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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 24
ONLINE ADVERTISING
OVERVIEW
This lecture will further study the structural challenges and the new developments in online
advertising challenges and explain tool for online advertising and remind about different
medias use these days. Students will also be introduced to integrated advertising and integrated
marketing communication (IMC) and the reasons for its growing importance. The elements of
promotional mix the concept of direct marketing its various steps of operation its advantages
and disadvantages will be highlighted besides this and explanations regarding the promotional
planning process, sales promotion different definitions and its features will be discussed.
ONLINE ADVERTISING CHALLENGES
Despite being becoming popular rapidly the structural challenges and the new developments
attached to the online advertising are the important considerations for this aspect.
Structural Challenges:
·  At present planning process remains a particular challenge.
·  Lack of good copy or Marketing technique.
·  A compelling & irresistible offer essential for prospect.
New Developments:
·  Better Metrics.
·  Greater use of Sound.
·  More customer support.
·  Customized websites.
TOOLS FOR ONLINE ADVERTISING
For online advertising information about various tools used in this context are explained below:
Macromedia Flash MX: It is a professional standard authoring tool to produce high ­ impact
Web sites. High creativity is possible with animation, interactive navigational controls etc.
Adobe Photoshop: It is comprehensive toolset with new capabilities. Experiments with
painting effects, patterns for stand out images. Tools like retouching, painting, drawing & web
tools can help in creating extraordinary images.
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.
DHTML: It is dynamic form of pre existing HTML.
ASP & JSP: Active server pages & Java server pages ­latest technology for interactive web
pages.
MEDIAS USED IN THESE TIMES
To sum up following medias are extensively used in these days for advertising:
·  Radio
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Advertising and Promotion (MKT621)
VU
·  TV
·  Newspapers
·  Magazines
·  Outdoor or out of home
·  Directories
·  Internet
ADVERTISING & INTEGRATED MARKETING COMMUNICATION (IMC)
The IMC approach in marketing planning and strategy has been gaining popularity since
1990's and is being adopted by both large and small companies. The proponents of IMC argue
that it is one of the easiest ways for a company to maximize return on its investments in
marketing and promotions. Some of the reasons for growing importance of IMC are given
below:
·  Marketing budget being shifted to consumer & Trade promotions.
·  Retailers becoming more powerful & dominating manufacturers.
·  New tools target specific rather mass media & are economical.
·  Internet & e-commerce have redefined way business is done & the way companies interact
with consumers.
·  Companies emphasize communication with consumers.
·  Advertisers want more accountability of advertising agencies & the change is taking place
rapidly.
·  There is rapid growth & development of database marketing.
The tools used to accomplish an organization's communication objectives are refer to as
promotional mix. Promotional mix has various elements that need to be appropriately chosen to
design and integrated marketing communication campaign these elements which comprise IMC
are illustrated below:
The Promotional Mix ­ The Tool for IMC Elements
Advertising Direct
Sales
Publicity
PR
Personal
Interactive
Marketing
Promotion
selling
Marketing
ADVERTISING:
Reasons for importance:
1. A cost effective medium to reach vast audience.
2. Very effective medium for generating awareness, providing knowledge & changing
attitude.
3. A highly used tool for creating brand images.
4. Extensively used as a tool for creating differentiation among various brands.
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Advertising and Promotion (MKT621)
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DIRECT MARKETING:
·  Consumer credit cards.
·  Direct marketing syndicates.
·  Telemarketing.
Six Steps of Direct Marketing Operation
·  Establish objectives for direct marketing. Decide what is the role of direct marketing in
overall promotional planning of a brand.
·  Collect database of target audience.
·  Decide the media to be used.
·  Decide message to be sent to customers.
·  How to handle responses, queries & orders.
·  Measure & evaluate the response.
Advantages of Direct Marketing
·  Personalization
·  Cost.
·  Measures of effectiveness.
·  Selective reach.
·  Segmentation capability
·  Frequency.
·  Timing.
