study.pptx
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Marketing Mix
Product
Price them strategically
Place. Make them available
Promote them through sales and
advertising
What the Consumer demands
Cost the consumer is willing to pay
At the Convenience of the customer
By Communicating the value
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Promotion Mix
Advertising
Personal
Selling Direct
Marketin
g
Sales
Promotion
PublicRelations
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Types of Advertising
Product-oriented
Image
AdvocacyPublic service
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Ethical Issues in Advertising
Truth Exploitation and manipulation Perceptive research Degrading competition Political advertising
Sex in advertising Imitation, plagiarism and flattery Incomplete information Advertising to children Ad spillover
Stereotyping
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The Advertising Industry
ADVERTISER
ADVERTISING
AGENCY
SUPPLIERS(photographers,
printers, talent, etc.)
MEDIA
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The Advertising Process
Pitching
Briefing
Media Planning
Conceptualization
Designing
Approvals
Production
Finalizing
Media Buying
Releasing/Airing
Billing
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Media of Advertising
Print Media
Newspapers, Magazines
Electronic Media
TV, Radio, FM,
Digital Interactive Media
Website, web banners, emails
Out-Of-Home (OOH)
Billboard, Transit, Kiosks, banners, retail
Direct Mail
Other
Cinema halls, sms
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Consumer Behavior
The study of individuals, groups, or organizations and the
processes they use to select, secure, use, and dispose of products,
services, experiences, or ideas to satisfy needs and the impacts that
these processes have on the consumer and society.
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Consumer Behavior Study
Primary Research
Surveys
Focus Group
Personal Interviews
Projective Techniques
Observation
Online Research Methods
Secondary Research
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Interpersonal
Influences
Family
Society
Culture
Non-personal
Influences
Time
PlaceEnvironment
Personal
Processes
Perception
Learning &
Persuasion
Motivation
Decision Making
1.Problem recognition
2.Information search
3.Evaluation & selection
4.Store choice &
purchase
5.Post-purchase
behavior
Needs
Wants
Experiences & acquisitions
Experiences & acquisitions
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Types of Buying Behavior
Routine Response
Limited Involvement
Extensive InvolvementImpulse
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Response Wheel
Brand
DecisionProcess
Problem Recognition
Info Search
Evaluation
Attitudes
Likings
Preference
Conviction
Satisfaction
Try
Buy
Other Action Response
Repurchase
Think F
eel
Do
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Cognitive Learning (Thinking)Consumers learn through information processing and problem solving
Behavioral Learning (Conditioning)Learning via association (classical conditioning)
Learning via reinforcement (instrumental conditioning)
Modeling ProcessesBased on observations of outcomes and consequences experienced by others
Consumer Learning Theories
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Interpersonal
Influences
FamilySociety
The group we belong to
The people we relate toThe people we trust
Culture
Non-personal
Influences
Time
Place
Environment
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Adoption process for new products
Awareness
Interest
Evaluation
Trial
Decision
Confirmation
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Media Planning
...conceive, analyze and creatively select channels of
communication that will direct advertising messages to
the right people in the right place at the right time...
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Media planning process
Setting media objectives in light of marketing and
advertising objectives
Developing media strategy for implementing media
objectives
Designing media tactics for realizing media strategy
Propose procedures for evaluating effectiveness of the
media plan
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Media Strategy
5Ms
Markets
Money
MediaMechanics
Methodology
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Media Tactics
Scheduling
Frequency tactics
Media tactics &
Scheduling
Continuous schedule
FlightingPulsing
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Frequency Tactics
Roadblocking
Media blackout
Bursting
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Shift
Media Planning Contact Planning
Be where the Media is Be where the customer is
Plan to reach
consumers
Plan to reach people
they reach
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6 laws of Small Business Advertising success
Use One Message
Should be able to communicate core message in less than 3 seconds
Add Credibility
Test Everything
Be Easy to Contact
Match Ads to Target
Create Curiosity
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MP challenges in Nepal
Lack of data
Lack of a media audit firm
Unhealthy competition
Non-transparency in rates
Lack of complete media buying agencies
Bulk selling
Lack of financial protection
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Communication Plan
1. Purpose and Mission
2. Situational Analysis
3. Communication Strategy and Objectives
Defining target market; Segmentation; Positioning strategy; Definingobjectives; Financial objectives
4. Tactical Programs
Promotion mix; Advertising strategy and creative mix; Defining the
message strategy; Defining delivery strategy5. Budgeting and Scheduling
6. Follow-up mechanism
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Communication Objectives
S - Specific
M - Measurable
A - Achievable
R - Realistic
T - Targeted & Time driven
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Advertising Planning
Define your customers
Define what makes you unique
Set advertising goals and objectives
Set a sustainable budget
Choose your media
Timing and scheduling
Evaluation and follow through
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What is IMC?
Process of managing customer
relationships that drive Brand Value
On the foundation ofCommunication
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Elements of Communication Mix
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