Académique Documents
Professionnel Documents
Culture Documents
Faculty In charge
Dr. R. AKILA
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TABLE OF CONTENTS
S.No Particulars Pg No
1 COLLEGE- Mission/ Vision 3
2 MBA - Mission/ Vision 3
PEO’S 4
PO’S 4
3 SYLLABUS OF THE SUBJECT 5
4 LESSON PLAN OF THE SUBJECT 6
STUDY MATERIAL
UNIT I - Material 7
UNIT II - Material 19
UNIT III - Material 33
UNIT IV - Material 57
UNIT V - Material 62
5 QUESTIONS BNAK UNITWISE 89
PART –A (30 questions with answer) / PART (10 questions from the
unit) with page number from the question bank.
6 PREVIOUS YEAR UNIVERSITY QUESTION 116
VISION
MISSION
To provide management education to all groups in the community.
To practice management through scholarly research and education.
To advance the practice of management within a global context,
To provide management education to advance professional and community service.
VISION
To build Jeppiaar Engineering College [MBA] as an institution of academic
excellence in management education, leading to become a world class university.
MISSION
To excel in teaching and learning, research and innovation by promoting the
principles of scientific analysis and creative thinking.
To participate in the production, development and dissemination of knowledge
and interact with national and international communities.
To equip students with values, ethics and life skills needed to enrich their lives
and enable them to contribute for the progress of society.
To prepare students for higher studies and lifelong learning, enrich them with the
practical skills necessary to excel as future professionals and entrepreneurs for the
benefit of Nation’s economy.
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To provide the learners with the management tools to identify, analyze and create
business opportunities as well as solve business problems.
To inspire and make them practice ethical standards in business.
COURSE OBJECTIVE:
This course introduces students to the basic concepts of advertising and sales promotion and
how business organizations and other institutions carry out such activities.
COURSE OUTCOME :
Insight into the importance of advertising and sales promotion campaigns planning and
objective setting in relation to consumer decision making processes.
CO -PO Matrix
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UNIT – V PUBLICITY 9
Introduction – Meaning – Objectives - Tools – Goals of Publicity – Scope of Publicity – Importance
of Publicity – Difference between Marketing, PR and Publicity - Social publicity – Web Publicity and
Social media – Publicity Campaigns
TOTAL:45
PERIODS
TEXT BOOKS
1. George E Belch and Michel A Belch, Advertising & Promotion, Tata McGraw Hill, 10th edition,
2014
2. Wells, Moriarty & Burnett, Advertising, Principles & Practice, Pearson Education, 7th Edition,
2007.
3. Kenneth Clow. Donald Baack, Integrated Advertisements, Promotion and Marketing
communication, Prentice Hall of India, New Delhi, 3rd Edition, 2006.
4. Terence A. Shimp and J.Craig Andrews, Advertising Promotion and other aspects of Integrated
Marketing Communications, CENGAGE Learning, 9th edition, 2016
5. S. H. H. Kazmi and Satish K Batra, Advertising & Sales Promotion, Excel Books, New Delhi, 3rd
Revised edition edition, 2008.
6. Julian Cummings, Sales Promotion: How to Create, Implement and Integrate Campaigns that
Really Work, Kogan Page, London, Fifth Edition Edition ,2010.
7. Jaishri Jefhwaney, Advertising Management, Oxford University Press, 2nd Edition, 2013.
LESSON PLAN
No Of
Units Topic Books Referred
Hours
UNIT – I
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1.1 Definition:
Communication
Means through which one person can pass information, ideas or feelings to another through
speech or pictures. Though, communication uses all senses like smell, touch, taste, sound &
sight, only two are useful in advertising i.e. Sound & Sight Sound: Radio, Television —
micro-sound chips in magazines. Sight: The most useful medium of communication like
print, i.e. “A picture is worth a thousand words”
Information
Information is knowledge, fact or news. It comes in different forms: Complete or Incomplete!
Biased or deceptive! what it is? What it looks like? How it works? What are its benefits
&drawbacks etc?
Paid For
If an advertisement is created, placed in the media so the cost to create and time or space in
the media must be paid for. This is the point, where advertising departs from Public
Relations.
Persuasive
Purpose of advertisement is to Identify & differentiate one product from another and to
persuade the customer for preferring one to another.
Identified Sponsors
Telling audience about the sponsors
Various Media
Like Newspapers, Magazines, Radio, TV, Billboards, hoardings, balloons… So “anything
which is used to communicate ideas from one person to another in non personal-way.”
1704 1st newspaper ad, seeking buyer for an Oyster Bay was published.
1843 1st Ad. Agency set up in Philadelphia
1882 Advertising of a soap brand was done with a huge budget of 11000 US$.
1893 A famous beverage brand was registered as a trade mark.
1899 J. Walters: 1st agency opens an office in U.K.
1923 1st entertainment program was sponsored by an advertiser.
1947 J .Walter Thompson 1st agency to cross 100Mil $ in billing.
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ADVANTAGES
Advertising is one tool which can help a company to achieve goals. It is not the end, but a
means to reach the end. The functions of Advertising depend upon six Advertising objectives
1. To make product distinct from others.
2. To communicate information.
3. To push the customers.
4. To expand distribution.
5. To encourage brand preference.
6. To reduce sales cost.
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Advertising has become a very demanding profession in this now very competitive world. In
this lecture we will explain various models to judge the response to various efforts. Besides
this we will also explain about advertising themes and the process required to get or develop
a unique and big idea along with key points for developing an advertising campaign..
b) AIDA model
The AIDA model Developed by E. K. Strong basically means draw / attract attention
Be interesting - Create desire - Initiate action
A I D A stands for:
A for Attention
I for Interest
D for Desire
A for Action
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d) Innovation-adoption model.
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PRACTICAL BENEFITS:
Economic Benefits:
Generation of new jobs – Higher Incomes, comfortable & humane way of living.
Political benefits:
Significant contribution for informing people about candidates & the party etc.
Cultural Benefits:
Contributes positively in decisions about media content for betterment in society
Moral & Religious Benefits:
faith messages etc.
� WEASEL CLAIM – Where a probable claim is shown e.g. “probably the best show of the
year.” Here word ‘probably’ is weasel. Or e.g. ABC medicine “helps” stop gas before it
starts” here the word ‘help’ is weasel.
“An independent organisation of creative and business people who specialise in the
development and preparation of advertising plans, advertisement and other promotional tools
and arrange for the purchase of advertising space and time in the various media”
Primary Services
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1. Contact Department. Creation, sustaining an extension are the three basic functions
of the department. It gets new business and tires to continue the existing business.
Accounts Executive of the departments is the key man who acts as a liaison between
the agency on the one hand and the clients on the other.
2. Media Department. After making the advertisement plan, the agency selects the best
possible medium. It is choosing the channels o communication trough which to
distribute the advertising. The media analyst and estimators decide the approximate
kind and number of potential customers and then to choose the media that get the
message to them.
3. Copy Department. The copy director coordinates the work of writing the copy with
the assistance of copy chief and copy writer. The advertisement copy is the heart of
advertising programme as it contains the message. Copy writing requires imagination,
flair and fluency in the language and then to choose the media that copy is the
outcome of his interest, mood and ability.
4. Art and Visualization Department. The art director heads this department. He is
assisted by artists, lay-out men and visualizers. Art director gets prepared visuals and
lay-outs for press advertisements, posters, calendars, printed bulletins, car cards and
other out door pieces. Some agencies hire the outside artiste. There should be close
cooperation between the department of art and copy as they supplement the work of
each other.
7. Research Department. This section of the advertising agency is engaged in the study
of h effects of sales activities at the end of the point f distribution of a particular
product. Sometimes outside research organizations are employed to carry on such
research as they are more economical and reliable. The Research director takes the
assistance of analyst, investigators, marketing assistants clerks and librarians. All
these persons are trained in research work and are in a position to evaluate the
information relating to the product.
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1. Timely and Satisfactory work. Agency is highly specialized in the field of publicity.
It has wider contacts with media owners that facilitates the entering of contacts both
for space and time. It employs experts and veterans in the field of advertising like
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3. Sound appropriation of Funds. Agency being the proof of expert is fully aware of
the cost of each media: as such it is able to allocate the available funds on various
items in publicity budgets. This results into net resource allowance allocation and
utilisation. Thus the common advertiser may misapply the funds to his disadvantage
due to the lack of through knowledge. Where as agency does it most appropriately in
pragmatic way to have best results.
(i) Space Broker Stage. About 1840 several people worked as sales representative. They acted
as simple agents to sell space in newspapers on commission basis. But after sometime they
used to take full pages and sold position of it to whatever price they would get from
advertisers. This was known as 'Space broker Stage' in modern advertising agency system.
Thus price cut was seen from advertisers. There was inefficiency in business.
(ii) Standard Service Stage. The agent bought the space by 1876 an got it on printed rates of
the newspapers. Thus the agent was not the seller of space buy became buyer for them from
the newspapers. They charged the advertisers for copy writing, art work, layout, media
selection and research. By 1900 advertising agencies evolved. It began to solve clients
problems. They contracted the magazines. The recognised agencies were given commission by
the newspapers. Advertisers were not allowed to put direct advertising to papers.
(iii) Marketing Agencies Stage. Advertising agencies grew with the industrial expansion.
About 1958 agencies gave different and highly skilled services to the clients and it was highly
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used in marketing mix. Thus advertising agencies entered the marketing service stage and
hence forth we got full service agency system.
Agency Commissions
1. Set goals.
2. Select process and criteria.
3. Screen initial list of applicants.
4. Request client references.
5. Reduce list to 2-3 viable agencies.
6. Request creative pitch.
Choosing an Advertising Agency-Factors
Work with the agency that handles the advertising in the firm’s home market.
Pick a purely local agency in the foreign market.
Choose the local office of a large international agency.
Select an international network of ad agencies that spans the globe.
Evaluation Criteria In Selecting Advertising Agency
Size of agency
Relevant experience
Conflicts of interest
Product capabilities
Media purchasing capabilities
Client retention rates
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Personal chemistry
Market coverage
Quality of coverage
Expertise with developing a central international campaign
Creative reputation
Scope and quality of support services
Desirable image (“global” versus “local”)
Conflicting accounts
Other services availability
Evaluative research
Regular /Use
60 % Knowledge / Comprehension
DAGMAR Approach
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UNIT – II
2.1 MEDIA
It refers to the general category of delivery systems available to carry advertising message to
a selected audience such as print, broadcast , outdoor etc.
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• Mobility:
The media should be in a position to carry the message across to where ever desired. In this
regard the best example are newspaper and magazines which can be red and carried almost
everywhere i.e. in the house while traveling at the place of work or library etc.
• Results assessable:
Basically it is the effort of evaluation which is possible by dividing the cost of space by the
number of replies received.
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Frequency
Media Factors
Clutter
Editorial environment
Attentiveness
Scheduling
Number of media used
Repeat exposures
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Milline Rate
Is the cost in rupees per line of standard dimensions to reach a newspaper circulation
of one million. Alternately to calculate the cost of space, rupees, per square inch, or
square centimeter is used for media buying. Newspaper with higher circulation
figures charge more per line or per unit space.
Media Scheduling
Once the media has been selected , it is necessary to determine the timing and
allocation of advertising insertion.
