1. 5 M’s of advertising Mission: Why to advertise?
e.g. Creating awareness, communicating the promotional schemes
2. Money: How much to spend?
e.g. Coke and Pepsi spends about 80% of their promotional budget on advertising only.
3. Media: In which media to advertise?
e.g. For electronical items, visual display is important and so the broadcasting (T.V.), for ad of a music album Radio and for the Shradhdhanjali the Print (newspaper) is best suit.

2. 5 M’s of advertising 4. Message: What to communicate?
E.g. Advertisement of AIDS communicates the social awareness while commercial advertisements are meant for increase in sales.
5. Measurement: What we gained?
E.g. Mudra Ad. Agency (on behalf of the client) conducts the researches on effectiveness of the advertisement. Again what the viewer/reader liked the most in the ad can be measured effectively through the measurement.

3. Creation of AD

4. (A)Ad Theme or appeal- Assignment
There are wonderful 9 ‘Ras*’ for it.
Hasya Ras: e.g. Melody Khao Khud jan Jao
Veer Ras: e.g. White and Red Bravery Award
Gambhir Ras: e.g. ICICI Pru ‘Jeete Raho..’, Suffola advertisements
Bibhatsa Ras: Virgin Mobile ad., McDowell’s, Axe Deo.
Raudra Ras: ‘Jago Grahak Jago.’ campaign
Saumya Ras: Johnson & Johnson ad
Shringar Ras: DeBeers, Nakshatra, Agni diamond jewellery
Adbhut Ras: LIC Jeevan Anand policy campaign
Karun Ras: Ads of UNICEF,CRY
* By Ms Parmita Mehta(MEFI)

5. [B] Advertising Layout- (Assignment)
Headline : It should reflect the content of the ad.
Illustrations : They provide line drawings, cartoons, pictures, symbols, photographs.
Color : Red, green, blue and black are most popular colors used in advertisements.
Body copy or Text : The body copy explains and develops the ideas presented in the headline.
Slogan : It avoids the audience to be Sanjay Singhania (i.e. avoiding Short Term Memory Loss) thy ENABLING THE READER/VIEWER/LISTNER TO HAVE LONG-LASTING MEMORY

6. Sales Promotion
“A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale.”
An extra incentive to buy
Targeted to different parties
A tool to speed up sales
Relation to text
This slide relates to material on pp of the text and provides a definition of sales promotion.
Summary Overview
Sales promotion is an inducement or incentive to the sales force, distributors, or ultimate customer with the primary objective of creating immediate sales. There are three important aspects of sales promotion:
An extra incentive to buy, such as coupons, rebates, premium provide extra reason to buy
Acceleration tools to speed up sales and shorten the purchase cycle
Targeting different consumers or businesses
Use of this slide
This slide can be used to introduce sales promotion and its role in the overall IMC program. Attention should be given to these three important aspects of sales promotion.

7. Sales Promotion
It communicates marketing Information to consumers, users and resellers. Promotion persuades and convinces the buyer and influences his/her behavior to take the desired action.

8. Objectives of Sales Promotion
1. Launch New Products and increase Trial

9. 2. Encourage repeat purchase

10. 3. To Block Competitor’s moves
Two block-bustors
got released i.e
Rab ne banadi Jodi and
Gajini, for both the
movies, two big Sharks
of film industry
did lot of promotional
activities.

11. 4. Encourage Dealers to participate in display and sales contests.

12. 5. Deflect customers’ attention from price

13. 6. To supplement advertising and personal selling

14. Sales Promotion Increases
Growing power of retailers
Reasons
Declining brand loyalty
Increased promotional sensitivity
Brand proliferation
Fragmentation of consumer markets
Short-term focus of marketers
Relation to text
This slide relates to material on pp of the text.
Summary Overview
This slide summarizes the reasons for the growth in sales promotion. These are:
Growing power of retailers. Manufacturers used to have most of the power, now retailers through technology, consolidation, and private labeling have more.
Declining brand loyalty. Consumers are purchasing more on the basis of price and value.
Increased promotional sensitivity. Consumers want to save money and respond well to promotions that provide them the opportunity to do so.
Brand proliferation. Many new brands offer little differentiation.
Fragmentation of consumer markets. Traditional mass media advertising has become less effective and promotions are a way to reach market segments.
Short-term focus. Sales promotion is seen as a way of generating an immediate increase in sales.
Increased accountability. Managers are under pressure to produce sales results.
Competition. Promotions are seen as way to gain a competitive advantage.
Clutter. Promotional offers can break through the clutter and attract attention.
Another reason for the increase in spending is that the promotion industry has become more sophisticated and plays a more strategic role in the IMC program of many companies.
Increased accountability
Competition
Clutter

