MODULE 1

Role of promotion in marketting mix?

The concept of the marketing mix is a common approach to the overall marketing strategy
used by many companies and other types of organizations. Sometimes referred to as the
Four P's, the mix addresses issues of product, place, price, and promotion. The role of
promotion in the marketing mix is of special attention for anyone who wants to make
sure the right consumers are reached, using the forms of media advertising that are
most likely to connect with buyers and ultimately generate a high volume of sales.
Promotion tends to focus on how to go about attracting the attention of consumers and
providing enough information to hold their interest long enough to motivate a purchase.
In order to accomplish this, marketers will look closely at the many ways of advertising
the product line and decide which methods are most likely to reach the desired
consumer demographic. Often, this means taking into consideration factors such as age,
gender, location, and economic class. Using that data, the marketer can decide whether
investing time and resources in television and print advertising is likely to be effective, or
if methods such as banner ads and other online advertising may be a better way to reach
the right customers.

Importance of IMC?
Integration has become an essential concept in marketing because
technological advances have changed how business stakeholders interact.
Marketing theory that was established during the disciplines formative years
has been overtaken by the complexities of real-time, multimodal, multi
directional communication.
A few examples help illustrate the growing importance of integration:
Search marketing: When someone is considering buying a product or service
they will often conduct an online search. What they find, on Google and other
search engines, as well as information from news sites, review sites,
directories, videos and place-based searches, are presented together, so like it
or not, there is a level of integration. The online experience will affect their
attitudes towards a brand and their behavior. Marketers therefore need to
concern themselves with making sure their brand is found ahead of
competitors' and then ensuring their audience has a positive and helpful
experience.
Accessibility and convenience: Consumers expect information and services
that relate to a brand to be conveniently accessible via its website. For instance
when a consumer visits Virgin.com they are able to book a flight, manage their
money, top up their mobile phone plan or find up-to-date news about the
company.
Aggregation of information and services: The traditional demarcation
between a company, its suppliers and customers has become confused. For

instance the Apple iTunesapp store aggregates software and information from
app makers, along with reviews provided by consumers.Product promotion,
delivery, service and information from many different sources are seamlessly
presented together.
Social media: Traditionally businesses were largely in control of their brand
communications. Now brand communications are multidirectional as
consumers can easily share, comment and create content. Brands can use this
to their advantage by creating appealing content. For instance Unilevers
campaign for Dove, The Dove Real Beauty Sketches went viral with over 54
million views on YouTube
Growth of mobile: The growing penetration of smartphones with fast internet
connectivity means that marketers need to take into consideration integration
between the online experience and place-based experiences. For instance
when a consumer downloads the Target app they are able to receive coupons
to their mobile phone and redeem them at the checkout by presenting the
coupon barcode to the cashier

Concept of integrated marketing communication?

An approach to achieving the objectives of a marketing campaign, through a well
coordinated use of different promotional methods that are intended to reinforce each
other.
As defined by the American Association of Advertising Agencies, integrated marketing
communications " ...recognizes the value of a comprehensive plan that evaluates the
strategic roles of a variety of communication disciplines advertising, public relations,
personal selling, and sales promotion and combines them to provide clarity,consistency,
and maximum communication impact."

Evolution of IMC ?
Integration has become an essential concept in marketing because
technological advances have changed the landscape in which customers
interact with brands and products. Marketing theory that was established
during a time when newspapers reigned supreme and television consisted of
three channels has been overtaken by the complexities of a real-time, multiplatform, multi-directional media landscape.

Recognizing this, over the last few years we have continually expanded our scope to
include the following and suggest that you assess your efforts to see if you have done
the same:
Big Data: Using integrated marketing information that provides us with better
customer profiling, matching services and client needs to be more efficient and more
effective with the marketing spend.
Website as an engine of conversion: Building and maintaining websites that
leverage consumer behavior and convert that behavior into visits and prospects for
business is important for both B2B and B2C businesses. We understand how to
provide the right content and functionality that customers expect across the devices

they use most with bottom line results in focus. Understanding search engine
marketing, website usability, social media and digital media planning allows us to
help your business be more effective in your digital marketing results.
Integrated media buying: Using the latest media buying platforms to get you in
front of the right customer at the right time and retargeting them to increase results.
Relationship management: Using CRM and Social Media to build relations with
your customers extends the brands value brand and delivers increased loyalty and
incremental results to the bottom line.
Integrated promotions: Promotions deliver better results when they leverage
integrated thinking. Traditional Print and Free Standing Inserts (FSI) can engage
across a wide audience directing consumers to focused microsites which can be
leveraged to convert interest into engagement.
Promotional Mix?
In marketing, the promotional mix describes a blend of promotional variables
chosen by marketers to help a firm reach its goals. It has been identified as a
subset of the marketing mix.[1] It is believed that there is an optimal way of
allocating budgets for the different elements within the promotional mix to
achieve best marketing results, and the challenge for marketers is to find the
right mix of them. Activities identified as elements of the promotional mix vary,
but typically include the following:
Advertising is the paid presentation and promotion of ideas, goods, or services
by an identified sponsor in a mass medium. Examples include print ads, radio,
television, billboard, direct mail, brochures and catalogs, signs, in-store
displays, posters, mobile apps, motion pictures, web pages, banner ads,
emails.
Personal selling is the process of helping and persuading one or more prospects
to purchase a good or service or to act on any idea through the use of an oral
presentation, often in a face-to-face manner or by telephone. Examples include
sales presentations, sales meetings, sales training and incentive programs for
intermediary salespeople, samples, and telemarketing.
Sales Promotion is media and non-media marketing communication used for a
pre-determined limited time to increase consumer demand, stimulate market
demand or improve product availability. Examples include coupons,
sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating
premiums, trade shows, trade-ins, and exhibitions.
Public relations or publicity is information about a firm's products and services
carried by a third party in an indirect way. This includes free publicity as well as
paid efforts to stimulate discussion and interest. It can be accomplished by
planting a significant news story indirectly in the media, or presenting it
favorably through press releases orcorporate anniversary parties. Examples include
newspaper and magazine articles, TVs and radio presentations, charitable
contributions, speeches, issue advertising, seminars.
Direct Marketing is a channel-agnostic form of advertising that allows businesses
and nonprofits to communicate directly to the customer, with methods such as
mobile messaging, email, interactive consumer websites, online display ads,
fliers, catalog distribution, promotional letters, and outdoor advertising.

