final part of 25 keys to sales & marketing,

an audio portable MBA course, which has

been developed by New York Times
publishing, with the contribution of some
of the best known business academicians
and practitioners of the contemporary
world. This is only a reproduced graphical
version of the same with no commercial
motive. It has been developed for better
self learning and for assistance to the
large community of several business
practitioners & students, who are in
constant pursuit for quality stuff on-line.
- Saurabh
To find more stuff on business & marketing, visit –
www.saurabhpassion.blogspot.com
 Key - 19
Advertising
as a
promotional tool
 ADVE RT ISI NG
Advertising is pow erful
&

Can create a strong, long

term impact on the
consumer .
 TY PE S OF ADV ER TI SIN G

IN FOR MA TIV E PE RS UA SIV E RE MI NDE R

1 2 3 4

NON -
CO MPA RA TI V ON E SID ED TW O S ID ED
COM PA RA TIV E
 TY PES O F ADV ERT IS IN G & TH EI R
GO ALS

IN FOR MA TIV E PE RS UA SIV E RE MI NDE R

GOA L – 1 Thi s ty pe of
Adv er ti sin g i s
To al er t t he
imp or ta nt aft er
con su me rs abo ut a
the p ro duc t o r
new p ro duc t o r
ser vi ce ha s b ee n
ser vi ce .
pur ch as ed wit h a
Goa l – 2 goa l to st ay in
the m in ds of
Inf or ma tio n a bo ut
cus to me rs.
the p ro duc t o r
ser vi ce , s o t ha t
its n ee d & wa nt is
cre at ed .

NON -
CO MPA RA TI V ON E SID ED TW O S ID ED
COM PA RA TIV E
 TY PES O F ADV ERT IS IN G & TH EI R
GO ALS

IN FOR MA TIV E PE RS UA SIV E RE MI NDE R

Go al of
per suasi ve
adv ertis ing i s
to i nfl ue nce
pu rc has e.

Market Market Only favorable Such advertising

competitor is competitor is not attributes are mentions product
mentioned for mentioned in the mentioned about limitations on
comparison in advertising. Well a product or unimportant
attributes. suited for market service. attributes. Builds
leaders. credibility.
NON -
CO MPA RA TI V ON E SID ED TW O S ID ED
COM PA RA TIV E
 ADVERTISING PITFALLS
Excessive Celebrity Exaggeration
Advertising Endorsement in Ads

Celebrities often sell a

multitude of products.
Can lead to wear Consumer attributes his
out of campaign link with brand as a Temptation to exaggerate
function of money, the characteristics &
rather than a real liking performance of a product
for the merchandise. /service in advertising is
taken as false and puffery
Causes (-)ve impression Their image may content; & isn’t
& cause annoyance due become controversial, acknowledged through
to excessive repetition. hence making their purchase.
endorsement useless or
even fatal some times.
Incongruence/misfit
between Celebrity & the
product.
 Key - 20

DISTRIBUTION
as an
EFFECTIVE COMPONENT
of

MARKETING STRATEGY
 Av ailab ilit y of p roduc t / servic e
–
A key to s uccess in t he m arket .
Dis tr ibu tio n is an i mpo rta nt st ra te gic el em ent o f
mar ke ti ng mix .
Com pa ny can a dap t th e d ist ri but io n str ate gy th ro ug h
int en si ty of it s d is tr ibu tio n cha nn el co ver ag e.
Exclusive distribution Selective distribution Intensive distribution

• Company by its choice,

limits the number of
whole sellers & retailers in
an area – to only high
quality locations.
• Creates image of
exclusivity.
• Customer has to make
an effort to obtain the
product & feels a sense of
accomplishment after
the buying process.
• Moderate number • Goal is to have
of whole sellers & widespread market
retailers coverage.
• Appropriate for less
expensive items.
• Combining good
• Plan is to cause
channel control
with reasonable
impulse purchase –
i.e. place the product in
profits and sales.
front of consumer so
that a purchase happens.
 2 TYPES OF DISTRIBUTION
CHANNELS
Direct Channel
• No Intermediaries between
producer & consumer
• Appropriate for those
companies that are keen to
control entire work from
production to purchase; and
when target market is small and
is already in focus.
•Often it makes less sense to do
so because self distribution
involves specialized skills in
many diverse areas such as
whole selling & retailing
apart from manufacturing.
Indirect Channel
• Involves Intermediaries
between producer & consumer
such as whole sellers, jobbers
and retailers.
• Appropriate for those
companies, who wish to expand
their market reach, give up their
distribution functions and
accept that they have
relinquished channel control.
 Key - 21

HOW T O
EFFE CT IVE LY
INT EG RA TE
THE 4Ps
OF
MARKETING?
 Product

Price

Target
customer

Place

Promotion