PPT-Advertising and Promotion Management

MKT 0105560 Prof BóvedaLambie MW 101150am Today Introductions Syllabus Chapter 1 The Case Method Chapter 2 How to Develop Effective Presentations Read Marketing Bootcamp About Me. 7. Objectives. Purpose/Methods of Ad Research. Secondary Data Sources (Yahoogle?!). Purpose/Methods of Copy Research. Key Definitions . Advertising & Promotion Research:. . Any research that helps in the development, execution or evaluation of advertising & promotion. . Chapter Objectives. After reading this chapter you should be able to. :. Understand the nature and purpose of sales promotions.. Know the factors that account for the increased investment in promotions, especially those that are trade oriented.. Chapter . 8. Effective Advertising and . Sales Promotion. 8.1. . Developing an Effective Advertising Campaign. 8.2. . Marketing Research for Advertising. 8.3. . Developing an Effective Sales Promotion Strategy. Dr. Close. 1. Objectives. To understand:. What Advertising & IBP Actually Are (& what they are not!). the Advertising Communication Model. Audience Classification. Role of Adv. In Business. Role of Adv. In IBP. Types of media more suitable for different communications tasks. Identify and address obstacles to “getting through” to . potential customers. Identify implications of the . S. -shaped curve of advertising effectiveness for brand building. 1-1. Define promotion and integrated marketing communication (IMC).. Discuss a basic model of communication.. Describe the different ways of classifying audiences for promotion and IMC.. Explain the key role of IMC as a business process.. Purpose of Promotion. The purpose of promotion is to . tell customers about a company’s goods, services, images, or ideas and persuade them to buy or to form an opinion. . A company may have an outstanding product which is priced just right for the market, but if customers don’t know about the product, no sales will be made. . Learning Intentions. Understand the concept of marketing. Know how to explain the marketing mix and advertising. Value and be able to apply the marketing mix. 3. 3. #04AFEF. BEFORE WE BEGIN. Do this exercise individually or in pairs. Tick whether you agree or disagree with the statements. Revisit it after the unit to see if you have changed your mind about any of them.. Advertising / Promotion Advertising is paid form of promotion of goods services and ideas to consumer and organizational buyers through mass media Advertising encompasses activities such as writing ad : MARKETINGMANAGEMENT. SUBJECT CODE. : 16CCBB3. DEPARTMENT. : BBA. Author. : Mrs. R.Anitha . INTRODUCTION. Promotion is about communicating with customers in order to inform and persuade by changing people's attitudes, via a multitude of online and offline channels. Attitudes are made up of values and beliefs that influence the way people think and feel.. "promotion" . refers to the various activities and efforts undertaken to advertise, sell, and create awareness about a product, service, brand, or company. It is one of the four key elements of the marketing mix, commonly known as the "4Ps," which also include Product, Price, and Place.. Factors influencing distribution channels . Customers characteristics. Product characteristics. Company profile. Competitors Distribution Strategy. Area Coverage. Middleman . characteristics. Economic Conditions. Dr.Anubha. Gupta. Faculty , S.S. in Commerce . Vikram. University. Useful for BBA(H)/B.COM(H)/M.COM and allied subject. . TYPES OF PROMOTION. ADVERTISEMENT. Advertisement is printed, written, spoken or graphic salesmanship . This are designed to... Dr.T.Sivakami. Assistant Professor. PG& Research Department of Management Studies. Bon Secours College for Women. Thanjavur. Advertising and Promotional Techniques . Promoting and positioning your organization through .