MODULE 1

ADVERTISEMENT- An advertisement is "salesmanship in print. Paid, non-personal, public communication

about causes, goods and services, ideas, organizations, people, and places, through means such as direct mail,
telephone, print, radio, television, and internet. An integral part of marketing, advertisements are public notices
designed to inform and motivate. Their objective is to change the thinking pattern (or buying behavior) of the
recipient, so that he or she is persuaded to take the action desired by the advertiser. When aired on radio or
television, an advertisement is called a commercial.ADVERTISING:-It is the nonpersonal communication of
information usually paid for and usually persuasive in nature about products, services or ideas by identified
sponsors through the various media. IMPORTANCE:- **Crucial for a launch or announcement. **Source of
revenue for publishers. **Promotes goods, services, ideas and events. **Helps in increasing the sales.
**Maximizes the profit of an advertiser. **Creates consumer awareness. **Educate society. **Art, Science and
Profession. **Demands creativity. **Element of marketing mix. **Target oriented. **Use persuasion for results.
**Demands monitoring of demand and supply. **Builds brand's image. **Generates employment. TYPES:-
**Print. **Outdoor. **Surrogate. **Broadcast. **Covert. **Celebrity. **Public Service. FUNCTIONS:-
*1.Identifying Brands:-**Brand identity is communicated to the public via advertising. Consumers build
emotional relationships with certain brands with which they become increasingly familiar through the years.
2.Information:-Advertising supplies the necessary information to consumers so that they know what is available
and where to buy it. 3.Persuasion:-Powerful, visual advertising presentations compel consumers to purchase
goods, services and ideas as a way to achieve emotional fulfillment. 4.Previewing New Trends:-Previews about
the virtues of new products, services and ideas motivate consumers to obtain them because they don't want to be
left out. Advertising lets consumers in on up-and-coming trends and new markets. 5.Demand:-The demand
generated by advertising, public relations, and sales promotion "pulls" the goods or services through channels of
distribution, notes "Reference for Business. 6.Customer Base:-Consistent quality advertising increases consumer
loyalty for a product, service or idea. 7.Pricing:-Advertising displays consumer goods with competitive prices
relative to the current market, thus educating consumers about what things should cost. ASPECTS IN
ADVERTISING:- ECONOMIC:- **Advertising promotes economic growth. **Helps expand demand,
supply, GDP and percapita productivity. **Helps in Product pricing. **Creates competition. **Leads to
misdirected use of resources. **Competitive Product proliferation. **Manipulates media. SOCIAL AND
ETHICAL:- **Influences the behaviour of people. **Deceptive and manipulative. **Promotes materialism.
**Promotes consumption of unhealthy / questionable products. **Creates stereotypes. **Influence of advertising
on children. **Creates fear when no fear exists. ETHICS IN ADVERTISING:- **They are a set of moral values
that guide thinking and action in a society at a given point in time. **Ethics are dynamic. **Advertisements are
considered unethical when:- **It gives false information. **It degrades the rival’s product or substitutes. **It is
against the national and public interests. **It gives misguiding information. **It is obscene or immoral.
ADVERTISING STANDARDS COUNCIL OF INDIA (ASCI):-It is a self regulatory voluntary organisation
of the advertising industry. **The main role is to deal with complaints received from consumers and industry,
against false ads, misleading, indecent and illegal. **ASCI is committed to honest advertising and to fair
competition in the market place. GUIDELINES:- **To ensure the truthfulness and honesty of representations
and claims made by advertisements and to safeguard against misleading advertising. **To ensure that
advertisements are not offensive to generally accepted standards of public decency. **To safeguard against
indiscriminate use of advertising for promotion of products which are regarded as hazardous to society or to
individuals to a degree or of a type which is unacceptable to society in large. **To ensure that advertisements
observe fairness in competition so that consumers need to be informed on choices in the market place and the
canons of generally accepted competitive behavior in business are both served.

