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Communication
Exposure
Attention
Right consumer, right message, right place & right time The creative strategy The ad reflects the understanding Point of difference, point of parity The ad motivates the consumer purchase
Comprehension
Behaviour
Advertising Promotions
Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor
Power of advertising
Increased sales Advertising vs Money off
Information Brand Image Building Innovation New Product Launch Growth of media Long term and Indirect benefit
Advertising increases the cost of goods Small section of the audience covered by media used may relate with the product May encourage unsound or false values Big advertiser can monopolize the market
Medium
TV Radio Magazines Newspaper Direct Response Interactive Outdoor
Corporate Business Goal Marketing Objective Advertising Objective Advertising Strategy Advertising Planning Formulation of Advertising Programs
Defining the proper positioning to maximize brand equity Identifying the best creative strategy to communicate or convey the desired positioning
Break clutter to attract attention Still deliver the intended message
Consumer understanding
Brand positioning
Consumer motivation
And ad memorability
Advantage
Disadvantage
Mass Coverage & High Reach Low cost per exposure Attention getting
The aggregate total (the sum) of the ratings is called Gross Rating Points or GRPs. The sum of the ratings of a specific demographic segment may be called Target Audience GRPs or more simply TRPs. The term GRPs is generic and may refer to household GRPs or to specific target segment GRPs.
is exposed to the schedule among those persons reached in the specific period of time.
GRPs, reach, and frequency are mathematically related in the following ways: GRPs = Reach X Frequency Reach = GRPs / Frequency Frequency = GRPs / Reach
Advantage
Local coverage Low Cost Low Production Cost Reinforcing medium High Frequency Flexible
Disadvantage Long Lead time for ad placement Visual only Lack of flexibility
Consumer Promotion To change choice, quantity or timing or purchase ( sampling)samples, demonstrations, price offs Trade Promotion- financial incentive to retailer, distributor, display, PoP display, contests, dealer incentives, training programs, trade shows, cooperative advertising,
Advantage
Disadvantage
Product secure distribution Price discrimination Actual product experience Trade maintain full stock
Decreased brand loyalty Decreased quality perception Increased price sensitivity Forward buying and diversion
Event Marketing events related to sports, art, entertainment, social cause etc Why to sponsor ?
To identify with a particular target market/lifestyle To increase awareness/reinforce/enhance image perception
Sponsorship
Selection- event must meet the marketing objective Designing marketing program with sponsorship Measuring- supply side-media coverage, time, space/demand side- tracking, customer survey
PR and Publicity are designed to promote or protect a companys image or its individual product. Publicity is non personal communications such as press release, media interview, press conference, newsletters etc Public relation may also include annual reports, fund raising and membership drive, lobbying etc
Public relations includes ongoing activities to ensure the overall company has a strong public image. Public relations activities include helping the public to understand the company and its products. Often, public relations are conducted through the media, that is, newspapers, television, magazines, etc. As noted above, public relations is often considered as one of the primary activities included in promotions.
Public relations is the opposite of advertising. In advertising, you pay to have your message placed in a newspaper, TV or radio spot. In public relations, the article that features your company is not paid for. The reporter, whether broadcast or print, writes about or films your company as a result of information he or she received and researched.
Publicity is more effective than advertising, for several reasons. First, publicity is far more cost-effective than advertising. Even if it is not free, your only expenses are generally phone calls and mailings to the media. Second, publicity has greater longevity than advertising. An article about your business will be remembered far longer than an ad.
Versatility
For different group of consumer Multiple information provision Broad information provision
Cost
TV
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