Managing Advertising
P. Kotler on marketing- The best advertising is done by satisfied customers.
Advertising is any paid form of non-personal presentation and
promotion of ideas, goods or services by an identified sponsor. There are five stages in development of an advertising program. In first
stage advertising objects are set. Second stage involves calculating a budget that takes in to account product life cycle stages, market share, consumer base, competition, product and advertising frequency. I third stage advertising message is chosen and executed. Ad’s desired reach, frequency and impact are debated in fourth stage to decide on media. Sale effect of advertising is debated in fifth stage.
In the product promotion mix sales promotion,
public relations and
direct marketing are important elements.
Sales promotion consists of diverse short-term incentive
tools to stimulate greater purchase of products. It includes tools for consumer promotion (like coupons, prizes, and price –off, patronage rewards), trade promotion (adverting and display allowances, free goods) and business and sales- force promotion (trade shows and conventions, contests for sales representatives).
Public relations involve a variety of programmes to protect or promote a company’s image and that of its products. Its main vehicles are publication, events and public service activities.Direct marketing is an interactive system that uses one or more media to effect a measurable transaction at response eat any location. Major channels for direct marketing include face-to-face selling, direct mail, catalog marketing, telemarketing and M-commerce, direct response marketing, kiosk marketing and e marketing.
More reviews about the Marketing management