It concern answering such questions as
How many of each media vehicles space and time units be bought?
Over what time units, this will be bought?
Over what time units, should such buying be ?
MEDIA SCHEDULING
Scheduling refers to the pattern of advertising timing, represented as plots on a yearly
flowchart. These plots indicate the pattern of scheduled times advertising must appear to
coincide with favorable selling periods. The classic scheduling models are Continuity,
Flighting and Pulsing.
I Continuity
This model is primarily for non-seasonal products, yet sometimes for seasonal products.
Advertising runs steadily with little variation over the campaign period. There may be short
gaps at regular intervals and also long gaps—for instance, one ad every week for 52 weeks,
and then a pause. This pattern of advertising is prevalent in service and packaged goods that
require continuous reinforcement on the audience for top of mind recollection at point of
purchase.
Advantages:
Works as a reminder Covers the entire purchase cycle Cost efficiencies in the form of large
media discounts Positioning advantages within media Program or plan that identifies the
media channels used in an advertising campaign, and specifies insertion or broadcast dates,
positions, and duration of the messages.
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In media scheduling for seasonal product categories, flighting involves intermittent and
irregular periods of advertising, alternating with shorter periods of no advertising at all. For
instance, all of 2000 Target Rating Poinered in a single month, "going dark" for the rest of the
year. Halloween costumes are rarely purchased all year except during the months of
September and October.
Advantages:
Advertisers buy heavier weight than competitors for a relatively shorter period of time
Little waste, since advertising concentrates on the best purchasing cycle period
Series of commercials appear as a unified campaign on different media vehicles
III Pulsing
Pulsing combines flighting and continuous scheduling by using a low advertising level all
year round and heavy advertising during peak selling periods. Product categories that are sold
year round but experience a surge in sales at intermittent periods are good candidates for
pulsing. For instance, under-arm deodorants, sell all year, but more in summer months.
Advantages:
Covers different market situations
Advantages of both continuity and flighting possible
Types Of Scheduling
Steady Pulse
Eg one ad per week for 52 weeks
Seasonal Pulse
Eg A/C For summer seasons
Period Pulse
At regular intervals but not related to the seasons.
Start up pulse;
Heavy media scheduling for new product
Promotional pulse:
Suits for particular promotional theme of a company.
Erratic Pulse:
Advertising is spaced at irregular intervals.
Media Types
I Broad Cast Media
Television
Doordarsan
Star TV
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Sun TV
B.B.C
Radio
FM
BBC
IV Direct Response
Mailers as letters
Mailers as pamphlets
Telemarketing
V Outdoor Media
Posters
Hoardings
Wall painting
Neon Signs
Sky Advertising
VI Vehicular Media
Mainline Trains
Sub Urban Trains
Buses & trams
Taxis & Auto Rickshaws
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Private Vehicles
I NEWSPAPERS
Advantages
Flexibility:
• advertising space from 1 inch to multiple pages can be used.
• ads can be scheduled on any day of the week.
• ads can be prepared on very short notice.
Range Of Market Coverage
Provide geographical flexibility.
Competitive Advantage:
Relatively cheap as against other media.
Positive Consumer Attitudes:
High reader interest & approx 80% coverage.
Interaction Of National & Local:
Provide a bridge between the national advertiser and the local retailer.
Disadvantages
Despite being very useful medium for advertising it has certain disadvantages which should
be kept in mind and are as under:
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II MAGAZINES
Advantages
Target Audience:
The magazines can reach specialized audiences and thereby prove very useful e.g.
magazines like men’s health target men’s for their health and women magazines target
women.
Audience Receptivity:
Magazines have a very high level of audience receptivity such as an ad in fortune magazine
would impress business audience.
Long life Span:
Magazines have longest life span of all the media because some of them might never be
discarded like National Geographic magazine etc. moreover these have highest reach
potential as they are past along to family friends customers and colleagues.
Format:
Generally, the magazines format allows creative advertising variety through multiple pages
inserts and other features.
Visual Quality:
The production quality has become excellent being printed on top class paper and with very
good reproduction quality.
Sales promotions:
Advertisers can use magazines to distribute various sales promotions like coupons, samples
and information cards etc.
Disadvantages:
Magazines are limited by certain factors and the most prominent disadvantages as are given
and explain below:
Limited distribution: In view of the magazines having limited distribution they lack
penetration, thus selectivity of the medium is lost.
Lack of immediacy:
Advertisements may take long time to have an effect on the reader because some readers may
not look at an issue of a magazine until after it comes to them so the ad may take long time to
have an effect on the reader.
Limited flexibility:
Despite magazines offering advertisers many benefits long leave time and limited flexibility
are drawbacks there is closing dates often 2 to 3 months prior to the date of issue.
High cost:
The production costs for magazines are relatively high because of high quality color
production.
III TELEVISION
Advantages
Creativity and Impact:
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The greatest advantage of TV is the opportunity it provides for presenting the advertising
message, the blend of sight and sound offers tremendous creative flexibility and resultantly
making deep impact.
Coverage and cost effectiveness:
Television advertising makes it possible to reach large audience nearly everyone regardless of
age, gender, income or educational level watches TV at least for sometime. In view of the
large coverage of its telecast makes it more effective both for advertising and cost
effectiveness.
Captivity and attention:
The combined power of site, sound, motion and emotion creates a very good effect
Selectivity and flexibility:
In TV advertising some selectivity is possible to due to variations in the composition of
audiences as a result of program content time of telecast and geographical coverage.
Limitations:
• Costs: It is enormously expensive medium to advertise.
• Lack of selectivity: TV doesn’t offer as much audience selectivity as radio, magazine,
newspapers or direct mail for reach precise segment of the market.
Fleeting message: Television commercials usually last from 30 seconds or less and leave
nothing tangible for the viewer to examine or consider.
• Clutter: The problem of reading messages and shorter commercials suggests that since the
advertiser message is only one or more spots its results in effectiveness because of such
clutter.
• Limited viewer attention: Buying time on a TV program it communicates a message to
large number of customers yet there is increasing evidence that the size of viewing audience
shrink during a commercial break.
• Deception in television advertising: Art and technology is being used to create simulations
to tell stories to evoke desired reaction from the audience. Basically a tantamount to say
what is not actually true.
IV RADIO
Advantages:
• Low cost option.
• Definable target markets based on their format.
• Radio stations offer considerable flexibility & a short lead time.
• Intimacy like FM stations etc, liking to presenters, DJ’s etc.
• Mobile: Its portability makes it mobile and can be taken anywhere.
Disadvantages:
Radio has its disadvantages too which are given below:
• Short exposure time: Radio advertisements normally last only 15 or 30 seconds and
listeners busy with other activities may not register them.
• Target duplication: Several radio stations may try to reach the same target market and
advertising on all of them may not be financially feasible yet reaching everyone in that
target market may not be possible unless all stations are used.
• Overloading of ads: Normally too much information is put in one add thus overloading
the consumer mind and very little is retain.
• Loyal listenership: Radio stations have loyal listener who do not prefer to listen to other
stations.
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V CABLE TV :
Advantages
• Can buy time on programs for specific audiences
• Cost is lower than normal TV.
• Production costs more affordable.
• More innovative production people available.
• Message reach assured
Limitations:
There are various disadvantages of cable TV which limit its benefits these are appended
below:
• Limited or small Reach.
• May have less experienced production crew.
• Reaching specific customers, but not potential customers.
• Audience may be fragmented and viewers may stay with a program for a shorter period of
time.
VI TRANSIT ADVERTISING
Advantages
• Exposure to one ad can be long if inside a transit vehicle.
• Frequency.
• Ads outside the transit vehicle are seen by large & diverse audiences.
• Ad message can be timely.
• Method tends to be quite inexpensive.
• Ads could be somewhat lifestyle targeted – passing through specific neighborhoods.
Disadvantages
• Ad design is usually limited to size of space.
• People on mass transit are not generally in a receptive mood.
• Transit ads are hard to target.
• Surroundings may distract from the message.
• Mass transit environment may not suit Message.
Disadvantages
• Hard to reach specific audience.
• Creativity inhibited by space limitations.
• Hard to measure its effectiveness.
• Ad may become weathered & vandalized.
• Costs though reasonable could become quite expensive by innovative adaptations.
Advantages:
● Cheap & records for higher exposure
● Strong reinforcement
● Bright colors and creativity can catch the attention.
● Commuters inside the bus and trains have enough time to gaze through the adv
message
● People may Object as it distract the attention of the people driving on the road.
Disadvantages:
● Since the vehicles move at speed Message may not be read by the people
● Media does not focus on a particular audience group internet.
IX INTERNET MEDIA
Advantages:
● Fast growing
● Ability to reach narrow target audience
● Short lead time
● Moderate cost
Disadvantages:
● Difficult to measure ad effectiveness and ROI
● Ad exposure relies on “click through”
● Not all consumers have access to internet
X OUTDOOR MEDIA
Advantages:
● High exposure frequency
● Moderate cost
● Flexibility
● Geographic selectivity
● Broad, diverse market
Disadvantages:
● Short message
● Lack of demographic selectivity
● High “noise” level
XI ONLINE ADVERTISING
Button Ads:
Squarish Ads that are usually at the bottom of a web page & contain only a corporate
name of brand.
Click Through or Click Rate:
How often a viewer responds to an ad by clicking on it.
Cookies:
Information stored on a viewer’s web browser to help identify that particular person to
the web provider – the next time that viewer visits a particular site.
Cost per Click:
The rate charges to advertisers if the user responds to a displayed ad.
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COMPARISON OF ADVERTISING
Logos: Company logos are placed at the top of the websites and generally depicts the
motto or operations of the company.
Email Ads: By creating compelling email experiences advertisers hope to convey their
message in a better way.
Keywords on Search Engines: Advertisers can buy keywords on search engines to
increase their exposure.
Classified Ads: Classified ads work because as far as users are concerned they are
content and not advertising as people actively seek out the classifieds when they are
looking to buy such as a sight like ebay.com
Interstitials: These are those adds that popup when the users load a new page. In fact
when the user hits a button to link to a new page the interstitials is display and disappears
as soon as the new page is loaded.
Sponsored Mailing List: Mailing list offer advertisers highly targeted audience that
gather to discuss specific interest.
JAVA: It is extensively used in internet media for applets, graphics & other interactive
applications.
HTML: Hyper text markup language is very useful tool in creating web pages.
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ASP & JSP: Active server pages & Java server pages –latest technology for interactive web
pages.
TYPES OF ADVERTISING
I Geographical Spread – Basis
National
Offers a product or service to the general consumer audience across the country Eg
IBM
Local:
Firms may like to restrict their business to a very small geographical area – state or a
region. Eg Jewellery, Retail Chain
Global:
MNC Advertisement for all the countries where the product is selling with minor
differences with culture & legal factors. Eg Nestle,
Institutional /Corporate
Aims by institutions to build up image of itself in the public mind.
