Promoter is the one who accelerates or furthers the sale or acceptance of a product or service.

Advertising Sales promotion Public relations and publicity

Personal selling
Event Marketing

Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

it has a verbal and/or visual message the sponsor of the message is identified

delivery is through recognizable media

there is payment by the advertiser to the media for carrying the message advertisers are increasingly being able to reach specific audiences with tailor-made messages

Informative Persuasive Reminder Reinforcement

Stage in the product life cycle Market share and consumer base Competition and clutter Advertising frequency

Product substitutability

Message generation and evaluation Creative development and execution

Legal and social issues

Positioning statement Key message

Brand promise Evidence of promise Media Background

Target market
Objectives Key brand benefits

Creative considerations

Reach Frequency Impact Exposure

Newspapers Television Direct mail Radio

Yellow Pages Newsletters Brochures Telephone Internet

Magazines
Hoardings

Billboards Public spaces Product placement Point-of-purchase

Sales promotion consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.

Consumer-directed

Trade-directed

Samples Coupons

Price offs Allowances

Cash refund offers

Price offs Premiums Prizes Free trials

Free goods
Sales contests Spiffs Trade shows Specialty advertising

Establish objectives
Select tools

Develop program
Pretest Implement and control Evaluate results

$14.9 billion spent on sponsorship in 2007

66% sports 11% tours 5% festivals, fairs 5% arts 10% causes

To identify with a particular target market or life style To increase brand awareness To create or reinforce consumer perceptions of key brand image associations To enhance corporate image To create experiences and evoke feelings

To express commitment to community

To entertain key clients or reward employees To permit merchandising or promotional opportunities

Audience closely matches target audience Event generates media attention Event is unique with few sponsors Event lends itself to ancillary activities

Event enhances brand image of sponsor

Launching new products Repositioning a mature product Building interest in a product category Influencing specific target groups Defending products that have encountered public problems Building the corporate image in a way that reflects favorable on products

Press relations Product publicity Corporate communications Lobbying Counseling

Publications Events Sponsorships News Speeches Public Service Activities Identity Media

Create early buzz around the product Utilise customer and fan feedback Enhance and extend traditional marketing and PR Competitions and rewards

Direct Marketing is the use of Consumerdirect channels to reach and deliver goods

and services to customers without using

marketing middlemen.

Direct marketers and their customers usually enjoy mutually rewarding relationships. Occasionally, however, a darker side emerges:

Irritation
Unfairness Deception and Fraud Invasion of Privacy

Marketing Research is a systematic design, collection, analysis and reporting of data and

findings relevant to a specific marketing

situation facing the company.

-- Philip Kotler.

1. ORG-MARG 2. IMRB 3. AC Nielsen India 4. TN Sofres MODE

Operations Research Group Marketing and Research Group Indian Market Research Bureau

Taylor Nelson Sofres MODE (Marketing Operations Design an Enquiry Service MODE )