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Binish Nida Afaque

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 any paid form of non-personal presentation and promotion

of ideas, goods, or services by an identified sponsor
 Worldwide ad spending approaches an estimated $498 billion
  
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 ^ell market about new product
 Suggest new uses
 Inform market of price change
 Explain how the product works
 Describe available services
 Correcting false impressions
 Reducing consumers¶ fears
 Building a company image
 Building brand preference
 Encourage brand switching
 Changing consumer perception of
brand attributes
 ersuading consumers to purchase
now
 ersuading consumers to receive a
sales call
‡  


 Reminding consumers of need
 Reminding where to buy product

eeping product top-of-mind in
and out of season
 

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 Affordable method
 ercentage-of-sales method
 Competitive-parity method
 Objective-and-task method
 

 Stage in product life cycle
 Market share
 Difficult to measure results
may lead to over-spending
 Dour Methods

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Setting the promotion budget at the level
management thinks the company can afford
  
 
Setting the promotion budget at a
certain percentage of current or forecasted sales or as a percentage of
the unit sales price
 Ñ

 
Setting the promotion budget to match
competitor¶s outlay
 
 
 
Developing the promotion budget by
defining the objectives and determining the tasks that must be
performed to achieve those objectives and estimating the costs of
performing those tasks. ^he sum of these costs is the proposed
promotion budget
 º
 
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 Creating advertising messages
 Selecting advertising media
 [

 Identify consumer benefits to be
used in appeals
 Develop the creative concept
(big idea)
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 Meaningful
 Believable
 Distinctive
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 Slice of life
 Lifestyle
 Dantasy
 Mood or image
 Musical
 ersonality symbol
 ^echnical expertise
 Scientific evidence
 ^estimonial evidence
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Decide on reach, frequency,
and impact
 Choose major media types

 Select specific media

vehicles
 Decide on media timing

 
 Media habits of target
consumers
 Nature of the product
 ^ypes of messages
 Cost
  

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 "
 
 Measuring the communication
effects
 Measuring the sales effects
  



 Advertising agency
 




 Standardization
 Cultural, economic, and
regulatory differences between
markets
  


  
 short-term incentives to encourage purchase or
sale of a product or service
 Consumer packaged goods companies: 74% of marketing expenditures
on sales promotion
 


& of sales promotion:
 åreater focus on increasing sales in the short-term
 Senior management more accepting of sales promotion tactics
 åreater competition
 Less brand differentiation
 Decline in advertising efficiency
 Consumers are more ³deal-oriented´
  

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  ‡ % 

 Samples  Discounts
 Coupons  Allowance
 Cash refunds (rebate)
 ush money
 rice packs (cents-off deal)
 Specialty advertising items
 remiums
 Advertising specialties ‡ 

 atronage rewards  Conventions and trade
 oint-of-purchase displays shows
and materials  Sales contests
 Contests
 Sweepstakes
  
 

  
 

 ublic affairs
 Building good relations with
 Lobbying
the company¶s various
publics by  Investor relations

 obtaining favorable  Development

publicity, ‡  
 
 
 building up a good corporate  News, speeches
image, and  Special events
 handling or heading off
 Mobile marketing
unfavorable rumors, stories,
and events  ublished materials
 Website
  
 

 ress relations  ublic service activities
 roduct publicity