Corporate image campaigns have been considered as part of the promotional

mix.[4]
Sponsorship of an event or contest or race is a way to generate further positive
publicity

Markeetting Mix?
"Marketing mix" is a general phrase used to describe the different kinds of choices
organizations have to make in the whole process of bringing a product or service to
market. The 4Ps is one way probably the best-known way of defining the
marketing mix, and was first expressed in 1960 by E J McCarthy.
The 4Ps are:
Product (or Service).
Place.
Price.
Promotion.
A good way to understand the 4Ps is by the questions that you need to ask to
define your marketing mix. Here are some questions that will help you understand
and define each of the four elements:
Product/Service
What does the customer want from the product/service? What
needs does it satisfy?
What features does it have to meet these needs?
Are there any features you've missed out?
Are you including costly features that the customer won't
actually use?
How and where will the customer use it?
What does it look like? How will customers experience it?
What size(s), color(s), and so on, should it be?
What is it to be called?
How is it branded?
How is it differentiated versus your competitors?
What is the most it can cost to provide, and still be sold sufficiently
profitably? (See also Price, below).

Place
Where do buyers look for your product or service?
If they look in a store, what kind? A specialist boutique or in a
supermarket, or both? Or online? Or direct, via a catalogue?
How can you access the right distribution channels?
Do you need to use a sales force? Or attend trade fairs? Or make
online submissions? Or send samples to catalogue companies?
What do you competitors do, and how can you learn from that
and/or differentiate?
Price
What is the value of the product or service to the buyer?
Are there established price points for products or services in this
area?
Is the customer price sensitive? Will a small decrease in price gain
you extra market share? Or will a small increase be indiscernible,
and so gain you extra profit margin?
What discounts should be offered to trade customers, or to other
specific segments of your market?
How will your price compare with your competitors?
Promotion
Where and when can you get across your marketing messages to
your target market?
Will you reach your audience by advertising in the press, or on TV,
or radio, or on billboards? By using direct marketing mailshot?
Through PR? On the Internet?
When is the best time to promote? Is there seasonality in the
market? Are there any wider environmental issues that suggest or
dictate the timing of your market launch, or the timing of
subsequent promotions?
How do your competitors do their promotions? And how does that
influence your choice of promotional activity?
The 4Ps of marketing is just one of many lists that have been developed over the
years. And, whilst the questions we have listed above are key, they are just a
subset of the detailed probing that may be required to optimize your marketing mix

Difference between Marketting and promotional mix?

A marketing mix and a promotional mix does have some differences,
both being highly crucial for the success of a business. Marketing is very

essential for the growth and continuity of business operations. It helps in

creating new customers and retaining the existing ones to keep the
business ongoing. Marketing focuses on all the elements of the
marketing mix viz product, price, place and promotion while promotion
focuses more on the customer- how to reach a product to its customers
and how to sell it to them ultimately.

Role of IMC in marketting process?

A marketing mix and a promotional mix does have some differences,
both being highly crucial for the success of a business. Marketing is very
essential for the growth and continuity of business operations. It helps in
creating new customers and retaining the existing ones to keep the
business ongoing. Marketing focuses on all the elements of the
marketing mix viz product, price, place and promotion while promotion
focuses more on the customer- how to reach a product to its customers
and how to sell it to them ultimately. All elements of marketing mix must be
consistent with the strategic plan that will produce an integrated marketing
communications program. This chapter discusses how to influence the marketing
strategies of promotion activities and how the promotion decision should be
coordinated with other marketing mix elements. This chapter also discusses the
role of advertising and other promotional elements in an integrated marketing
program, a decision to be taken on each element of the marketing mix and find out
how decisions that affect and interact with a promotional strategy, the concept of
target marketing in integrated marketing communications program; the role of
market segmentation and its application on integrated marketing communications
programs as well; the use of positioning strategies.
We use the model below as a framework for analysing how promotion fits into an
organizations marketing strategy and programs. This model consists of four major
components: the organizations marketing strategy and analysis, the target
marketing process, the marketing planning program development (which includes
the promotional mix), and the target market.
Marketing Strategy and Analysis ; Any organization that wants to exchange its
products or services in the marketplace successfully should have a strategic
marketing plan to guide the allocation of its resources.
Opportunity Analysis
Market opportunities are areas where there are favourable demand trends, where
the company believes customer needs and opportunities are not being satisfied,
and where it can compete effectively.
Competitive Analysis In developing the firms marketing strategies and plans for
its products and services, the manager must carefully analyse the competition to be
faced in the marketplace.
Identifying Markets Target market identification isolates consumers with similar
lifestyles, needs, and the like, and increases our knowledge of their specific

requirements. The more marketers can establish this common ground with
consumers, the more effective they will be in addressing these requirements in their
communications programs and informing and/or persuading potential consumers
that the product or service offering will meet their needs.

IMC planning and strategy ?

