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MANAGEMENT;
INTRODUCTION TO ADVERTISING
SUBMITTED TO :
PROF. SHAHNAWAZ ABIDI
SUBMITTED BY:
A.S. FARDEEN,
ALIM KHAN,
ALI HAIDER &
ALIYA HAIDER
DISTRIBUTION
DISTRIBUTIO
N FUNCTION
The
major
purpose
of
marketing is to satisfy
human needs by delivering
products of various types to
buyers when and where
they want the demand at a
reasonable cost.
The when and where is
the function of Distribution
DISTRIBUTION CHANNEL
set
of The use of intermediaries
results from their greater
interdependent
efficiency in making goods
organizations(inter
mediaries) involved available to target markets.
in the process of Offer the firm more than it
making a product can achieve on it sown
or service available through the intermediaries:
for
use
or Contacts,
Experience,
consumption by the Specialization,
Scale
of
consumer
or operation. Purpose: match
supply from producers to
business user..
demand from consumers.
DISTRIBUTION CHANNELS
FUNCTIONS
TYPICAL CHANNELS OF
DISTRIBUTION
DISTRIBUTION
ADVANTAGES OF DISTRIBUTION
o Reduce the duration of outages
Improve the speed and accuracy of outage predictions.
Reduce crew patrol and drive times through improved outage locating.
Improve theoperational efficiency
Determine the crew resources necessary to achieve restoration objectives.
Effectively utilize resources between operating regions.
Determine when best to schedule mutual aid crews.
Increased customer satisfaction
A DMS incorporates IVR and other mobile technologies, through which there is
DISTRIBUTOR AS DIFFERENTIATOR
high-performance businesses (i.e., the 10 percent
CHANNEL FUNCTIONS
A marketing channel KEY FUNCTIONS:
performs the work of RESEARCH
moving goods from PROMOTION
producers
to CONTACT
consumers.
It
MATCHING
overcomes the major
time,
place
and NEGOTIATING
possession gaps that PHYSICAL
DISTRIBUTION
separate goods and
services from those FINANCING
who would use them. RISK TAKING
CHANNEL
Amarketing
LEVELS OF CHANNEL
CHANNEL DESIGN
DECISIONS
Analyzing customer needs
(a) Lot size (b) Waiting and delivery time (c) Spatial
ADVERTISING
Advertisinginbusinessis a
form
ofmarketingcommunicationus
ed to encourage, persuade, or
manipulate
anaudience(viewers, readers
or listeners; sometimes a
specific group) to take or
continue to take some action.
Most commonly, the desired
result is to drive consumer
behavior with respect to a
commercial offering, although
political and ideological
advertising is also common.
This type of work belongs to a
category calledaffective labor.
customers.
Television
ROLE,
RadioIMPORTANCE &
Types
of advertising
Infomercial
Online
New media
Product placement
Press advertising
Bill board
Mobile bill board
In store
Street
Shelter outdoor
advertising
1. Celebrity advertising
2. Aerial
TYPES OF ADVERTISING
Objective of
advertising
Communication or
sales?
Sales
versus
Communications
Objectives Sales-Oriented Objectives
Major Problem: Carryover effect:- monies
spent on advertising do not necessarily
have an immediate impact on sales.
Advertising may create awareness,
interest, and/or favourable attitudes
toward a brand, but these feelings will
not result in an actual purchase until the
consumer enters theMARKETfor the
product, which may occur later. Factors
influencing sales
Sales
versus
Communications
Objectives
Communications effects pyramid Effect
of advertising on consumers: movement
from awareness to action
PART II
EXAMPLES OF
ADVERTISING
TELEVISION
ADVERTISING
Television advertising is the most
powerful
form
of
advertising,traditionally,because it
is a combination of audio and video
advertising with unlimited variety,
unlike other forms of advertising
such as newspaper,magazines,radio
stations and websites.Base on
research report people give four
hours and a half before television
leisure activity since most of the
time.
But the costs involved in television
advertising is very high as it will be
repeated
many
times
if
TV
commercials are creative them
people do not think so they do not
buy
products.Productions
of
television advertising affects hiring
screenwriters,actor,video editors or
an advertising agency.
NEWSPAPER
ADVERTISING
A newspaper ad can contains details
STREET ADVERTISING
Out of home advertising
RADIO ADVERTISING
A 30-second ad on radio is often less
CELEBRITY
ENDORSEMENT
A
form
of
brand
or
advertising campaign that
involves
a well known
person using their fame to
help promote a product or
service.Manufacturers
of
perfumes and clothing are
some of the most come
business users of classic
celebrity
endorsement
techniques
such
as
television ads and launch
events appearance in the
marketing of their products.