.
Direct Mail Advertising: booklets, circular
letters, catalogues
MERITS DEMERITS
Personal appeal Coverage limited
Maintains secrecy in advertising. Not possible to get details of all prospects
Competitors do not get information about
advertised material