Below are the major steps to keep in mind when developing your IMC strategy.
Step 1: Know your target audience
As a general rule, there is no general audience. You always want to
communicate with a specific audience to make the most effective use of your
resources.
Segmenting specific audiences into groups based on characteristics will help
you identify who are most likely to purchase or utilize your products and
services.
Step 2: Develop a situation analysis
Commonly referred to as a SWOT Analysis, this is basically a structured method
of evaluating the internal strengths and weaknesses, and external
opportunities and threats that can impact your brand.
A situation analysis can provide much insight into both internal and external
conditions that can lead to a more effective marketing communications
strategy.
Step 3: Determining marketing communication objectives
In this step, you basically want to document what you want to accomplish with
your IMC strategy. Objectives should be measurable if you truly want to map
your campaigns effectiveness at the end of your plans term.
Step 4: Determining your budget
Having a realistic idea on what you have to work with is important as it will
shape the tactics you develop in the next step. Once you determine your
overall budget, you will want to come back to this after completing step five to
further refine your budget allocations.
Step 5: Strategies and tactics
Looking back at the objectives you created in step three, you will want to
develop strategies which are ideas on how you will accomplish those
objectives. Tactics are specific actions on how you plan to execute a strategy.
Step 6: Evaluation and measurement
Almost as important as the plan as a whole, you want to outline a method of
how you will evaluate the effectiveness of your IMC strategy. Sometimes
elements of your plan will not work. Its important to know what did or didnt,
try to understand why, and make note for future planning.

MODULE 2

What is advertisement?
Advertising in business is a form of marketing communication used to encourage,
persuade, or manipulate an audience(viewers, readers or listeners; sometimes a
specific group) to take or continue to take some actio
Objective of advertising?
1.Trial: the companies which are in their introduction stage generally work for this
objective. The trial objective is the one which involves convincing the customers to
buy the new product introduced in the market. Here, the advertisers use flashy and
attractive ads to make customers take a look on the products and purchase for
trials.
2.Continuity: this objective is concerned about keeping the existing customers to
stick on to the product. The advertisers here generally keep on bringing something
new in the product and the advertisement so that the existing customers keep
buying their products.
3.Brand switch: this objective is basically for those companies who want to attract
the customers of the competitors. Here, the advertisers try to convince the
customers to switch from the existing brand they are using to their product.
4.Switching back: this objective is for the companies who want their previous
customers back, who have switched to their competitors. The advertisers use
different ways to attract the customers back like discount sale, new advertise, some
reworking done on packaging, etc.

Importance of advertising?
Advertising plays a very important role in todays age of competition. Advertising is one
thing which has become a necessity for everybody in todays day to day life, be it the
producer, the traders, or the customer. Advertising is an important part. Lets have a look
on how and where is advertising important:
1.Advertising is important for the customers
Just imagine television or a newspaper or a radio channel without an advertisement!
No, no one can any day imagine this. Advertising plays a very important role in
customers life. Customers are the people who buy the product only after they are
made aware of the products available in the market. If the product is not advertised,
no customer will come to know what products are available and will not buy the
product even if the product was for their benefit. One more thing is that advertising
helps people find the best products for themselves, their kids, and their family.
When they come to know about the range of products, they are able to compare the
products and buy so that they get what they desire after spending their valuable
money. Thus, advertising is important for the customers.
2.Advertising is important for the seller and companies producing the
products
Yes, advertising plays very important role for the producers and the sellers of the
products, because
Advertising helps increasing sales

Advertising helps producers or the companies to know their competitors

and plan accordingly to meet up the level of competition.
If any company wants to introduce or launch a new product in the market,
advertising will make a ground for the product. Advertising helps making
people aware of the new product so that the consumers come and try the
product.
Advertising helps creating goodwill for the company and gains customer
loyalty after reaching a mature age.
The demand for the product keeps on coming with the help of advertising
and demand and supply become a never ending process.

Economic and social aspect of marketting ?

Value of Products:
The advertised products are not always the best products in the market. There are some
unadvertised products also present which are good enough. But advertising helps increase
value for the products by showing the positive image of the product which in turn helps
convincing customers to buy it. Advertising educates consumers about the uses of the
products hence increasing its value in minds of the consumers. For e.g. mobile phones
were first considered as necessity but nowadays the cell phones come with number of
features which makes them mode of convenience for consumers.
Effect on Prices:
Some advertised products do cost more than unadvertised products but the vice versa is
also true. But if there is more competition in the market for those products, the prices have
to come down, for e.g., canned juices from various brands. Thus some professional like
chartered accountants and doctors are not allowed to advertise.
But some products do not advertise much, and they dont need much of it and even their
prices are high but they are still the leaders in market as they have their brand name. e.g.,
Porsche cars
Effect on consumer demand and choices:
Even if the product is heavily advertised, it does not mean that the demand or say
consumption rates will also increase. The product has to be different with better quality,
and more variety than others. For E.g., Kelloggs cornflakes have variety of flavors with
different ranges to offer for different age groups and now also for people who want to loose
weight thus giving consumers different choices to select from.
Effect on business cycle:
Advertising no doubt helps in employing more number of people. It increases the pay rolls
of people working in this field. It helps collecting more revenues for sellers which they use
for betterment of product and services. But there are some bad effects of advertisements
on business cycle also. Sometimes, consumer may find the foreign product better than
going for the national brand. This will definitely effect the production which may in turn
affect the GDP of the country.
The economic aspects are supported by the Abundance Principle which says producing
more products and services than the consumption rate which helps firstly keeping
consumers informed about the options they have and secondly helps sellers for playing in
healthy and competitive atmosphere with their self interest.

Social role of Advertising:

There are some positive and some negative aspects of advertising on the social ground.
They are as follows.
Deception in Advertising:
The relation between the buyers and sellers is maintained if the buyers are satisfied with
what they saw in advertise and what they got after buying that product. If seller shows a
false or deceptive image and an exaggerated image of the product in the advertisement,
then the relation between the seller and buyers cant be healthy. These problems can be
overcome if the seller keep their ads clean and displays right image of the product.
The Subliminal Advertising:
Capturing the Minds of the consumers is the main intention of these ads. The ads are
made in such a way that the consumers dont even realizes that the ad has made an
impact on their minds and this results in buying the product which they dont even need.
But All ads dont impress all consumers at all times, because majority of consumers buy
products on basis of the price and needs.
Effect on Our Value System:
The advertisers use puffing tactics, endorsements from celebrities, and play emotionally,
which makes ads so powerful that the consumers like helpless preys buy those products.
These ads make poor people buy products which they cant afford, people picking up bad
habits like smoking and drinking, and buy products just because their favorite actor
endorsed that product. This affects in increased the cost of whole society and loss of
values of our own selves.