Pioneering - Information new products
Image Building – Reinforce, create
Advocacy –Communicate a view on issue
Eg Bajaj , Shakthi Masala, Tata,
Direct
That stresses & persuades immediate buying of the product
- Informative
- Persuasive
- Reminder
Eg Ice creams, chocolates
Indirect
It attempts to create a favorable attitude towards the sponsor and his products
or services. Eg Mobile
IV Product Basis
Pioneering – Explain new product
Competitive – compare competition
Remind/ Reinforce -– remind, reinforce, encourage repeat purchase
VI APPEAL – BASIS
Rational - Aims to provide information , it explains the consumer benefits rather
than product features. Eg Aquaguard
Emotional - Fear, Humor, Sex advertisements. Eg Deebeers, ICICI Prudential,
Slice,
CREATIVE ADVERTISING
It denotes originating, an idea or a thing that did not exist before.
It involves combining previously unconnected ideas or objects into something new.
It can be learned & used to generate original ideas.
Advertising Creativity
It is the ability to come up with fresh, perhaps unconventional, unique, appropriate
and effective ideas that can be used as solutions to an advertiser’s communications
problems.
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A creative idea can be appropriate and effective only when it is relevant to the target
audience’s needs, wants, or aspirations.
Stages Of Creativity
Preparation Stage;
The creative people immerse himself or herself in the problem. At this stage the writer
gathers the raw material that will become the substance the should exist in the mind of
creative person in the form of previous experience.
Mental Digestive stage:
Once the raw material has been gathered, the creative person’s mind takes over and
begins to work on the material constantly and vigorously, trying to find that elusive new
relationship that is the foundation of an idea. At this stage writer reaches the point of
exhaustion and hopelessness.
Incubation Stage:
At this stage writer puts the problem out of his mind and turn it over the unconscious
mind to work on while he or she turns to something else. It is often referred to as day
dreaming.
Illumination Stage:
At the stage when the individual least expects it, a new idea will appear as if out of
nowhere. It is the stage of creative the process that most people associate with the creative
act.
Application stage:
The creative person takes his or her idea out into the real world to test it against reality
to see. If it really works. This stage requires patience and persistence to see the
implementation of the idea through to its final success.
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ADVERTISING APPEAL
Reason for a person to buy a product
The approach used to attract the attention of consumers
It “moves people, speaks to their wants and needs, excites their interest”
Types of Appeal
Fear
Humor
Sex
Music
Rationality
Emotions
Scarcity
Rational Appeal
Focuses on the consumer’s practical, functional, or utilitarian need for the product or
service
Emphasizes the features or benefits
Messages emphasize facts and logic
Used by business-to-business advertisers.
Well-suited for
Print media
Complex products
High involvement products
Rational Motives
Comfort
Convenience
Economy
Health
Quality
Dependability
Durability
Performance
Efficiency
EMOTIONAL APPEAL
Relate to consumers’ social and/or psychological needs for purchasing a product or
service.
Many advertisers believe consumers’ emotions work better at selling brands that do
not differ from competing brands.
Based on three ideas:
o Consumers ignore most ads
o Rational ads go unnoticed
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SCARCITY APPEAL
Based on
o Limited supply
o Limited time to purchase
Tied with promotional tools such as contests, sweepstakes, and coupons.
Encourage customers to take action.
ADVERTISEMENT COPY
It refers to written material which is to be set in type for the print media or spoken by
announcers for broadcast commercials.
A copy writer translates the selling points of a clients product or services into benefits
for selected consumers. He is concerned with what to say and show, how best to say
and show it.
A copy writer must know about
The competition
Appeal to be used
Editorial environment of the media
The Theme
Objectives of copy
Product & its attributes
Target market
Elements of the marketing mix
Statutory regulation.
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HEADLINE
Is a word or phrase which is more prominent and catching than the other elements of the
copy, and carries an ad message either below or above it.
Essential of a Good Headline
Must break the ice
Concise
Specific
Provocative
Relevance
Forms Of Headlines
Direct Forms Headline - “ Exclusive double duty door lock from Godrej”
New Headline – “Nation’s Best News Channel
Curiosity or provocative – What does the next generation want from us?
Selective Headline – “The choice of Mothers”
Humorous Headline – “Bonds in A Snap”
Command Headline – “Be Yourself”
Situation Headline – Tsunami, Swine Flu
Challenging Headline – Money Back offer, HLL
Negative Headline - I don’t Need a Insurance
Affirmative Headline – Growing Children need Complan
Question Headline – ‘Why Kenstar microwave Oven?
SUB – HEADLINE
An advertisement may express a provocative thought in the headline, which may
require further explanation.
May be used to expand on the thought
Eg. “The Finolex Assurance” “No Shocks. No Short Circuit. No electrical Fires”
BODY COPY
The main text of the advertisement called ‘Body Copy” is the logical continuation of
headlines and subheads, and completes the sales story.
SLOGAN
Is a catchy Sentence or phase which is easy to remember.
Are direct, short,, summarized
It gives an identity to the company or to its products.
Eg “Believe in the Best”
OTHER ELEMENTS OF AN ADVERTISEMENT
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Pictures
Seal
Logo
Signature
Elements Of A Layout
Background
Border
Caption
Coupon
Decoration
Heading
Illustration
Mascot
Name Plate
Price
Product
Slogan
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Space
Sub Heading
Trade Mark
Text
Stages Of Layout
Thumbnail Sketch – Refers to miniature rough sketches of possible layouts.
Rough Layout – More detailed sketches done in the actual size of the final
layout.
Finished layout – Once a selection has been made from among alternative
rough, a more finished layout is prepared.
Comprehensive – Body copy or text will be pasted in and the ad appears on a
cardboard surface, so that it can be presented to the client.
Artwork – This is a camera ready paste up prepared for distribution to the
media.
Layout Format
Standard Layout – This consist of a dominant illustration a headline, body
copy and logotype , arranged in that order. Also known as a conventional layout.
Editorial Layout – This resembles editorial material in a publication. It can be
effective when the message is a serious one.
Poster layout – This is a picture dominant layout, with the visual covering almost
the entire advertisement.
Comic Strip Layout- This is a picture caption arrangement and could include
cartoon, drawings that follow the format of the comic strip.
All –Type – Layout has no visual and includes only lettering.
Qualities Of A Layout
Balance – An advertisement is balanced when it looks balanced that is. When
each element seems to appear in their place. This kind of balance in a layout
means that the top and bottom halves or the right and left halves contain identical
masses.
Proportion: This refers to the total space occupied by the layout elements, as
opposed to the white space around them. Elements in an advertisements should be
accorded space based on their importance to the completed advertisement.
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Significance
They are more effective than words
They support the copy
They are demonstration
They can make us understand technical details.
Associations and images are created
They evoke moods.
Color photograph give high fidelity to the products.
Background and atmosphere can be shown effectively with their use.
It attract attentions.
It make advertising message believable.
Bound the audience in the headlines and copy
Good Illustration
They should be suggestive.
They should be clearly reproduced
They should be eye – reproduced
They should be properly set in the total layout.
They should be relevant.
They should be suitable for the product and the media.
They should harmonize with the copy.
Methods Of Illustration
Symbolic Illustration
Comparison Illustration
Product /use Illustration
Magnification of details
Product in the setting illustration
Result of a product’ use illustration
Product Alone Type illustration
Dramatized illustration
III SIZE :
The readership increases proportionately with advertising size.
IV COLOUR :
It has been found that colours attract more attention than mere use of black and
white, in terms of readership.
V TOPOGRAPHY:
The choice of the typeface can also contribute to the mood. Image and credibility of
an advertisement. When selecting a typeface the factors to be considered are reading
ease, and the image of the advertiser.
SALES PROMOTION
Definition: “Materials that act as a direct inducement, offering added value, or incentive for
the product, to resellers, sales persons or consumers.”
Designed for immediate (short term) increase in product sales.
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(i) To introduce new products: Have you ever heard about distribution of free samples?
Perhaps you know that many companies distribute free samples while introducing new
products. The consumers after using these free samples may develop a taste for it and buy
the products later for consumption.
(ii) To attract new customers and retain the existing ones: Sales promotion measures help
to attract or create new customers for the products. While moving in the market,
customers are generally attracted towards the product that offers discount, gift, prize, etc
on buying. These are some of the tools used to encourage the customers to buy the goods.
Thus, it helps to retain the existing customers, and at the same time it also attracts some
new customers to buy the product.
(iii) To maintain sales of seasonal products: There are some products like air conditioner,
fan, refrigerator, cooler, winter clothes, room heater, sunscreen lotion, glycerin soap etc.,
which are used only in particular seasons. To maintain the sale of these types of products
normally the manufactures and dealers give off-season discount. For example, you can
buy air conditioner in winter at a reduced price. Similarly you may get discount on winter
clothes during summer.
(iv) To meet the challenge of competition: Today’s business faces competition all the time.
New products frequently come to the market and at the same time improvement also takes
place. So sales promotion measures have become essential to retain the market share of
the seller or producer in the product-market.
iii. the consumer gets all information about the quality, features and uses of different
products;
iv. certain schemes like money back offer creates confidence in the mind of
customers about the quality of goods; and
v. it helps to raise the standard of living of people. By exchanging their old items
they can use latest items available in the market. Use of such goods improves their
image in society.
ignore. With consolidation and the growth of major retail chains, however, retailers
have gained the power to demand incentives from manufacturers to carry their
products. Many sales promotions are designed to provide benefits to the retailers.
fliers and newspaper and television ads. Price discounts are especially common in the
food industry, where local supermarkets run weekly specials. Price discounts may be
initiated by the manufacturer, the retailer, or the distributor. For instance, a
manufacturer may "pre-price" a product and then convince the retailer to participate in
this short-term discount through extra incentives. For price reduction strategies to be
effective, they must have the support of all distributors in the channel. Existing
customers perceive discounts as rewards and often respond by buying in larger
quantities. Price discounts alone, however, usually do not induce first time buyers.
Bonus Pack or Banded Pack: Another type of price deal is the bonus pack or banded
pack. When a bonus pack is offered, an extra amount of the product is free when a
standard size of the product is bought at the regular price. This technique is routinely
used in the marketing of cleaning products, food, and health and beauty aids to
introduce a new or larger size. A bonus pack rewards present users but may have little
appeal to users of competitive brands. A banded pack offer is when two or more units
of a product are sold at a reduction of the regular single-unit price. Sometimes the
products are physically banded together, such as in toothbrush and toothpaste offers.
Refund or Rebate: A refund or rebate promotion is an offer by a marketer to return a
certain amount of money when the product is purchased alone or in combination with
other products. Refunds aim to increase the quantity or frequency of purchase, to
encourage customers to "load up" on the product. This strategy dampens competition
by temporarily taking consumers out of the market, stimulates the purchase of
postponable goods such as major appliances, and creates on-shelf excitement by
encouraging special displays. Refunds and rebates are generally viewed as a reward
for purchase, and they appear to build brand loyalty rather than diminish it.