Module 2
ADVERTISING PLANNING:- **The objective of the campaign (your goals) **how much to spend (your
budget) **who to target (your audience) **the type of advertising you'll use (your strategy) **when you will
advertise (your calendar or schedule of activity) **how to monitor your success (your results). ADVERTISING
STRATEGIES:- •Described as one of the most common tool companies use to direct persuasive communication
to target buyers and public •“advertising is any paid form of non personal presentation and promotion of idea,
goods and services by an identified sponsor.” •Ads are cost effective way to disseminate message, whether to
build brand preference or to educate nation. •Marketing managers must always start by identifying target market
and buyer’s motives while developing ad program. • Five major decisions in developing ad program known as 5
M’s. 1.Mission:- Setting the Marketing Objective (Mission) a) Informative advertising:-• Figures heavily in the
pioneering stage. • The objective is to build primary demand. b) Persuasive advertising:-• Important in competitive
stage. • Company’s objective is to build selective demand. c) Reminder advertising:-• Highly important with
matured products. • A related form of advertising is reinforcement advertising. 2.Money:- Deciding On the
Advertising Budget (Money) •The role of advertising is to increase demand for the product.•If company spends
too little, the effect will be insignificant •If the company spends too much, at times it becomes more than required
and that money is blocked. Five specific factors to be considered when setting the advertising budget. a) Stages
in product Life Cycle b) Market share and consumer Base c) Competition and Clutter d) Advertising Frequency
e) Product Substitutability 3.Message:- Choosing the advertising Message • Advertising campaigns differ in the
creativity. • Only after gaining attention the brand sales. •Advertising go through three steps to develop creative
strategy a) Message Generation b) Message Evaluation and Selection c) Message Execution 4.Media:- Deciding
on the Media • It involves three steps a) Deciding on Reach, Frequency and Impact b) Choosing among major
media types. c) Selecting specific Media Vehicle. 5.Measurement:- Evaluating Advertising Effectiveness
(Measurement) •Good planning and control of advertising depends critically on measures of advertising
effectiveness. •Most of the money is spent by the agency in pretesting ads. •Many companies develop an
advertising campaign, put into the national market and then evaluate it’s effectiveness. •Most advertisers try to
measure the communication effect of an ad (awareness, knowledge, preferences). ADVERTISING AGENCY:-
It is an independent service-rendering organization. It delivers various services and performs many functions for
its clients, who are advertisers. It is mainly involved in activities like planning, preparing and placing of ads in
media. It also performs non-advertising functions for them. It offers them advisory and creative services. It does
so to make a profit.  FUNCTIONS:-1. Account Planning:- **Advertising agencies typically have account
planners who work as the go-between for the client and the agent. They ensure that client needs are expressed to
the research and creative teams. 2. Marketing Research:-**Advertising agencies work with companies to establish
the characteristics of their target markets through marketing research. **Knowing the competition, account
managers at advertising agencies research the environment, identify competitors, and research their marketing
tactics. **Through market research, advertising agencies also identify political, social, technological and
economic factors that may affect a client's campaign. 3. Creative:-**Advertising agencies are known for their
creative output, which can include website design, advertising copy, magazine advertisements, and radio and
television commercials. 4. Selling Advertising Space:-**Advertising agencies don't just create advertising pieces
for clients; they also give clients insight as to which media will be most effective for their product, service, event
or cause. ROLE:- **Creating an advertisement on the basis of information gathered about product. **Doing
research on the company and the product and reactions of the customers. **Planning for type of media to be used,
when and where to be used, and for how much time to be used. **Taking the feedbacks from the clients as well
as the customers and then deciding the further line of action. SELECTION OF AD AGENCIES:- **Services
offered by Ad-agency. **Experience of Agency. **Location. **Size of Agency. **Competitors' Agency.
**Image of Agency. **Rates Charged by Agency. **Financial Strength of Agency. **Past Records of Agency.

TYPES OF ADVERTISING AGENCIES:-FULL SERVICE AGENCIES:- **Large size agencies. **Deals

with all stages of advertisement. **Different expert people for different departments. **Starts work from
gathering data and analysing and ends on payment of bills to the media people. INTERACTIVE AGENCIES:-
**Modernized modes of communication are used. **Uses online advertisements, sending personal messages on
mobile phones, etc. **The ads produced are very interactive, having very new concepts, and very innovative.