Role of Ad Agency ?
Function
The main role of an advertising agency is to work with you to develop an
advertising campaign. Advertising agencies are staffed with copywriters, art
directors and media planners who will create your ads and place them in the
appropriate media. The agency will work within the constraints of your
advertising budget.
Expert Insight
Each advertising agency specialist is an expert in his area, so in many cases he
can perform his particular function better than you might be able to. The
copywriter is an expert at using words to persuade a customer to take action.
The art director knows what appeals to customers on a visual basis and will
incorporate her artistic skills into the ad's design. The media planner knows
which type of media -- such as radio, television, newspapers, online or a
combination -- is right for the message you are trying to convey and will
negotiate to obtain the best possible rates.
Considerations
When dealing with an advertising agency, you'll likely be working with an
account executive who serves as a liaison between you and the agency's other
personnel. When choosing an ad agency, it is important that you get to know
the account executive you'll be working with so that you can develop a strong
working relationship and communicate effectively. This will ensure that the

agency's creative people will have a clear understanding of what you're trying
to accomplish with your ad campaign.
Warning
While advertising agencies can help you reach your business goals, they do
present potential drawbacks. Because of the high cost of hiring an agency, it
may not be feasible for smaller businesses with limited resources. If an agency
hasn't worked with your type of business before, it may not truly understand
the nature of your business, which could lead to an ineffective campaign

Appeals that Ad agencies use?

Fear
Fear appeals focus on the negative outcomes that can happen because of an
action or inaction. Advertisers use fear appeals to promote an immediate
behavior change such as eating healthier or not smoking. Another fear tactic
involves isolation. People will purchase a product to avoid isolation from others
because of bad hygiene. Deodorant and toothpaste ads often employ this
tactic. Government agencies appeal to an individuals fear of death or
incarceration to prevent drinking and driving. Fear appeals work when the
recommended action is specific, effective and plausible. For example, ads
geared toward smokers can be ineffective if the person does not believe
quitting is within reach.
Humor
Humor appeals make consumers laugh and create an emotional link with the
product. A well-executed humor appeal enhances recollection, evaluation and
the intent to purchase the product. Advertisers link the product with the humor.
For example, a humorous insurance ad hits the mark when the humor shows
the consumer why having insurance is beneficial. Using humor at the expense
of one group may lead to resentment. Senior citizens may resent a product that
portrays them as grumpy, while women may refuse to purchase a product that
portrays them as overbearing. Humorous ads work best with established and
commonly purchased products such as cellphones, fast food and alcoholic
beverages.
Rational
Rational or logical appeals focus on the consumers need for practicality and
functionality in a product. Advertisers relay this message by focusing on
product features and cost. These ads tell consumers the benefits associated
with the purchase of a product. The advertiser then provides proof to back up
the claims. An automobile advertisement focuses on gas efficiency, mileage
and prices to reach consumers who want a cost-efficient, reliable vehicle.

Household appliance manufacturers may place emphasis on features that lower

home utility costs and protect the environment. Printed and business-tobusiness advertisements are better suited for rational appeals.
Sex
Sex appeals capture attention, but seldom promote product consumption.
Effective sex appeal ads convey a specific message to the target demographic
group. Beer advertisers often use sex appeal to promote their product to men.
The typical scene involves several young, average-looking men in a bar. The
men purchase the beer and gain the attention of an attractive young woman.
Fragrance products use sex appeal to convey romance to women by indicating
the use of the product will help her find the man of her dreams. Generally done
by showing the woman spraying the fragrance and then capturing the attention
of an attractive male who passes her on the street. Overly overt images
subtract from the overall message the advertiser wants to convey

Message development and creativity in advertisement?

1. Determine the message you want to get across; This step couldn't be more obvious, but
nailing down a compelling message is hard, whereas assuming that the creative team will
somehow figure it out in the execution is easy to do. By the fourth or fifth round of
revisions, however, the real issue becomes clear: Your team is requesting messages that
overlap, compete, or simply contain more information than the execution can bear.
2. Provide only one message
No matter the complexity of your product, the creative brief should have one main
message (and compacting multiple ideas into a single sentence doesn't count). If the brief
can't express a single positioning or benefit, the execution likely won't be compelling or
clear to consumers. "If I throw you one ball, you'll catch it. If I throw six, you won't catch
any" is the metaphor often used by ad agencies.
Once you've managed to capture a single idea for the main message, resist the temptation
to "sneak" additional messages into other parts of the brief, such as the business overview
or target-audience description. Those sections are meant to provide the creative team with
a helpful background of the business situation, but they shouldn't directly inform the actual
communication.
3. Ensure the proof points support the message
Instead of information that directly supports the main idea, proof points (or "reasons to
believe") tend to become a laundry list of features about the product. Regardless of how
important or compelling those points may be on their own, they need to ladder back to the
main message for the creative to deliver a clear story.
4. Get alignment on the message before initiating creative development
A brilliant insight and succinct message is worthless if during the creative review you
realize your boss
has a different approach in mind. Once you've provided your rationale for the messaging,
ensure all stakeholders are alignedand don't begin the creative process until they're on
board. Resolving differences of opinion on the brief will be far less taxing than the debates
over the press release's fourth draft.
Even if the creative brief needs to be multiple pages to convey the full scope of the
assignment, you don't need approval on the entire document. The success of the

execution is most dependent on the main message and support, so if time or bandwidth is
limited, focus the team's attention on the main message.
5. Recap the message before sharing the creative
Few work-related tasks are as much fun as developing creative, so everyone's
understandably eager to see the work. Before diving in, however, recap the agreed-upon
message to set the framework for judging the creative. When executions are reviewed
without a focus on the main idea, subjective elements, such as tonality, font sizes, or
photography styles, tend to surface, and the range of opinions that follow will keep the
project spinning.
If the project requires a multistep process (e.g., a video or website), review each
previously agreed-upon step, including the script, wireframe, and 3D model, before getting
to the next round. The last review was probably weeks ago, so reminding everyone of the
decisions that led to the current creative is important.
6. Ask the stakeholders, 'Is the message conveyed in the creative?'
Before the stakeholders have a chance to hold forth on any number of executional issues,
ask these them to determine whether the creative delivers the agreed-upon message.
More important than your audience's preferences on layout, colors, or the size of the logo
is their role in providing strategic guidance, ensuring the creative delivers on the consumer
insight and message identified at the beginning of the process

