managing mass communication - advertising
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Advertising Managing Mass Communication Advertising Expenditures Advertising Growth in India Advertising Campaign Developing an Advertising Campaign Media Sales Promotion Personal Selling as PromotionTRANSCRIPT
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MANAGING MASS COMMUNICATIONMANAGING MASS COMMUNICATION
DEVELOPING AND MANAGING ADVERTISMENT
DECIDING ON MEDIA AND
MEASURING EFFECTIVENESS OF ADVERTISEMENT
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AdvertisingAdvertising
Verbal and/or visual
Nonpersonalmessage
Delivery through
media
Identified sponsor
PaymentBy sponsorTo mediaCarrying message
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Advertising ExpendituresAdvertising Expenditures
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Year Advertising expenditure (Rs. Crores)
Percentage growth over last year
2008 21,000 20.0
2007 17,690 22.0
2006 14,505 21.7
2005 11,915 15.1
2004 10,354 10.9
2003 9,329 --
Advertising Growth in India
Source: “Review 2005, “Pitch, January 2006, pp.28-29; “Pitch-Madison Media Advertising Outlook 2006”
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10 National Advertisers10 National Advertisers
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Company Spend in millions of USD
Hindustan Lever 99
Maruti Udyog (suzuki) 27
Pepsico 27
LG Electronics 25
Procter & Gamble 25
Dabur India 24
The media spend of India's leading advertisers in 2005
Source: Group M/M&M, www.adbrands.net/in
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Types of AdvertisingTypes of Advertising
TARGET: Consumer or BusinessTARGET: Consumer or Business
TYPE OF DEMAND: Primary or SelectiveTYPE OF DEMAND: Primary or Selective
MESSAGE: Product or InstitutionalMESSAGE: Product or Institutional
SOURCE: Commercial or SocialSOURCE: Commercial or Social
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Advertising CampaignAdvertising Campaign
All tasks involved in transforming a theme
into a coordinated advertising program to accomplish a specific goal
for a product or brand
All tasks involved in transforming a theme
into a coordinated advertising program to accomplish a specific goal
for a product or brand
Several different messagesOver an extended time
Using a variety of media
Several different messagesOver an extended time
Using a variety of media
AdvertisingCampaign
Involves
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Developing an Advertising Campaign
Developing an Advertising Campaign
Framework Advertising CampaignsFramework Advertising Campaigns
Identify the
target audience
Establishpromotional
goals
Setpromotional
budget
Determinepromotional
theme
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Defining ObjectivesDefining Objectives
Typical advertising objectives are to:Support personal sellingImprove dealer relationsIntroduce and position a new productExpand the use of a productReposition an existing productCounteract substitution
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BudgetsBudgets
VerticalCooperativeAdvertising
HorizontalCooperativeAdvertising
Advertisingallowance
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Creating a MessageCreating a Message
AttentionAttention
ExecutionExecution
AppealAppeal
InfluenceInfluence
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Selecting MediaSelecting Media
TypeOf
Media
Specific Media
Vehicles
CategoryOf
Medium
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Selecting Media: General FactorsSelecting Media: General Factors
Objectives of the
Ad
Requirementsof the
Message
AudienceCoverage
Timeand
Location MediaCost
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Cost of AdvertisingCost of Advertising
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MediaMedia
TV
MAGAZINES
NEWSPAPERS DIRECT MAIL
RADIO
OUT-OF-HOME INTERACTIVE
YELLOW PAGES
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Evaluating the Advertising EffortEvaluating the Advertising Effort
DifficultyOf Evaluation
MethodsUsed to Measure
Effectiveness
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Sales PromotionSales Promotion
Demand-stimulating devicesto supplement advertising
and facilitate personal selling
Demand-stimulating devicesto supplement advertising
and facilitate personal selling
TradePromotions
ConsumerPromotions
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Developing Sales Promotion PlansDeveloping Sales Promotion Plans
DetermineObjectives
andStrategies
DetermineBudgets
DirectThe Sales
PromotionEffort
SelectAppropriateTechniques
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Major Sales Promotion DevicesMajor Sales Promotion Devices
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Examples of Product PlacementsExamples of Product Placements
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ASSIGNMENTASSIGNMENT
Visit a supermarket, drugstore, or hardware store, and make a list of all the sales promotion tools you observe. Describe how each one relates to the sales promotion objectives discussed in the class. Which do you think are particularly effective? Why?
Individual assignmentDeadline: 09th November 2011.
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Public RelationsPublic Relations
Management tool designed to favorably
influence attitudes toward an organization,
Its products, and its policies
Management tool designed to favorably
influence attitudes toward an organization,
Its products, and its policies
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Benefits of PublicityBenefits of Publicity
Lower CostsLower Costs
Increased attentionIncreased attention
TimelinessTimeliness
More informationMore information
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Limitations of PublicityLimitations of Publicity
Loss of controlLoss of control
Limited exposureLimited exposure
Publicity is not freePublicity is not free
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Personal SellingPersonal Selling
Major promotion tool
Personal communication of information to persuade
somebody to buy something.
Major promotion tool
Personal communication of information to persuade
somebody to buy something.
500,000People
In advertising
16,000,000PeopleIn sales
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Personal Selling as PromotionPersonal Selling as Promotion
Flexible
Costly
Difficult toattract quality
people
Minimizewaste
Focused
Goal issale
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When Personal Selling is Used When Personal Selling is Used
When MARKET
is concentrated:
•geographically,
•in few industries,
•or in several
large customers
When PRODUCT
•value is not apparent,
•has high unit cost,
•is technical,
•requires demonstration,
•is fitted to customer’s need,
•is in introductory stage
of the Product Life Cycle
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Scope of Personal SellingScope of Personal Selling
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Variety of Sales JobsVariety of Sales Jobs
Delivery Sales
Outside Order Taker
Inside Order Taker
Missionary Sales Person
Sales EngineerConsultativeSales Person
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Personal SellingPersonal Selling
Professional Sales Person
Cost of Personal Selling
Uniqueness of Sales Jobs
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Changing Patterns in Personal Selling
Changing Patterns in Personal Selling
SellingCenters
SystemsSelling
GlobalSales Teams
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Changing Patterns in Personal Selling
Changing Patterns in Personal Selling
Automation
TelemarketingRelationship
Selling
InternetSelling
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Selling ProcessSelling Process
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Recruiting ApplicantsRecruiting Applicants
Recruitment and SelectionRecruitment and Selection
Determining Hiring SpecificationsDetermining Hiring Specifications
Matching Applicants with Hiring Specifications
Matching Applicants with Hiring Specifications
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Staffing and Operating a Sales Force
Staffing and Operating a Sales Force
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Compensating a Sales ForceCompensating a Sales Force
CommissionSalary
Combination
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Evaluating a Sales Person’s Performance
Evaluating a Sales Person’s Performance
Qualitative
Quantitative
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QUERIES