Coupons: Coupons are legal certificates offered by manufacturers and retailers. They
grant specified savings on selected products when presented for redemption at the
point of purchase. Manufacturers sustain the cost of advertising and distributing their
coupons, redeeming their face values, and paying retailers a handling fee. Retailers
who offer double or triple the amount of the coupon shoulder the extra cost. Retailers
who offer their own coupons incur the total cost, including paying the face value. In
this way, retail coupons are equivalent to a cents-off deal. Manufacturers disseminate
coupons in many ways. They may be delivered directly by mail, dropped door to door,
or distributed through a central location such as a shopping mall. Coupons may also
be distributed through the media—magazines, newspapers, Sunday supplements, or
free-standing inserts (FSI) in newspapers. Coupons can be inserted into, attached to,
or printed on a package, or they may be distributed by a retailer who uses them to
generate store traffic or to tie in with a manufacturer's promotional tactic. Retailer-
sponsored coupons are typically distributed through print advertising or at the point of
sale. Sometimes, though, specialty retailers or newly opened retailers will distribute
coupons door to door or through direct mail.
CONTESTS/SWEEPSTAKES
The main difference between contests and sweepstakes is that contests require
entrants to perform a task or demonstrate a skill that is judged in order to be
deemed a winner, while sweepstakes involve a random drawing or chance contest
that may or may not have an entry requirement.
At one time, contests were more commonly used as sales promotions, mostly due
to legal restrictions on gambling that many marketers feared might apply to
sweepstakes.
Furthermore, participation in contests is very low compared to sweepstakes, since
they require some sort of skill or ability.
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SPECIAL EVENTS
According to the consulting firm International Events Group (IEG), businesses spend
over $2 billion annually to link their products with everything from jazz festivals to
golf tournaments to stock car races. In fact, large companies like RJR Nabisco and
Anheuser-Busch have special divisions that handle nothing but special events.
Special events marketing offer a number of advantages. First, events tend to attract a
homogeneous audience that is very appreciative of the sponsors. Therefore, if a
product fits well with the event and its audience, the impact of the sales promotion
will be high. Second, event sponsorship often builds support among employees—who
may receive acknowledgment for their participation—and within the trade.
Finally, compared to producing a series of ads, event management is relatively simple.
Many elements of event sponsorship are prepackaged and reusable, such as booths,
displays, and ads. Special events’ marketing is available to small businesses, as well,
through sponsorship of events on the community level.
PREMIUMS
A premium is tangible compensation that is given as incentive for performing a
particular act—usually buying a product.
The premium may be given for free, or may be offered to consumers for a
significantly reduced price. Some examples of premiums include receiving a prize in
a cereal box or a free garden tool for visiting the grand opening of a hardware store.
Incentives that are given for free at the time of purchase are called direct premiums.
These offers provide instant gratification, plus there is no confusion about returning
coupons or box tops, or saving bar codes or proofs of purchase.
Other types of direct premiums include traffic builders, door openers, and referral
premiums. The garden tool is an example of a traffic-builder premium—an incentive to lure a
prospective buyer to a store. A door-opener premium is directed to customers at home or to
business people in their offices. For example, a homeowner may receive a free clock radio for
allowing an insurance agent to enter their home and listening to his sales pitch. Similarly, an
electronics manufacturer might offer free software to an office manager who agrees to an on-
site demonstration. The final category of direct premiums, referral premiums, rewards the
purchaser for referring the seller to other possible customers.
Mail premiums, unlike direct premiums, require the customer to perform some act in order to
obtain a premium through return mail. An example might be a limited edition toy car offered
by a marketer in exchange for one or more proofs-of-purchase and a payment covering the
cost of the item plus handling. The premium is still valuable to the consumer because they
cannot readily buy the item for the same amount.
CONTINUITY PROGRAMS
Continuity programs retain brand users over a long time period by offering ongoing
motivation or incentives.
Continuity programs demand that consumers keep buying the product in order to get
the premium in the future.
Trading stamps, popularized in the 1950s and 1960s, are prime examples. Consumers
usually received one stamp for every dime spent at a participating store. The stamp
company provided redemption centers where the stamps were traded for merchandise.
A catalog listing the quantity of stamps required for each item was available at the
participating stores.
Today, airlines' frequent-flyer clubs, hotels' frequent-traveler plans, retailers' frequent-
shopper programs, and bonus-paying credit cards are common continuity programs.
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When competing brands have reached parity in terms of price and service, continuity
programs sometimes prove a deciding factor among those competitors.
By rewarding long-standing customers for their loyalty, continuity programs also
reduce the threat of new competitors entering a market.
SAMPLING
A sign of a successful marketer is getting the product into the hands of the consumer.
Sometimes, particularly when a product is new or is not a market leader, an effective
strategy is giving a sample product to the consumer, either free or for a small fee. But
in order for sampling to change people's future purchase decisions, the product must
have benefits or features that will be obvious during the trial.
There are several means of disseminating samples to consumers. The most popular
has been through the mail, but increases in postage costs and packaging requirements
have made this method less attractive.
An alternative is door-to-door distribution, particularly when the items are bulky and
when reputable distribution organizations exist. This method permits selective
sampling of neighborhoods, dwellings, or even people.
Another method is distributing samples in conjunction with advertising. An ad may
include a coupon that the consumer can mail in for the product, or it may include an
address or phone number for ordering.
Direct sampling can be achieved through prime media using scratch-and-sniff cards
and slim foil pouches, or through retailers using special displays or a person hired to
hand out samples to passing customers.
Though this last technique may build goodwill for the retailer, some retailers resent
the inconvenience and require high payments for their cooperation.
A final form of sample distribution deals with specialty types of sampling. For
instance, some companies specialize in packing samples together for delivery to
homogeneous consumer groups, such as newlyweds, new parents, students, or
tourists. Such packages may be delivered at hospitals, hotels, or dormitories and
include a number of different types of products.
The forms of POP displays include special racks, display cartons, banners, signs, price
cards, and mechanical product dispensers.
Probably the most effective way to ensure that a reseller will use a POP display is to
design it so that it will generate sales for the retailer. High product visibility is the
basic goal of POP displays.
In industries such as the grocery field where a shopper spends about three-tenths of a
second viewing a product, anything increasing product visibility is valuable.
POP displays also provide or remind consumers about important decision information,
such as the product's name, appearance, and sizes.
The theme of the POP display should coordinate with the theme used in ads and by
salespeople.
TRADE SHOWS
Thousands of manufacturers display their wares and take orders at trade shows. In
fact, companies spend over $9 billion yearly on these shows.
Trade shows provide a major opportunity to write orders for products. They also
provide a chance to demonstrate products, disseminate information, answer questions,
and be compared directly to competitors.
Related to trade shows, but on a smaller scale, are sales meetings sponsored by
manufacturers or wholesalers. Whereas trade shows are open to all potential
customers, sales meetings are targeted toward the company's sales force and/or
independent sales agents. These meetings are usually conducted regionally and
directed by sales managers. The meetings may be used to motivate sales agents, to
explain the product or the promotional campaign, or simply to answer questions.
For resellers and salespeople, sales contests can also be an effective motivation.
Typically, a prize is awarded to the organization or person who exceeds a quota by the
largest percentage.
PUSH MONEY
Similarly, push money (PM)—also known as spiffs—is an extra payment given to
sales-people for meeting a specified sales goal.
For example, a manufacturer of refrigerators might pay a $30 bonus for each unit of
model A, and a $20 bonus for each unit of model B, sold between March 1 and
September 1.
At the end of that period, the salesperson would send evidence of these sales to the
manufacturer and receive a check in return.
Although some people see push money as akin to bribery, many manufacturers offer
it.
DEAL LOADERS
A deal loader is a premium given by a manufacturer to a retailer for ordering a certain
quantity of product. Two types of deal loaders are most typical.
The first is a buying loader, which is a gift given for making a specified order size.
The second is a display loader, which means the display is given to the retailer after
the campaign.
For instance, General Electric may have a display containing appliances as part of a
special program. When the program is over, the retailer receives all the appliances on
the display if a specified order size was achieved.
TRADE DEALS
Trade deals are special price concessions superseding, for a limited time, the normal
purchasing discounts given to the trade.
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Trade deals include a group of tactics having a common theme—to encourage sellers
to specially promote a product.
The marketer might receive special displays, larger-than-usual orders, superior in-
store locations, or greater advertising effort. In exchange, the retailer might receive
special allowances, discounts, goods, or money. In many industries, trade deals are the
primary expectation for retail support, and the marketing funds spent in this area are
considerable.
There are two main types of trade deals: buying allowances and advertising/display
allowances.
o BUYING ALLOWANCES A buying allowance is a bonus paid by a
manufacturer to a reseller when a certain amount of product is purchased
during a specific time period. For example, a reseller who purchases at least
15 cases of product might receive a buying allowance of $6.00 off per case,
while a purchase of at least 20 cases would result in $7.00 off per case, and so
forth. The payment may take the form of a check or a reduction in the face
value of an invoice. In order to take advantage of a buying allowance, some
retailers engage in "forward buying." In essence, they order more merchandise
than is needed during the deal period, then store the extra merchandise to sell
later at regular prices. This assumes that the savings gained through the buying
allowance is greater than the cost of warehousing and transporting the extra
merchandise. Some marketers try to discourage forward buying, since it
reduces profit margins and tends to create cyclical peaks and troughs in
demand for the product. The slotting allowance is a controversial form of
buying allowance. Slotting allowances are fees retailers charge manufacturers
for each space or slot on the shelf or in the warehouse that new products will
occupy. The controversy stems from the fact that in many instances this
allowance amounts to little more than paying a bribe to the retailer to convince
them to carry your company's products. But many marketers are willing to pay
extra to bring their products to the attention of consumers who are pressed for
time in the store. Slotting allowances sometimes buy marketers prime spaces
on retail shelves, at eye level or near the end of aisles. The final type of buying
allowance is a free goods allowance. In this case, the manufacturer offers a
certain amount of product to wholesalers or retailers at no cost if they
purchase a stated amount of the same or a different product. The allowance
takes the form of free merchandise rather than money.
o ADVERTISING ALLOWANCES An advertising allowance is a dividend
paid by a marketer to a reseller for advertising their product. The money can
only be used to purchase advertising—for example, to print flyers or run ads in
a local newspaper. But some resellers take advantage of the system, so many
manufacturers require verification. A display allowance is the final form of
trade promotional allowance. Some manufacturers pay retailers extra to
highlight their display from the many available every week. The payment can
take the form of cash or goods. Retailers must furnish written certification of
compliance with the terms of the contract before they are paid. Retailers are
most likely to select displays that yield high volume and are easy to assemble.
SETTING OBJECTIVES
A. Goals are generally demand-oriented.
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To measure the sales effect, sales figures before the promotion period can be compared with
figures at the end of promotion, and one month after the promotion ends.
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Stimulate retailers and their channel members to ‘push’ Lime Coke product rather that of
competitor product e.g. Sprite. Spiffs will be a great compensation for the retailer store clerk
rewarded for selling Lime Coke. Dealer Loader – the purpose is to gain new product
distribution, gifts in return for an order or premium for special price display.
Motivation the Independent Sales Rep (Sales Promotion) to supplement their regular
compensation- Sales Incentive plans (reward for achieving sales Quota) and sales aids in
combination to assist sales persons in selling situations.
Internet Advertising
Internet advertising is the convergence of traditional advertising and direct responses
marketing.The use of the Internet for delivering marketing messages to attract customers.
