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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 26
PUBLICITY
OVERVIEW
In this lecture we will apprise the students regarding publicity its power advantages and
disadvantages. It will also be explain regarding the company's inability to have control over
publicity as compared with advertising moreover this lecture will also cover personal selling its
importance role advantages and disadvantages. Finally international advertising and the future
of global advertising will be discussed.
PUBLICITY
Many a times the question has arisen as to what is publicity. It is infect the creation of news
about a person; product or service that appears in electronic or print media.
POWER OF PUBLICITY:
In order to understand publicity it will be appropriate to first of all know its power. This is
explained below:
1. Highly Credible.
2. Information endorsed by medium in which it appears.
3. News value and frequency of exposure generated by it makes it powerful.
4. Publicity is news and people like to pass on information having news value.
ADVANTAGES OF PUBLICITY:
Using publicity the companies can have following advantages:
·  Credibility.
·  News value.
·  Significant "word of mouth" ­ Communication.
·  A perception of being endorsed by media.
DISADVANTAGES OF PUBLICITY:
Despite being useful and powerful publicity does have some disadvantages as under:
·  Potential for negative publicity.
·  Timing not always completely under control of marketer.
·  Press release is major source of publicity, so may not be reported the way desired.
CONTROL OVER PUBLICITY:
Being power medium unlike advertising companies have no control over publicity because
companies cannot do much to stop media from releasing negative information. However,
Publicity should be managed like any other promotional tool. In any case marketers must have
control as much as possible over time & place where information is released.
PERSONAL SELLING:
One of the most important tool of selling today is called a personal selling which can be
explained as face to face selling and it involves direct person to person communication in this
the manufacturers directly sell their products to the customers. It eliminates the need of
intermediaries such as distributors, dealers and retailers and these functions are now performed
by the members of the sales team. The importance of personal selling varies from company to
company depending upon following four factors:
·  The nature of product or service to be sold.
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Advertising and Promotion (MKT621)
VU
·  Size of organization.
·  Type of product.
·  Belief of corporation in personal selling.
ASSIGNING ROLE TO PERSONAL SELLING:
How to determine what to accomplish through your sales team and what the specific task the
members of the sales team must attain for the company. A manager must be guided by the
following questions before the role and responsibility is assigned to personal selling.
·  What communication objectives should be accomplished?
·  e.g. creating awareness, demonstration.
·  What are various alternative ways to accomplish communication objectives?
·  e.g. promotional mix offers various elements.
·  How effective is each of the elements in accomplishing communication objectives?
Criteria to determine `how cost effective is each element'?
a) The cost
b) Benefits/Returns
c) The Reach
d) Uniqueness & Consistency of Message.
ROLE OF SALES PERSON:
The role and responsibility assign to a sales person varies from company to company and it also
depends to some extend on the product category. Some of the roles or responsibilities of a sales
person are given below; however, it may not be an exhaustive list.
1. Prospecting: It is the process of locating new customers.
2. Identifying Customer need & wants: A sales person gathers more information on the
prospects and identifies the exact need of the customers and assists them in determining
their needs.
3. Providing solution to customer problem, or need: Here the sales person acts as an advisor
who offers potential customers various alternatives to solve their problems.
4. Attitude Change: Sales person tries to influence the customer favorably by showing them
the capability of the firm and the product.
5. Closing the sales: Getting the sales order from the customer is the one of the most difficult
role of a sales person. He must be trained from closing the sale because this is the ultimate
goal for which he or she has done the basic ground work.
6. Follow-up: The sales person should monitor the satisfaction level of the customer and
follow-up calls are important for maintaining good customer relationship. A smart sales
person continuously analysis the situation and getting the feed back from the customer
designs the message to specifically meet the customer's needs.
ADVANTAGES OF PERSONAL SELLING:
The nature of personal selling provides certain advantages over other promotional tools some
of these are given below:
·  Possibility of 2 way interaction.
·  Tailoring the message.
·  Lack of distraction.
·  Involvement in decision making.
·  Adaptability to the situation.
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Advertising and Promotion (MKT621)
VU
DISADVANTAGES OF PERSONAL SELLING:
Some of the disadvantages associated with personal selling are as follows:
·  Inconsistent message.
·  Sales force / management conflict.
·  High cost.
·  Poor reach.
INTERNATIONAL ADVERTISING:
In view of the stiff competition trade challenges and business demands and consumer power the
manufacturers are looking for international markets in this century the new world trade order is
creating open market competition all over the world facilitating easy impost thereby
necessitating the need for the use international advertising. Following are the reasons to look
towards the use of international advertising:
·  Limited options of expansion in domestic markets.
·  Variations in brand liking between developed & developing markets.
·  Global marketing approach.
·  Growth of global media.
FUTURE OF GLOBAL ADVERTISING:
The new trade regimes being implemented in the world and the development and expansion of
media augurs very well for the future of global advertising. The following reasons prove
substantiates the need for global advertising as essential for sustaining in this very competitive
world.
·  Media explosion.
·  Stiff competition within.
·  Variations in brand liking.
·  Global marketing approach.
·  New trade regimes.
·  Growth of global media.
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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