Disadvantages of Direct Marketing
·  Image factor
·  Accuracy
·  Rising costs
·  Content support
SALES PROMOTION:
Sales promotion is basically define as "A direct inducement that offers an extra value or
incentive for the product to the sales force, distributors or the ultimate consumer with the
primary objective of creating an immediate sale." Whereas the American Marketing
Association (AMA) in 1988 defined it as "Media & non media marketing pressure applied for a
predetermined, limited period of time in order to stimulate trial & impulse purchases, increase
consumer demand, or improve product quality." However, the latest definition adopting by the
counsel of sales promotion agencies define it as "Sales promotion is a marketing discipline that
utilizes a variety of incentive technique to structure sales ­related programs targeted to
consumers, trade, and / or sales levels that generate a specific , measurable action or response
for a product or service."
Features of Sales Promotion
Following are the features of sales promotion:
·  Involves inducement to provide incentive to buy.
·  Incentive is the key element in a promotional program.
·  Attempts to add value to the product or service by appealing to "value" (pocket).
·  Acts as an acceleration tool. Designed to speed up sales.
·  Targeted at different parties with different types & levels of incentives.
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Advertising and Promotion (MKT621)
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PROMOTIONAL PLANNING PROCESS
The process of integrated marketing communication begins with the review of marketing plan.
A marketing plan is a written document that describes the marketing strategy & programs
developed for a brand or product line.
Information essential for Marketing Plan:
Basically a market plan contains following information:
Market Situational Analysis: Internal analysis external analysis cover assessment of
companies promotion capabilities review of company's previous promotional programs and
results, assessment of brand image and brand or product lines relative strength and weaknesses.
External analysis covers customer analysis competitor analysis and any trends which affect the
promotional program.
Specific marketing objectives: These provide direction and time frame for marketing
activities and mechanism for measuring performance.
Marketing strategy: It includes selection of target market(s) and the decisions relating to
marketing mix.
Tactics ­ An action program: It is require for implementing marketing strategies, including
deciding specific tasks and responsibilities.
Evaluation & Control Mechanism: This involves evaluating performance and providing feed
backs so that necessary control activities can be introduced and necessary changes made to
assure that the objects are met.
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Table of Contents:
  1. INTRODUCTION TO ADVERTISING:Its growing importance, Explanation of Personal and non-personal selling
  2. INTRODUCTION TO ADVERTISING:ADVANTAGES, Communication, Information, Various Media
  3. INTRODUCTION TO ADVERTISING:FUNCTIONS OF ADVERTISING, IMPACT OF ADVERTISING
  4. ADVERTISING AND SOCIETY:PRACTICAL BENEFITS, ETHICS IN ADVERTISING, Marketplace & Market space
  5. MARKETING TOOLS:COMPONENTS OF MARKETING MIX, PRODUCT LIFE CYCLE (PLC) CURVE
  6. MARKETING TOOLS:SWOT Analysis, Contents & Structure, ROLE & FUNCTION OF ADVERTISING