Features:
Very immature industry
Rapidly growing but poorly understood
Traditional advertising
One way communication
Targeting can be difficult
Public dissemination of information in order to effect
Commercial transactions
Internet advertising
Potential for two-way communication
Targeting is much easier
Why Advertise on the Internet
Television viewers are migrating to the Internet
The Internet is the fastest growing medium in history
Attractive demographics
Adverts can be updated rapidly and cheaply
Adverts can be global
Internet advertising is cheap in comparison with most
Conventional media
Adverts can be targeted
If a person sees and advert that they don’t want to see, then that advert
has failed.
Targeting avoids this, but is traditionally expensive
DoubleClick (www.doubleclick.net)
Dynamic Advertising Reporting and Targeting (DART)
DART builds a profile of visitors to any of DoubleClick’s
clients sites
data mine server logs
attach a unique ID to people who visit any of their sites
match user sites against a database of known domains
extract platform information
build a personal profile of interests
Internet Advertising Advantages
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Targetability
Global reach
Tracking ability
Less expensive to produce
Flexibility and rich media combination
Immediacy
Interactivity
Disadvantages
Customer-dominated environment
A cognitive, not emotional medium
Psychological fear of IT
Limited space and information in some formats
Connection problems
Non internet users
Clutters
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JARGON:
Impressions (ad view) : Number of users exposed to an advert
CPM : Cost per thousand impressions
Effective Frequency : The number of times a user is exposed to an advert
Hit : A recorded HTTP request for delivery of a file
This is not the same thing as impressions
Visit : A series of requests made by a user to a site in one session
Click Through : When a user follows a link to the advertisers page
Click Ratio : The proportion of impressions that result in click through
UNIT –IV
Along with these above-mentioned goals of personal selling, the selling organizations do have other
short term or long term objectives depending upon the company's promotional objectives, such as
To perform the complete selling jobs: The main objective of personal selling is to convince
customers to make a purchase, acting as the only element in the sales promotion. It facilitates creating
interest in the product by building complete awareness of product. The interaction with the prospects
make the seller realize the peculiar interest and demand of the consumer and that enables him to
persuade the customer to respond by buying.
To discover and identify new prospective targets: Along with maintaining relationship with
existing customers, another objective of personal selling can be to identify new targets by
understanding their needs and decision processes. This can
be done by communicating directly with them and trying to recognize their expectation from the
company’s products and make efforts to satisfy them.
To ensure and build customer’s cooperation: It is the task of personal selling to keep existing
and prospective customers informed about the modifications in existing product, educate them about
changes in the product line for maintaining their interest in current stock and promoting the existing
and new product line by keeping customers satisfied and loyal to the company’s products.
To guide customers in making their buying decision: It also comes under the objectives of
personal selling to providing technical advice and assistance to customers in case of sophisticated and
digitalized products and where goods are generally designed on the basis of target's specifications to
make their buying decision rationally and well informed.
Build long-term relationships with customers: It is the responsibility of sale representatives to
build long-term relationships with customers. A strong relationship can only be built by maintaining
regular communication with a customer. This can be done by having meeting with customers on a
regular basis, discussing the company’s products and giving them the assurance of delivering the best
and make them feel important.
Apprise customers of modifications and latest innovations: The sellers also inform the existing
customers about the company's products, the latest technological up gradations and modifications in
the product thereby strengthening customers’ knowledge of what the company has to offer. And in the
process they are made the new prospects. This happens because of the strong relationships built
earlier.
5. Nature of Personal Selling
Personal selling is a systematically arranged and specialized body of knowledge and is a part of any
curriculum on marketing. It is both science and art. It is a science based on human psychology. The
psychology of the customers has to be studied to gain knowledge about their behavior. The salesmen
must have knowledge about the different parameters of consumer behaviour and should also possess a
systematic knowledge of goods he has to sell. It is a science since salesman should follow certain
basic principles, techniques and approaches for concluding a sale and satisfying the customer.
Personal selling is not a pure science as it is based on human relationship that is not perfect. The
application of science or sales principles and techniques is based on situation faced by a particular
salesperson.
It is coined as sales art or sales skill. A salesman must have selling skills and must possess real interest
in his profession. The art requires patience and application of correct methods. Thus the salesman
must thoroughly master the science and the art of personal selling. Thus the Personal Selling is a
science of developing harmonious personal relations and an art of communicating with people
effectively so that sales resistance on the part of consumers can be minimized. The personal selling
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task demands a variety of responsibilities. The personal selling area is constantly evolving as the
marketing environment itself evolves. This is how any social science should behave on a constant
evolution, changing in accordance with the changing needs and environment. In the present scenario,
Personal selling moves through the following five stages for a successful deal:
process, acting in the cooperation with the buyers to solve their problems. This enables the buyer to
have more faith on the salesperson and his or her merchandise.
5. Source of research information: In a well-integrated and effective marketing department the sales
representatives can be the “eyes and ears” of an organization. Sales representative can gather
information about available competitors’ products and services, promotional, pricing strategies, and so
on. In addition they can learn about the buying needs and desires of their existing and prospective
buyers and enable the organization to have competitive advantage.
Thus personal selling helps in sales promotion. It is very important to manufacturers and traders
because it helps them to establish direct contacts with the prospective customers, develop personal
support with customers and sell their products which facilitates the business to gain permanent
customers which is the basic purpose of any business.
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Thus personal selling is an effective tool of marketing but it should be used in coordination with other
tools of marketing to overcome its limitations by bringing transparencies in the messaged
communicated by salesmen, widening its coverage with the use of advertising along with personal
selling.
Functions of Salesman
Personal selling involves much more than just selling products and services. Its aim is to provide
satisfaction to the targeted customers by offering them value addition and want satisfying products
and thus generate revenue and profits for the business. Thus Salesman is goal oriented.
To attract customers for the business: A salesperson is supposed to attract customers to buy the
firm’s merchandizes. This will lead to increase in sale. New customers may be attracted through
proper interaction or by providing full information about the product by distribution of samples,
displays of products etc.
To satisfy the needs of the consumers: Modern marketing aims to recognize and meet the needs of
the customers. He has to study and identify the demand of targets before offering them any goods or
services by asking them directly about their expectations. Like a Eureka Forbes sales representative
generally starts their conversation with the client by asking for a glass of pure water and then testing
the purity of available water with their instrument. On the basis of their result of purity of water they
start introducing their product like for hard water they can offer RO and for soft water they can offer
and demonstrate the utility of different models of aqua guards to the clients to satisfy their demand for
pure water. Thus the identification and satisfaction of the customers’ needs is more important as
compared to selling the goods or services. A salesman is always ready to handle the objections of the
customers.
3. To generate revenue: The sale personnel are largely responsible for executing the firm’s marketing
plan of actions in the field to generate the revenues that are to be managed by the financial people and
used by the production department. It is the main responsibility of a salesman to generate revenue for
its company by winning trust of large number of consumers for his products and by converting
prospective buyers into loyal customers of his company. Generally they are assigned specific targets
to achieve and they have to persuade prospects in such a manner that those targets can be achieved.
4. To generate adequate profits for the business: He is also responsible to generate sufficient profits
as a result of sale of value addition products to the target consumers as it is needed for the growth and
survival of the firm.
5. To earn goodwill for the business: He also attempts to develop the public image of firm in the
market. He tries to raise the goodwill of the business by initiating image building activities such as
sales promotion, true advertisement, high quality, reasonable price, customer’s services etc. If a firm
enjoys goodwill in the market, it will increase the morale of its sales force also as a result of which
they will be willing to show greater loyalty and develop a true sense of service to the customers. This
will further increase the reputation and image of the business.
6. Salespersons represent their company to customers and society in general: Salespeople are
primarily responsible for providing information on customers’ needs and problems to the various
departments in their own firms. Opinions of the firm and its products are developed on the basis of
impressions made by these people in their work and outside activities. The public ordinarily does not
judge a company by its factory and office workers, as they do not interact with them.
Thus the role of salesman is to put emphasis on selling satisfaction and not merely on selling goods as
product is developed and produced to satisfy the needs of the consumers. It should be viewed as an
integrated process of identification, assessment and satisfaction of human wants.
The personal selling process consists of a series of steps. Each stage of the process should be
undertaken by the salesperson with utmost care. The stages in personal selling are briefly explained
below.
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1. Prospecting and qualifying: ‘Prospecting and qualifying’ are the first steps the personal selling
process. This is to identify and qualify prospects in order to help sales people in the process of selling.
Companies generate leads in the following ways:
i. searching names by examining data sources such as newspapers, directories, CD-ROMs etc.
ii. establishing a booth at trade shows and exhibitions
iv. cultivating referral sources such as dealers, suppliers, sales reps, executives, bankers etc.
vi. Using the telephone, mail and the internet to find leads.
2. Pre-approach: Having found out the prospective customers, the salesperson should collect some
important details about the prospects. For example, if the prospect is a company, then he should know
what the company needs, who takes purchase decisions and who are its buyers.
After knowing the important particulars about the prospects, the salesperson should set call objectives.
The salesperson should qualify the prospect, collect information and make an immediate sale. He
should also decide on the best approach which may be a personal visit, a phone call or a letter. Besides
he should also decide on the timing of approach, based on the convenience of the prospects.
3. Approach: The salesperson should properly approach the prospects. He should know how to greet
the buyer before starting his conversation. The salesperson should be properly dressed which
coincides with the temperament of the buyer. The opening line should be positive.
For example, “Mr. Jacob, I am Rahim from Jeevan Company. My company and I appreciate your
willingness to see me. I will do my best to make this visit profitable for you”. The opening line must
pay importance to the buyer’s needs.
4. Presentation and demonstration: The sales presentation should be based on AIDA formula.In
other words, the presentation should gain attention, ho!d interest, arouse desire and obtain the action
of the buyer. Moreover, the salesperson should adopt FABV approach. This is a “features,
advantages, benefits and value” approach. Features narrate physical characteristics of a market.
Advantages describe why the features provide an advantage to the customer. Benefits explain the
economic, technical aspects and social benefits delivered by the offering. Finally, value describes the
overall worth in terms of money.
Sales presentation varies in style. There are three styles of sales presentation, namely,
a. canned approach,
b. formulated approach and
c. need-satisfaction approach.
Canned approach is memorized sales talk covering the main points while formulated approach
identifies the buyer’s needs and buying style and then uses an appropriate approach. The need-
satisfaction approach starts with a search for customer’s real needs. It encourages the customer to
talk of his own needs.
5. Overcoming objections: Customers when pressed for orders, voice their objections known as
customer’s resistance. The resistance of the customers may either be psychological or logical.
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Psychological resistance includes resistance to interference, giving importance for well established
brands, apathy, impatience, reluctance to participate in the talk, unpleasant situation created by the
salesperson, aversion towards decision making, etc.
Logical resistance is based on some reasons associated with price, delivery schedule; product or
company characteristics, etc. Salesperson should overcome these objections by adopting a positive
approach. He must convert the objections into reasons for buying. Handling and overcoming
objections are the most important part of sales process.
6. Closing the sale: A goods sales talk results in clinching a sale. At this juncture, the salesperson
closes the sale at the right moment. A salesperson can successfully close the sale by studying the body
language and the statements made by the buyers. They can ask for the order by drawing the attention
of the customers towards colour, size or type of the product. If the buyers remain undecided, they may
be guided in making the choice of the product.
