Download
1 / 42
620 likes | 1.16k Vues
Support media. Support Media. Support media are used to reach those people in the target market the primary media may not have effectively reached and to reinforce or support, their messages. It is important to remember that some of these media are not used only for support, but for
E N D
Support Media Support media are used to reach those people in the target market the primary media may not have effectively reached and to reinforce or support, their messages. It is important to remember that some of these media are not used only for support, but for some companies may be the primary or sole medium used.
Support Media… The scope of the Support media industry: Many advertisers, as well as the top 100 advertising agencies, have increased their use of support media, and as new alternatives are developed, this use will continue to grow.
Support Media… Traditional Support Media: Out of Home advertising consists of A. Outdoor advertising in the form of Bill boards, Street furniture, Transit and other alternatives and alternative outdoors B. Alternative out of home media like aerial advertising through inflated aerial balloons and mobile billboards C. In-Store Media such as in-store ads, aisle displays, store leaflets, shopping cart signage and in-store TV Advantages of outdoor advertising may be wide local market coverage, frequency, geographic flexibility, creativity, efficiency, effectiveness and advanced production capabilities besides timeliness. Disadvantages of outdoor advertising emerge from advantages like waste coverage, limited message capabilities, wear-out, cost, measurement problems and image problems
Support Media… Promotional Products Marketing: It is the advertising or promotional medium or method that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives. Its advantages include selectivity, flexibility, frequency, cost, goodwill, high recall and supplementing other media. Its disadvantages include image, saturation and lead time
Support Media… Promotional Products Marketing… Yellow Pages Advertising; these include specialized directories, internet yellow pages and other services like inserts etc. Advantages include wide availability, action orientation, costs, frequency and non-intrusiveness. Disadvantages include market fragmentation, timeliness, lack of creativity, lead times, clutter and size requirements
Support Media… Other Traditional Support Media: • Advertising in Movie theatres • In-Flight advertising
What is direct marketing? • Direct marketing is a system of marketing by which organizations communicate directly with target customers to generate a response or transaction. • It may take form of a one-step approach, where the medium is used directly to obtain an order. • While a two-step approach may involve the use of more than one medium. The first effort is designed to screen or qualify potential buyers. The second effort generates the response. For example, telemarketing may be used to screen on the basis of interest, then follow-up to more interested parties with more information may be made.
Database marketing • A database is a list of current as well as potential buyers. • It contains major contact details, history of past transactions, preferences, anniversaries and other important dates, etc. • It makes the task of locating and contacting customers easy.
Uses of database marketing • Market segmentation • Cross-selling-means selling other products of the firm to the same customers • Up-selling: selling more of the same product or increasing the frequency of purchase • Customer Relationship Management
Direct Marketing Direct Marketing Strategies and Media: One or more than one medium can be used here. • Direct Mail e.g. Credit Cards • Catalogs e.g. Shoppers stop, Amway • Broadcast media: Infomercials, Homeshopping • Telemarketing: credit cards, loans, hotel loyalty programs • E-shopping • Print media (not very popular)
Advantages of direct marketing • Selective reach • Frequency of marketing activities • Flexibility of communication • Timing can be adjusted • Personalization of message • Low cost per order • Easy to measure effectiveness
Disadvantages of direct marketing • Image of the firm may be adversely affected • The database may not be accurate • Direct marketing may not be able to generate appropriate mood or situation for marketing • Rising costs of direct marketing
Personal Selling The scope of Personal Selling: Personal selling involves selling through a person-to-person communications process. The emphasis placed on personal selling varies from firm to firm depending on a variety of factors, including the nature of the product or service marketed, size of the organization, and type of the industry. It plays a dominant role in industrial firms , while in other firms, such as makers of low -priced consumer nondurable goods, its role is minimized. In IMC, personal selling is a partner with, not a substitute for the other promotional elements.
Steps in personal selling • Prospecting and qualifying: screening the most promising prospective customers • Pre-approach: learning as much as possible about the prospective customer • Approach: Deciding on an appropriate timing and place for meeting the prospective client • Presentation and demonstration: Demonstration is more important in case of complex products • Handling objections: tactfully • Closing the Deal: At the right time • Follow-up: e.g. installation, etc.
Advantages and disadvantages of personal selling Advantages: 1. Allowing for two-way communication 2. Tailoring of the message 3. Lack of distraction 4. Involvement in the decision process • Source of research information Disadvantages: Inconsistent messages, Sales force/management conflict, High cost, poor reach, potential ethical problems.
The Internet and Interactive Media A Brief history of the Internet: The Internet started on September 2, 1969, through the connection of two computers; one at UCLA and the other at Stanford University. Initially called ARPANET (Advanced Research Project Agency), the network was developed by the U.S. Department of Defense as a failsafe way to connect vital research agencies across the United States. In the beginning, it failed but later on it worked and since then it is history. World Wide Web (WWW),the business component of the Net has changed the Internet the most as it is this form which is present and used by all everywhere in the world. It was literally unknown till 1993.
