Documente Academic
Documente Profesional
Documente Cultură
Manoj Joshi
Professor- Strategy, Entrepreneurship & Innovation Amity Business School, Amity University, Lucknow Campus
BE(Mech), MIE(Mech), PGDFM, MBA, MIMA, Ph.D (Innovation) Chartered Engineer [India] mjoshi@lko.amity.edu, manoj.joshi.m@gmail.com Phone: +91-522-2330934, Handy: +91-9415017498 1. Asia Editor: International Journal of Entrepreneurship & Innovation, IP Publishing 2. Editorial Board: Business Strategy & Environment, Interscience Willey 3. Editorial Board: Entrepreneurship Theory & practice, Family Business Review, Asia Pacific Journal of Management
Publicity: Publicity is non-personal stimulation of demand for a product, service, or idea by means of commercially significant new planted in the mass media and not paid for directly by a sponsor.
Promotion budget
Communications Objectives
Need Recognition Gathering Information Evaluation of Alternatives Decision to Purchase Product Use
Illustrative promotion objective include: Creating or increasing buyers awareness of a product or brand. Influencing buyers attitudes toward a company, product, or brand.
Competitive Parity
All You can Afford
Budgeting Models
Integrating Promotion Strategies
Balanced
Distribution
Product complexity Post purchase contact required
No
Yes
Integrated marketing communications (IMC) strategies are replacing fragmented advertising, publicity, and sales programs. These approaches differ as follows: IMC programs are comprehensive. Advertising, personal selling, retail atmospherics, behavioral-modification programs, public relations, investor-relations programs, employee communications, and other forms are all considered in the planning of an IMC. IMC programs are unified. The messages delivered by all media, including such diverse influences as employee recruiting and the atmospherics of retailers upon which the marketer primarily relies, are the same or supportive of a unified theme.
IMC programs are targeted. The public relations program, advertising programs and dealers/distributor programs all have the same or related target markets. IMC programs have coordinated execution of all the communications components of the organization. IMC programs emphasize productivity in reaching the designated targets when selecting communication channels and allocating resources to marketing media.
ADVERTISING STRATEGY Advertising strategy development begins by identifying and describing and describing the target audience. Next, it is important to establish the role and scope of advertising, decide on the advertising budget, and set specific objectives.
The selection of the creative strategy follows. It determines how the objectives will be accomplished. Advertising media and programming schedules are used to implement the creative strategy.
The final step is implementing the advertising strategy and evaluating its effectiveness. We examine each of these activities, highlighting important features and strategy issues.
Exposure
Awareness
More relevant to decision making Attitude change Sales Profit More difficult to measure
Post-test
Creative development
Advertising