7. Follow-up and maintenance: Immediately after closing the sale, the salesperson should take some
follow up measures. He may give details about delivery time, purchase terms and mode of payment of
price, etc. The salesperson can ensure customer satisfaction by properly attending matters which are
important to the customers. Thus, follow up is necessary if the salesperson wants to ensure repeat
purchase.
UNIT -V
Meaning an d Definition of Public Relations
A public is any group that has an actual or potential interest in or impact on a company’s
ability to achieve its objectives. Public Relations (PR) involve a variety of programs/events
designed to promote or protect a company's image or its individual products.
Public relation is the way organisations, companies and individuals communicate with the
public and media. A Through public relations companies communicates with the target
audience directly or indirectly through media with an aim to create and maintain a positive
image I and create a strong relationship with the audience. Examples include press releases,
newsletters, public appearances, etc. as well as utilisation of the World Wide Web. According
to Public Relations Society of America (PRSA), "Public Relations (PR) help an organisation
and its publics relate to each other to the benefit of both". According to Indian Institute of
Public Relations, "Public relations practice is the planned and sustained effort to establish and
maintain goodwill and mutual understanding between an organisation and its public".
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also be handled by the public relations department. Media representation also includes,
monitoring and measuring news coverage of the organisation or individual.
2) Crisis Communication: Crisis communication is a plan developed. by a public relations
team typically includes determining specific logistics for expected reporters, the designation
of an official spokesperson for the crisis, the development of targeted messages for internal
and external' audiences and training for company leadership on how to handle tough or
hostile' questions.
3) Content Development: Preparing documents, written and electronic, are another function
of public relations. Examples of content developed by a public relations department include
company newsletters, blogs, speeches and annual reports. Content may also be written for
another member of the company, such as a letter to employees from the CEO. Often, a public
relations department will work with another department to ensure a project fits with an
overall company message.
4) Stakeholder Relations: Stakeholders are any persons or groups who have an interest in or
could be affected by an organization’s objectives or actions. Representing an organization to
stakeholder groups is another function of public relations.
5) Social Media Management: Establishing, monitoring or growing an organisation's or
individuals online presence is another function of public relations. Specific tasks may
include creating or updating facebook pages, tweeting information and keeping an eye on
what others are saying in cyberspace about an organisation.
4.1.7. Types of Public Relations
Depending on the type of audience/publics it serves, public relations can be categorised
into the following types:
1) Corporate Public Relations: Corporate PR activities are aimed at maintaining cordial
relations and gaining the goodwill of various internal and external stakeholders who may
influence the well-being of the organization in the long-run. The target audience of corporate
PR includes employees, shareholders, general public, government, trade unions, financial
institutions and media. Each of these types of PR is discussed below:
i) Internal PR: Internal PR deals with all internal communications- with the employees on an
organisation. This is very important as employees are important stakeholders of an
organisation and securing their support for the mission and policies becomes crucial for the
organisation's success in the long-run. Employees act as an interface between the organisation
and its external publics; therefore, their. ability and willingness to implement the
organisation's policies will make or break the organisation's future.
ii) Public Affairs: Public affairs deal with establishing cordial relations with governments,
regulatory authorities and local communities. The major objective of PR is to- garner the
support of these publics towards the various activities or projects undertaken by the
organisation. The effectiveness of public affairs depends on the PR department's ability to
monitor and analyse the trends in government policies and the changing attitudes of the
general public towards the issues that are of interest to the organisation.
iii) Financial PR: Organisations deal with a variety of financial institutions, either to raise
funds or get consultancy about various financial issues. Financial PR handles organisations'
relations with banks, shareholders, investors and other groups that influence their decisions.
Financial PR is more crucial for organisations that are listed on stock exchanges, which
stipulate stringent disclosure rules.
iv) Media PR: Media plays a major role in influencing and directing public opinion.
Therefore, organisations try to maintain cordial relations with various media like radio,
television and other trade related press. Media PR strives to achieve objectives like creating
awareness, developing and holding goodwill and at times changing the attitudes of people
with the support, of the media.
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of easier to use site development applications which allow for quick creation and convenient
updating of' site content. Additionally, the move toward easier to use website software has
changed the purpose of having a presence on the Internet. Where previously the main
objective of a website was for advertising, delivering information and e-commerce, ,the web
now serves as a platform for people to voice their opinions.
8) Market Monitoring: Monitoring' public comment, about a company and its products is
becoming increasingly important especially with the explosion of information channels on
the Internet. Today monitoring includes watching what is written and reported in traditional
print and broadcast media and also keeping an eye on discussions occurring through various
Internet outlets such as forums, chatrooms, blogs and other public messaging areas.
Marketers must be prepared to respond quickly to erroneous information and negative
opinions about products as it can spin out of control very quickly through the new technology
channels.
9) Customer Service: Customer service is the provision of service to customers before,
during, and after a purchase. Customer service is a series of activities designed to enhance the
level of customer satisfaction- i.e., the feeling that a product or service has met the customer
expectation.
Customer service is normally an integral part of a company's customer value .proposition.
Public relations have a particular responsibility for dissatisfy customers, who-might tum into
hostile publics if they are not treated appropriately. Many companies encourage customers
and other stakeholders to call a toll-free number with complaints and concerns. This is unique
information that needs to be shared broadly in the organization.
and even write a company newsletter so that employees can stay informed about what is
happening.
PR in Public Enterprises
It is a true that a number of public enterprises in India have been running in staggering losses
and are not performing to the expectations of the nation. And, there are well known and
unidentified reasons for this. Yet it is undisputable that the public enterprises as a corporate
sector have made a tremendous contribution to the various aspects of Indian industry and
economy. The public sector of India has been working as a great catalyst for the economic
growth of the nation. The public enterprise units have made new life possible to the
underprivileged millions in the backward regions of the sub-continent. Public sectors have
also made praiseworthy contribution to the society, as they have always operated on the
philosophy of 'social-good'. But. the public sector does not enjoy a fair image among people
in general. It is criticised day in and day out for its inefficiency, lack of dynamism and
avoidable waste of material resources of the nation. The political system and the bureaucracy
constantly use their powers for vested interests.
practically in PSlJs the chief executives find themselves busy in boundary management,
responding to the minister and the bureaucracy of the ministries or the meetings of senior
management groups. Also, most of these enterprises have public relations officers at much
junior level in the organograms. Naturally, they are not involved in decision-making. This
leaves very little opportunity for the public relations practitioner to be fully aware of the
pulses of the organisation, the problems and the management strategies.
5) Lack of Understanding of PR at the Top: It was confessed by a majority of the
respondents of the study in reference that the chief executives being technocrats, are often
shaky in facing the media. They are found reluctant to make statements, which could be
interpreted differently causing annoyance to the ministry or the minister. Their silence on
major and critical issues gives birth to speculations and suspicions wherein the press
correspondents find an opportunity to file negative stories based on hearsay or statements
made by unconcerned and uninformed people against the public enterprise management. The
chairman, directors and other officials of the companies need exposure to media management
training programmes to prepare them to face media with confidence and the required
techniques. .
6) Government Media: The study confirms the fact that government media, which includes
a wide network of All India Radio, Doordarshan, DAVP, Song and Drama Division, Films
Division, Field Publicity and Press Information Bureau, could play an important role in
projecting the achievements and problems of the public enterprises in India. But this
government media has Dot been fully mobilised to gain popular support. Consequently, the
public sector problems remain without reasonable solutions, especially in the areas where
public cooperation is essentially required. There is also scope of improvement in the
coordination between public sector, public relations and the government media. Government
media should be able to present public sectors in right perspective.
7) Media Bias: The big businesses and industries basically control press in India. As a
traditional supporter of private sector, this press maligns the public sector or tends to
underplay the achievements of the public sector. The axiom that "public sector failures are
news while failures in private sector are private affairs which people should ignore" was
found correct. This popular conviction was repeatedly confirmed by the analysis of the data
randomly collected for the study from the field.
PR in Private Enterprises
Most private companies underestimate the importance of good corporate public relations.
Surprisingly, even some public companies do not feel its that important. A good brand name
takes time and careful planning to develop, but once established, a brand name is a valuable
asset. It increases the value of the company and the reputation of the products that it sells.
Good brand name recognition and a respected product are invaluable to a company. In the
world of product marketing, it is obvious that a company needs to make sure as many people
as possible know about their company. Although not the plan or intention of the company
conducting its corporate PR, this activity often increases the company's chances of raising
capital when the need arises. Corporate PR can indirectly assist a company with its funding
raising goals. Of course, that is not really the main reason to have a good corporate public
relations plan.
Almost all large organisations either have a public relations department or outsource
their public relations needs to a company. Public relations are seen as a vital part of
maintaining the organisation's image and of communicating its message to its customers,
investors and the general public. A positive perception of a company or non-profit can
increase its sales and improve its bottom line.
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Budgeting of PR
Nothing goes for free, so also effective PR, does not come cheaply. Certainty of programmes
and sellable ideas invariably ease the task of costing campaigns. An adequate budget is
essential to achieving optimal results. The organisation must, therefore, benefit and get
maximum returns from Its spending. Whether the PR Unit is given a particular budget to
work with or asked to submit a proposal, a reasonable, reliable and achievable cost should be
made.
Once the objective of the programme, the audience, message, channels of communication and
activities are identified, it is easier to make a realistic budget. A realistic plan of action must
be presented together with the cost of each activity. Unless a budget was once presented and
succeeded, the need to maintain, increase or decrease it should be related to the financial
position and projects of the organisation.
The major areas of costing in PR include prints and production,. exhibition, workshops and
seminars, media briefings and conferences, advertising, transportation, sponsorship,
supplements and media coverage. Most activities can have fixed costs of expenses, including
taxes and services but a mandatory contingency not exceeding 15% of total cost must be
added for any unexpected eventualities. This may be necessary because there is a clear
distinction between direct cost and indirect cost. For example, a hall booked for an hour for
press briefing may extend to three or more hours, while an entertainment provision for the
briefing of a number of journalists may witness additional attendance of some of them
coming with their crews. A good budgeting plan may address the problems, objective, public,
strategy, media, message and anticipated result. There should also be a timeframe for each
budgeted activity. But it must always be known that the budget estimate by an in-house PR
department must be slightly different from that of outside consultants. This may be so, since
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in-house practitioners will not consider such expenses on salaries and equipment, which may
be at their disposal.
Sometimes, some programmes are better handled by the in-house or consultation on the
demand of the non- specific aspects of the programme. For example, while a 'Consultant may
demand for a consultancy fee and hiring of equipment, the inhouse may only request for cost
of maintenance of such equipment where available. It is expected that a well equipped in-
house PR Unit must have such facilities as video, photo camera, public address system, T.V.
and video machine for viewing and editing, computer, tel/fax, e-mail and other relevant tools.
But the consultants may need to charge for the hiring or the use of such equipment, which
may be additional burden to an ill equipped PR department.
Types of PR Budget
Types of PR budget are as follows:
1) Consultancy Budget: The charges for consultancy services vary from one organisationto
the other. But specifically for a long-time PR campaign, the considerations for the budget
include advisory fees which are charged after the firm has accepted the service. The
consultants. charge the expenses to cover the days or hours of attending meetings, its research
and the submission of the report. Another area is the implementation of the plan. Some in-
house staff may take up this stage unless if the consultant is given the responsibility of
implementing the plan as it is recommended in the report submitted. The cost value may
come in different forms. It may be the cost of single or combination of production cost, travel
expenses, hotel accommodation, refreshments, man-hour and unit price of items and
materials to be used.