The Internet and Interactive Media.. A Brief history of the Internet… Why the rapid adoption of the Internet ? Literally described as the digital revolution, its rapid Adoption can be attributed to the consumers’ desire for information and as well as for control over the information they receive.Moreover, the speed and convenience of acquiring information besides transacting through personal computers is also a very attractive proposition for the consumers.
Advertising on the internet • Banners • Sponsorships • Pop-ups/ Pop-unders • Interstitials • Links • Paid search • Rich media like online commercials, video on demand, webisodes, etc. • Blogs
Introduction Sales promotion is 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. In other words, it is an offer to generate immediate sales.
Reasons for the Increase in sales promotion • Growing power of retailers • Declining Brand loyalty • Increased promotional sensitivity • Brand proliferation • Fragmentation of the consumer market • Short-term focus • Increased accountability • Competition • Clutter
Consumer-oriented sales promotion These are directed to the final consumers. Objectives are obtaining trial and repurchase, increasing consumption of an established brand, defending current customers, targeting a specific market segment, enhancing IMC and building brand equity.
Consumer-oriented sales promotion • Samples • Coupons-bounce-back, cross-ruff, instant, in-store • Contests and sweepstakes • Refunds • Bonus packs • Price-offs • Loyalty programs
Trade-oriented sales promotions These are directed to the distribution channel members. Objectives can be obtaining distribution of new products, maintain trade support for established brands, encourage retailers to display established brands and build retail Inventories.
Trade-oriented sales promotions • Contests • Push money/ spiffs • Trade allowances- like buying allowance, slotting allowance and promotional allowance • Displays and point-of-purchase materials • Sales training programs • Trade shows • Cooperative advertising-horizontal, ingredient-sponsored, vertical
Sales promotion abuse • A brand that is constantly promoted may lose perceived value • Sales promotion trap • Too much dependency on sales promotion
Sales promotion blunders • McDonald’s 25th anniversary • Reliance mobile phones • Medimix matchboxes
Public relations Public relations is a management function which • evaluates public attitudes, • Identifies the policies and procedures of an organization with the public interest • And executes a program of action to earn public understanding and acceptance. In case of Public relations, the term ‘public’ includes employees of the firm, stockholders and investors, community members, suppliers, customers, media, government and financial groups.
The role of PR can be viewed as a continuum, from the traditional role being solely maintaining mutually beneficial relationships between the organization and its publics • On the other end PR activities are combined with marketing. All non-customer relationships are perceived as necessary only in a marketing context. It is also called Marketing Public Relations (MPR)
MPR Examples • Dr. Vijay Mallya entering the Kingfisher airplanes and interacting with the passengers. • Amir Khan giving the unique Ghajini hair-cut to youth at various places. • Ideally, the PR and the Marketing departments should work in coordination.
Tools for managing PR • Toll-free numbers • PR agencies/ PR personnel • Websites • Social Media • Traditional Media
Advantages and disadvantages of PR • Credibility: since the source is not really related to the company, and is directly not paid for the message by the company, the credibility of the message is greater • Cost: in both absolute and relative terms, the cost of public relations is low. • Avoidance of clutter: because they are perceived as news items, public relations messages are not subject to the clutter of ads. • Lead generation: information about technological innovations, medical breakthroughs, etc results almost immediately in multiple inquiries for business • Image building is another output of good PR activities. The major disadvantage of public relations is the potential for not completing the communication process. Also, the receiver may not make connection to the source.
publicity • Publicity refers to the generation of news about a person, product or service that appears in broadcast or print media. • Publicity is actually a subset of public relations
Publicity vs Public relations • Public relations is a long-term program while publicity is typically a short-term strategy. • Public relations is designed to provide positive information about the firm and is usually controlled by the firm or its agent. While publicity is not always positive and is not always under the control of the organization
Advantages and disadvantages of publicity • Publicity may be advantageous or disadvantageous depending upon the timing and the accuracy of the message or news.
Corporate advertising • Corporate advertising is an extension of the public relations function. It is designed to promote the firm overall, by enhancing its image, assuming a position on a social issue or cause, or seeking direct involvement in something. • The basic objectives of corporate advertising are: crating a positive image for the firm, boosting employee morale, smoothing labor relations and helping diversified companies establish an identity for the parent firm.
Types of corporate advertising • Image Advertising: Image advertising is done for creating goodwill, positioning and generating human and financial resources. • Event Sponsorships: Event sponsorships are becoming more marketing oriented. Firms sponsor related events to reinforce their positioning. • Advocacy Advertising: This for of corporate advertising addresses social issues indirectly, by adopting a position on a particular issue rather than promoting the organization itself. e.g: Brand Power advertisements are backed by organizations like Amul. • Cause-related advertising: Here companies link with charities or non-profit organizations as contributing sponsors. E.g.: Shiksha campaign by P&G
