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					Advertising Campaign



 Uma Kanjilal
     Promotional Mix

It is the combination of individual
promotional tools selected by the
marketer to promote a particular
product.
    Tools for promotional mix
 Advertising
 Personal selling
 Sales promotion
 Publicity and public relation
 Direct marketing
                 Advertising
   Any paid form of non-personal
    communication link, initiated by an
    identified marketer, to establish or continue
    exchange relationship with customers and
    other stakeholders.
    Advantages of Advertising
 Low cost per target audience reach
 Repetition of message
 Dramatization of company and its products
  for creating impact
 Build up long-term image
 Disadvantages of Advertising
 High absolute cost
 Difficult to evaluate effectiveness
 Persuasive value less compared to other
  personal promotional tools
       Types of Advertising
 Product Advertising- focuses on goods and
  services
 Institutional advertising- focuses on the
  organization, generating a particular image
  or concept
    Individual Advertising Categories
   Pioneering advertising- to introduce a new product
    or brand
   Reminder advertising- keeps the name of the
    marketer in front of the target market
   Competitive advertising- stressing superiority of
    one product over the other
   Comparative advertising- superiority over the
    competing brand
   Advocacy advertising- to communicate marketers
    position on an issue
   Public service advertising- ads by government or
    other non-profit organizations on social issues.
           Advertising process
   Review internal/external strategies and plans
   Identify target audience
   Set advertising objectives and budget
   Develop creative approach
   Conduct advertising research
   Selecting media
   Producing advertising
   Evaluation
            Personal selling
   Interpersonal communication process used
    to identify prospects, determine needs,
    present product information, gain
    commitment and follow up after sales to
    maintain customer relationship.
      Personal selling types
 Telephone selling
 Technical selling- providing technical
  support
 Missionary (pioneer) selling- providing
  details about the product
 Retail selling
    Methods of Personal Selling
 Field sales- sales calls made at customer’s
  home or business locations
 Over the counter sales- sales at retail or
  wholesale locations when customers visit
  there
 Telemarketing- contact through telephone
     Advantages of Personal
            Selling
 Two way communication with target
  audience
 Immediate feedback
 Flexibility in responding to individual
  customer needs
 Customer relationship building
           Disadvantages
 Cost per customer contact high
 People dependent method
            Sales promotion
   Communication of any intermittent and/or
    short-term incentive that enhances the basic
    value of a product, to encourage channel
    members and sales people to market it and
    customer to buy it.
Categories of Sales promotion
 Consumer sales promotion- range of
  promotional incentives that marketers offer
  to ultimate consumers to encourage
  purchases
 Trade sales promotion- promotional
  incentives offered by marketers to
  wholesalers, retailers and other value chain
  partners for supporting certain products
     Types of consumer sales
            promotion
 Coupons- a document that allows customer to buy
  a product at a specific discount
 Samples- goods or service offered free or at a very
  low price to encourage the customer the
  experience its benefits
 Sweepstakes and contests- these are ways to
  attract new customers
 premium- item of value offered free or at a low
  price to customers to buy or try a particular
  product.
    Types of consumer sales
       promotion… cont.
 Price promotion- price reduction offered to every
  purchaser during a limited period
 refunds and rebates- these method the marketer
  encourages the customer to take a risk. Full or
  partial refunds are made if they are not satisfied
 Displays- in-store displays and point-of-purchase
  displays are set up in retail outlets to grab
  customer attention.
      Trade sales promotion
 Trade allowances- off-invoice allowance,
  extra allotments for buying a minimum
  quantity are some of the methods used to
  wholesalers and retailers.
 Incentives and contests- push money (cash
  awards) to sales persons for selling certain
  products, contests in B2B marketing to
  whip up enthusiasm for a certain product
Marketing communication strategies
                       … cont.
   Step 4- Identify competitive consumer
  benefit (key benefit that makes the product
  better than competing brand)
 Step 5- Communicate the truth of the
  benefit (product attributes, consumer
  perception supported, believable messages)
 Step 5-Convey the brand personality
  (decide on the tone and personality that
  differentiates the product from others
Marketing communication strategies
                       … cont.
 Step 6- Develop communication objectives
  (state what consumers should know and feel
  and what they are expected to do after they
  are exposed to the message
 Step 7- Plan consumer contact points (know
  when and where the consumer will be most
  receptive to the message)
Strategic advertising research
 Target audience analysis- who the audience
  are, their characteristics, and their
  consumption and media habits
 Message research- concept testing, copy
  testing
 Media audience research- broadcast
  audience measurement, print audience
  measurement
    Marketing research and advertising
            planning process

                             Message creation

       Planning                                                       Planning

                             Message delivery

Marketing Research          Strategic                          Evaluative
      Inputs               Advertising                        Advertising
(situation analysis)         Research                          Research
Product research        •Target audience                  •Message post testing
•Consumer research      •Message research                 •Effectiveness of message
•Market research        •Media research                   •Effectiveness of media
•Competitive analysis
                                            Source: Advertising principles/ Bergh and Katz
         Research decisions
1.   Should research be done?
2.   What is the research objective?
3.   What research design will provide best
     solutions?
4.   What data collection methods to be
     adopted?
5.   What conclusions to arrive at with
     analyzed research data?
Strategic planning for advertising
 and marketing communication
 Determining objectives or outcomes
  expected
 developing strategies that are plans for
  accomplishing the set objectives
     Adverting and marketing
    communications objectives
 Selecting a target market- market
  segmentation (undifferentiated,
  differentiated or concentrated market
  segmentation strategies)
 Setting objectives
    Criteria for setting objectives
 Identify unit responsibility
 Link objectives
 State output not input
 Establish a time frame
 Set realistic objectives
 Include result per objective
 Make objective specific and measurable
      Media planning process
 Advertising factors     Media planning factors
- Budgeting              - competitive spending
- Competitive activity     analysis
- Media usage            - Geographic distribution

- Message types/         - Media goals
  approaches             - Media mix
- Organization           - Seasonality
- Research               - Target audience
- Target audience        - Timing

				
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posted:9/12/2012
language:English
pages:38