Module 3
Sales promotion?
Sales promotion is one of the five aspects of the promotional mix. (The other 4
parts of the promotional mix are advertising,personal selling, direct
marketing and publicity/public relations.) Media and non-media marketing
communication are employed for a pre-determined, limited time to increase
consumer demand, stimulate market demand or improve product availability

Role of sales promotion?

Increasing Market Share
Sales promotions can lead to an increase in market share for the manufacturer.
The promotion will likely increase your sales by taking away sales from your
competitors. As a result, your market share will increase while your
competitors' share decreases.
Production Differentiation
Use of sales promotion techniques helps to differentiate your products from
those of your competitors. This is especially beneficial is your products offer
essentially the same features and benefits as others on the market. A method

often used to make products stand out is to offer them at a slightly reduced
price for a short period of time.
Attract Customers
Sales promotions are used to attract customers during periods of slow sales.
For example, if you offer a seasonal product such as barbecue grills, by running
a promotion in the middle of winter where the price is reduced by 50 percent
may encourage people to buy a grill at a time where it might not otherwise
cross their mind
New Product Introduction
Retailers can use sales promotions to introduce a new product. By offering the
new item at a reduced price and placing a "new item" sign in front of it, they
can persuade customers to give the new product a try. At the same time they
can discontinue a slow-moving item in the same category by marking it down
and placing a "reduced for quick sale" sign in front of it. This technique has the
effect of keeping the category fresh while freeing up needed shelf space.
Inventory Control
Sales promotion can help retailers limit out-of-stock situations by allowing
them to purchase large quantities at a reduced price. This can be especially
advantageous to the retailer for items that are popular sellers that can be
difficult to keep on the shelf

Tools for Sales promotion?

Advertising, promotions, social media and public relations all support marketing
strategies using different and specific methods. Sales promotions are
temporary deals, events and ways of communicating with potential customers
to motivate them to spend, or spend more. Adapting a variety of common sales
promotions to your situation helps you increase your revenues and profits
Buy One, Get On Free
Consumers love a good deal, and they love freebies even more. Offering a free
product if the consumer purchases one is a time-honored sales promotion that
works for several reasons. If your margins are high enough, you might be able
to cover your costs for both products at your selling price for one. This type of
promotion allows you to double the amount of time the consumer uses your
product, potentially leading to a better experience and an affinity for your
product. This strategy also can help you decrease your dependence on costly,
free-sample giveaways.

Point-of-Purchase Displays
To stimulate impulse buys or to remind regular customers not to leave the store
without a specific product, marketers have used in-store displays for
generations. These are signs, racks or other physical promotional pieces that
stand out from their surroundings while touting a particular product or offer
Free Samples
It often takes more than advertising to break consumers brand loyalty,
especially if they have been using a product or shopping at a particular store
for years. One reason is the worry that trying something new will result in a
waste of money if they dont like the new product. Offering customers a chance
to try your product or service risk-free is a common method of breaking brand
loyalty and converting competitors customers into your customers.
Rebates
Instead of offering consumers a discount on the price theyll pay for your
product, offer a rebate, which is a monetary amount consumers receive later,
generally in the form of a check you send via mail. This allows you to gather
customer information and create a mailing list, a benefit you can't get simply
through a point-of-sale discount.
Loss Leaders and Discounts
As with free samples or buy-one-get-one-free promotions, loss leaders make
products or services available below the sellers cost. Some large retail chains
use loss leaders to lure consumers into their stores, hoping that they will buy
other products while they are in the store

MODULE 4
Publicity and public relations?
Public Relations (P.R.) The profession or practice of creating and maintaining
goodwill of an organization's various publics (customers, employees, investors,
suppliers, etc.), usually through publicity and other nonpaid forms of
communication. These efforts may also include support of arts, charitable
causes, education, sporting events, and other civic engagements.
P.R. can also be described as an organization's systematic plans and efforts to
control and manage its image.
Publicity "Type of promotion that relies on public relations effect of a news
story carried usually free by mass media. The main objective of publicity is not
sales promotion, but creation of an image through editorial or 'independent
source' commentary. While the publicist can control the content of the story, he
or she may not have any control over its placement or interpretation by the
media.
Duties(in P.R. and Publicity) may include
crisis communication
public affairs/issues management

product publicity
media relations

Crisis management in PR?