CREATIVE BOUTIQUES:- **Very creative and innovative ads. **No other function is performed other than
creating actual ads. **Small sized agencies with their own copywriters, directors, and creative people. MEDIA
BUYING AGENCIES:- **Buys place for advertise and sells it to the advertisers. **Sells time in which
advertisement will be placed. **Schedules slots at different television channels and radio stations. **Finally
supervises or checks whether the ad has been telecasted at opted time and place or not. IN-HOUSE
AGENCIES:- **As good as the full service agencies. **Big organization prefers these type of agencies which are
in built and work only for them. **These agencies work as per the requirements of the organizations. PROCESS
OF SETTING ADVERTISING OBJECTIVES:-INFORMATIVE ADVERTISING:- it is heavily used in
the pioneering stage of a product category, where the aim is to build primary demand. PERSUASIVE
ADVERTISING:- it is generally used when the product is in the competitive stage, where the company’s objective
is to build selective demand for a particular brand. REMINDER ADVERTISING:- it is very important to use
these when the product is in the maturity stage. They are intended to remind people to purchase your brand.
REINFORCEMENT ADVERTISING:- It seeks to ensure the buyers that they have made the right choice by
purchasing your brand. DAGMAR APPROACH:-A marketing approach used to measure the results of an
advertising campaign. DAGMAR is an acronym: Defining Advertising Goals for Measured Advertising Results.
According to DAGMAR Approach, advertising objectives must involve specific communication objectives which
can be measured to determine the success or failure of an advertising campaign. The approach involves setting
specific, measurable objectives for a campaign to determine if specific objectives were met. Specifically,
DAGMAR seeks to communicate a specific message through FOUR STEPS:-AWARENESS:- making the
consumer aware that the product or company exists. COMPREHENSION:- letting the consumer know what
the product is used for. CONVICTION:- convincing the consumer to purchase the product. ACTION- getting
the consumer to actually make the purchase.ADVERTISING BUDGET:It is an estimation of a company's
promotional expenditures over a period of time. **It is the money a company is willing to set aside to accomplish
its marketing objectives. **When creating the advertising budget, a company must weigh the trade-offs between
spending one additional advertising dollar with the amount of revenue that dollar will bring in as revenue.
METHODS FOR SETTING ADVERTISING BUDGETING:-**Percentage of sales method**Unit of sales
method**Task and objective method**The competitive parity method**Brand history method**All you can
afford method**The break even method**The quantitative method**Share of voice method.ADVERTISING
AGENCY:**Independent business organization specialized in advertising works which undertakes the work of
planning, preparing and executing advertising campaign for its clients. **Body of experts who specialized in
advertising. COMPENSATION METHODS: **The Commission System **Fee Arrangements **Cost-Plus
Agreements **Incentive -Based Compensation**Percentage Charges. THE COMMISSION SYSTEM:
**Traditional method**Agency usually receives 15%**Commissions are paid by the media**Commission
system is controversial**System is becoming less common**Simple and easy to operate FEE
ARRANGEMENTS:**Fixed fee method**Client and ad agency negotiate a flat sum to be paid to the agency for
all work done.**Agency estimates cost**Client either accept or negotiates for a lesser amount.AGENCY
COMPENSATION AND REMUNERATION :Every time an agency places an ad with a media owner,
the agency receives a standard 15% off the negotiated price. This 15% allows the agency to work to a
suitable remuneration level with clients, either retaining the full 15%, or an agreed level below this.

MODULE 3
 CREATIVITY IN ADVERTISING:-**An ad creative is an object that contains all the data for visually
rendering the ad itself.**Creativity in advertising fulfils psychological, marketing and corporate requirement of
the consumers.**Creative advertising adds new perceptions and enjoyment of the product. ADVERTISING
APPEAL:-**It refers to the approach used to attract the attention of consumers and/or to influence their feelings
toward the product, service, or concepts. •Advertising appeals aim to influence the way consumers view
themselves and how buying certain products can prove to be beneficial for them. •The message conveyed through
advertising appeals influences the purchasing decisions of consumers. •Advertising uses appeals as a way of
persuading people to buy certain products. •Advertising appeals are designed in a way so as to create a positive
image of the individuals who use certain products. TYPES:-1. Emotional Appeal a) Personal Appeal b) Social
Appeal c) Fear Appeal d) Humor Appeal 2. Sex Appeal 3. Music Appeal 4. Scarcity Appeal 5. Rational Appeal