2) In-House Budget: The in-house PR practitioner submits annual budget which, after
consideration, the fund involved is released quarterly or monthly to the office to carry out its
activities. Some programmes which are periodical or exceptional and extraordinary are
funded at the appropriate time. On the need, request may be made from the approved budget
estimate to take care of events and programmes as they unfold. The illustration below is a
typical annual budget for a big organisation that has large audiences. The' proposals are in
two parts. The first part is the budget defence, while the second part is the breakdown of the
request for consideration and approval.
3) Budget Defence
i) Publications: This is to cover the cost of production/publication of monthly bulletin, yearly
handbook, quarterly magazine, seasonal cards and complimentary cards. ii) Corporate
Items: This is required for the production/procurement of corporate items such as pocket
diaries, executive diaries, calendars and address books. These items will be used as presents
or gifts to individuals and organisations as a form of reciprocation for promoting the
organisational statues, as well as seek goodwill from the recipients.
iii) Media Activities: The amount is needed for extensive media campaign and image
building. These are in the areas of media chat/courtesy calls, press conference
hosting/entertainment, research, editing, publications of articles, video coverage editing and
dubbing, photo coverage/album and entertainment for media reception. It will also include
exhibitions and sponsorships.
iv) Equipment: The sum is required for the purchase of relevant equipment for the office
such as photocopiers, cameras, consumables (video cassettes, films, albums, inks, etc.) and
maintenance and services of media equipment. The essence is to enhance the output of the PR
Unit.
v) Advertisement: The amount is to cover expenses for the placement of adverts on issues
that concern the organisation in the print and electronic media, and to also cover the ~ost of
documentaries and live events in the electronic media, including interviews, among others.
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vi) Editorial Board Meeting: The fund is for providing the entertainment, materials. And
incidental expenses for the meetings of the editorial board.
vii) Information Technology: In its drive to show a high level of integrity and commitment
to the public, the unit should introduce a timely and efficient way of information
dissemination through modem and advance technology. All publications and activities will be
displayed in the website for the public to access. These will include press releases, feature
articles and profiles of the management. It will also contain handbooks, magazines and-
pictures of activities in specified pages on the Internet. The amount would therefore cover
website development, e-mail installation/internet connection, web hosting, domain name
registration, internet usage training and technical support/maintenance.
viii) Human Resources Management: The amount is needed to keep personnel in the unit
up to date in the field of public relations and information technology. The areas include
training in financial public relations and modem media techniques, professional seminars,
conferences and workshops in media management and Annual Dues and Membership of
Professional bodies, i.e., NIPR, NUJ, IPR, etc.
enquiries when they come through, and otherwise lurch from one crisis to the next. 3)
Limited Scope for Creativity: Another disadvantage is that company PR staff can become
stale and lose their creative cutting edge. In an agency, 'there are normally plenty of ideas
flying around between' executives who are constantly having to switch from one client to the
next. This is a natural breeding ground for creativity. However, in a company, PR people are
always in a tiny minority, and it is hard for them to be imaginative.
4) Less Efficient Service: In-house PR staff tends to find it difficult to operate to its full
professional ability. Company issues and considerations tend to overwhelm the corporate PR
managers and sometimes they operate more as general managers than PR specialists. As one
PR manager said - 'You tend to become sucked into the company and evolve more as a
manager than a PR specialist. As an account director in a PR agency, I had far more
credibility as a PR professional than I do now. I cannot remember the last time somebody
here asked me for real PR advice.'
Need of PR Consultancy
Public relations consultancies are usually employed for the following reasons:
1) If the organisation concerned is not big enough, financially or otherwise, a PR consultancy
is needed to justify its own PR department.
2) If the company policy lays down that all public relations is handled externally.
3) The organisation needs specialist services.
4) To supply a media-relations service..
5) To plan and execute a public relations programme.
6) Convenience - If an organisation has several offices a consultancy can provide centrally
based services for organising functions such as press launches, conferences and receptions.
7) To handle 'one-off' assignments.
8) To provide specialist services such as house journal production, corporate or financial
public relations and parliamentary PR sponsorship. -
9) Because management needs counselling on short-term communication problems, requiring
a report and recommendations.
10) To provide a media relations service.
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11) To provide a central information service. To plan and execute a complete public relations
programme.
12) To organise press conferences, receptions and facility visits.
13) To handle ad hoc assignments.
14) To provide specialist PR services, e.g., crisis management, corporate identity
schemes.
Types of PR Consultancy/Agency/Firm
Broadly speaking, PR consultancies fall into one of the following categories; the largest.
consultancies will offer all four services:
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his agency to do over any given period, there is a risk that the account team will simply bum
up the agreed number of hours on speculative or unproductive tasks. One must be prepared to
put in the time needed to manage the agency.
PR Research
Research is a vital function in the process of public relations. It provides the initial
information necessary to public relations action and perform the important role of evaluating
its effectiveness. Management demands hard facts, not intuition or guesswork. Public relations
practitioners, like their colleagues in every area of management, must be able to demonstrate
convincingly their ability to "add value" in producing a product or service. The economic realities
of modem organisations make it necessary for public relations to incorporate data-gathering
techniques into every phase of the process. One specific major use of public relations research is
in issues management. The process of issues management, which has become major part of
public relations practice, must be informed at every stage by research data. The early
identification of issues that may impact a client or organisation is most thoroughly accomplished
through research methods designed to scan the environment for potential issues. Analysis to
determine which issues have the greatest possible impact requires various research methods
designed to determine both the strength of opinion about an issue and its perceived neutrality to
the client or organisation. Likewise, the selection of potential methods and actions available to
the researcher and the evaluation of action implementation can be detemlined through well-
planned research activities. .
Techniques of PR Research
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disposition towards the organisation or client This underscores the importance 5f good record
keeping and topical indexing of every mail one receives. From that entire researcher have
seen about public relations publics, no well-meaning organisation would disregard mails from
its publics.
9) Media Content Analysis: Some media report about the organisation or client could serve
as springboards for research. Therefore, researchers must keep abreast of the media and their
reports about the organisation or client. Researcher can do this by targeting radio or television
programmes that may likely report one or through which some of the publics may air their
views about you. Researchers must also listen to news reports and commentaries. Again it's
worth the time to go through the papers and file clippings of reports that relate to the
organisation or client. These clippings would be useful when one has to do some formal
research.
Formal Research
Public relations practitioners commonly use five research methods which Shall be discussed
below. These methods are:
I) Secondary (Library) Research: Secondary research as different from primary research
uses materials generated by others (often in primary research). In primary research,
researchers go to the source of the finding and obtain information form the scratch, whereas
in secondary research, researchers make use of existing materials. Published materials like
newspaper and magazine
2) Feedback Research: This research often helps and organisation to receive unsolicited but
useful information from stakeholders group's responses to its actions and policies. These
responses can be in the form of letters, telephone calls and press clippings. E-mails at rhe
company's website could be a good source of feedback research.
3) Communication Audits: When researchers conduct a communication audit research, they
are attempting to determine whether the organisation communication is consistent with its
missions and goals. In completing a communication audit, researchers reviews the
organisation's communication and records and conduct interviews with key officials.
According to Guth and Marsh, a communication audit would usually answer five questions:
i) What are the organisations's stated goals in relation to its stakeholder groups?
ii) What communication activities has the organisation used to fulfill those goals?
iii) What communication activities are working well and are consistent with those goals?
iv) Which communication activities are not working well towards the achievement of
those goals?
v) Given the findings of this audit, what revisions in goals of communication activities
are recommended?
4) Focus Groups: These groups are an informal research method in which interviewees or
moderators meet with groups of selected individuals to determine their opinion on specific
issues. Although focus groups are not very representative of a particular public, they are
useful at indicating a public's knowledge, opinion, predisposition, and behaviour. Focus
groups are useful for generating qualitative rather than quantitative data. The proponents of
focus groups believe it is an excellent way to discover the attitudes of customers, prospects
and other target groups and publics. One benefit of the focus group is that it can directly
involve the publics or audiences. They can even watch the proceedings behind a one-way
mirror.
Guth and Marsh give the following ten-point advice on how to conduct a focus group:
i)Develop a list of general questions based upon information needs.
ii) Select as a moderator someone skilled in interviewing techniques.
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Steps in PR Evaluation
There are atleast three levels of evaluation of public relations efforts - preparation for the
public relations programme, implementation of the effort, and impact analysis of the
programme.
1) Preparation: Evaluating preparation may involve examining the adequacy of the
background information that one gathered the appropriateness of the message content and
format, and the quality of the messages.
2) Implementation: Evaluating implementation involves measuring the number of messages
sent (distribution), the number of messages placed in the media, the number of people
receiving the message, and the number of people who attend to the message. .
3) Impact: When impact is evaluated, practitioners measure the number or percentage of the
audience who learn the message content, who change their opinions, who change attitudes,
and who behave in the desired fashion. They may also determine if the problem is solved
or>the goal is achieved. To move toward a more successful evaluation effort, all three levels
must be examined, not just the traditional implementation measures.
PR Counselling
Counselling is the first step towards developing and implementing a long term PR strategy. It
involve evaluating the client's business objectives, its target audiences and its competitive
market situation. Such a study leads to the development of the PR objectives and
subsequently the PR strategy to work toward achieving these objectives. PR counselling is an
ongoing process that also assesses specific issues an opportunities that may arise from time to
time, and proposes the way forward to respond to these. To reach its organisational goals,
today's management needs to communicate with a number of important audiences -
customers, stockholders, special interest groups, the media, employees, communities,
government agencies, banks, legislators, creditors and many others. Successful management
turns increasingly to public relations counseling and the techniques of professional public
relations to help enterprises communicative effectively with those audiences. Often,
organisations that have professional public relations managers on staff seek external
communication consulting assistance, ranging from strategic counsel on some issues, to
tactical implementation support on special projects. Choosing the right agency or consultant
for the work one has at hand is critical because it can bring an objective, independent point of
view to help one achieve the communications goals. External consultants are exposed to
different organisations on several different levels; they can apply the best solution to the
communications challenges, using a variety of new ideas and tools along the way.
Sources of PR Counselling
Sources of PR counselling are as follows:
1) Talk with Peers: Friends, business acquaintances, fellow members of business or civic
groups can be invaluable in providing recommendations. Find out if their organisations retain
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public relations counsel. If so, which ones? Are their performances satisfactory? Would they
recommend them? What do they know about any other public relations firms in the area?
2) Professional Associations: If the organisation belongs to a trade or professional
association, ask it for recommendations of public relations firms or counsellors in the area
that it knows by reputation or experience. Another source of information on public relations
firms, of course, is the Public Relation Society of America or one of its area chapters.
3) Surfing: There are many online directories of public relations firms, including PRSA's
Find a Firm directory.
4) Media: Local reporters who cover the organisation’s field and ask about the public
relations firm from whom they receive the most accurate and professional information and
materials. Make the same query of editors of trade publications which cover the field. Most
media can name several public relations firms and can also rank them for the company.