Crisis management is the process by which an organization deals with a
major event that threatens to harm the organization, its stakeholders, or the
general public. The study of crisis management originated with the large-scale
industrial and environmental disasters in the 1980s.Three elements are
common to a crisis: (a) a threat to the organization, (b) the element of surprise,
and (c) a short decision time.[3] Venette[4] argues that "crisis is a process of
transformation where the old system can no longer be maintained." Therefore
the fourth defining quality is the need for change. If change is not needed, the
event could more accurately be described as a failure or incident.
In contrast to risk management, which involves assessing potential threats and
finding the best ways to avoid those threats, crisis management involves
dealing with threats before, during, and after they have occurred. It is a
discipline within the broader context of management consisting of skills and
techniques required to identify, assess, understand, and cope with a serious
situation, especially from the moment it first occurs to the point that recovery
procedures start.
Step 2: Circle the wagons. Take a few minutes to get in touch with all customer facing
employees (other PR team members, the social media team, customer service, etc.). Brief
them on what happened, the steps you will follow to react to the issue, initial instructions on
how/if they should communicate externally, expected timeline for reaction and how they can
help. I suggest asking each of these folks to begin tracking the PR crisis on their individual
channels and keep you informed of any and all developments.
1.Step 3: Investigate what happened. Now that youre calm and everyones informed
(which will drastically reduce your inbox submissions from your colleagues), you need
to get the full story. Use your connections in the organization to determine exactly what
happened. You need to know the entire story from an internal perspective, and how your
customers perceive the incident externally. This can be the most time consuming step, but
also the most important: you should not react to a PR crisis if you dont know exactly
what happened and why it happened.
2.Step 4: Understand business impact. Is this PR Crisis having an immediate impact on
business? Will it have a future impact on the business? Before you react, its important to
know how your decisions will impact the business, revenue and your brand reputation.
This step will be very important as you begin to make decisions on messaging and your
overall corporate stance on the crisis.
3.Step 5: LISTEN UP! Use your PR and Social Media monitoring tools to take the pulse on

the reaction of the media and your community. This step will tell you is if the crisis has
made it to the attention of your customers or media yet. From there your goal is to gauge
the significance of the PR crisis: just how big is this issue? Are there hundreds of people
talking about this incident, or only a few? What is the overall sentiment? Are people
supporting you? Is the media reacting? Have any stories been published?
4.Step 6: Decide on corporate position and messaging. Armed with the full story, an
understanding of the business impact, and a complete picture of the reaction so far, you
will have a clear idea of the position your company should take. From there you can write
up a quick messaging platform and get buy in from your executive team. Id expect a bit of
back and forth with key decision makers, but I can assure you that your research and
preparations will be appreciated and make this process smooth.
5.Step 7: Make decisions on channels of distribution. Based on your corporate
positioning and overall messaging you need to determine the channel/s that best deliver
them to your audience. These days there are many channels to consider: you can post on
your corporate blog, through social media, in a press release, directly to the media, or a
combination. When making this decision, keep in mind the basic differences in each
channel. Social media a fantastic choice if you are prepared for a dialogue and accept the
fact that it will be hard to control your message. A Press release or a blog post are both
great options if you want to broadcast and control the conversations around your
message. Every situation will be different, and youll need to use the info youve gathered
so far to decide on the best distribution.
6.Step 8: Get the word out. Youve done your homework, gotten the buy-in on messaging,
and have decided on distribution channel. Its now time to get your message out to the
channels youve chosen.
7.Step 9: Monitor reaction and react as needed. Youre not done yet! With your message
out in the world you need to circle back with your public facing teams and monitor. Is your
PR crisis still a crisis? What happens next will ultimately depend on the reaction of the
media, your community on social media, etc. As you monitor, keep in mind that it can take
a few days for a fire to die down. Sometime you need to be patient and give it the time it
needs, other times you may need to step in and offer additional statements or interviews.
There are no hard and fast rules and youll need to make the call in real time.
8.Step 10: Learn from the process. No one wants to see a PR crisis pop up, but I promise
you one thing: no matter how things go, you will learn something valuable. Everything you
learn will help your company understand how to avoid future crisis and will help you to
efficiently managing your next crisis. Take what youve learned and apply the next time
you have a fire to extinguish.

Advantages & disadvantages of PR?

1.
Credibility. Because public relations communications are not perceived in the same
light as advertisingthat is, the public does not realize the organization either directly or

indirectly paid for themthey tend to have more credibility. The fact that the media are not
being compensated for providing the information may lead receivers to consider the news
more truthful and credible. For example, an article in newspapers or magazines discussing
the virtues of aspirin may be perceived as much more credible than an ad for a particular
brand of aspirin. Automotive awards presented in magazines such as Motor Trend have long
been known to carry clout with potential car buyers. Now marketers have found that even
lesser media mean a lot as well. General MotorsPontiac division played up an award given
to Pontiac as the best domestic sedan by MotorWeek in a 30-minute program carried by
about 300 public broadcasting stations. Likewise, Chrysler trumpeted the awards given to its
Jeep Cherokee by 4-Wheel & Off Road magazines.21 It has become a common practice for
car companies to promote their achievements. News about a product may in itself serve as
the subject of an ad. Exhibit 17-11 demonstrates how Olympus used favorable publicity
from a variety of sources to pro- mote its digital camera. Anumber of auto manufacturers
have also taken advantage in their ads of high customer satisfaction ratings reported by J. D.
Powers & Associates, an independent research rm specializing in automotive research.
2. Cost. In both absolute and relative terms, the cost of public relations is very low,
especially when the possible effects are considered. While a rm can employ public
relations agencies and spend millions of dollars on PR, for smaller companies this form of
communication may be the most affordable alternative available.
Krispy Kreme, a donut shop, started in 1934 in Winston-Salem. While the one store slowly
grew into a 34-state chain over the years, it was really not a popular, well-known national
brand. Then with a strong PR program and a subsequent IPO, Krispy Kreme took off. When
a new Krispy Kreme shop opens today, press coverage and free publicity almost eliminate
the need for advertising. Many public relations programs require little more than the time
and expenses associated with putting the program together and getting it distributed, yet
they still accomplish their objectives.
3. Avoidance of clutter. Because they are typically perceived as news items, public relations
messages are not subject to the clutter of ads. Astory regarding a new prod- uct introduction
or breakthrough is treated as a news item and is likely to receive attention. When Steven
Jobs (the founder of Apple Computer) announced his return to Apple, after being with
another rm for years, all the networks covered it, as did major newspapers and magazines.
Some (like CNN) devoted two- to three-minute segments to the story.
4. Lead generation. Information about technological innovations, medical break- throughs,
and the like results almost immediately in a multitude of inquiries. These inquiries may give
the rm some quality sales leads.
5. Ability to reach specic groups. Because some products appeal to only small mar- ket
segments, it is not feasible to engage in advertising and/or promotions to reach them. If the
rm does not have the nancial capabilities to engage in promotional expenditures, the best
way to communicate to these groups is through public relations.
6. Image building. Effective public relations helps to develop a positive image for the