  7. ROLE AND FUNCTIONS OF ADVERTISING:Structure of an Advertising Agency, How to Select an Advertising Agency
  8. ADVERTISING PLANNING:ADVERTISING OBJECTIVES, Types of Advertising, Positioning Strategies
  9. POSITIONING:BRANDING, 7 Steps of Creative Process, UNIVERSAL ADVERTISING STANDARDS
  10. ADVERTISING MESSAGE:Message Content, BASIC TERMS & CONCEPTS
  11. ADVERTISING BUDGET:4 Methods to determine, ADVERTISING RESEARCH, ADVERTISING RESEARCH
  12. ADVERTISING REACH:BROAD COMMUNICATION OBJECTIVES, ADVERTISING COPY METHODS, MEDIA RESEARCH
  13. PRE – PLACEMENT EVALUATION:ACCOUNT PLANNING, MARKET, COMPETITION
  14. WORKING OF ADVERTISING:12 Steps to develop effective campaign, SOURCE or THE ADVERTISER
  15. ADVERTISING RESPONSE HIERARCHY MODELS:AIDA MODEL, PROCESS REQUIRED TO GET BIG IDEA
  16. PROBLEM SOLVING STRATEGIES:Procedure to Handle Problems, In brief, Eight principles apply to consumer behavior
  17. CONSUMER BEHAVIOUR:ADVERTISING APEALS, MEDIA MIX DECISIONS, Target Rating Point (TRP)
  18. CREATIVITY IN ADVERTISING:Three aspects are most accepted, Four Rules of Creativity
  19. COPY WRITER:CHARACTERISTICS OF COPYWRITER, IMPORTANCE OF LANGUAGE
  20. WHY ADVERTISING:Advertising & Market Education, ADVERTISEMENT CAMPAIGNS
  21. METHODS TO APPRECIATE A PROBLEM:SPONSORSHIP—an important tool, Special Characteristics
  22. IMPORTANT TOOL OF ADVERTISING:TELEVISION ADVERTISING, TRANSIT ADVERTISING
  23. ONLINE ADVERTISING:Banners, Logos, Email Ads, Keywords on Search Engines, New Developments
  24. ONLINE ADVERTISING:Structural Challenges, Adobe Photoshop, JAVA, HTML, DHTML, ASP & JSP
  25. SALES PROMOTION:Consumer Oriented Promotion, HOW TO USE TRADE PROMOTION, Dealing with the Trade
  26. PUBLICITY:PERSONAL SELLING, ROLE OF SALES PERSON, FUTURE OF GLOBAL ADVERTISING
  27. MARKETING ENVIRONMENT:Competitors, The Target Buyer, Segmenting your Market, FUTURE OF MARKET GROWTH
  28. MARKETING PLAN:Situational Analysis, Macro – Environment Situation, Marketing Objectives, Financial Objectives
  29. MARKETING PLAN:PROMOTING BUSINESS IN LOW COST, SUPPLY CHAIN, BUYER IDENTIFICATION
  30. HOW TO BE GOOD CLIENTS:CHANNEL BUYERS, HOW TO BE GOOD CLIENTS 14 RULES
  31. CLIENT – AGENCY RELATIONSHIP:HOW TO KEEP CLIENTS (10 Ways), Three Points for Consideration
  32. CLIENT – AGENCY RELATIONSHIP:ADVERTISING WITHOUT AN AGENCY, LOGO AND CORPORATE IDENTITY
  33. NEWSPAPER ADVERTISING:AD PRODUCTION,TYPES OF NEWSPAPER ADS, CIRCULATION
  34. OTHER ADVERTISING MEDIUM:HOW TO USE MAGAZINES, HOW TO USE RADIO, Daypart buying options
  35. UTILITY OF VARIOUS MEDIA:TAPE OR FILM, UTILITY OF TV, DIRECT MAIL PACKAGE
  36. OTHER ADVERTISING MEDIA:POINT OF PURCHASE (POP), TRANSIT ADVERTISING, LIMITS OF ADVERTISING
  37. CONTINUOUS TRACKING:PLANNING CAMPAIGN, HOW TO UNDERSTAND ADS, ASK BASIC QUESTIONS
  38. SEASONAL ADVERTISING:MAXIMIZING IMPACT, THE WEB ADVERTISING, MEASURING ADVERTISING
  39. COMPONENTS OF ADVERTISING:BUY - OLOGY OF MIND, BUY - OLOGY OF MIND
  40. CRITICISM ON ADVERTISING:SHOULD ADVERTISING BE ABOLISHED,
  41. EFFECT OF ADVERTISING:HOW TO PROMPT AWARENESS, CREATING DESIGN THAT SELLS
  42. CREATING EFFECTIVE DESIGN:LANGUAGE OF TYPOGRAPHY, HEADLINES THAT COMMUNICATE
  43. WORKSHEETS:DEMOGRAPHICS OF YOUR TARGET, YOUR COMPETITOR
  44. GLOSSARY OF ADVERTISING:ACCOUNT EXECUTIVE, PROOF, VOICE OVER
  45. CONCEPT OF AN AD:HOW TO DEVELOP A CONCEPT OF AN AD