Remember, however, that the media’s opinions about public relations firms' capabilities are
generally based on or confined to just one area - publicity. After polling some peers
professional associations and the media, counsellors begin to hear some firm names several
times, perhaps an indication that these are firms the organisation should investigate further.
Marketing-Public Relations
The term 'Marketing-Public Relations' or MPR has been used increasingly by both marketers
and public relation practitioners since the 1980s. The term emerged originally in the U.S.A.
to refer to the area of public relation work concerned with support for marketing activities. As
the term has gained increasing currency, some observer have suggested that MPR should be
recognised as a distinctive discipline or function in its own right, separate from other forms
of public relations. Those advocating this view have argued that this form of public relation
practice has become sufficiently specialised to warrant being treated as distinct from all other
forms of public relations dealing with relationships with non-customer publics. Moreover,
supporters of the MPR concept have argued that this area of public relations work should be
treated as part of the marketing management function.
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2) Choosing Messages and Vehicles: The MPR manager must identify or develop interesting
stories about the product. If there are few stories, the expert should propose newsworthy
events to sponsor as a way of stimulating media coverage, For example, PBS wanted to
dispel the perception that the musical genre of the "blues" was dying. Its Blues Project
included special events, a special website, a radio and television series, a teacher's guide, a
concert, and more. The campaign received nearly a billion positive media impressions and led
to a surge in CD sales of blues music.
3) Implementing and Evaluating the Plan: MPR's contribution to the bottom line is
difficult to measure because it is used along with other promotional tools. The easiest
measure is the number of exposures obtained in the media. A better measure would be
changes in product awareness, comprehension, or attitude resulting from the MPR campaign
(after allowing for the effect of other promotional tools). The most satisfactory measure is
sales-and-profit impact, allowing the company to determine its return on MPR investment.
2) Creating Advertising News before the Product News: Sometimes during big events like
Superbowl, advertisings can be the focus more than the games. (For example, Victoria's
Secret).
3) Introducing a product without advertising or: little advertising, '
4) Providing a value-added customer service.
5) Defending products at risk and giving reasons for consumers to buy ..
6) Providing opinions for the opinion leaders.
.
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1. Define Advertisement
Advertising is the non-personal communication of information usually paid for and
usually persuasive in nature about products, services or ideas by identified sponsors
through the various media.
2. Define IMC.
According to The American Marketing Association, "IMC is a planning process
designed to assure that all brand contacts received by a customer or prospect for a
product, service, or organization are relevant to that person and consistent over time".
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IMC is also broadly known as the term 'Promotion Mix'. The marketing effect is
fragmented and the result could be conflicting communications that confuse the customer.
The result is wasted time, money, and effort. (IMC) is the coordination and integration of
all marketing communication tools, avenues, and sources within a company into seamless
program that maximizes the impact on consumers and other end-users at a minimal cost.
14. Briefly examine the various stages of product life cycle and state corrective
Advertising measures?
Introduction - Informative Ads
Growth - Competitive / Persuasive Ads
Maturity – Reminder ads to reduce brand switching
15. Briefly explain the relationship of advertising with the other elements of
promotional mix?
Advertising supports and supplements the other elements of the promotion mix. It
increases the effectiveness of the other tools by creating awareness about Sp tools or
by providing additional information aiding direct selling.
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26. List out the advantages & disadvantages of Ad. Agencies mode of
advertisements.
Advantages:
Advice & counsel on marketing strategy.
Advice & counsel on advertising and media strategy.
Prepare & develop, print, outdoor, and electronic advertisement.
Carry out collateral designs of various items such as display material & other display
Material.
Help & counsel on sales promotion & other communication tasks
Dis advantages:
Additional Expense
Unfamiliararity With Your Product
Unclear expectations
Limited creative thinking
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Low priority
Part B
1. (i) Explain the social, economic and legal implications of advertising.
2. Enumerate the reasons for the growth and importance of IMC. How does it differ
from traditional advertising and promotion?
3. (i) Why do companies need advertising agencies (Functions/Role) and what is the
criterion used to select advertising agencie1s? (ii) Explain the different types of
advertising agencies
4. Explain the different methods of compensating advertisement agencies. Highlight the
changes occurring in
5. Give a detailed account of the structure and operations of the advertising industry.
6. (i) Describe the various aspects to be considered while developing a good advertising
campaign.
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Unit II
Part A
1. Briefly explain the various types of advertising?
Brand, Retail or Local Advertising, Direct-Response Advertising, Business-to-
Business Advertising, Institutional Advertising, Nonprofit Advertising, Public
Service Advertising
the physical placement of advertisements in the required media. When all the specific
media to be bought have been considered, the job of placing ads in these media
becomes simple.
29. What are the various ways to measure the effectiveness of an advertising campaign?
30. How would you measure the share of audience? (Nov/Dec 2014)
Share of audience is the percentage of households using TV in a specified time period
that are tuned to a specific program. Audience share is calculated by dividing the number of
households (HH) tuned to a show by the number of households using television(HUT).
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Audience share is always higher than the program rating unless all the households
have their sets turned on (in which case they would be equal). Share figures are important
since they reveal how well a program does with the available viewing audience.
PART B
1. Explain the types of media plan. What are the problems faced by the media planner?
Describe in detail the steps in developing a media plan. / Explain the media planning
process and promotional scheduling.
2. (i) Compare and contrast the advantages and disadvantages of types of media.
(ii) How do you select a particular vehicle in media type? Discuss the same with the
components of advertisement budget
3. What are the major advantages and disadvantages of television advertising?
Name a product and suggest three media that you would use to advertise that product.
Justify your media mix choices.
4. (i) Discuss the methods of research to measure the advertising effectiveness.
(ii) Describe a good advertising layout.
5. What important factors should be considered I market analysis of media planning?
Differentiate between CPM and ACPM.
6. Discuss the various types of advertisement copy with examples.
10. Compare and contrast the advantages and disadvantages of types of media/Explain
different media available for advertising giving their suitability
Unit III
Part A
1. Define Sales Promotion.
The word promotion originates from the Latin word 'Promovere' means "to move
forward" or to push forward. Sales and promotion are two different words and sales
promotion is the combination of these two words. Sales Promotion is another
important component of the marketing communications mix. It is essentially a direct
and immediate inducement. It adds extra value to the product and hence prompts the
dealer/consumer to buy the product. According to Philip Kotler, "Promotion
encompasses all the tools in the marketing mix whose major role is persuasive
communication".
2. What is brand switching?
Some promotions encourage consumers to buy a different brand than the one they
bought on an earlier purchase occasion, or had the intention of buying now. Brand
switching of this type is often called as 'aggressive switching'. The second type of
promotion effect on brand switching is considered as 'defensive switching'. In this
case, the objective is to retain the customer by encouraging her/him to buy the same
brand as was bought on earlier occasion instead of switching to a different brand on
this purchase occasion
virtually anything with the Coca-Cola logo displayed on it, from salt and pepper
shakers to tee shirts
8. What are the positive and negative effects of sales promotion on brand volume?
Positive Impact:
Increases short term sales
Creates initial/trial purchase
Negative Impact:
Reduces brand equity
Reduces brand loyalty
10. What are the factors which influence sales promotion growth?
Growing power of retailers
Declining brand loyalty
Brand proliferation
Fragmentation of consumer market
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• Deal Loaders
19. Define coupon ?
A coupon is a certificate that entitles the consumer to a specified saving on the purchase
of a specified product. These coupons are usually issued by the manufacturers through the
retailers or in most of the cases; they are kept inside the package. The consumer may get a
discount of the value stated on the coupon at the time of purchase. The retailers are
reimbursed the value of coupons by the manufacturers, for example, lifebuoy issues
coupons on purchase. Coupons are used widely by marketers across many retail industries
and reach consumers in a number of different delivery formats.
Some companies outsource certain sales promotions. In this section, several types of
outsourced sales people are introduced, as well as the reasons for and challenges
associated with outsourcing various sales activities are elaborated. A company can
outsource part or all of the sales cycle. When a company hires a call center to make
phone-calls, and set-up appointments, it is outsourcing only the leadto- suspect
conversion portion of the sales cycle. The suspect-to-prospect and prospect-to-customer
conversions could then be the responsibility of either the outsourcer or another type of
sales organization it hires for that purpose
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Part B
1. Discuss the different sales promotion techniques in trade and consumer oriented with
examples
2. Discuss the various objectives that may be sought when using the internet in an IMC
strategy. State some of the measures used to determine the effectiveness of a website.
3. Explain the concept of integrated promotions. Discuss the role of integrated
promotion elements in different stages of product life cycle with suitable examples.
Highlight the importance of coordination with various promotion techniques with
examples.
4. Explain the scope and role of sales promotion. What are the different types of sales
promotion objectives? Give examples. Describe different types of sales promotion
activities.
5. Discuss the various objectives of using the internet in an IMC strategy. State some of
the measures used to determine the effectiveness of a website
6. Describe different types of sales promotion activities. Elaborate on the consumer
promotion oriented goods used by retailers to encourage them to make a purchase.
7. Explain the scope and role of sales promotion. What are the different types of sales
promotion objectives? Give examples.
8. Briefly explain the factors that are responsible for the rapid growth of sales
promotions.
9. What are the advantages and disadvantages in outsourcing the sales promotion?
10. Discuss the integrated sales promotion .Highlight the importance of coordination with
various promotion techniques with examples
UNIT IV
Part A
1. Explain the role played by Public Relations.
PR has taken a broader and more market oriented perspective designed to promote the
organization and its products & services. PR department works closely with the
marketing department to support traditional advertising and marketing efforts and as
akey part of the IMc program.
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Part B
1. Explain the term public relations and describe the process of public relations. Discuss
the advantages and disadvantages of PR
2. How will you measure the effectiveness of PR? Explain the tools and techniques used
to measure PR effectiveness.
3. Briefly describe the budgeting techniques followed by various public relation firms
4. How are PR departments funded by business firms? List the differences among public
and Private PR departments in the domains of (i)research (ii)counseling and (iii)
evaluation.
5. Explain the MPR structure
6. Differentiate PR and Media Relations
7. Discuss the advantages and disadvantages of PR
8. How do measure the effectiveness of PR tools and techniques
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UNIT V
Part A
1. Define publicity.
Publicity refers to the generation of news about a person, product, or service that
appears in broadcast or print media. Publicity is really a subset of the public relations
effort
Publicity can make or break a product or even a company. A marketer cannot capitalize
on the positive publicity or control the effects of negative publicity. Publicity is a
powerful tool
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Internal audiences may include the employees of the firm, stockholders and
investors, members of the local community, suppliers, and current customers.
Part B
1. What is meant by Publicity? Explain the tools for publicity?
2. How is publicity different from other promotional tools of marketing? Detail the goals
of publicity creation in the business markets
3. Difference between marketing, PR and Publicity.
4. Explain social publicity.
5. Enumerate the different Social Publicity methods. Explain the recent surge in the
growth of Social media marketing
6. Discuss the dynamics of web based publicity possibilities to the current generation of
consumers. What are the tools for publicity?
7. Explain the goals of Publicity.
8. Explain the web publicity
9. Explain in detail the Publicity Campaign.
10. Explain in detail the role of Social Media in Publicity.
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