organization. Astrong image is insurance against later misfortunes. For example, in 1982,
seven people in the Chicago area died after taking Extra Strength Tylenol capsules that had
been laced with cyanide (after they reached the store). Within one week of the poisonings,
Tylenols market share fell from 35 to only 6.5 percent. Strong public relations efforts
combined with an already strong product and corporate image helped the product rebound
(despite the opinions of many experts that it had no chance of recovering). Abrand or rm
with a lesser image would never have been able to come back. The ad in Exhibit 17-12
demonstrates the power of a strong image. The Firestone tire recall cited earlier is another
example. Because of a strong image established over 102 years of doing business, Firestone
was able to weather the storm and recover from the incident.

Marketting Public relations?

Marketing Public Relations (MPR) Functions Thomas L. Harris has referred to public
relations activities designed to support mar- keting objectives as marketing public relations
(MPR) functions.7 Marketing objec- tives that may be aided by public relations activities
include raising awareness, informing and educating, gaining understanding, building trust,
giving consumers a reason to buy, and motivating consumer acceptance. MPR adds value to
the integrated marketing program in a number of ways:
Building marketplace excitement before media advertising breaks. The announcement of a
new product, for example, is an opportunity for the marketer to obtain publicity and
dramatize the product, thereby increasing the effective- ness of ads. When Volkswagen
reintroduced the Beetle, a great deal of anticipa- tion was created through public relations
prior to the availability of the cars. Creating advertising news where there is no product
news.Ads themselves can be the focus of publicity. There seems to be as much hype about
the ads on the Super Bowl as there is for the game itself. The Switch campaign of Apple
Computers has generated much publicity for the ads. Introducing a product with little or no
advertising. This strategy has been imple- mented successfully by a number of companies,
including Hewlett-Packard, Kinetix, Ty, and Crayola. Gillette uses PR as the lead medium in
every new prod- uct launch.8 Providing a value-added customer service. Butterball
established a hotline where people can call in to receive personal advice on how to prepare
their turkeys. The company handled 25,000 calls during one holiday season. Many
companies pro- vide such services on their Internet sites. Chicken of the Sea provides
recipes to visitors of its site (which of course suggest using Chicken of the Sea tuna).
Building brand-to-customer bonds. The Pillsbury Bake-Off has led to strong brand loyalty

among Pillsbury customers, who compete by submitting baked goods. The winner now
receives a $1 million prize! Inuencing the inuentialsthat is, providing information to
opinion leaders. Defending products at risk and giving consumers a reason to buy. By
taking con- structive actions to defend or promote a companys products, PR can actually
give consumers a reason to buy. Energizers national education campaign that urges
consumers to change the batteries in their re alarms when they reset their clocks in the fall
has resulted in a strong corporate citizen image and increased sales of batteries.
An excellent example of using MPRs in an integrated program is a strategy employed by
Victorias Secret. A spot ad that appeared on the Super Bowl (cost, $1.5 million) announcing
a live webcast of the Victorias Secret fashion show that would appear a few days later
generated mountains of publicity. An estimated 5 billion peo- ple worldwide were made
aware of Victorias Secret. The rush to view the show led to so many users signing on that
servers throughout the world overloaded, causing many to crashand this led to even more
publicity. Combining these two events with in566
Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and Promotion, Sixth Edition
V. Developing the Integrated Marketing Communications Program
store merchandising also paid off, as sales rose by 13 percent. The Web presence pro- duced
600,000 new catalog requests, 1.1 million registrations for e-mail updates, and orders from
136 nations. The company has now increased its television budget, as well as its spending in
magazines like Elle and Vogue, to broaden its integrated approach.9 Additional successful
implementations of MPRs are shown in Figure 17-1. Harris notes that there are a number of
advantages of using MPR:10
It is a cost-effective way to reach the market. It is a highly targeted way to conduct public
relations. It benets from the endorsement of independent and objective third parties who
have no association with the product. It achieves credibility. It supports advertising
programs by making messages more credible. It breaks through the clutter. It
circumvents consumer resistance to sales efforts.
He also notes that there are disadvantages, including the following:
There is a lack of control over the media. It is difcult to tie in slogans and other
advertising devices. Media time and space are not guaranteed. There are no standard
effectiveness measures.
One of the major threats expressed by Harris is that MPRs may lead to public relationsbecoming subservient to marketinga concern expressed by many opponents of
MPR. However, if employed properly and used in conjunction with other traditional public
relations practices as well as IMC elements, MPR can continue to be used effectively.

Implementation of PR?
Implementing the PR Program Once the research has been conducted and the target
audiences identified, the public relations program must be developed and delivered to the
receivers. Anumber of PR tools are available for this purpose, including press releases, press
conferences, exclusives, interviews, and community involvement.
The Press Release One of the most important publics is the press. To be used by the press,
information must be factual, true, and of interest to the medium as well as to its audience.
As shown in Figure 17-3, the source of the press release can do certain things to improve the
likelihood that the news will be disseminated.
Press Conferences We are all familiar with press conferences held by political figures.
While used less often by organizations and corporations, this form of delivery can be very
effective. The topic must be of major inter- est to a specific group before it is likely to gain
coverage. Usually major accomplishments (such as the awarding of the next Super Bowl or
Olympics location), major breakthroughs (such as medical cures), emergen- cies, or
catastrophes warrant a national press conferenc
Exclusives Although most public relations efforts seek a variety of channels for distribution,
an alternative strategy is to offer one particular medium exclusive rights to the story if that
medium reaches a substantial number of people in the target audience. Offering an exclusive
may enhance the likelihood of acceptance. As you watch television over the next few weeks,
look for the various networksand local stationsexclusives. Notice how the media actually
use these exclusives to promote themselves.
Interviews When you watch TV or read magazines, pay close attention to the per- sonal
interviews. Usually someone will raise specific questions, and a spokesperson provided by
the rm will answer them. For example, when four people died from eat- ing tainted
hamburgers at Jack in the Box restaurants, the companys president gave personal
interviews with the press to detail the corrective actions the company would take.
Community Involvement Many corporations enhance their public images through
involvement in the local community. This involvement may take many forms, including
membership in local organizations like the Kiwanis or Jaycees and contributions to or
participation in community events

Evaluating Public Relations.