6. Masculine Feminine Appeal 7. Brand Appeal 8. Snob Appeal 9. Adventure Appeal 10. Less than Perfect Appeal
11. Romance Appeal 12. Youth Appeal 13. Endorsement 14. Play on Words 15. Statistics 16. Plain Appeal 17.
Bandwagon Appeal 18. Sensitivity Appeal. CREATIVE EXECUTION:-**it refers to the manner in which an
advertising appeal is carried out or presented.**A particular advertising appeal can be executed in a variety of
ways and a particular means of execution can be applied to a variety of advertising appeals.**Some of the more
commonly used execution techniques include: **Straight-sell or factual message **Scientific/technical evidence
**Demonstration**Comparison **Testimonials **Slice of life **Animation **Personality symbol **Fantasy
**Dramatization **Humor **Combinations. ADVERTISING MESSAGE:-**Define the goal of your message
**Know your audience and what they want**Appeal to their self-interest**Make an emotional appeal, not a
logical one**Don’t give them any choices**Make your best offer**Simplify everything. ** an advertising
message that speaks directly to customer and provides customer with the motivation to buy your product and
service, as well as establishing your brand within their minds. ELEMENTS OF A PRINT COPY:-
HEADLINE: Headline is the part of the ad that first draws a reader’s attention. **It is exciting, related to the
visuals, and creates a curiosity that encourages the reader to continue reading. VISUALS:**The purpose of a
visual is to create an emotional appeal by conveying a message without words. **Visual can be an image, a
photograph, graph, table and the like that speaks something about the product/brand being advertised.
BODYCOPY: **Body copy is what really sells a product.**It contains the advertisers' offer.**It directs the
reader to act, contains the product details, and stresses how the product will benefit the customer. SLOGAN:
this refers to the slogan, punch line or tagline through which the company seeks to occupy a position in the
prospect’s mind. They are brief, catchy, simply worded and easy to memorize. ART OF COPYWRITING:-
**Copywriting is the art and science of strategically delivering words that get people to take some form of action.
**Copywriters are some of the highest-paid writers in the world. TYPES:-**Research And Organization
**Targeting market research- Target Audience, Competition, Competition vs You, References ** Copywriting
Basic Techniques and Rules in Copywriting- Voice, Content Creation, Header, Article Styles, Create Outline **
Create Content ** Review and Edit. ELEMENTS OF BROADCAST COPY:- **Good broadcast writers use
words that sound good. They also use words that evoke images **Good broadcast writers know that much of the
appeal of most of their stories will be emotional ** Good broadcast writers use words that can capture an audience
and create understanding the first time. ** Good broadcast writers know someone has to read what they wrote
aloud.** Good broadcast writers cut to the chase quickly, but in a conversational style. ADVERTISING
CAMPAIGNS:-**Advertising campaigns are the groups of advertising messages which are similar in nature.
They share same messages and themes placed in different types of medias at some fixed times. The time frames
of advertising campaigns are fixed and specifically defined. OBJECTIVE:-**Inform people about your product
**Convince them to buy the product ** Make your product available to the customers. PROCESS:-
1.Research: first step is to do a market research for the product to be advertised. One needs to find out the product
demand, competitors, etc. 2. Know the target audience: one need to know who are going to buy the product and
who should be targeted. 3. Setting the budget: the next step is to set the budget keeping in mind all the factors like
media, presentations, paper works, etc 4. Deciding a proper theme: the theme for the campaign has to be decided
as in the colors to be used, the graphics should be similar or almost similar in all ads. 5. Selection of media: the
media or number of Medias selected should be the one which will reach the target customers. 6. Media
scheduling: the scheduling has to be done accurately so that the ad will be visible or be read or be audible to the
targeted customers at the right time. 7. Executing the campaign: finally the campaign has to be executed and then
the feedback has to be noted.

MODULE 4

MEDIA PLANNING:- It is generally outsourced to a media agency and entails sourcing and selecting optimal
media platforms for a client's brand or product to use. **The job of media planning is to determine the best
combination of media to achieve the marketing campaign objectives. PROCESS:- Market analysis
**Establishing the media objective **Setting the strategy **Implementation **Evaluation and follow-up.
EMERGING MEDIAS AND TRENDS:- **Communications goes OTT:- Consumers are increasingly using
services delivered ‘over-the-top’ (OTT) of the communications network. **Consumers build their own
communications links:- Rather than relying on devices such as phones and computers that are closely associated
with specific networks or applications, we can mix and match devices, networks and services. **Wearable
devices: personalised data arrives:- Growing numbers of internet-accessible devices allow users to track their
activities. **Flexible TV:- **Multi-screening is mainstream **TV still main news source even as platforms shift.
