Professional Documents
Culture Documents
Communications
What is Marketing?
Creating Value
Capturing Value
Communicating Value
Delivering Value
Sustaining Value
Psychological
Economic
Always start by identifying the target market and buyer motives
Buyer Motives
Social
Exclusivity,
status
Craftsmanship, a
lifestyle
Blue denim
Youth,
ruggedness,
convenience,
durability
Mid level - FM
Rs 1500
The 5 Ms of Advertising
Advertising Objectives
Persuade
Inform
Reinforce
Remind
Achievement Level
Period of Time
Advertising frequency
Product substitutability
Advertising
Budget
Awareness
Advertising Elasticity
Creative Strategy
Message Strategy
or positioning of an adwhat the ad
attempts to convey about the brand
Media Vehicles
Media Timing
Geographical Media
Allocation
Reach
Frequency
Impact
Advantages
Disadvantages
Newspapers
Flexibility; timeliness;
local; believability
Television
Multiple senses;
appealing; high
attention; high reach
Direct Mail
Audience selectivity;
flexibility; personalized
Radio
Advantages
Disadvantages
Magazines
Outdoor
Yellow Pages
Internet
High selectivity;
interactive possibilities;
low relative cost
Increasing clutter
Product Placement
Reaching people where they work, play, and, of course, shop.
Point of Purchase
Billboards
Media Cost
Audience Size
(readers, viewers, listeners,
etc)
Composition
Of the target audience, buyer roles
Microscheduling
(short term)
Sales-effects
Share of voice
Share of market
Sales promotion
Sales Promotion
Short term
Stimulate Sales
Objectives
Product trial
Increase
repurchase
Reward
Brand switching
Consumer
Trade
Sales Force
Samples
Coupons
Cash refunds
Prices off
Premiums
Prizes
Loyalty rewards
Free trials
Tie-in promotions
Cross-promotions
Point-of-purchase displays
Demonstrations
Price off
Advertising allowances
Display allowances
Free goods
Festivals - 5%
Cause Marketing9%
The Arts - 5%
Entertainment - 10%
Creating Experiences
More engaging / informative
Increased word-of-mouth
Factory Tour
Connects a product or service with unique and
interesting experiences
Corporate Museum
Publicity
is about getting ink (written
about or visibility)
is a tool
is short term
A publicity firm will brag
how much ink they got their
clients
Public Relations
Who is Public?
Monitors attitudes
Protect Image