Apple opposes,

solves, Nike exhorts,

Virgin enlightens,

Sony dreams,
Benetton protests…
Brands are not nouns but

verbs. It all lies in how

Jean – Marie Dru, Disruption
Inform

Persuade
remind
 Classification of media
 Mass media
 Reach large audiences, no instantaneous personal
contact
 Print, broadcast, billboards, etc

 Personal media
 Human interaction
 Direct selling, teleselling, etc

 Electronic interactive media

 Reach out to large audience thru personalised
messages
 Internet, mobile telephony, digital, atms,, kiosks, touch
screens, MTV online
 Elements
Personal selling
 Person to person interaction for
 Persuading the buyer to a point of view, take a course of
action, develop a customer relationship.
 Time investment required; but cultivates long term bonds
 Customised, flexible
 Feed back of customer incorporated in the system itself

 Salespresentations, sales meetings,

samples, fairs and trade show stalls etc
 Advertising

 Informative
or persuasive message, non
personal medium, paid for by identified
sponsor
 Large size of audience
 Cost efficient as compared to personal selling (per person in audience)
 Control on content, dramatization possible
 Uniform, frequent, pervasive
 Over all cost high, no personalization, low customization, feedback
 Printbroadcast ads, packaging, motion
pictures, brochures, booklets, posters,
leaflets, billboards, pop displays, etc
 Why? – To work on the mind
 Build awareness about co., pdt., idea, service
etc
 Build image
 Some degree of preference

 But
 Most not creative
 Shorter
 Clutter,
 generalised
 ROAI difficult to calculate
 Publicity / public relations
 Message carried by a non- personal
medium, not paid by an identified sponsor,
3rd party decides what is news worthy and in
what form
 active seeking of 3rd party endorsement is
public relations- managed, organised
 Higher credibility,
 Factual not persuasive mostly
 Not in mfrs control

 “Advertisement is what you pay for PR is

what you pray for”
 PENCILS
 P ublications – magazines, annual reports, brochures
 E vents – sponsored events, trade shows
 N ews- - favorable stories,
 C ommunity involvement activities – time
and money to local comm. Needs
 I dentity media- stationary, bus, cards, corp. dress
codes, all customer contacts
 L obbying activities – political, legal relationship
management
 S ocial Responsibilty activities – CSR activities
 Sales Promotion
 Activities other than advt., pers. Selling, and PR that
are used to persuade or stimulate the buyer over a
specific period of time
 Works on behaviour
 Galvanises customer into action. Achieves short term objectives
 Temporary offers
 Incentives, gain attention
 Good when superior pdt but low awareness, or attracting new customer with
loyalty bent

 Samples, sweepstakes, contest, games, coupons,

rebates, entertainment, continuity programs, tie ins
gifts
 30 – 70% of promotional budget
 Trade promotion
 Consumer promotion
 Direct selling
 Tele and net based
 Database management, data mining
and customising
 Personal Advertisin publicity Sales
selling g promotion

Mode of Direct & Indirect Indirect Indirect

comm. personal

Regular, maybe yes No, only No, short

recurrent newsworthy term

Message Personalised, Conventionall Beyond uniform

flexibility tailored y uniform control

Sponsor yes yes no Yes

identified
Controls yes yes no yes
with
markter
Cost high Low per none varies
 Decision making - 5 Ms
 Mission
 To inform , persuade or remind ?
 Hierarchy of effects model
 Awareness knowledge liking preference
conviction purchase
 AIDA model
 Cognitive
(attention), affective( interest+ desire),
behavioural (action)
 Message
 Shaped by STP
 Content
 Rational, emotional, moral appeal
 Structure and format
 Audio, visual, words, layout
 Source
 Ambassador - expert, trustworthy, likeable
 Media
 channels in tandem with the message and objective


Push strategy vs pull strategy

Type of pdt or market
 Consumer goods – advert., sales promotn, personal selling, PR.
 Business goods – Personal selling, sales promotion, advert, PR

Buyer readiness

Pdt life cyle stage



 Money
 Affordability scale
 % of sales method

 Competitive parity method

 Objective and task method

 Measurement
 Recallor recognition
 persuasion
 Integrated

communication
Depends on what are the customer purchase drivers
 List all tools available and what do you expect each to do
 Recognise all contact points where the customer will
encounter the company
 Let all tools work – multi media campaign
 Oyesterbay
 Titan – tanishq
 Divya bhaskar
 Let all 4 ps also compete and collaborate
 Eureka forbes,
 Alchohol and smoke
 Customer value, convenience, cost, communication
 Eg. Pharma…
 Detailing
 Doctor meeting
PURCHASE  Exhibitions and conferences
DRIVERS  Lunch or dinner meetings
•Evaluation of the  Trials
product  Samples
•Respect for sales  PAMs
person  Scientific publications and
•Image of reprints
company  Journal advertsing
 Direct mail
 Medical audio / video tapes
 Company magazine
 Distribution reward programs
 PR
 Social activity
 Pdt evaluation
Launch of CAPD…
 Effectiveness, dosage features, side effects, how long in mkt
 Pdt management
 Symposia, articles, Samples, journal ads, direct mail, video cassettes
 Salesperson
 Knowledge, character, responsiveness, likability, special talents, appearance
 Relationship management
 Selection, training, recruitment
 Company
 Scientific and social standing, trust, helpfulness, image, experts
 Image management
 Feature articles, sponsorships, civil actions, audio cassettes, IRCF
 Sales promotion related
 decisions
Establish objective
 For customer
 Attract new triers
 Encourage large sized purchase (maggi)
 Reward loyal customers (annual programes)
 Increase repurchase of occasional users (pokemon cards,
tazos, mcdonalds and walt disney, finding nemo,)
 For retailers
 Cooperation and compliance of consumer tgt programs
(handling charges, sp. Discounts, POP competitions)
 For wholesalers
 Aggressive sales force activity and wholesaler end. (tickets to
singapore, dealer meets, bell ceramics)
 Select tool
 Wholesaler retailers
 Trade shows (paper and printing in germany, aquarium in singapore)
 Contests
 Display equipment, POP displays (Eno, Pepsi)
 Allowances
 Consumers
 Sampling (door to door shampoo saches)
 Coupons (oysterbay), (newspaper ads)
 Rebate (maruti service station, send 3 covers, caps, )
 Contests (indian idol?, milkmaid recipe)
 sweepstakes
 Premiums (jet travellers get lounge facility, 1+1)
 POP displays (moving screens,)
 Product placements
 Tie ins (FR and pepsi)
 Develop the program
 Size of incentive
 Conditions

 Duration

 Distribution vehicle

 Timing

 Total budget
 Implement, Evaluate
 Sales Data
 Consumer surveys

 Experiments