REASONS TO MEASURE ADVERTISING EFFECTIVENESS:- **It acts as a Safety measure **Provides
feedback for remedial measures **Avoids possible failure **To justify the Investment in Advertising **To know
the communication Effect **Compare two markets. METHODS TO MEASURE ADVERTISING
EFFECTIVENESS:- PRE-TESTING METHODS: Check-list test, Opinion test, Dummy magazine and port-
folio test, Inquiry test, Mechanical tests. CONCURRENT TESTING METHODS: Co-incidental surveys,
Consumer diaries, Mechanical devices, Traffic counts. POST-TESTING METHODS: Inquiry tests, Split-run
test, Recognition tests, Recall tests, Sales tests.TYPES OF CONSUMER PROMOTIONS:- Samples, Coupons,
Demonstration, Contests, Cash refund offer, Premium, “Price Off” offer, Consumer sweepstakes, Buy back
allowances. TYPES OF TRADE PROMOTIONS:- Trade allowances, Cooperative Advertising, Dealer
Listings, Gifts and Premium money, Point-of-purchase (POP) Display material. SALES PROMOTION
STRATEGIES AND PRACTICES:- The sales promotion strategy is an important element in overall marketing
strategy. Sales promotion strategy involves -Identification of objectives, Effective communication for attracting
attention, Allocation of budget, Determining the correct promotional mix, Strategic approach and finally
evaluation. PRINT ADVERTISING:-**Print Media outlets include newspapers and magazines. Television and
radio are the primary broadcast media with all online advertising referred to as digital media. Collectively, these
media categories form what are commonly referred to as traditional advertising media. ADVANTAGE:-
1.Audience Selectivity: Magazines are often geared towards specific demographic and lifestyle based segment ,
whereas newspapers offer local companies a great way to reach communities. 2.Flexible Placements: With
newspapers, you can have an ad placed within a day or two in some cases. Both print media also offer opportunities
to use full color and Size. 3.Involved Messages: Intrigued readers may stick with a full-page advertorial to get
more familiar with the uses and benefits of products that interest them. BROADCAST ADVERTISING:-** The
broadcast media like radio and television reaches a wider audience as opposed to the print media. The radio and
television commercials fall under the category of mass marketing as the national as well as global audience can
be reached through it. TYPES:-1. RADIO:-**A radio ad must be aired several times before it actually sinks in
the minds of the consumers. Thus the frequency of the ad is important. 2. TELEVISION:-** The television
advertising is usually considered the advertising for the corporate giant, though even the small businesses can
benefit from it. A strong audio and video combination is a must for the success of the commercial. 3.ONLINE:-
** the Internet or the World Wide Web for the purpose of attracting consumers to buy their product and services.
INTERACTIVE MEDIA:-**Interactive media is a method of communication in which the program's outputs
depend on the user's inputs, and the user's inputs in turn affect the program's outputs. Interactive media engage
the user and interact with him or her in a way that non-interactive media do not. Websites and video games are
two common types of interactive media. Movies and most TV shows are generally not considered interactive
media.

Module 5
INTEGRATED MARKETING COMMUNICATION TOOLS (IMC):- It is refer to integrating various marketing
tools such as advertising, online marketing, public relation activities, direct marketing, sales campaigns to promote
brands so that similar message reaches a wider audience. **Products and services are promoted by effectively
integrating various brand communication tools.**To implement integrated marketing communication, it is
essential for the organizations to communicate effectively with the clients. **You need to know how your
products or services would benefit your end-users. **Identify your target audience. SALES PROMOTION:-
**Brands can also be promoted through discount coupons, loyalty clubs, membership coupons, incentives,
lucrative schemes, attractive packages for loyal customers, specially designed deals and so on. Brands can also
be promoted effectively through newspaper inserts, danglers, banners at the right place, glorifiers, wobblers etc.
