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Principles of Marketing. Lecture-34. Summary of Lecture-33. Advertising. The Five M’s of Advertising. Message Message generation Message evaluation and selection Message execution Social-responsibility review. Money Factors to consider: Stage in PLC Market share and con-

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Summary of lecture 33
Summaryof Lecture-33




Principles of marketing

Message

Message generation

Message evaluation

and selection

Message execution

Social-responsibility

review

Money

Factors to

consider:

Stage in PLC

Market share

and con-

sumer base

Competition

and clutter

Advertising

frequency

Product

substituta-

bility

Mission

Sales

goals

Adver-

tising

objectives

Measure-

ment

Communi-

cation

impact

Sales

impact

Media

Reach, frequency,

impact

Major media types

Specific media

vehicles

Media timing

Geographical

media allocation



Principles of marketing

Objectives Setting

Budget Decisions

Message Decisions

Media Decisions

Campaign Evaluation



Principles of marketing

Television

Yellow Pages

Newspaper

Magazine

Major Kinds of Media

Direct Mail

Outdoor

Radio

Internet



Advertising cont sales promotion
Advertising (cont..)Sales Promotion



Principles of marketing

Step 1. Decide on Reach, Frequency,

and Impact

Step 2. Choosing Among Major Media Types

Step 3. Selecting Specific Media Vehicles

Step 4. Deciding on Media Timing


Principles of marketing

  • Setting the timing and sequence of a series of advertisements.

  • Sales patterns (seasonal), repurchase cycles, and competitors’ activities are the most important variables.

  • Advertisers use the concepts of reach, frequency, and gross rating points to measure the effectiveness of media scheduling plans.


Principles of marketing

  • Reach: advertisements. the number of different people or households exposed to an advertisement at least one during a certain time period.

  • Frequency: the number of times an individual person is exposed to an advertisement in a certain time.

  • Gross rating point: reach times frequency.



Principles of marketing

Pretesting advertisements.

Tools:

Posttesting

  • Focus Groups

  • Screening

  • Persuasion Scores

Tools:

Sales Effectiveness

Evaluations

  • Unaided Recall Tests

  • Aided Recall Tests

  • Inquiry Evaluations

Tools:

  • Monitor Sales

  • Brand-to-Sales Effects


Principles of marketing

Advertising Program Evaluation advertisements.

Communication Effects

Is the Ad Communicating Well?

Sales Effects

Is the Ad Increasing Sales?


What to communicate

Get Attention advertisements.

Hold Interest

Arouse Desire

Obtain Action

What to communicate?



Principles of marketing

Sales Departments in advertisements.

Small Companies

Advertising

Departments

in Larger Companies

Advertising Agency


Sales promotion
Sales Promotion advertisements.


Principles of marketing

Sales Promotion is a Mass Communication Technique That Offers Short-Term Incentives to Encourage Purchase or Sales of a Product or Service.

Offers Reasons to Buy Now.


Sales promotion objectives
Sales Promotion Objectives Offers Short-Term Incentives to Encourage Purchase or Sales of a Product or Service.


Principles of marketing


Principles of marketing

In general, sales promotion should focus on share.consumer relationship building.


Reasons for increase in sales promotion
Reasons for Increase in share.Sales Promotion


Principles of marketing

  • Growing Power of Retailers share.

  • Declining Brand Loyalty

  • Increased Promotional Sensitivity

  • Fragmentation of Consumer Markets

  • Short-Term Focus

  • Pressure from inside organization

  • Competition

  • Clutter



Principles of marketing

Sample share.

Trial amount of a product

Savings when purchasing specified products

Coupons

Refund of part of the purchase price

Cash Refunds

Reduced prices marked on the label or package

Price Packs

Goods offered free or low cost as an incentive to buy a product

Premiums

Articles imprinted with an advertiser’s name given as gifts

Advertising

Specialties


Consumer sales promotion techniques

Price Deals share.

Advertising

Specialties

Coupons

Rebates

Sampling

Premiums

Cross-

Promotions

Contests, Games,

Sweepstakes

Consumer Sales Promotion Techniques


Price deals
Price Deals share.

Bargain!

Value!

Sale!

Price-Pack Deals

Cents-Off Deals



Principles of marketing



Principles of marketing

Avoid Price share.

Reductions

Gain/Maintain

Distribution

Avoid Price

Reductions

Gain/Maintain

Distribution

Influence

Reseller Promotion

Defend Against

Competitors

Influence

Reseller Promotion

Defend Against

Competitors

Influence

Price Discount

Increase Reseller

Inventory

Influence

Price Discount

Increase Reseller

Inventory



Principles of marketing

Trade Allowances share.

Dealer Loaders

Trade Contests

Point-of-Purchase Displays

Trade Shows

Training Programs

Push Money



Principles of marketing

Decide on the Size of the Incentive share.

Set Conditions for Participation

Determine How to Promote and

Distribute the Promotion Program

Determine the Length of the Program

Evaluate the Program



Principles of marketing

  • Introduce new products share.

  • Get existing customers to buy more

  • Attract new customers

  • Combat competition

  • Maintain sales in off season

  • Increase retail inventories

  • Tie in advertising and personal selling

  • Enhance personal selling efforts



Principles of marketing

Cannot Reverse Declining Sales Trend share.

Cannot Overcome Inferior Product

May Encourage Competitive Retaliation

May Hurt Profit



Summary
Summary share.



Principles of marketing

Step 1. Decide on Reach, Frequency, share.

and Impact

Step 2. Choosing Among Major Media Types

Step 3. Selecting Specific Media Vehicles

Step 4. Deciding on Media Timing



Principles of marketing

Advertising Program Evaluation share.

Communication Effects

Is the Ad Communicating Well?

Sales Effects

Is the Ad Increasing Sales?






Principles of marketing

Decide on the Size of the Incentive share.

Set Conditions for Participation

Determine How to Promote and

Distribute the Promotion Program

Determine the Length of the Program

Evaluate the Program


Principles of marketing
Next…. share.



Principles of marketing1
Principles of Marketing share.

Lecture-34