Measuring the Effectiveness of PR As with the other promotional program elements, it is
important to evaluate the effec- tiveness of the public relations efforts. In addition to
determining the contribution of this program element to attaining communications
objectives, the evaluation offers other advantages:

1.
It tells management what has been achieved through public relations activities.
2. It provides management with a way to measure public relations achievements
quantitatively.
3. It gives management a way to judge the quality of public relations achievements and
activities.
Personal observation and reaction. Personal observation and evaluation by ones superiors
should occur at all levels of the organization.
Matching objectives and results. Specic objectives designed to attain the overall
communications objectives should be related to actions, activities, or media coverage. For
example, placing a feature story in a specic number of media is an objective, quantitative,
and measurable goal.22
The team approach. Harold Mendelsohn suggests that one way to achieve attitude and
behavior modication through public information campaigns is the team approach, whereby
evaluators are actually involved in the campaign.23 By using research principles and
working together, the team developsand accomplishes goals.

Role of Public opinion ?

What is Public Opinion?
But what is public opinion and how are these premises related to the IsraeliPalestinian conflict resolution process? Commonly the concept of public opinion is
taken literally to mean the opinion of the public. While this is not incorrect, it
constitutes a rather nave understanding of the concept. A more sophisticated
conception must acknowledge the element of publicity in public opinion: public
opinion as distinguished from private opinion. Indeed public opinion is a shared
aggregate phenomenon. It is a collective social entity, and publicity is necessary for
its formation. It is the knowledge of the very existence of others who share values,
beliefs and concerns that forges a host of discrete opinions into a viable social entity.
Public opinion holds an essential role in society. It mediates and accommodates social
integration and social change. As a normative force it nurtures integration and
stability. As a mechanism of aggregate foresight it paves the way to social and
political change. Public opinion is thus a multidimensional phenomenon. In addition
to its evaluative attitudinal facet, it comprises a strong normative component, a
prospective informational one, and an expressive behavioral element (Shamir &
Shamir, 2000). A fuller understanding of public opinion thus entails not only the
tracking of the majority opinion, but also of the normative opinion - the opinion
perceived to be the majority opinion. Similarly important are peoples expectations of
future events and developments, as well as overt verbal symbolic and behavioral

expressions of opinion.
Why is it Important to Conflict Resolution?
Why is this important to conflict resolution? Different facets of public opinion can
work in different ways to influence policy makers decisions. Public opinion confers
legitimacy. Legitimacy by its nature has a strong normative component and is
intimately related to the normative facet of public opinion. While success in an
election is usually necessary to secure legitimacy, it is not always sufficient.
Currently, legitimacy has become a major issue in the Palestinian Authority (PA),
evident in the competition between Abu Mazen (Mahmoud Abbas) and Marwan
Barghouti over who gains recognition as the genuine successor of Yasser Arafat and
his legacy. Apart from a leaders legitimacy, bold policy decisions must also obtain
legitimacy and leaders often work hard to secure it. Here, too, contrary to common
beliefs, majority support for a policy option is perhaps necessary for its
implementation, but it does not always entail normative legitimacy of it.

Module 5
Concept 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 being marketed, size of the
organization, and type of industry. Personal selling often plays the domi- nant role in
industrial firms, while in other firms, such as makers of low-priced con- sumer nondurable
goods, its role is minimized. In many industries, these roles are changing to a more balanced
use of promotional program elements. In an integrated marketing communications program,
personal selling is a partner with, not a substitute for, the other promotional mix elements.

Role of public selling?

Manufacturers may promote their products directly to consumers through advertising and
promotions and/or direct-marketing efforts or indirectly through resellers and salespeople.
(A sales force may call on customers directlyfor example, in the insurance industry or real
estate. But this chapter focuses on the personal selling function as it exists in most large
corporations or smaller companiesthat is, as a link to resellers or dealers in business-tobusiness transactions.) Depending on the role defined by the organiza- tion, the
responsibilities and specific tasks of salespeople may differ, but ultimately these tasks are
designed to help attain communications and marketing objectives
Role of Personal Selling The first questions a manager needs to ask when preparing the

promotional program are what the specific responsibilities of personal selling will be and
what role it will assume relative to the other promotional mix elements. To determine its
role, manage- ment should be guided by four questions:
1. What specic information must be exchanged between the rm and potential customers?
2. What are the alternative ways to carry out these communications objectives? 3. How
effective is each alternative in carrying out the needed exchange? 4. How cost effective is
each alternative?3 Determining the information to be exchanged. In keeping with the
objectives established by the communications models in Chapter 5, the salesperson may
have a variety of messages to communicate, such as creating awareness of the product or
service offering, demonstrating product benets for evaluation, ini- tiating trial, and/or
closing the sale. It may also be necessary to answer questions, counter misconceptions, and
discover potentially unmet needs. Examining promotional mix alternatives. In previous
chapters, we discussed the roles of advertising and sales promotion, direct marketing, and
public relations/publicity. Each of these program elements offers specic advantages and
disadvantages, and each needs to be considered when the promotional mix is developed.
Personal selling is an alternative that offers distinct