TYPES:- a) Consumer Sales Promotions Any sales promotion activity that you do keeping the end consumer in
mind is known as consumer sales promotions. An existing customer might be asked to use a Scratch card so that
he receives a gift. b) Trade Sales Promotions:- If your promotional activities are focused on Dealers, distributors
or agents, then it is known as trade promotions. There is a lot of competition in any field. And in channel sales, to
get the products moving and to motivate the dealer to perform better, trade discounts are given. DIRECT
MARKETING:-**Direct marketing enables organizations to communicate directly with the end-users. Various
tools for direct marketing are emails, text messages, catalogues, brochures, promotional letters and so on. Through
direct marketing, messages reach end-users directly. PERSONAL SELLING:-**Personal selling is also one of
the most effective tools for integrated marketing communication. Personal selling takes place when marketer or
sales representative sells products or services to clients. Personal selling goes a long way in strengthening the
relationship between the organization and the end-users. STEPS:- 1.Prospecting - Prospecting helps you find the
right and potential contact. 2.Making first contact - Marketers need to establish first contact with their prospective
clients through emails, telephone calls etc. 3.The sales call - Never ever lie to your customers. Share what all
unique your brand has to offer to customers. 4.Objection handling - Be ready to answer any of the client’s queries.
5.Closing the sale - Do not leave unless and until you successfully close the deal. There is no harm in giving
customers some time to think and decide accordingly. Public Relation Activities:-Public relation activities help
promote a brand through press releases, news, events, public appearances etc.The role of public relations officer
is to present the organization in the best light. SURROGATE ADVERTISING:- It is a form of advertising
which is used to promote banned products, like cigarettes and alcohol, in the disguise of another product. **This
type of advertising uses a product of a fairly close category to hammer the brand name into the heads of consumers.
**The banned product may not be projected directly to consumers but rather masked under another product under
the same brand name, so that whenever there is mention of that brand, people start associating it with its main
product. ADVANTAGES:-**Very much beneficial for domestic players. **Recently entered MNC started facing
difficulties in brand building. **The ban also affect the entry decision to various MNCs. **Apart from reducing
competition it also has increased the margins DISADVANTAGES:-**The ban severely affect the sale. **Brand
building has become very much difficult. **TV channels not able to get revenues. **Small domestic companies
are acquired by various MNCs for its brand. SOCIAL MEDIA MARKETING:- **It is refers to the process of
attention through social media sites. Social media itself is a catch-all term for sites that may provide radically
different social actions. **Social media often feeds into the discovery of new content such as news stories, and
“discovery” is a search activity. **Social media can also help build links that in turn support into SEO efforts.
**Many people also perform searches at social media sites to find social media content. **Social connections
may also impact the relevancy of some search results, either within a social media network or at a ‘mainstream’
search engine. Types of Social media marketing:- Facebook, Instagram, Twitter, Pinterest, Linkedin, YouTube.

RELATIONSHIP MARKETING:- **It is a facet of customer relationship management (CRM) that focuses on
customer loyalty and long-term customer engagement rather than shorter-term goals like customer acquisition
and individual sales. **The goal of relationship marketing is to create strong, even emotional, customer
connections to a brand that can lead to ongoing business, free word-of-mouth promotion and information from
customers that can generate leads. **Relationship marketing stands in contrast to the more traditional transactional
marketing approach, which focuses on increasing the number of individual sales. RELATIONSHIP
MARKETING STRATEGIES AND TOOLS:- 1. Networking:- Networking, online and off, can be a powerful
relationship marketing technique. This not only helps your brand awareness, but also expands your potential
customer base. 2. Cherish Each Customer:- Make sure that every interaction you have with your customers shows
them that they are valued. Spontaneous recognition of your current customers can go a long way. 3. Listen to
Your Customers:- Every business says they do, but not all follow through or apply what they’ve heard. Even
listening and responding to compliments can be beneficial. 4. Build a Brand Identity:- A memorable brand will
make it easy for customers to find you and your product(s). Customers will gravitate toward what they find that
is memorable. 5. Give Your Customers Free Information:- Identify the topics and interests your customers have.
Then, create something cool around those topics and give it to them free access. 6. Loyalty Rewards:- People love
getting stuff and people love being recognized. Combine the two along with some of what we’ve been mentioning.
7. Communicate Often:- Relationship marketing works well when you strive to be there for your customers. Social
media, email, advertising, and content are all ways to communicate to your customers that want to receive
messages that way. 8. Special Events:- Holding a special event for your existing or prospective customers is a
great way to build relationships. 9. Face-To-Face Time:- While electronic communication is great, and often
preferred, having a face-to-face meeting can help the customer feel valued. BENEFITS:- 1.Consistent Customer
Experience – Organizations that are aligned across all touch points seamlessly share information and work
together to ensure customer’s needs are addressed with minimum effort. 2.Customer Feedback – When the
organization’s culture facilitates open communication and cooperation, consumer concerns, complaints and
compliments can quickly be addressed. 3.Customer Profitability – Relevant communications and offers motivate
consumers to use the full complement of product and service offerings. 4.Customer Advocates – Consumers who
are pleased and enjoy a consistent experience increasingly share this information with each other. 5.Innovation –
Organizations, like Starbucks through MyStarbucksIdea.com, invite their customers to provide ideas. Consumers
are allowed to share, vote and discuss each other’s’ ideas. PUBLIC RELATIONS:- (PR) is the way
organisations, companies and individuals communicate with the public and media. A PR specialist communicates
with the target audience directly or indirectly through media with an aim to create and maintain a positive image
and create a strong relationship with the audience. Examples include press releases, newsletters, public
appearances, etc. as well as utilisation of the world wide web. TOOLS:-**News releases and statements for media
**newsletters **organisation and participation at public events conferences **conventions**awards. EVENT
MARKETING:-**It is a promotional strategy that involves face-to-face contact between companies and their
customers at special events like concerts, fairs, and sporting events. Brands use event marketing entertainment
(like shows, contests, or parties) to reach consumers through direct hand-to-hand sampling or interactive displays.
The practice works because it engages consumers while they’re in a willing, participatory position

CONTROVERSIAL ADVERTISING:- **Controversial is a type of advertising that deliberately, offends its

audience by violating norms for social values and personal ideals. This form of advertising may not only offend
but can also frighten as well, using scare tactics and elements of fear to sell a product or deliver a public service
message, making a high impact. Controversial advertisement executions (also known as shock appeals,
provocative appeals or offensive advertisement executions) are being more frequently used as advertisers attempt
to find ways to attract attention in an increasingly competitive advertisement environment. CREATIVE
ADVERTISING:-**The outline prepared by the creative team of an advertising agency for the launching of an
advertising campaign or message. A creative strategy is generally the result of a team composed of one or more
copywriters, an art director and a creative director. The creative strategy generally explains how the advertising
campaign will meet the advertising objectives of the business. COPYRIGHT:-**When a person develops an
original idea or creation, he or she will want to be identified as its creator. This is important because it offers
protection against others who may claim to have thought of, written or made the item. Identifying oneself as the
original creator or founder will ensure that the proper credit, recognition, and compensation are received. Ideally,
this should be done before the finished product is advertised or made available to the public. In order to do this, a
person will want to look into copyrights, patents, and trademarks for their invention or creation. CREATIVE
ADVERTISING:-**The outline prepared by the creative team of an advertising agency for the launching of an
advertising campaign or message. A creative strategy is generally the result of a team composed of one or more
copywriters, an art director and a creative director. The creative strategy generally explains how the advertising
campaign will meet the advertising objectives of the business ADVANAGES OF IN-HOUSE MARKETING
TEAM:- 1. Dedicated, Focused Team- An in-house marketing team will give you 100 percent focus on your
business 2. Stronger Brand Knowledge-Your employees are the people who know your business best. That means
an in-house marketing team will have hands-on experience with your employees, customers, industry and culture.
3. Better Access To Resources-Because your employees are on-site, they have better access to the people and
processes within your business. As a result, your marketing team can complete tasks much quicker. 4. Keep
Relationships In House- A marketer’s job is often to build relationships – with influencers, the media, clients,
prospects, etc. DISADVANTAGES:- 1. Expensive- Hiring full-time employees can be expensive. And, not just
the salary, but also the overhead costs that go along with it. 2. Skills Gaps- Depending on your budget, you might
not be able to hire people to fill all the marketing skills you need. It can be difficult to find a few key people who
can fill all of your designated roles – writing, editing, design, social media, SEO, advertising, etc. 3. Tunnel
Vision- In-house marketing teams, by their nature, are very focused on your business and industry. Additionally,
they can often find themselves behind on marketing trends. Both of these issues could make your marketing stiff
or stale.