15. Sales Promotion Vehicles
Consumer-Oriented
Trade-Oriented
Samples
Contests, incentives
Coupons
Trade allowances
Premiums
Point-of-purchase displays
Contests/sweepstakes
Training programs
Refunds/rebates
Trade shows
Bonus Packs
Cooperative advertising
Relation to text
This slide relates to material on p. 510 and Figure 16-1 of the text.
Summary Overview
Sales promotion can be broken into two major categories, consumer-oriented and trade-oriented. This slide shows the types of activities related to each.
Consumer-oriented promotion
Samples
Coupons
Premiums
Contests/sweepstakes
Refunds/rebates
Bonus packs
Price-off deals
Frequency programs
Event marketing
Trade-oriented promotion
Contests and dealer incentives
Trade allowances
Point-of-purchase displays
Training programs
Trade shows
Cooperative advertising
Consumer-oriented promotions are generally used as part of a push channel strategy while trade-oriented promotions are part of a pull strategy.
Use of this slide
Use this slide to show the types of promotion vehicles that are used for consumer and trade-oriented promotions.
Price-off deals
Frequency programs
Event marketing

16. Strengths of Sales promotion
1. It stimulates positive attitudes.
2. It gives extra incentives.
3. It gives direct inducement.
4. It is very flexible.

17. Limitations of Sales Promotion:
1. It has got temporary life.
2.They are only supplementary devices.
3. They are non-recurring in their use.
4. Too many sales promotions may
affect the image.
5. Ad agencies accord low status to sales promotion.

18. Direct Marketing
Here, the organization communicate directly with target customer to generate a response or transaction.
It involves activities like database management , direct selling, telemarketing, giving direct mailer or catalogue to the prospect.
The companies spend large amount of money each year developing and maintaining database containing the address and Phone no to use telemarketing to call customer directly and attempt to sell them products/services or turn them as sales leads.
it is COLD CALLING

19. Interactive/Internet Marketing

20. Interactive/Internet Marketing
Unlike advertising which is one -way in nature this new media allows user to perform a variety of functions such as receive and alter information and image , make inquiries, respond to question and make purchase.
It is an advertising medium as many companies advertise their products and services on the website of other companies and pay to link their banner ads or websites.
We will find so many intercative banners on the popular website like yahoo , way2sms,ibibo, facebook etc….

21. Publicity Meaning: In this method of marketing communication,
the advertiser is behind the curtain. And most of the time publicity is sponsored by the indirect beneficiary.
We use the terms “publicity” and “advertising” as having separate meanings, depending on the manner in which the material is published or disseminated.
Pesticide found in coca cola= Negative
Katrina in Ajmer sherif= Positive
Rakhi and candidates Suicide incident over the outcome of NDTV imagine show= Negative
Adani groups name in Karnataka Lokayukta Report for acquisition of alleged iron ore mine.

22. Those who use public resources for publicity can be divided into groups. They are:
• Ministers of the Crown, and their staff;
• parliamentary party leaders, their staff, and other Members of Parliament (MPs).
•High profile people from film industry and corporate world just to create hype.
The techniques used to gain publicity include news release, press-conferrence , feature articles, editorials, photographs, films, and videotapes.

23. Public Relation
When an Organization systematically plans and distributes information in an attempt to control and manage its image and the nature of the publicity it receives, it is engaging in a function what we call Public Relation.
The objective is to establish and maintain a positive image of the company among its various publics.
It does include special publications, participation in community activities, fund-raising, sponsorship of special events, and various public affair activities…

25. Personal Selling
It refers to oral face-to-face interaction or conversation between a sales representative and prospective customer for the purpose of making sales.

26. Steps in Personal Selling
Prospecting
Pre-approach
Approach
Presentation and demonstration
Handling objections
Closing
Follow-up
E.g. All the sales representatives of Eureka Forbes, Life
Insurance Executives are doing the same job.

27. Features of PS High pressure salesmanship. Salesmanship is persuasion.
Salesmanship is winning the Buyer’s confidence.
Salesmanship Aims at providing service to the buyer.
Salesmanship aims at mutual benefit.
Salesmanship is an education process.
Salesmanship is a creative process.

28. Traits of a successful sales person
Know the product
Know the company
Know the competition
Know the customers
Know the process of selling
Know one self

29. Integrated Marketing Communications Planning Model
Promotional Program Situation Analysis
Analysis of the Communications Process
Budget Determination
Develop Integrated Marketing Communications Programs
Review of Marketing Plan
Advertising
Sales
Promotion
PR/
Publicity
Personal
Selling
Direct
Marketing
Objectives
Message
Strategy
Integration & Implementation of Marketing Communications Strategies
Monitor, Evaluate & Control Promotional Program
Internet/
Interactive
Relation to text This slide presents the IMC Planning Model which is shown in Figure 1-4 and discussed on pp
Summary Overview This slide presents the IMC Planning Model which is discussed in detail in Chapter 1. This model presents the framework for developing, implementing, evaluating, and controlling the firm’s IMC program and activities.
Use of this slide This model should be reviewed very carefully at the beginning of the course to show students what is involved in the development of a complete IMC program. It presents the framework that is used for the text and provides an opportunity to provide students with the “big picture” and a roadmap of what will be covered in the course.
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin